It’s Day Two of the Legal Marketing Association’s annual conference. After a full day yesterday, today brings another day of content that will send legal marketers back to their firms recharged, inspired, and ready to go “all in.”
Here’s a guide to making the most of your last day.
Snacks and Swag: The Marketplace will be open today from 7:15 a.m. to 12:45 p.m. (Last call for branded merch!) This will also be the gathering spot for today’s meals:
Keeping Law School Accessible When Federal Loans Fall Short
As federal borrowing caps tighten financing options for law students, one organization is stepping in to negotiate the terms they can't secure alone.
- Breakfast: 7:15 to 8 a.m.
- Lunch: 11:30 a.m. to 12:45 p.m.
The Critical Client Perspective: Legal marketers must understand the pressures, problems and protocols of their firms’ clients. We kick off today with a candid discussion with lawyers from Google, Cineplex Entertainment, NuVasive, and Padres; they will discuss innovation within their own legal departments; share how law firms can better support them; and provide insight on the everyday business issues they face.
The In-House Counsel Panel immediately follows the LMA Annual Meeting at 8 a.m. in the Grand Ballroom 5.
Essentials Track Picks: If you are early in your legal marketing career – or if you want to learn a new aspect of the business – consider these sessions today:
AI Is Reshaping Legal Practice—But Tools Aren’t The Real Differentiator.
Explore the mindset, cultural shifts, and training strategies that define the AI‑savvy lawyer, revealing why human judgment, standardized competence, and integrated learning—not technology alone—will shape the future of the profession.
- 9:45 a.m.: Mastering the Art and Science of Client Feedback Discussions
- 10:30 a.m.: Leveraging Public Relations for Business Development Success
Advanced Track Picks: For the veterans among us, today’s courses can help you brainstorm new tactics – then effectively advocate for them:
- 10:30 a.m.: Looking Outside Our Industry: A Playground for New Insights and Creative Solutions
- 12:45 p.m.: Building Consensus and Adoption of Large-Scale Projects at Your Firm
Best Sessions to Help Grow Your Firm: If you’re eager to help your firm increase its revenue and roster, consider these courses:
- 10:30 a.m.: Making It Rain: Developing Women Rainmakers
- 12:45 p.m.: Navigating the Fastest Path to Market Share: Lateral Recruitment
Best Session to Help You Leave Your Firm: On the other hand, you’re eager for something new, check out:
Best Sessions If You Love Data: While yesterday helped legal marketers consider AI in the legal marketing context, today brings discussions of data:
- 9:45 a.m.: Practical Experience Management: How to Get Your Firm Started on a Data Driven Journey
- 10:30 a.m.: The Data that Matters: Using Market Intelligence to Drive Growth
Closing Time: The conference will conclude at 1:45 in Grand Ballroom 5, where the Annual Conference Advisory Committee will reflect on key takeaways and provide practical tips for turning your new ideas into action.
Advice for All:
- Download the app – “LMA Annual Conference 2024” on the Apple App Store or Google Play Store. From there, you can organize your agenda, connect with other attendees, and collect contact information.
- If you feel torn between two sessions, don’t fret: Attendees will receive access to the Recordings Bundle for breakout session recordings.
- Focus your networking time: During lunch, join a table for a Shared Interest Group (SIG) that matters to you. (You do not need to be a member to join.) On Friday, there will be dedicated tables for the Solo/Small Team SIG, the Marketing Technology SIG, the PR & Communications SIG, and the Client Value SIG.
Katherine (Katie) Hollar Barnard is the managing partner of Firesign | Enlightened Legal Marketing, a communications agency for law firms and legal service providers. She also serves as co-chair of the LMA’s Strategies & Voices editorial committee