At the 2025 Legal Marketing Association (LMA) Annual Conference in Washington, DC, friends in legal marketing and business development from all over the country and the world came together to share the latest ideas on coaching attorneys, connecting with clients, using tech, and more. The sessions offered great advice on how law firms can adapt and build stronger, more genuine relationships with their clients. From tapping into client feedback to making communication easier with new tech, the conference was full of practical tips for staying ahead in today’s competitive legal world.
Five years ago, I joined Arthur Chapman Kettering Smetak & Pikala with marketing experience but little exposure to the legal industry. Stepping into a small team of two, I quickly realized that legal marketing presented unique challenges—and that I’d benefit from a network to learn and grow with.
Insert LMA! Just what I needed to ACTIVATE my new role. Through LMA, I gained access to programming and best practices that helped me elevate my firm’s brand and support my attorneys. Just as importantly, I found a community of talented peers who have become both mentors and friends.
I’ve wanted to attend the LMA Annual Conference, but the pandemic years and scheduling conflicts prevented me—until this year. I was eager to immerse myself in the conference and bring insights back to not only my firm, but LMA MN and Midwest members. I’ve been an active LMA volunteer for the past four years, serving as Programming Co-Chair in Minnesota. I’ve also helped with LMA Midwest Regional Candidate interviews in 2022.
It was my first year attending the LMA Annual Conference and I’m excited to share a few of my top takeaways from the sessions I attended:
- Be Authentic in Communication
- Whether in crisis or regular messaging, authenticity is key. Speak in a human voice. People connect with genuine stories and emotions, not legal jargon.
- Say what only you can say — stand out by highlighting what makes your firm unique, not by blending in.
- Stay rooted in your values during crisis — when the moment passes, you should still be proud of what you said and how you represented your organization based on your firm’s vision and values.
- Consistency and Trust Are Key to Client Relationships
- Building trust requires consistent communication. Trust is earned through regular, personal engagement—whether it’s through consistent follow-ups, coffee chats, or sending tailored updates.
- Other ways to build trust with your client - show genuine interest in them: show up to their events, engage with them on LinkedIn, and learn what matters to them outside the office. A client shared, “If I don’t remember your name, I’m never going to hire you.”
- Embrace Technology to Streamline and Enhance Processes
- Leverage AI and other tools to improve efficiency in event management, client feedback, and even internal communication. AI tools can help with follow-ups, summarizing meetings, and identifying trends.
- Be open with clients when using AI. Some clients expect firms to use AI tools to save time.
- The Power of Client Feedback
- Actively seek and incorporate client feedback into everything you do. Regular feedback improves relationships, drives change, and provides insights that can increase client retention and revenue.
- Feedback can help improve client relationships — Asking clients for feedback increases engagement and reveals opportunities for improvement, like fixing minor issues that can make a big difference.
- Focus on Long-Term Value, Not Immediate ROI
- In business development, especially at events, prioritize relationship-building over expecting immediate financial returns. Focus on building trust, visibility, and thought leadership rather than transactional results.
- Coaching Lawyers on BD Is Essential for Growth
- Help attorneys overcome self-doubt and get excited about business development through coaching, including regular check-ins, clear goals, and action steps. Self-awareness, confidence-building, and proactive steps (like drafting emails for reaching out for them to send) will help them engage better with clients.
- Master the art of listening — Listen more than you talk and show true empathy.
- Disrupt the “I’m too busy for BD” cycle — Set small, immediate action steps like drafting an email or reconnecting with a contact.
- Visualization as a motivator — Help attorneys picture success and failure to inspire short-term action.
- Celebrate small wins — Create dopamine releases by acknowledging even simple actions like outreach or meetings.
- Incremental Branding Changes Over Radical Shifts
- Brand evolution is more effective than complete redesigns. Small, strategic updates keep your firm relevant without losing brand equity. Avoid radical logo and color changes unless it’s due to a major shift (e.g., rebranding after negative publicity)
- Never change your logo and color scheme at the same time — this can disrupt brand recognition and impact sponsorship effectiveness.
- Strategic Pricing Matters
- Pricing is a significant factor in maintaining and winning clients. It’s essential to align your rates with perceived value, share market rate data with clients, and be strategic about discounts to maintain long-term profitability.
- Prioritize Relationship Building with Meaningful Follow-Up
- Don’t let connections end when the event does. Send personalized follow-ups via LinkedIn or email, share relevant articles, and continue the conversation. Thoughtful, genuine follow-up shows you're invested in long-term relationships, not just one-time meetings.
- 10. Measure Success at Events
- Plan and Define Goals — Before any event, clearly define your objectives: whether it’s showcasing an attorney, building relationships, or increasing brand visibility.
- Go beyond counting attendees. Track things like lawyer participation, client interactions, and meetings booked. Focus on the value events bring like: building brand awareness, strengthening client loyalty, showcasing thought leadership, supporting DEI efforts, and creating cross-practice opportunities.
So many takeaways, insights, and new connections made this first LMA Annual Conference an unforgettable experience. I left feeling inspired, energized, and more connected than ever to this community of legal marketers and business development professionals. The conversations sparked ideas I’m already bringing back to my team, and the relationships I built will continue to shape my growth in this field. I’m grateful for the chance to finally attend and even more excited to keep the momentum going as we all continue learning, sharing, and evolving together.