All LMA Blogs

From Share of Voice to Share of Model: Evolving Legal Marketing by OneNorth

By Mercedes Smith posted 7 days ago
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Thank you to OneNorth for supporting LMA Midwest Region! Let’s face it: “disruption” isn’t just a buzzword anymore. It’s practically a colleague. AI is writing briefs, clients are talking to robots before they talk to firms, and your website has exactly 3.2 seconds to make a dazzling first impression before someone scrolls, swipes, or vanishes. Here are some of the highlights worth keeping in mind as you set out your strategy for the next year: From Voice to Visibility Legal marketing has long lived by the gospel of Share of Voice. You measured how often your firm was mentioned, how loudly you amplified your message, and how many pixels ...
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12th New York Local Group CMO Forum Recap: Where Innovation, Strategic Marketing and Technology Intersect

By Eric Himsel posted 14 days ago
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12th New York Local Group CMO Forum Recap: Where Innovation, Strategic Marketing and Technology Intersect Against the bustling backdrop of New York City, the Legal Marketing Association’s Northeast Chapter (LMANE)’s New York Local Group hosted its 12th Annual CMO Forum on May 15. LMA New York’s Programming Committee, chaired by Ellen Auwarter , Vice Chair Syndia Torres-Pena , in conjunction with CMO SIG Co-Chairs Despina Kartson , Chief Marketing Officer at BakerHostetler, and Nicole Petrie , former Chief Marketing Officer at Schulte Roth & Zabel CEO & Founder of Petrie Global Advisors, produced the ...
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Top 10 Takeaways from the 2025 LMA Annual Conference

By Kristin Olmstead posted 19 days ago
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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 ...
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LMASW Member Spotlight | Rachael Schilling

By Brittany Lewis posted 12-11-2024
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Name : Rachael Schilling Position: Marketing and Client Services Director at Liskow Family: Husband: Jonathan; Sons: Addison (8), Lawson (5), Harry (1) Hometown: Mobile, Alabama Education : The University of Southern Mississippi (B.A. in Marketing) At what point in your life did you realize you wanted to pursue a career in the legal industry, and why are you passionate about your profession? It wasn’t an immediate realization, but the longer I spent in the legal industry, the more I recognized how much it suited me. The combination of intellectual challenge and opportunities for constant growth is what drew me in. Working alongside incredibly ...
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LMA TW x SW 2024 Your Honor Awards Winners

By Brittany Lewis posted 11-18-2024
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The LMA Southwest Region proudly congratulates this year’s honorees of the Your Honor Awards hosted jointly by the Southwest and West regions. Presented at the LMA TWxSW Regional Conference in Las Vegas on October 24, 2024, the seventh annual YHA program recognized the creativity, innovation, and hard work of law firms and individuals who have made significant contributions to the legal marketing profession. We are grateful to Chambers for sponsoring the YHA program for the second consecutive year. Congratulations to the 2024 LMA TWxSW Your Honor Awards honorees: Business Development Campaign Award · Winner: Adams and Reese, “AR ...
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Strategic Planning for 2025: Key Takeaways from LMA NY Program on 9/26/24

By Eric Himsel posted 10-04-2024
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Introduction As in-house marketers at law firms gear up for their business planning for the upcoming year, the recent panel presentation to the LMA Northeast region, and hosted by the New York chapter, "You Can Lead a Horse to Water, But... Strategic Planning for 2025" provided invaluable, forward-looking insights. The panel, moderated by Michelle Murray (Arnold & Porter), featured industry experts Kate Stoddard (Kelley Drye & Warren LLP), Lisa Cooms (Friedman Kaplan) and Erica Roman (Cole Schotz P.C.). The discussion centered around the importance of Key Performance Indicators (KPIs), Return on Investment (ROI), data collection and the implementation ...
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LMASW Member Spotlight | Clara Bonilla

By Brittany Lewis posted 09-25-2024
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Name: Clara Bonilla Position: Partner, Digital Strategist, & Client Operations Director Family: Married to my college sweetheart Hometown: Tunja, Boyacá, Colombia Education: MBA, University of Texas at Arlington At what point in your life did you realize you wanted to pursue a career in the legal industry and why are you passionate about your profession? Like most legal marketers, my journey into our beloved industry was somewhat serendipitous. After graduating with my MBA from Arlington, I was eager to explore new places and set my sights on Austin—a city I had long been curious about. My life had always been marked by frequent moves due ...
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LMASW Member Spotlight | Lindsay Vendegnia

By Brittany Lewis posted 06-11-2024
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Name: Lindsay Vendegnia Position: Senior Marketing Specialist, Polsinelli Family: Husband, Chris and two adorable cats – Moose and Finnegan Hometown: Denver, CO Education: University of Oklahoma, B.A. in Public Relations; University of Colorado at Denver, M.S. in Marketing At what point in your life did you realize you wanted to pursue a career in the legal industry and why are you passionate about your profession? Growing up I never considered a career in legal marketing. I did not grow up around lawyers and did not really know anything about the legal industry. However, in 2017 I was looking for a career change and ...
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Member Spotlight: Danny Jacobs

By Carolyn Hennessey posted 06-11-2024
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Member Spotlight: Danny Jacobs Danny is a Communications Manager at Miles & Stockbridge in Baltimore, Maryland with a decade of communications experience, having previously worked as a reporter and editor at The Daily Record before being newly introduced to legal marketing over a year ago. He recently attended the February Best of Baltimore virtual meet and greet, the LMA national conference in April, and looks forward to connecting with more regional LMA colleagues. Tell us how you got involved with legal marketing. I was a reporter and editor for a dozen years at The Daily Record, a business and law paper in Baltimore. I was in ...
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From Concept to Launch: Crafting a Client-Centric Legal Website

By Carolyn Hennessey posted 06-11-2024
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From Concept to Launch: Crafting a Client-Centric Legal Website By: Fayeruz B. Regan Marketing Content Manager, Allen, Allen, Allen & Allen Member-at-Large (Member Engagement), Virginias Let’s start with the good news. Legal websites need to be refreshed every five to seven years, while most other types of businesses need a website refresh every one to three years. The bad news? Law firms by nature want to project an air of consistency and trustworthiness, and with multiple attorneys at the helm to make final decisions, any type of change can feel like pulling teeth. The joint legal event held by the Legal Marketing Association (LMA) and ...
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Six Internal Communication Tips Every Legal Marketer Should Know

By Carolyn Hennessey posted 06-11-2024
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Six Internal Communication Tips Every Legal Marketer Should Know By: Kate Lawless Owner, KJLawless Communications In reality, writing internal communications is not all that different from external communications, but there are a few nuances to consider when communicating to internal audiences. Additionally, many best practices for writing external messaging will apply just as much, if not more so, to internal communications, so they must not be overlooked. Read the six tips (plus a bonus tip!) for writing and distributing internal communications so you can maximize the performance of your internal messaging. 1. Make it memorable ...
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Top 5 Tactics and Tools Law Firms Need to Deploy for SEO

By Carolyn Hennessey posted 06-11-2024
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Top 5 Tactics and Tools Law Firms Need to Deploy for SEO By: Joe Giovannoli Founder & CEO, 9Sail Having a strong online presence is essential for law firms aiming to attract and retain clients in the highly competitive legal market. The prevalence of digital platforms in today’s marketplace means that search engine optimization (SEO) is a non-negotiable component of your digital strategy, helping your firm’s website rank higher on search engine results pages (SERPs) and reach potential clients effectively. By implementing targeted law firm SEO tactics, law firms can improve their visibility, drive more organic traffic, and ultimately increase ...
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Unlocking Growth: Gamified KPI Tracking for Law Firms

By Carolyn Hennessey posted 06-11-2024
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Unlocking Growth: Gamified KPI Tracking for Law Firms By: Ben Chiriboga Chief Growth Officer, Nexl In the business of law’s dynamic landscape, law firm growth isn't just a goal—it's a must. Today, many firms are turning to technology to track and drive growth. But what if your firm isn’t ready to invest in that piece of technology? In this article, we’ll explore the art of the possible when it comes to KPI tracking, learning how gamification can help you not only track metrics but turn reporting into engaging challenges, fostering teamwork, and propelling growth – even without fancy technology! But first some background. At the heart of ...
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How to edit your law firm’s Wikipedia page: 3 golden rules

By Mercedes Smith posted 05-02-2024
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By: Michelle Calcote King, Principal & President of Reputation Ink Just like death and taxes, if you’re a marketer, it’s inevitable that you’ll be asked to edit a Wikipedia page (or worse: create one ). It’s an understandable request given Wikipedia’s prominence on the web. The online encyclopedia continues to dominate search results due to its high-quality, up-to-date content on a vast swath of topics. Its pages are frequently referenced in links from other sites, one of Google’s predominant signals of authority. Google’s addition of snippets and knowledge graphs has further cemented Wikipedia in the top few results for nearly any given ...
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LMA24 Takeaways: Minnesota Members Share Their Thoughts

By Levi Wick posted 05-01-2024
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Last month, the Legal Marketing Association’s Annual Conference, LMA24, brought together 1,000+ legal marketers from across the country and around the world! Featuring 140+ speakers, 35+ sessions, and 80+ exhibitors in the beautiful city of San Diego, attendees had the opportunity to learn about hot topics and issues within the legal marketing industry while building relationships with industry colleagues. LMA Minnesota members were on the ground at LMA24 – here are key highlights and takeaways from a few Minnesota members: As a newbie to legal marketing, attending the conference solo was initially daunting. However, the mentor-mentee program quickly ...
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Annual Meeting Recap: A Long-Time LMA Member Shares Her Perspective as a First-Time Attendee

By Mercedes Smith posted 04-11-2024
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By: Lynmarie Lane, L Squared Marketing Group LLC What’s that expression… always a bridesmaid, never a bride? For more than 20 years, I have been part of the Legal Marketing Association, and have held various roles within the Midwest chapter including serving on the Chicago Local Steering Committee, judging Your Honor Awards, and speaking at various events. I continue to be active in the organization but didn’t YET have the experience of attending the annual conference that I had heard so much about. I was determined to change that in 2024. After starting my own shingle, L Squared Marketing Group LLC, I knew that I had to go to the conference, not only to ...
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11 ways attorneys can improve their chances of securing speaking engagements

By Mercedes Smith posted 04-02-2024
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By: Michelle Calcote King, Principal & President of Reputation Ink Several years ago, I set out to become an industry speaker to promote Reputation Ink’s law firm public relations services to prospective clients. I’ve now spoken to many professional organizations at the local, regional and national levels and can attribute those speaking engagements to winning several new accounts. Securing speaking engagements may be one of the most effective ways for attorneys to showcase their knowledge and get in front of prospective clients. However, the higher-profile speaking engagements are competitive and are often monopolized by just a few of the top professionals ...
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Member Spotlight: Katherine Boyko

By Carolyn Hennessey posted 03-19-2024
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Katherine is a Senior Legal Marketing Coordinator at Whiteford, Taylor & Preston LLP. Within her role, Katherine primarily works on compelling RFPs and pitches, highlighting the firm's unique value proposition and capabilities to prospective clients. As part of a team, Katherine contributes innovative ideas and strategies to various projects within the legal marketing domain, enhancing the firm's market presence and client engagement. The LMA community has witnessed her innovative ideas and strategies firsthand from all her hard work as the Vice-Chair of LMA's Capital LSC Chapter. Thank you for all you do for the Capital LSC, Katherine! Tell us how you ...
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Minnesota Program Recap: The Two Magic Words for a Dream Career - Professional Identity

By Levi Wick posted 03-15-2024
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In today's fast-paced professional landscape, the journey to success often feels like navigating a never-ending maze. On February 29, 2024, the LMA Minnesota Local Group hosted a program on professional identity and networking featuring Jessie DaSilva. Jessie is a seasoned professional with a diverse background spanning law, business consulting, and career coaching. The session consisted of valuable insights that left participants inspired and equipped with practical tools to enhance their professional journeys. Below are a few key takeaways from the session, which can be implemented in your own professional journey or used when assisting others: ...
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Ready, Set, Connect! Building Your Network in LMA

By Carolyn Hennessey posted 03-14-2024
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Ready, Set, Connect! Building Your Network in LMA By: Carolyn Hennessey Marketing Manager, DLA Piper Driving over to my first long run with the Capital Area Runners, there was not a familiar face to be found. Nervously I began the 90-minute run by inserting myself among the 30+ runners, and by the end, I left with half a dozen friends and training partners that I am still close with to this day. I like to think of networking exactly like this story. Even though I was intimated to join a group where everyone knew each other, pushing myself allowed me to invest in new relationships that advance my personal growth. Investing in one’s network is a crucial ...
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