The is a working agenda and subject to change.
Enhancing the client experience through effective marketing and business development strategies to drive profitability
6 November, 2018
08.30
Registration & refreshments
09.00
Welcome to delegates
Conference chair: Terri Pepper Gavulic, Executive Director, TerraLex
09.10
Keynote: International trends in professional services marketing
- Reviewing marketing trends in professional services marketing: what lessons have been learned?
- What role does branding play in professional services marketing?
- Analysing the impact of the constant growth in digital technology on the provision and communication of professional services
- What will be the next big thing in professional services marketing?
09.35
Demonstrating the value of marketing to law firm profitability
Understanding the partner perspective: how to engage partners more effectively in the marketing and business development strategy
Leadershiptalk: Influencing up
Moderator:
Panellists include:
10.05
Case study: Contributing to the bottom line
- How marketing can make an impact on the bottom line.
- Delivering legal services marketing now and creating plans and teams which are geared to the future of law firms.
- Activities that really differentiate you and add value to your business.
10.25
How software can improve pitch generation
10.30
Refreshments
11.00 – 11.45
Break outs
Why client satisfaction is not enough anymore: how to measure client commitment
- What questions to ask them and how often?
- Who should ask them?
Pricing strategies
- Getting through the RFP
- Impact of commoditisation
- Alternative pricing strategies
Working with the directories
- Understanding how directories approach their research
- How to resource & manage your approach to directories
Moderator:
Panellists include:
11.50 – 12.20
Tech in action
Data-driven business development – using data to validate your firm’s initiatives and demonstrate ROI
- Data analysis enforces less experimental and more intentional behaviours
- Right-size your data: leverage existing information, create focused new data points
- Make facts count: visualise, interpret and communicate
Low-cost, no-cost: marketing strategies for small law firms
- Managing your practical resources
- Picking your battles: identifying the key areas for improvement
- Leveraging partner engagement to promote marketing in a smaller law firm
The marketing campaign balancing act
Why strategy and focus is key in a traditionally reactive market
- Goal setting
- Focus and execution
- Measurement
- Closing the loop
12.20
Lunch
13.30
Why top law firms are investing in building stronger relationships with their alumni
A brief look at why top law firms around the globe are establishing formal corporate alumni programs in order to achieve business objectives.
13.35
Influencing: the art of smart content
- From push to pull marketing
- What do clients want from your content?
- How do you grab their attention?
- What works and what doesn’t?
- What platforms work best?
- Engaging partners
- Planning resources & managing ROI
- Content marketing post GDPR
14.10
Creating your social media voice
- Navigating social media and building your online presence
- Understanding the new generation of clients
- Instagram: the new frontier?
14.25
Change management: creating a marketing culture within your firm
- Aligning firm culture with a marketing and BD perspective
- Breaking down the silos: engaging partners and other departments to join the dots
- Proving your worth
Moderator:
Panellists include:
15.00
More Ways to Amplify Your Network
Introducing BoardEx, a global database that enables companies to leverage their relationships and unknown connections
15.05
Refreshments
15.35
Tech Talk: Using technology to enhance the client experience
- AI, automation and legal tech: opportunity or threat? Where is all this leading?
- How can law firms use technology to enhance the customer journey?
- Is there a conflict between the digitalisation of the BD function and partners and law firm culture?
- Tech solutions with limited resources
- The power of data analytics to transform law firms
- Using big data tools to improve client knowledge and spot opportunities for offering additional legal advice
16.10
Understanding the client perspective
- What marketing efforts cut through the fog and pique the client’s interest? What doesn’t?
- What role does a firm’s diversity policy play in panel selection? What role does pro bono play?
- How do you make it on to the client’s radar to stand a chance of panel selection?
- What three things do clients most want from their law firms?
16.40
What will you do differently tomorrow?