Law Firm Marketing Summit

Tuesday 7 November 2017

09.00  Welcome from the Chair, Terri Pepper Gavulic, Executive Director, TerraLex

09.30 keynote: Threats, fear and success: what the data tells us

Setting up the conference for the day, Lisa revealed data showing:
• how GCs currently see the legal industry by taking account of both strengths and weaknesses,
• the pace and shape of innovation from the client perspective,
• what high performance looks like, and
• how to future proof your firm.

Lisa Hart Shepherd, CEO, Acritas

10.00 Influencing – Building consensus, generating engagement and driving change

• How the Marketing and BD roles in law firms are changing.
• How and why firms can and should fully integrate their BD and marketing teams into the full spectrum of service.
• Customer journey mapping, client listening and feedback programmes, performance-related incentive schemes, KPIs, marketing to moveable GCs.
• The GC perspective: how the law firm/client relationship is changing and what law firms should be doing to meet clients’ needs.

Chair: Ann Macleod, Global Client Listening Manager, Allen & Overy LLP

Harry Pfeffer
, International Sales Manager, Lexis Nexis
Wolf Frenkel, General Counsel and Chief Compliance Officer, BearingPoint Management and Technology Consultants
Manu Kanwar, Virtual GC, Legal Strategist, LexSolutions

11.00  Coffee and networking

11.45  Managing innovation in the face of disruption

• How marketing and BD professionals can guide change and client-centered engagement effectively.
• Pricing and commoditisation, leveraging marketing research, scenario-planning, market segmentation.

Chair: David Byrne, CMO, Mourant Ozannes

Ben Kent
, Managing Director, Meridian West
Michael Guiney, Director of Business Development, Kinstellar
Andrea Miskolczi, Chief Business Development & Marketing Officer, Wolf Theiss
Alessandra Almeida Jones, Head of Marketing & Communications, EMEA, Baker McKenzie

12.45  Lunch

13.45 Content marketing in the age of disruption

• Disruptors: which are mere distractions and which are true disruptors?
• How to tailor your firm’s content marketing to better meet your firm’s needs in a disruptive world.
• Streamlining your content strategy to influence your clients’ onboarding.
• What are the best metrics to track and measure success?
• Predictive analytics.

Chair: Stephen Blundell, Managing Director, Redstone Consultants

Robin Stephens, Director, Vuture
Karen Snell
Head of Marketing Projects and Campaigns, Hogan Lovells
Ed FitzGerald
Head of Brand & Marketing Services, RPC
Keith Hardie
European Marketing Director, Bryan Cave
David Stuckey, Executive Editor, CEE Legal Matters

14.45  Technology solutions – Leveraging technology to add value to the client experience

• Driving efficiency and delivering client value.
• Technology-driven business solutions as new industry differentiators.
• Multi-source feedback systems, AI, app development, qualitative feedback algorithms, etc.
• Using technology to improve the customer experience.
• AI: threats vs opportunities.

Chair: Adam C. Severson, Chief Marketing & Business Development Officer, Baker, Donelson, Bearman, Caldwell & Berkowitz, PC

Andy Wishart, Global Head – Contract Express, Thomson Reuters
Justin North, Founder, Janders Dean International
Ashley Moss, CEO, DWF 360

15.45  Coffee and networking

16.30  Pitching and panel selection– Inspiring and building client relationships

• The pitching process from pre-pitch to post-pitch.
• Implementing a pitch pipeline, tailoring your client message and creating an effective strategy.
• The GC perspective: Why client needs are paramount to successful pitches and how to meet them.
• How organisations are rationalising their panels.
• What impact does relationship management have – for firms and for GCs?

Chair: Rachel Hussey, Partner and Head of Business Development, Arthur Cox

Dominic CarmanLegal Researcher and Author, Enable Business Solutions Limited
Matthew Fuller, Director of Business Development & Marketing, White & Case
Davina Shingadia, UK General Counsel, Yahoo!

17.30  Clients and their law firms: a relationship redefined

Ever since the ACC Value Challenge was launched some two decades ago, clients and their law firms have been engaged in a dialogue on the price/value of legal services. We have witnessed the introduction of procurement, legal panels, alternative fee arrangements and the rise of legal operations as a professional discipline. Despite two decades of debate, there has been little fundamental change. Jaap Bosman dove into the details and explain what lies at the heart of this. He argued that things are already starting to change but WILL fundamentally do so in the near future. He provided valuable insights into what is currently going on with corporate clients behind the scenes and how it is altering the way they value and purchase legal services.

Jaap Bosman, Strategy Consultant and Author, Death of a Law Firm

18.00  Close followed by drinks reception

Did you miss the Law Firm Marketing Summit?

Get in touch if you’d like us to keep you informed of next year’s summit and be the first to hear about our early bird rates! For more information, please contact Ben Martin by email at or by phone +44(0)20 7193 5370

©2017. The organisers reserve the right to amend the program without giving prior notice.

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