LMA Beyond Borders Series: 2024 Recap

The legal industry's ever-evolving landscape demands innovative strategies, adaptive leadership and the need for technology to stay ahead. The LMA Beyond Borders series brought together experts to explore transformative approaches in business development (BD), client service, marketing and technology management for law firms. This thought leadership series highlighted the power of aligning data with strategy, fostering collaboration and leveraging tools to enhance firm performance — all while keeping client success at the forefront.

From exploring high-growth strategies to delving into the role of artificial intelligence (AI) in communications and public relations (PR), these sessions provided actionable insights for professionals looking to ignite change. With real-world examples, expert panels and practical tips, attendees were empowered to navigate the complexities of the legal market and drive meaningful results.

Business of Law — Southwest Region

Igniting Change for Customer Success: Fueling High-Growth in Law Firms

This program was a deep dive into the latest trends in firm growth strategies, the dynamics of a high-functioning BD and marketing team and the power of tech integrations. The conversation also covered three strategies to make change happen while keeping clients in mind to grow.

The speakers discussed actionable insights into law firm growth strategies, best practices for building high-functioning business development and marketing teams and the power of marketing technology integrations. Key points include the importance of client engagement, process automation and external strategies for high growth, as well as attracting and retaining top talent through strong company culture.

Communications — Northeast and Mid-Atlantic Regions

AI for Communications and PR: What You Need to Know Now

This program discussed AI’s potential in law firm communications, ethical considerations and the importance of managing reputations. They addressed concerns about deep fakes, plagiarism and the need for accurate information. The panelists’ discussion emphasized the cautious approach of law firms towards AI, the relevance of search engine optimization (SEO) and the necessity of formal AI policies. The panel concluded with advice for smaller firms on AI adoption, stressing the importance of personal experimentation and continuous education to navigate the evolving AI landscape in the legal industry.

Technology Management — Midwest and West Regions

Data Analytics for Law Firm Marketing: Measuring Success and Making Informed Decisions

This webinar provided in-depth exploration on how law firms can effectively leverage data analytics to support marketing and business development initiatives. Panelists emphasized the need to align data with strategy, understanding and optimizing data storage and quality, and identifying key metrics and their practical applications. Impactful insights and real-world examples were covered by moderator Alyson Fieldman (Rockit Results) and panelists Jason Kennedy (Holland & Knight) and Adrian Lürssen (JD Supra).

Marketing Management and Leadership — Midwest and West Regions

Elevating Your Career: Personal Leadership and Management in Legal Marketing

This program explored key strategies for effective management and leadership within legal marketing departments. Attendees gained insights into fostering cross-functional collaboration, aligning personal and professional growth with organizational goals, and leveraging tools and skills to enhance team performance.

Client Services — Southeast Region

Client Service Strategies: Leveraging Feedback for Results

This presentation, led by industry expert on client service Laura Meherg (Wicker Park group) and joined by Daniel Herbener (Benesch), offered valuable insights into the concept of "one size fits one" and the importance of personalizing client service. The practical tips and lessons shared by Benesch were highly informative and provided actionable strategies that can be implemented in our own practices.

Business Development — Canada and Europe Regions

Business Development Blueprint: Taking Your BD Skillset to the Next Level

This international panel comprised of Els Houtman (Houtoff; the Netherlands), Jon Brewer (formerly at Orrick; UK) and Oliviana Mingarelli (Fasken; Canada) focused on taking your business development skillset to the next level. Katherine Hutchinson (Bennett Jones; Canada) moderated the discussion — which uncovered tips for career development as a BD professional including, how to keep motivated and bring fresh ideas to your role. 

Some key learning points included:

• Understanding one’s value proposition requires recognizing unique skills and insights.
• Maintaining industry relevance through continuous learning, client research and data analysis.
• Building essential trust with lawyers is essential through proof points and evidence.
• The increasingly valuable skill of the ability to analyze and translate data into strategy for future CMOs.
• Establishing trust benefits from thorough research on individuals, their roles and their clients.
• Creating effective interactions through curiosity, accountability and authenticity.