Marketing and Technology: How a Communicative Relationship Can Yield Valuable Results

Marketing and Technology: How a Communicative Relationship Can Yield Valuable Results

By LMA International & ILTA
August 04, 2022 | 31-minute episode
Marketing Management and Leadership Firm Organizational Structure and Dynamics Project and Program Management Content Type Podcast
Technology Management
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LMA Podcast ·Marketing and Technology: How a Communicative Relationship Can Yield Valuable Results

Episode: 94

Episode Description:
Technology is changing how firms operate and there is a need for more collaboration between the marketing and technology teams to achieve shared goals. In this collaborative podcast between the International Legal Technology Association (ILTA) and the Legal Marketing Association (LMA), four seasoned marketing and technology experts discuss their organizational structures, the importance of establishing effective and open communication processes between departments, and share stories in which these efforts resulted in successful projects.  

After listening to this 30-minute podcast, you'll learn practical tips for working together effectively and take away examples that can be implemented for your own success.

Britton Choi, Chief Information Officer, Sheppard Mullin Richter & Hampton LLP
Erin Corbin Meszaros, Chief Business Development and Client Service Officer, Eversheds Sutherland 
Tara Patterson, Marketing Technology Manager, Orrick (host)
Ali Shahidi, Chief Innovation & Client Solutions Officer, Sheppard Mullin Richter & Hampton LLP
Michelle Woodyear, Director of Digital Marketing, Covington & Burling LLP

About LMA's Podcast:
The LMA Podcast focuses on hot topics in legal marketing, member education and the business of law, with episodes published every three to four weeks. All podcast episodes are shared on Strategies & Voices and are available on SoundCloudGoogle Podcasts and Apple Podcasts.

About This Collaboration
Both ILTA and LMA recognize that collaboration can only add value and aim to continue this discussion with additional content through the rest of 2022. Keep an eye out, share this podcast with a colleague and let us know what think!

Britton Choi is the CIO for Sheppard Mullin, where he currently leads the information technology and information governance teams. Prior to his current role as CIO, he has had the privilege of being the first CISO for Sheppard Mullin. Before landing at Sheppard Mullin, he had the opportunity to work at other great AMLAW 50 firms for most of his professional career.


Erin Corbin Meszaros has more than 25 years of hands-on professional service experience and helps Eversheds Sutherland attorneys turn business strategies into business successes. Through various firm initiatives she develops innovative solutions designed to enhance client satisfaction and increase brand awareness. She works one-on-one with attorneys on their professional and business development opportunities to help integrate and align their individual initiatives with the firm’s overall business objectives. She also guides and supports practice groups and sectors to ensure the firm’s strategic goals are met. Her career includes numerous successful business initiatives, such as implementing and executing a firm’s five-year strategic plan, implementing and executing a forward thinking client feedback program, initiating and completing a re-branding campaign, conducting an in-depth client relations coaching program and creating a unique customer relationship management (CRM) database course, which effectively increased firm-wide usage.

Tara Patterson is a marketing technology manager at Orrick. She manages the collection of data and strategic usage of the firms’ experience, employing an all-practice view to matter information collection. Further, Tara provides leadership, strategic guidance and recommendations for the development, implementation, usage and enhancements of technologies used for marketing and business development initiatives, including lawyer biographies, website content and marketing collateral along with other business development-related technologies and content maintenance. She is a member of both the Legal Marketing Association and the International Legal Technology Association, where she has served for three years on the KM and Marketing Content Coordinating team.

Ali Shahidi has over 20 years of experience in the legal industry and oversees the Sheppard Mullin’s knowledge management, legal operations, practice technology and innovation initiatives. He and the innovation and client solutions team collaborate with attorneys and clients to develop practical solutions to facilitate the delivery of legal services. Under his leadership, knowledge managers, business analysts and data scientists use advanced technologies such as process automation, data analytics and machine learning to enhance legal service offerings to clients and make the practice of law more efficient. Consistent with Sheppard Mullin’s focus on social justice and diversity, Shahidi has been active as a mentor and volunteer through non-profits and professional organizations, including Fulfillment Fund and Public Counsel. He has served as board member and advisor to technology startups, legal solution providers, law schools and industry associations.

Michelle Woodyear is the director of digital marketing at Covington where she combines her knowledge of data science, technology, marketing and business development to drive innovation and transform digital marketing. Over the course of her career, she's had the opportunity to work extensively with business partners to identify and implement creative solutions to some of the toughest, most intractable problems across a large range of disciplines in legal, manufacturing and tech industries.

LMA International & ILTA