Conference Day 2
Friday, September 27

Full Agenda

7:00-8:00 am: Breakfast and Networking with our Sponsors

8:00-9:00 am: Coffee with Clients:

Moderator: Cari Brunelle, Baretz + Brunelle


9:15-11:30 am: Breakout Sessions

11:45 am-12:15 pm: Wrap-up and Prizes


Track A
I want my FIRM to be a change agent
Track B
I want my ATTORNEYS to be change agents
Track C
I want to be a change agent

Turning Data Into Deeper Client Relationships


9:15-10:15 am

Stephanie A. Bishop, Business Intelligence Manager, Hunton Andrews Kurth LLP

Rachel Shields Williams, Senior Manager, Experience Management, Sidley Austin LLP

Ali Ferro, Business Development Manager, Baker Donelson

Bridgett Beasley, Digital Marketing Specialist, Baker Donelson



Most companies only leverage 12% of their available data, overlooking valuable information that could lead to growth and new opportunities. How can we ensure we're utilizing all of the information available to us?


Hear from legal marketing and business development professionals about how they successfully leverage their firms' data to enhance client relationships and anticipate trends across key industries and practice areas.


Attendees will leave the session with best practices and strategies for:

  • Determining what marketing data and metrics matter
  • Collecting and tracking the data using both basic and advanced tools
  • Coaching attorneys on how to act on the data
  • Designing and tracking metrics that demonstrate ROI and resonate with key stakeholders


This session is designed for marketing and business development professionals with a range of experience at firms of all sizes. Understanding that each firm has different resources, we'll touch on various types of marketing data available, including marketing automation data, website and email analytics, CRM data, webinar analytics, and more.

Positioning Your Firm Through Curated Content Strategies


10:30-11:30 am

Heather A. Haywood, Director of Marketing and Public Relations, Mitchell, Williams, Selig, Gates & Woodyard, PLLC

Natalie Ghidotti, CEO, Ghidotti Communications


Many people (and marketers) are talking about content marketing, but we believe there is a formula to create a curated content strategy that actually drives consumer action. The key is integrating ALL efforts that involve content: that means looking at your overall content marketing strategy as thought leadership to get the most out of each piece of content and creating strategies to integrate earned, paid and owned media to drive content marketing efforts that move potential clients to action.


In this session, you will learn how a growing regional law firm used an integrated approach of PR and content marketing to better position its attorneys and gain market share. The strategies taken by Mitchell, Williams, Selig, Gates & Woodyard, P.L.L.C. Law Firm and its agency partner Ghidotti Communications are easily transferable to any law firm looking to elevate its reputation and generate new client leads.

Leveraging Referral Sources as Brand Ambassadors for Niche Practices


9:15-10:15 am

Amy Knapp, Founder, Knapp Marketing

Susanne L. Mandel, Chief Marketing and Business Development Officer, Lowndes

Morgan Ribeiro, Chief Business Development Officer, Waller Lansden Dortch & Davis

Elle Walch, Business Development and Marketing Manager, Ball Janik LLP


For niche practice offerings, referral sources can assist in elevating your brand to the next level, ensuring the success and longevity of client retention and brand awareness. In this panel, we will explore how to turn existing clients, prior clients, internal parties and other business relationships into brand ambassadors for your firm, as well as foster key relationships with new referral sources. The panelists – representing firms of varying sizes – will provide the audience with case studies across a variety of competencies, sharing how they leveraged key relationships to develop new business and grow revenue.


Key takeaways: Strategies for determining your best bet for referral sources, and how to foster those relationships, building brand awareness for sub-specialties, expanding client work and enjoying higher retention rates, and developing clients and referral sources into ambassadors.

What do sci-fi movies and digital transformation have in common? Marketing fact.


10:30-11:30 am

Jennifer Miller, Global Vice President, Vuture


Take a journey Back to the Future and hear the story of digital transformation as told through some of your favorite science-fiction movies.


You can decide whether Frankenstein’s monster and Mr. Hyde offer more insight into transformation than their makers Frankenstein and Dr. Jekyll. Understand why The Hunger Games’ Katniss Everdeen holds one of the most important secrets to unlocking transformation success. Learn what the lovable WALL-E can teach us about transformational culture. And discover why digital transformation doesn’t have to be the NeverEnding Story that some business leaders might make it.


So, switch off your cell, pick up your popcorn, sit back and enjoy the presentation. <cue Pearl and Dean music>


Notes: The presentation will incorporate a quiz for audience participation, as well as occasional video clips and popular culture references, for wider interest. There will be a key-takeaways document available as well as full access to Vuture’s 2019 Trends campaign, which offers a library of content designed to provide greater context for digital transformation and related topics.

The Rise of the Superstar Lawyer: How to Package & Promote Practices One Lawyer at a Time


9:15-10:15 am

Dallas Jessup, Director of Branding & Marketing, Elite Lawyer Management


Losing clients to less qualified but more visible and better packaged competitors? This session unlocks the business development formula extraordinarily successful lawyers use to differentiate and elevate themselves and their practices online and off.


Through current case studies of large, mid-size, and smaller firm superstars learn how each uses a strategic mix of PR, professional branding, content development, thought leader marketing, and social media to become high credibility, high visibility client magnets. The takeaway is a customizable formula for any firm, any practice, and any lawyer to rise above the clutter and dominate their field.

Making the Case: Positioning Yourself to Add Value in a Client-Facing Role


10:30-11:30 am

Jenna K. Schiappacasse, Director of Client Development, Rosenberg Martin Greenberg, LLP

Dawn Violet Sheiker, Director of Client Relations, Morris James LLP

Eric Monzo, Marketing Partner, Morris James LLP

Michael Mellor, Director of Marketing and Business Development, Pryor Cashman LLP


With an influx of discussion in our industry on client-facing roles of late, join three client-facing legal executives within small to mid-sized firms and a sales-savvy marketing partner as they tell their stories and share with the audience:

  • How they created their roles, detailing each panelists’ personal journey
  • The differences between laying the groundwork within the same firm to move to a client-facing role, or crafting the job description to make a move
  • Their process of getting the coveted seat at the table and how to reframe your internal perception
  • Options for crafting a compensation plan that befits the value add of this type of role
  • How they created a true partnership with your attorneys when pursuing clients
  • What metrics they measure, financial reports they utilize, and how they track the overall value-add
  • An attorney’s perspective on the value of in-house client-facing and client service roles, as well as how two of these firms have successfully worked together to pitch multi-jurisdictional clients

Attendees will leave with real-life anecdotes, tips, and tricks, and actionable ideas to apply to their approach for bringing a client-facing business professional role into their firms, as well as how best to avoid missteps and some uphill battles.

A texture