The Legal Marketing Association’s 2024 Annual Conference brought together professionals from across the globe to discuss pivotal industry topics and emerging trends. In attendance was Howard & Howard PR and Communications Coordinator Kady Volmering.

In our second installment of event takeaways by way of a Q&A, we picked Kady’s brain to learn more about what’s to come for legal marketers – especially important given the exponential and rapidly evolving use of AI technologies. Read on!

Engaging in meaningful dialogue with peers enables us to glean actionable strategies and forge lasting partnerships, ultimately enriching the fabric of our industry.

Could you highlight a standout session from #LMA24 and elaborate on its significance?

“Leveraging Public Relations for Business Development” – with Jaylen Pearson and Kelsey Eidbo of Infinite Global, Penny Paul of Lowenstein Sandler and Zach French of Finnegan, Henderson, Farabow, Garrett & Dunner – stood out as a breakout session for me. Given the strategic role of PR in our business development initiatives at Howard & Howard, this session proved invaluable. It offered a comprehensive exploration of PR’s integration into our strategic framework, addressing pertinent challenges and offering actionable insights to foster attorney engagement and amplify our firm’s visibility.

What overarching theme at #LMA24 did you observe?

Throughout #LMA24, there was a resounding theme – the importance of education. Whether it pertains to demystifying PR for attorneys or mastering emerging technologies like AI, continuous learning is a linchpin for success. In the dynamic landscape of legal marketing, staying at the forefront of evolving practices is crucial to making an impact.

Were there any notable strategies discussed at #LMA24 for law firms to differentiate themselves in competitive markets?

The General Counsel panel, a perennial highlight of LMA conferences which this year featured Judy Shu of Google, Thomas Santram of Cineplex Entertainment, Justin Witzmann of NuVasive and Terezka Zabka of the San Diego Padres, provided invaluable insights into client-centric strategies. Of note was the discourse on business succession planning, emphasizing the importance of cultivating client relationships beyond individual, lead attorneys. This underscores the necessity for law firms to adopt holistic approaches that prioritize client engagement and longevity.

Could you share practical recommendations for law firms seeking to integrate AI technologies into their operations?

AI has strategic implications for legal marketing. While apprehensions regarding AI’s role persist, the emphasis at #LMA24 was on leveraging AI as a complementary tool rather than a substitute. From mitigating writer’s block to streamlining and summarizing information, AI presents opportunities for efficiency and innovation. Embracing AI is paramount to maximizing potential.

One use-case scenario highlighted in a session called “AI in Legal Marketing: Leadership, Risk Mitigation, and Innovation” involved having AI anticipate litigation. For example, a law firm used AI to monitor a major brand’s social media and identify a noticeable increase in negative sentiments around a product. The firm then warned the company of the potential for future lawsuits around this issue.

We are bound to see more creative applications in the months to come.

What aspect of #LMA24 resonated most with you?

Undoubtedly, the networking opportunities at LMA are always unparalleled. The exchange of insights and experiences within the LMA community fosters invaluable connections and enriches professional growth. Engaging in meaningful dialogue with peers enables us to glean actionable strategies and forge lasting partnerships, ultimately enriching the fabric of our industry.

Do you have any suggestions for enhancing future conference programming?

While I enjoyed the programming, allocating more dedicated time for peer-to-peer interactions would enhance the event. Facilitating structured sessions, like the “fishbowl” format, could encourage in-depth discussions and promote collaborative learning. By nurturing environments conducive to a knowledge exchange, future conferences can amplify their impact and drive collective innovation.

My Take:

As we reflect on #LMA24 discussions around emerging trends, the importance of fostering strong attorney-client relationships, and the role of AI in reshaping daily workflows, one central idea emerges – adaptability. The legal marketing landscape is dynamic, and it is through education, networking, and a willingness to embrace change that professionals can thrive. Looking ahead, it is imperative that future conferences continue to foster dialogue, facilitate connections, and provide platforms for shared learning, ensuring that the legal marketing community remains at the forefront of innovation and excellence.

Thanks for participating, Kady!