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We spoke with Camila Reyes about the issue of diversity & inclusion in law firms. In this session, we discuss Camila’s transition from Australia to Chile, issues female lawyers still face in South America, and steps firms can take to become more diverse and inclusive.

Camila is an intellectual property lawyer and entrepreneur who has worked in the legal industry in both Australia and Chile for over 10 years. She is now the CEO of Levo Legal, a Chilean-based firm dedicated to the protection of creative and digital assets.

Interview Covers

  • Difference working in Australia vs Chile
  • Maternity leave differences
  • Female leadership in LATAM
  • 4 steps to promote diversity & inclusion

Roundtable Session Covers

  • Flextime in LATAM firms
  • Insourcing lawyers
  • Clients who discriminate against women lawyers
  • Featuring women lawyers in marketing
  • Promoting LGBTQ lawyers
  • Networking issues
  • Law school & ethics training
  • Bar association involvement
Leadership & Training

How to Promote Diversity & Inclusion

We look at the issue of diversity & inclusion in law firms and steps law firms can take to become more diverse and inclusive.
Roundtable

We spoke with Carl White about how BD and marketing teams can help transform their firm’s client experience. In this session, we identified some proven tips and tools that keep clients happy and improve referrals.

Carl is the founder of CXINLAW, a consultancy that specializes in client and customer experience development within the legal sector. He is also a Director at PWC Newlaw and Distinguished Fellow at the Centre for Legal Innovation, College of Law (Australia).

Download the CXINLAW report: First Impressions Convert: Increasing Profitability from the First Touchpoint

Interview Covers

  • What is client experience?
  • When do firms ask for help?
  • BD Teams getting started
  • Mapping the client's journey
  • Common issues at first contact
  • How to make changes stick

Roundtable Session Covers

  • Dealing with sensitivities
  • What the mystery shopping process looks like
  • Common ways firms drop the ball
  • Ways lawyers can improve the first interaction
  • Why BD teams should be in client intro meetings
  • Client experience after you've billed
  • Motivating lawyers to focus on client experience
  • Mapping the client journey
  • Tips for improving the billing process
  • No 1 thing firms are doing wrong
Client Services

Improving the Client Experience

We identify some proven tips and tools to help law firms transform their clients' experience and improve referrals.
Roundtable

We spoke with Zac Robinson about how he helped his law firm successfully implement a complete brand refresh. We discussed the lessons he learned during each stage of the rollout, unforeseen challenges, and the small things you may forget if you’re about to take this on at your firm.

Zac is the Marketing and Business Development Manager at Tilleke & Gibbins, a Southeast Asia-based law firm. He focuses on business strategy and sustainable law firm growth in emerging and frontier markets—currently, Cambodia, Laos, Indonesia, Myanmar, Thailand, and Vietnam.

Interview Covers

  • Why now? Triggers for a branding refresh
  • Working team arrangement & communication
  • Approving design ideas
  • Updating other parts of the brand identity
  • Tips for those just starting
  • Rollout campaign (during a pandemic)
  • Advice for BD teams

Roundtable Session Covers

  • Client experiences with the refresh
  • Using staff in photos
  • Brand guidelines & training
  • Tips for finding website designers
  • Creating an RFP
  • Project management systems
  • Managing dissenting partners
  • Items dropped in the refresh
Communications

Branding Refresh: Tips & Lessons Learned

We spoke with Zac Robinson about how he helped his law firm successfully implement a complete brand refresh.
Roundtable

We spoke with Neha Kashyap about law firm pitching tips and best practices. In this session, we explore how the pitching process has evolved, the right way to position your firm to clients, and how the BD department can help lawyers increase their win rates.

With over a decade of experience in the legal professional services industry, Neha specializes in strategic business development. She thrives on delivering innovative BD, marketing, communications, and training initiatives that build a profile, deepen relationships and generate profitable revenues. From working as in-house BD head of a top-tier firm in India to running her own enterprise The Grey Matter, Neha has come a long way.

Interview Covers

  • RFPs and how to approach them
  • Change in RFPs and how firms are adapting
  • Top tips for preparing a proposal
  • Differences in pitching in a firm vs an agency
  • Gender issues in BD

Roundtable Session Covers

  • Getting lawyers to use innovative fee structures
  • How to reach out to clients for work
  • LinkedIn and virtual networking
  • Pitching structures/outlines
  • Official engagement procedure and onboarding
  • Technology and systems for managing credentials
  • One big client vs multiple smaller clients

Connect with Neha Kashyap on LinkedIn at: https://www.linkedin.com/in/nehakashyap1/

Business Development

Law Firm Pitching Tips & Best Practices

We look at the pitching process has evolved, the right way to position your firm to clients, and how the BD teams can help lawyers increase their win rates.
Roundtable

We spoke with Marcus Ahmad about how to use imagery to differentiate your law firm. The discussion focuses on how to use photography to level up your practice and draw in more clients and cover:

  • Why is photography the perfect tool for marketing?
  • How photography can get across your company’s values
  • Use bespoke photography to remain authentic
  • How photography can separate yourself from the competition
  • How to find the right photographer or even have a go yourself.

Marcus has been a Fashion & Advertising photographer for over 20 years and now specializes in personal and business branding photography. Learn more about him at https://www.marcusahmad.com/

Interview Covers

  • Differences between B2C and B2B imagery
  • How firms are using imagery in marketing
  • Using stock and bespoke images together
  • 3 main areas for photography on your site
  • Examples - showing personality, gifs, headshots, architecture
  • Briefing the photographer
  • Diversity in photography
  • Photography in press releases
  • Social media post images

Roundtable Session Covers

  • Briefing tips and guidance
  • File formatting standard practice
  • Practice area pictures inspiration
  • Reusing photos
  • Creating intrigue
  • Helping people pick better photos
  • Copyright, licensing, budgeting
Communications

Using Imagery to Differentiate your Law Firm

We spoke with Marcus Ahmad about how to use imagery to differentiate your law firm.
Roundtable

We spoke with Robin van Keeken about how he started doing outbound business development for his firm, what challenges he’s faced, and his tips to help you get started generating leads and bringing in new work.

Robin is the Business Development Manager at Buren N.V., an internationally oriented corporate law firm with offices in Amsterdam, Beijing, The Hague, Luxembourg and Shanghai and has a diversified business practice.

Interview Covers

  • Defining outbound BD vs marketing
  • First steps into outbound BD
  • Understanding existing client demographics
  • How to identify potential clients
  • Easing into calling companies
  • Following through and booking meetings
  • Keeping up momentum and KPIs

Roundtable Session Covers

  • Technologies to use
  • Outreach to existing clients
  • Sourcing tenders and bids
  • Lawyers doing BD
  • Where to search for clients
  • Power dynamic issues
  • Monetary incentives for sales roles
  • Advice for starting outbound BD
  • Dealing with bar restrictions on cold calling
  • Referral strategies
Business Development

Easy ways to getting started with outbound BD for law firms

We spoke with Robin van Keeken about tips for getting started with doing outbound business development for law firms.
Roundtable

We spoke with David Sayce about how to know when you need a website update, preparing for a new website, and website migrations.

Hear how slightly delaying your web build might just be the thing that means it gets delivered right, on time, first time.

David is a digital marketing consultant with 20 years of experience in everything from customer insights and brand awareness through to lead generation and conversation rate optimisation.

He is now Digital Marketing Director at Paper Gecko, which helps businesses and professionals take control of their digital presence and present themselves in a way that inspires, impresses, and builds confidence in their products, and services.

Interview Covers

  • Changes in law firm digital marketing
  • When is the right time to build a new site
  • Typical timelines for website build
  • What good planning looks like
  • Getting everyone on the same page
  • Hiring digital marketers
  • Triggers for needing a new website
  • New trends coming
  • Forward planning
  • Common mistakes
  • Waterfall vs agile planning
Technology & Systems

When is the right time to build a new website?

We spoke with David Sayce about how to know when you need a website update, preparing for a new website, and website migrations.
Roundtable

Keyword research is a vital step for content marketing. In this product demo, we explore how law firms can use Keysearch, a keyword search tool, to help you find low competition keywords to increase your search engine ranking.

If you are already familiar with Google Keyword Planner, this is a step up with more precise information to help you dial in your content.

Keysearch provides several advanced tools such as:

  • in-Depth Keyword Research
  • Keyword Difficulty Checker
  • SEO Competition Analysis
  • Rank Tracking
  • Brainstorm Niche Ideas
  • YouTube Research
  • Backlink Checker
  • Webpage Audit Analyzer
  • Competitive Analysis
  • Content Assistant
Technology & Systems

Keysearch: Keyword research on a budget

Keysearch is a vital content marketing keyword search tool to help you find low competition keywords to increase your search engine rankings.
Demo

Appointing a PR agency can represent a significant investment for a firm, and ensuring it is a successful relationship will involve time, effort and energy from both parties.

We spoke with Matt Baldwin about ‘how to successfully appoint a PR agency and how to make a success of the relationship when you have’. This discussion explores the questions a firm should ask itself when looking to appoint an external PR agency, the questions they should be asking proposed agencies, and best practice in making that relationship work.

Matt is a specialist in PR strategy, media relations, crisis management and marketing communications. For the past 20 years Matt has worked with the legal profession - a period that has seen dramatic change and consolidation. He has held senior in-house communications and business development roles in some of the country's largest law firms, before establishing Coast with his partner in 2003.

Interview covers

  • Why do law firms work for external PR agencies?
  • What prompts a firm to use a PR agency?
  • The briefing process
  • Hiring a PR agency
  • The onboarding process
  • Follow through and maintaining activity levels
  • Ideal contract lengths
  • What to do if things don't work out?
Communications

How to successfully appoint PR agencies for law firms

We speake with Matt Baldwin about ‘how to successfully appoint a PR agency and how to make a success of the relationship when you have’.
Roundtable

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Legal BD & Marketing
Executive Coaching
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