Yolanda Cartusciello, a Partner with the legal consulting firm, Bernero & Press, has made it her mission to attend the Legal Marketing Association (LMA) Annual Conference for more than a decade. And if she hasn’t shown up it’s because she sent one of her employees instead.
“The hardest thing for me, when I worked as a law firm Chief Marketing Officer, was getting enough budget to send my team members to the LMA Annual Conference,” she admits. “There was content specific to all the different levels of people I had in my group. The LMA does an outstanding job of anticipating the needs of legal marketers across organizations and creating tracks to engage people at all levels of seniority.”
Why the LMA Conference is More Important than Ever
Since the recession, Yolanda has become even more passionate about the event. She explains that not only have clients become sophisticated at legal procurement, the marketplace has become significantly more competitive. This has transformed legal marketing, so the knowledge the LMA imparts has never been more important.
“Legal marketing roles have always evolved,” she points out. “But the recession accelerated that change and what the LMA has done so well – in their chapters, organizational meetings and annual conferences – is identify the areas of greatest importance and least familiarity for legal marketing professionals. Then, they’ve delivered content to address it.”
Get Tools that Sharpen Your Competitive Edge
This year’s conference, which will be held March 27 through 29 at the Aria Resort in Las Vegas, continues that tradition. Yolanda is honored to be leading the LMA’s preconference CMO Summit, Using Client Journey Mapping to Deliver a Better Client Experience. Topics that will be addressed include:
- Daily challenges in-house counsel face and how they manage specific matters
- How to apply client journey mapping to improve client experiences
- Developing personas to use in a variety of marketing projects
- How to interview clients to better understand and improve their experience
- How journey mapping can improve collaboration within your team and firm
- Client journey mapping techniques that create a client-centric culture and improve revenue and profitability
“Journey mapping is a technique that has been used by Fortune 500 companies to better understand what their customers experience,” she explains. “Law firms can use it to help lawyers – help everyone in the firm – better understand what their clients’ experience is like and improve upon it.
“It’s a counter-balance to project- and practice-management, and helps us look outside of ourselves to address some of the issues the client may be experiencing.”
This will create critical competitive differentiation, she points out.
“All law firms have capable lawyers. You have to find a way to distinguish yourself and make yourself distinctive in the marketplace,” says Yolanda. “At the end of the day, client experience is how you can achieve this. Look at a company like FedEx. They didn’t make up the business of delivering packages, but what they did was create a service-delivery model, aligned with the customer experience, that most us would love to have inside the organizations that where we work.”
Do you want to help your firm stand out in a crowded marketplace? Take a few minutes to see what the LMA Annual Conference has to offer every legal marketer – regardless of their place on the career ladder. Act fast – it’s coming up in a little over a week! And if you decide to attend, be sure to take a few minutes to visit me at the Introhive booth (#420) in the Exhibit Hall. I’d love to meet you!