Chapter Events: CMO Forum (Luncheon, May 22, 2014)

by John Bologna on September 18, 2014

The Chapter’s annual Chief Marketing Officer Forum attracted a record sell-out crowd on May 22. This year’s forum focused on “The Future of Legal Marketing.” The panel featured Chief Marketing Officers Despina Kartson of Morgan Lewis and Jeannie Muzinic of McDermott Will & Emery, and Gretchen Koehler, Director of Business Development & Marketing at Kasowitz Benson. Seth Apple, Business Development Manager at Davis Polk, creatively moderated the session.

The panelists addressed a number of key legal marketing issues including the:

  • Continued importance of branding, preventing brand dilution, and acting as a “brand ambassador” rather than enforcer
  • Value of internal legal marketing or cross-selling to educate and build the confidence of firm lawyers
  • Creation of targeted and timely client-facing content; avoiding content overload in the age of social media
  • Importance of client focused pitching

The strategic use of LinkedIn was another key topic of debate. Ms. Kartson noted that 46% of general counsel say

that LinkedIn profiles will swing a hiring decision while Ms. Muzinic pointed out that while many partners have profiles, few use them effectively. To see photos of the session, click HERE.

John Bologna is the Chief Communications Officer at Proskauer Rose LLP. He can be reached at jbologna@proskauer.com.

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