The Legal Marketing Innovation Academy is an advanced course tailored for leaders in legal marketing and business development functions at AmLaw firms. This course will provide participants with a deep dive into the strategic and practical aspects of implementing and leveraging marketing technologies (MarTech) in legal practices.
Legal Marketing Innovation Academy
The course is designed to enhance the participants' strategic insights and operational skills to drive digital transformation in their firm, and every participant will graduate the program with a multi-year transformation roadmap and certificate of completion.
Participants will be armed with tools to assess their firm’s digital maturity, learn about marketing technologies (e.g. CRM, CMS, ERM, Experience), content strategy, and most importantly, how to drive effective and meaningful change in their organizations. Includes lifetime access to updated resources and a dedicated alumni online community which will ensure ongoing learning and networking.
With small cohort sizes, participants receive individualized attention and form last relationships with your counterparts at other firms.
Unit 1 : Introduction to Digital Marketing
Cohort introductions
Overview of trends in legal marketing technologies
High-level exploration of key technologies: CRM, ERM, DAM, CMS
Syllabus and assignments overview
Team formation and initial assignment
Unit 2: Digital Maturity Assessment
Introduction to Digital Maturity Model
Self and team evaluations of digital marketing maturity
MarTech Stack Diagram assignment
One-on-one feedback on your scores
Unit 3: Tools for Effective MarTech Management
Setting goals and using project management tools (Agile, Kanban, SIPOC)
Exercises in stakeholder communication and buy-in strategies
Roadmap framework and problem-solving workshops
Software Selection Best Practices:
Analyzing technology fit and prioritizing target areas
Research tools and methods for vendor selection
Developing RFPs/RFIs and managing vendor demos
Contract negotiation strategies
Unit 4: Marketing and Business Development Strategies
Key Business Processes
Business Planning and Targeting
Lateral Integrations
Client Intelligence
Client Service Teams
Client Feedback
Client Health Measures
Financial Measures
Content Strategy
Unit 5: Core Technologies
CRM and ERM
Data architecture, quality and enrichment
Data governance fundamentals
Analytics and data warehouses/lakes
Maximizing existing tools and best practices
Overview of market trends
Current and future opportunities to leverage AI
System migration strategies and change management
Unit 6: Pitch, Proposal Submissions and Experience
Fundamentals of high-performing experience management programs and team structures
Experience data strategy, governance, and best practices for driving business development
Methods for crafting compelling matter narratives and proposal content
AI and automation tools for experience capture and proposal generation
Practical roadmap for modernization and driving adoption
Additional Resources:
A Marketing Technology Maturity Assessment
Access to rich library of resources, templates, and guides
Network with like-minded professionals
A Legal Marketing Innovation Academy certification
IRL Scenarios
Step into the world of legal marketing innovation with our 'In Real Life' (IRL) videos. These candid interviews feature in-house experts sharing their frontline experiences and insights across the legal marketing landscape.
Our series delves into three crucial areas:
Discover how industry leaders navigate essential functions like business development, competitive intelligence, and pitch generation. Learn best practices for experience management, website development, and campaign execution. Gain insights into building effective sales teams that drive firm growth.
Gain valuable perspectives from senior leadership. Hear directly from COOs, CIOs, CMOs, and CFOs as they share their vision for marketing's role in firm success. Understand how to align your strategies with high-level organizational goals and drive change from within.
Explore the art of cross-departmental collaboration. Our experts reveal strategies for seamless integration with procurement, IT, business development, pricing, and finance teams. Understand how breaking down silos can lead to more efficient and innovative marketing initiatives.
Understanding Key Business Processes:
Working Across Functions:
Views from the Top:
Implementing cutting-edge business development programs for lawyers
Leveraging data for effective BD and pitching
Navigating the challenges of new system adoption and training
Creating impactful reports that demonstrate marketing's value
Whether you're a seasoned professional or new to legal marketing, our IRL series offers practical insights to help you innovate, collaborate, and excel in this dynamic field. Join us as we uncover the strategies and experiences that are shaping the future of legal marketing.
Through these real-life stories, you'll gain actionable knowledge on:
Final Presentation, Certification and Feedback
Development of a 3-5 year MarTech roadmap
Final cohort presentations and personalized feedback sessions
Meet the Instructors
The success of any educational endeavor lies in the expertise of its instructors. At the Legal Marketing Innovation Academy, you will learn from industry leaders who have spearheaded digital transformations at top law firms.
Their extensive experience covers comprehensive digital maturity assessments, advanced CRM and ERM applications, and innovative content strategies that have significantly increased client engagement and revenue.
Legal Marketing Innovation Academy
Tuition:
$3,460 - before January 1, 2025
$4,325 - after January 1, 2025
*Organizational/group pricing available.
Course Format:
Seven (7) live virtual sessions with on-demand recorded content available
Seven (7) focused office hours sessions for strategic planning, concept deep-dives, and technical guidance with industry experts
Private coaching session with the instructors for personalized guidance and feedback
Over 25 templates, guides, PDFs, and pertinent resources
When: February 2025 - April 2025
Schedule a Call with Academy Course Directors InnovationAcademy@mountinsights.com
