Passle CMO Series Podcast

The role of thought leadership in legal marketing is changing. Traditional tactics like rankings and sponsorships are no longer top priorities. The rise of digital is enabling smaller firms to compete more effectively and measure the impact of their marketing. Today on the CMO Series, Charles Cousins welcomes John Neidecker, Director of Business Development and Marketing at Norris McLaughlin, to reflect on the past quarter-century in the profession, and explore the pivotal role of thought leadership in today's legal market.   John and Charles discuss: What legal marketing looked like 25 years ago when John joined the industry Who the trailblazers were back then and how they forged the way for the legal marketers today What the role of thought leadership in marketing was back then versus now The opportunities for law firms now and if there are greater opportunities for smaller firms to compete with the big firms What’s becoming less important to legal marketing teams today Advice for lawyers and marketing and BD professionals to take advantage of the opportunities presented by digital and thought leadership

The impact of AI in legal marketing and business development is still relatively unknown. While we hear professionals are adopting AI to achieve impressive results, we rarely see examples of successful outputs. On this episode of the CMO Series, Tracey Whyte, Head of Business Development and Marketing at Piper Alderman, is joining Charles Cousins to share some of the practical applications of AI she has been driving at the firm and the challenges she's overcome on that journey. Tracey and Charles discuss: Why legal marketers and BD professionals should be looking at AI for their roles right now How Tracey came to her role at Piper Alderman What the early steps towards AI adoption looked like What the current AI use across the marketing/BD function looks like and what it is being used for what purpose How to construct effective prompts for AI during the writing process  Advice for others on how to get the most from AI

In this episode of the CMO Series podcast, we explore the evolving dynamics of client relationships within professional services. Join us as Cam Dobinson chats with Nick Andrews, Partner and Head of UK Commercial Marketing at Knight Frank, about the profound changes in relationship-building strategies post-COVID. Nick shares his insights on the importance of chemistry and trust, the impact of hybrid working, and how firms can effectively build and maintain strong client relationships in the modern era. He also discusses the role of marketing in fostering trust and brand engagement, and the importance of focusing on strategies that make a significant impact. Discover practical advice on measuring relationship strength, the significance of client feedback, and the critical need for curiosity and focus in marketing efforts. Tune in for an engaging conversation packed with valuable takeaways for professional service marketers.

In our International Women’s Day episodes, we often heard, “women can have it all, just not all at once.” This sentiment highlights the ongoing struggle women face balancing workplace empowerment with significant responsibilities outside of work. Today on CMO Series REPRESENTS, Alistair Bone welcomes Susan Freeman, the Stevie® Award-winning CEO and Founder of Conscious Inclusion Company, and CEO of Mean Business, to discuss these challenges and give us a sneak peek of the upcoming Empowered Women Event 2024 - #EWE24. Susan and Ali explore: What the Empowered Women Event is all about and when it takes place What inspired the Empowered Women Event, and what participants will gain from attending Highlights from past events and how they've impacted the attendees and the broader community How initiatives like the book club and well retreats contribute to the overall mission of empowering women Why "Empowered but Exhausted," seems to resonate deeply with many women in professional services today The "Sandwich Generation" and how this phenomenon intersects with the theme of empowerment The steps individuals and organizations can take to better support and empower women in positions of leadership, particularly in navigating the challenges of work-life balance How listeners can participate in the event and what they will take away from the day

Building a digital presence that meets client expectations and exceeds them while staying within the confines of budget and resources is an intricate art.  On this episode of the CMO Series Podcast, Charles Cousins sits down with Sivan Koenig Galinsky, the Chief Marketing Officer at Barack Ferrazzano Kirschbaum & Nagelberg LLP (BFKN), to hear her insights, from resourcing to stakeholder management, on delivering a successful law firm website in a mid-size firm.  Sivan and Charles discuss: What the website looked like when Sivan joined BFKN and the key drivers for delivering a new website build The starting point for the project and how to identify the right team and talent to take it on The key challenges of delivering a brand new website including resources and budget and how to overcome those   How to choose an internal committee and bring the wider firm on board throughout a website project  Notable successes since launching the website  Top tips for others embarking on a law firm website build

Developing a joined-up approach to legal business development is essential for any firm.  On this episode of the CMO Series, Brad Vynalek,  Firm President and Executive Committee member, and Jennifer Rupkey, the Director of Business Development at Quarles & Brady LLP, join Ed Lovatt to shed light on the critical nexus between firm leadership and business development.  Together, they illustrate the transformative impact of their collaborative approach, emphasizing its pivotal role in driving overall firm success. Brad, Jen and Ed discuss: The connection and the working dynamic between Brad, Jennifer and the BD function and how that differs from other firms The moment in Brad’s career he realized the importance of this cross-function collaboration and connection  How this working dynamic enhances BD efforts and examples of success How this approach has influenced the firm and its culture Advice for BD professionals and firm leaders looking to work more harmoniously together 

“Delivering value” is a core talking point for all legal marketers, but how much value are firms delivering in their marketing and BD efforts and how can they ensure each client interaction delivers on that promise of value? Today, Cam Dobinson welcomes Brenton Anderson, Director of Marketing and Business Development at Dentons Australia, to the CMO Series Podcast to dive into what might be the biggest missed opportunity for professional services firms. Brenton and Cam discuss:  Why value-led business development is something that firms should consider Where the typical firm can do more to deliver value through BD? The types of interactions firms and lawyers should aim for in their day-to-day practice How to get that first meeting so you can deliver value How to create a BD methodology that will have a meaningful impact at scale What success looks like when you get it right Advice to firms trying to deliver value through their BD

Earlier this month, Alistair Bone joined Erin Stone Dimry, Chief Marketing & Business Development Officer at DLA Piper, on stage at the Legal Marketing Association’s Annual Conference in San Diego. We’re excited to bring you that conversation in this special episode of the CMO Series Podcast recorded in front of a live audience.  Drawing on our 2023 General Counsel research, Erin and Alistair delve into how marketing teams can align their activities with client expectations. Erin shares the successes and challenges of creating and implementing an effective brand and marketing strategy that differentiates the firm and delivers for its clients. Erin and Alistair discuss: How to shift previously held perceptions of your firm How to recognize the gaps in your firm’s marketing and brand strategy How to identify the best channels and meet clients where they are The impact that investment in your digital presence can have on BD  Takeaways from case studies Advice for others looking to align their marketing with new markets and the client's expectations

In today's professional services marketing landscape, AI is the hottest topic, leaving many marketers pressured to keep pace with the rapid advancements in their firms' AI strategies. In this episode of the Passle CMO Series Podcast, Cam Dobinson has the privilege of hosting Gina Connell, Chief Marketing Officer at B P Collins, to offer a practical look at navigating the AI journey within a firm.  Join us as we delve into how Gina spearheaded the firm's AI policy, offering insights on collaboration, agility, and fostering firm-wide engagement to ensure the effective use of AI. Gina and Cam explore: How to develop an AI policy, and why marketers should be reviewing their firm's policy How to avoid silos and bring the firm together as a whole on the AI journey The practical steps to effectively developing and communicating an AI policy How to bring the different parts of the firm up to speed on AI and its potential impact What the AI journey looks like from here and the biggest opportunity for AI in legal marketing Advice for marketers looking to stay ahead of the curve with AI in their firm    

From employee engagement to recruitment and retention, there are many benefits to building a successful employee brand.  On this week’s episode of the CMO Series, Vicky Hanks, Head of Marketing at Blake Morgan joins Will Eke to share the key projects she’s delivered to enhance the employee brand across the firm and the importance of effective internal communications.   Vicky and Will discuss: The moment in Vicky’s career journey she realised the importance of effective internal communications and employee branding How the employee brand has evolved at Blake Morgan and the key drivers for those changes The key projects that have helped build employee engagement Aligning the internal brand with the external brand and the challenges in doing that What success looks like and how the employee brand can support the external marketing and BD efforts Advice for others looking to build their employee brand through effective internal communications