Posted in Roundups

Week of April 24, 2017 on ILNToday – A Roundup!

roundupWe’re bringing you another great roundup of posts this week here on Zen, and I can tell you that these are not to be missed – so grab your cup of coffee and read through these during your next break!

Posted in Lawyer Interviews

ILN-terviews: Juan Felipe Roldán Pardo, VGCD Abogados

JFR PICTUREWelcome to ILN-terviews, a series of profiles of ILN member firm attorneys, designed to give a unique insight into the lawyers who make up our Network.

For our latest interview, we chose one of our newest ILN members, Juan Felipe Roldán Pardo, a senior associate with VGCD Abogados in Bogotá, Colombia

In one sentence, how would you describe your practice?
Enhancing the development of clients’ projects while granting them the tranquility that their interests are not left unprotected.

Who would be your typical client?
Having a typical client is something unusual these days. There is an ample diversity on the type of clients that knock on your door, from large and mid-size local and foreign corporations, high net worth individuals and families to start-ups. However, the common denominator behind them, the typical client, would be hard-working, honest people. Continue Reading

Posted in Roundups

Week of April 17, 2017 on ILNToday – A Roundup!

roundupGreetings from rainy and foggy New Jersey, where we’re bringing you this week’s roundup of top articles from around the ILN! Let’s hope it’s true that April showers bring May flowers, and at least in the meantime, you’ll have these substantive pieces to read through to bring you up to date in the latest in the law from our various jurisdictions:

Posted in Conference/Webinar Session Re-caps, Law Firm Client Service, Legal Marketing

Using the Client Experience to Up Your Game

zachary-nelson-192289The final session that I’d like to share from the Legal Marketing Association’s Annual Conference this year focused on learning lessons from businesses outside of the legal industry – while there’s something to be said for understanding what your peers are doing within the industry, there’s a lot to be learned from other professionals as well. LMA brought Maggie Watkins, Chief Marketing Officer of Sedgwick LLP to moderate Lynn Skoczelas, Chief Experience Officer of Sharp HealthCare, Lilian Tomovich, Chief Experience Officer at MGM Resorts International, and Susan Letterman White, Founder and Managing Partner of Letterman White Consulting to offer their perspective on how businesses are using the client experience to up their game.

The panelists shared with us some key learning outcomes that we can adopt in our own pursuit of the excellent client experience.  Continue Reading

Posted in Roundups

Week of April 10, 2017 on ILNToday – A Roundup!

roundupSince tomorrow is a holiday for us, and much of our Network, you’re getting a bonus post, and the roundup, today! We’ve got a lot of great content for you, so before you head out for a long weekend, take a look through the best of ILNToday this week:

Posted in Firm of the Month

ILN Firm of the Month – Ekenberg & Andersson Advokatbyrå – Stockholm, Sweden! 

FirmoftheMonth1

The ILN is proud to announce our latest firm of the month, Ekenberg & Andersson Advokatbyrå – Stockholm, Sweden!

Ekenberg & Andersson Advokatbyrå is a full-service commercial law firm, who specialises in offering their clients legal expertise in all areas of commercial law. Their clients include small, medium and large Swedish and foreign companies and corporate groups.

Their knowledge and experience in the field of commercial law enables them to combine the personal service and flexibility of a smaller law firm with the experience and breadth of a larger firm. This, in turn, allows them to customise their services in line with clients’ individual requirements whilst simultaneously offering high-class, professional advice in legally complex situations.

Ekenberg & Andersson Advokatbyrå is organised on the true partnership principle, and the firm’s full range of services are at the disposal of every client, depending on what is required for the individual case. Their lawyers work closely with one another and every case is handled by the person or persons best suited for the work in question.

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Posted in Conference/Webinar Session Re-caps, General Counsel Corner, Law Firm Client Service, Law Firms

In-House Counsel Panel: The Rapidly Changing Legal Buying Cycle

photo-1433650552684-d4004a945d6cRegular readers of Zen know that one thing I never miss is a good in-house counsel panel. Who can skip the opportunity to listen to the clients of our clients tell us how to do our jobs better and what matters to them at this very moment?

With some heavy hitters on this year’s panel at the Legal Marketing Association’s Annual Conference, I knew I wouldn’t be disappointed. On the panel, we had:

  • Connie Brenton, Chairman of the Board for Corporate Legal Operations Consortium (CLOC) and Senior Director of Legal Operations for NetApp, Inc.
  • Jeffrey Franke, Chief of Staff to the General Counsel and Senior Director of Global Legal Operations for Yahoo, Inc.
  • Steve Harmon, Vice President and Deputy General Counsel, Legal Services at Cisco Systems, Inc.
  • George Milionis, General Counsel of Petersen-Dean, Inc.
  • Moderator: Richard Caruso, Vice President of Legal Media at ALM LLC

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Posted in Conference/Webinar Session Re-caps, Legal, Legal Marketing

Artificial Intelligence: Changing the Practice and Marketing of Legal Services

alex-knight-199368For many of us in the legal industry, a hot topic of the moment is artificial intelligence – less because we’re actively using it, and more because we know we need to understand it, at least enough to be able to speak about it intelligently with lawyers, colleagues and clients. AI is not new, and once again, legal is one of the industries that’s lagging behind – but you know what that means: it’s rife with opportunity.

With that in mind, a large group of us packed into a conference room at the Legal Marketing Association’s Annual Conference to hear a panel of experts talk to us about how AI is changing the practice and marketing of legal services. Before we dive into my recap of the session, though, a little homework for you – head over to Jordan Furlong’s post on Getting Over Technology, and continue to look to him as a resource. The key thing that Jordan says, and underpinned the comments of the panelists at LMA is:

The truest observation ever made about technology remains this one from American computer scientist Alan Kay: ‘Technology is anything that wasn’t around when you were born.’ British author and technophile Douglas Adams famously expanded on Kay’s comment: ‘Anything that’s in the world when you’re born is normal and ordinary and just a natural part of the way the world works. Anything that’s invented when you’re between 15 and 35 is new and exciting and revolutionary and you can probably get a career in it. Anything invented after you’re 35 is against the natural order of things.’

These two quotations should be borne in mind anytime you start talking about technology in law firms. Law firms are stuffed to the rafters with technology, and always have been.”

So basically, no, Chicken Little, the sky isn’t falling (my friend, Lance Godard, agrees, even in the face of JP Morgan’s COIN announcement). But AI is here, the pace of change is FAST, and the time for opportunity is now.  Continue Reading

Posted in Rainmaking Recommendations

Rainmaking Recommendation from Jaimie Field: Who Are You Writing For?

In this week’s Rainmaking Recommendation from expert and trainer, Jaimie Field, she talks about something near and dear to my heart – writing for your audience. We talk a lot about the WHO of your content here on Zen, and it’s an INCREDIBLY important piece of being successful in your writing – whether it’s blogging, writing industry articles, or even sending out a short tweet. WHO are you writing for?

***

Okay, a confession:  I am definitely a legal geek. I love lawyers and I love the industry!

In addition to studying legal marketing and business development on a constant basis (as well as every other aspect of marketing and sales for many different industries), I read about law firm management (for Big Law to Solos), legal technology; and I read lawyers’ blogs – the blogs written by attorneys to showcase their knowledge to their audience.

Perhaps you have heard that writing blogs to create authority in your industry or practice area is a worthwhile marketing activity.

It is.

As one of my colleagues in legal marketing, Allison Shields, writes:

Blogging is an effective way for lawyers to generate traffic; demonstrate their expertise; develop relationships with strategic alliances, referral sources, and potential clients; create resources for clients, and more.” 

In fact, there are studies and statistics which prove that lawyers who blog have gotten clients because of their blogging activity.  According to the ABA TECHREPORT in 2016, the survey reported:

Of those who do personally maintain a legal topic blog, 42% responded that they had a client retain their legal services directly or via referral as a result of their legal topic blogging. Another 27% don’t know.”

And while those numbers are encouraging, I think they could be higher if lawyers decided for whom they are writing.

I have read blogs in almost every area of practice by lawyers who hail from every size firm imaginable.  And the one thing that strikes me most is the lack of decision as for whom the attorney is writing.  Most attorneys are still writing blogs from the stand point of the attorney or the court.  If you are writing a treatise for a law journal, or a brief for your case, then the way you were taught to write in law school is perfect: you are writing for your audience of lawyers and judges.

However, unlike myself, who happens to like citations and being able to read the courts decisions (but that is definitely a result of my training as an attorney), most “normal” humans don’t care about that.  And recently, I have been reading more lawyer blogs that seem like law review articles then actual blogs.

In order for your blog to become a successful way to showcase your authority and to obtain all of the benefits listed above, you need to step into the shoes of your reader.

A great way to do this is to imagine your ideal client or referral source is sitting directly in front of you and you are speaking, normally and naturally, to them about the idea about which you are going to write.  What would they want to know about that topic?

And then, write from that standpoint.

Posted in Conference/Webinar Session Re-caps, Law Firms, Legal Marketing

Wooing the Gator Brain: A Lesson in Behavioral Economics

1471986_10152068718732792_63633386_nLast week, the Rotterdam School of Management posted the results to a study that showed that a lack of sleep leads to more arguments at work. I retweeted it with the comment “In other news, water is wet.”

But even though we may consciously realize that things like lack of sleep and hunger affect our mood and even our productivity, are we really paying attention to how much this impacts our business, and harnessing the power of persuasion effectively?

This was the subject of the keynote session at the Legal Marketing Association’s Annual Conference last week in Las Vegas, which brought together 1,600 legal marketing professionals to learn how to do their jobs better, see the trends on the horizon, and yes, even let off a little steam that comes from working with lawyers on a regular basis (sorry lawyers!). LMA brought in Zoë Chance, Assistant Professor of Marketing at the Yale School of Management. According to her bio, she is an

expert on persuasion, leveraging behavioral economics to help individuals and businesses do better. Her MBA elective, Mastering Influence and Persuasion, is one of the most sought-after courses at Yale School of Management. Zoë will be applying her expertise on behavioral bias to the law firm environment and sharing the results of a customized survey during her presentation.”

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