Passle CMO Series Podcast

Episode 8 - CMO Series Digital Masterclass: Karen Wilcox on Building Online Success with a Lean Team

Building a world-class digital presence is often associated with big budgets and large teams. In this episode, we’re exploring how to achieve online success with a leaner approach. 

Charlie Knight welcomes Karen Wilcox, former Head of Marketing at Taylor English and previous Marketing Director at Kilpatrick to the CMO Series Digital Masterclass. With a foundation in Big Four consulting, Karen now leads as President of Marketing Speaks, bringing years of expertise in driving effective digital marketing strategies.

Join us as Karen shares her unique insights on how firms can develop and implement impactful digital marketing approaches with a lean team. She’ll offer best practices and actionable advice for firms of all sizes looking to make a big impact with streamlined resources.

Karen and Charlie explore:

• The starting point for implementing a digital strategy with limited resources
• The most important questions you should ask your digital partners to ensure they're the right fit for your team
• The key to building effective relationships with your digital partners
• What success looks like and real-life examples of effective campaigns and initiatives
• Advice for CMOs looking to build a world-class digital presence with a small team

 

Episode 158 - Jeff Berardi’s 7 steps to better, more strategic thought leadership

Thought leadership is essential to professional services marketing - it provides firms with a powerful platform to showcase their expertise while delivering value to clients and prospects. 

In today’s episode of the CMO Series Podcast, we dive into a new approach to thought leadership, one designed to maximize its strategic business impact.

Ed Lovatt sits down with Jeff Berardi, former Chief BD and Marketing Officer at Arnold & Porter, CMO at K&L Gates and Ankura, and now a marketing consultant at Berardi Consulting, to discuss his 7-step model for driving business value through thought leadership.

Jeff and Ed cover: 

• Why marketers and BD professionals need to look at thought leadership differently, and why they should sit up and pay attention to this 7-step model
• Jeff’s career journey and the moment he realized thought leadership could be done more effectively
• A run-through of the 7-step model
• Real-life examples that demonstrate the effectiveness of the approach 
• Advice for those thinking of tackling thought leadership in this new way

You can read more about Jeff’s 7-step process in this LSSO article. 

Episode 7 - CMO Series Digital Masterclass: Amanda Schneider on How to Integrate Individual and Law Firm Brands Online

A firm's brand establishes credibility and attracts clients, while individual attorneys' brands build trust and showcase expertise. Together, they create a synergy that enhances the firm’s reputation and market reach.

In this episode of the CMO Series Digital Masterclass, Charlie Knight is joined by Amanda Schneider, Chief Marketing and Business Development Officer at Epstein Becker Green. With 20 years of law firm leadership experience, Amanda discusses how CMOs can effectively balance integrating a firm’s overall brand strategy with the individual brands of its attorneys online.

 

Amanda and Charlie Cover:

• How firms balance between their law firm brand and the brands of their individual attorneys
• How firms bring the personal brands of attorneys into the overall strategy
• The role of thought leadership in building personal and legal brands
• How the different practice areas and their brands work within the firm's overall brand
• Measuring the effectiveness of a brand and its impact from both an individual and firm perspective.
• Amanda’s top tip for marketing BD leaders looking to take a more integrated approach to building their online brand

CMO Series Live Special: Alison Arjoon and Luke Ferrandino on Shaping a New Era of Collaboration with AI

In this special episode of the CMO Series Podcast, we revisit a memorable session from the CMO Series Live held in New York.

Eugene McCormick set the stage for an engaging discussion with Alison Arjoon, the Chief Marketing and Business Development Officer at Fragomen, and Luke Ferrandino, the Chief Marketing Officer at Paul Weiss. Together, they explored how AI is ushering in a new era of collaboration and transforming the Business Pyramid.

Alison, Luke and Eugene Cover:

• The role of technology and the challenges faced by both traditional and non-traditional law firms

• Strategies for effectively leveraging technology to streamline processes

• How AI contributed to project successes and fostered a new way of collaboration 

• The evolving role of AI and its current and future impact 

Episode 6 - CMO Series Digital Masterclass: Anders Holt and Chris Eatherton on Crafting a Winning RFP for Professional Services Websites

Welcome to the CMO Series Digital Masterclass. A successful website build for any professional services firm begins with a well-crafted RFP. Today, we're joined by Anders Holt, CEO of Novicell, and Chris Eatherton, Head of Digital Marketing at AlixPartners, who will share their expertise on the complexities of website projects and the nuances of crafting a winning RFP from both the agency and client perspectives.

In this episode, we discuss the biggest challenges firms face when drafting an RFP, the importance of involving technical experts early on, and how to approach a project with a clear understanding of both functional and non-functional requirements.

If you're a CMO planning a website overhaul, stay tuned for actionable insights and expert advice on how to set your project up for success from the very start.

Episode 157 - Laura Ottley of Addleshaw Goddard on What it Means to be Client-shaped and the Role of CMO

While many firms strive to put clients first, today we’re exploring what it truly means to be 'client-shaped' and how the role of the CMO is evolving to instil that mindset across organisations.

No one is better equipped to delve into this topic, in today’s episode, Will Eke is excited to welcome Laura Ottley, Chief Marketing Officer at Addleshaw Goddard, to the CMO Series Podcast.

Laura has played a pivotal role in redefining Addleshaw Goddard’s approach to client engagement. She joins the series to share her leadership journey, the innovative campaigns that have set the firm apart, and discuss how embracing a client-shaped philosophy has transformed both their external impact and internal team culture.

During their conversation, Laura and Will cover:

• Laura’s career path and the steps that led her to the CMO role at Addleshaw Goddard
• Her main priorities upon joining AG in 2020, including the goals and challenges she set out to address from day one
• The moment she recognised the importance of being 'client-shaped' and how she embedded this perspective throughout the firm
• The standout creative campaigns Laura has led and how she ensured they genuinely resonated with clients
• The ripple effects of client-focused initiatives, both in terms of market impact and the influence on internal stakeholders and team dynamics
• Practical advice for fellow CMOs looking to adopt a more client-shaped approach within their own organisations

Episode 5 - CMO Series Digital Masterclass: What it Takes to Build a World-Class Digital Presence

In this episode of the CMO Series Digital Masterclass, Charlie invites Julie Chodos, Chief Marketing and Business Development Officer at Axinn, and Duncan Shaw, Chief Creative Officer at Living Group to guide us through Axinn’s rebranding journey, fresh off the back of its launch.

Julie, working alongside Duncan, has just unveiled Axinn's new brand and website and joins the series to share her insights on the entire journey, from setting the project's scope to managing change within the firm. Duncan shares his perspective as a partner in the process, revealing some of the secrets to successfully delivering a legal rebrand that aligns with the organization’s goals.

Julie, Duncan and Charlie Cover:

• Julie’s decision to deliver a full rebrand and how it was necessary in building a strong digital presence
• Duncan’s insights on what the discovery phase of a rebrand looks like and how to successfully identify the technical elements required 
• How to align a law firm’s brand strategy with its business goals 
• How Julie engages partners and manages the change process effectively
• The role thought leadership plays in a law firm rebrand and when should CMOs consider it
• Julie’s plans to leverage the new brand in the firm’s business development efforts

You can check out Axinn’s new brand and website here. 

CMO Series Live Special: Iris Jones of Akerman on How to Stand Out and Deliver Results

This special episode of the CMO Series Podcast, was recorded live at the Lex Mundi Annual Conference in Toronto where Alistair Bone was joined by Iris Jones, Akerman's Chief Marketing and Client Development Officer.

Iris shares her insights on how fostering proactivity and accountability within the firm can drive positive change and make an impact both inside and outside the firm. 

Iris and Ali Cover:

• The importance of standing out for marketers and BD professionals  
• Iris’s journey to her current role at Akerman and how she takes accountability for results 
• The meaning of positioning yourself to have a positive impact and tips on how to achieve it
• Why marketing and BD need to be better at self-promotion with examples of how to improve
• How to overcome the fear of the unknown and get out of your comfort zone
• Iris’s advice for those looking to take accountability and have an impact

Episode 156 - John Austin-Brooks of Abel + Imray on Taking a BD-Led Approach to Conferences and Events

In-person events and conferences still hold significant value for legal marketing and BD teams, but choosing the right events and identifying opportunities is key to maximising their potential. 

In this episode of the Passle CMO Series Podcast, Will Eke welcomes John Austin-Brooks, Commercial Manager at Abel + Imray, a leading intellectual property firm, to share how he’s driving business development through events with a small team and why a strategic approach to events can help firms maximise their impact and build lasting client relationships.

John and Will cover: 

• How the approach to events at Abel + Imray has evolved since John joined the firm
• Why law firms need a more strategic approach to events to support business development
• How to balance attorneys' requests for BD support with the need for a unified events strategy and align budget and resources
• How to align events with business development goals and what the ideal process looks like from a BD perspective
• Advice for others looking to take a more BD-focused approach to conferences and events

CMO Series Live Special: Kelly Harbour and Terra Liddell on Unlocking the Potential of Data for Business Development

In this special episode of the CMO Series Podcast, we revisit an incredible session at CMO Series Live in New York this Summer. 

Kelly Harbour, Chief Business Development Officer at Goulston & Storrs, and Terra Liddell, Chief Marketing Officer at Finnegan teamed up to deliver a best practice session on how to standardize data as part of their marketing and business development strategy.

Together they share their individual approaches to turning data into a strength for their respective firms and how to get started on the journey.