Passle CMO Series Podcast

Episode 9 - CMO Series Digital Masterclass: Scott Rubenstein of RubyLaw on The Power of Content in Legal Marketing

In an industry where clients value the expertise of your professionals, content is a powerful tool to engage, nurture, and convert clients and prospects.

In this episode of the CMO Series Digital Masterclass, Sam Page sits down with Scott Rubenstein, Chief Client Officer of RubyLaw, to explore the critical role of content in law firm marketing, how it drives success, and where firms can enhance their strategies for better results.

Scott and Sam discuss:

• Why content is so important in legal marketing
• What the RubyLaw platform is and how it supports law firms
• The role content plays in the online presence of today's law firms
• Key statistics and usage data that demonstrate the importance of content
• The biggest challenges with succeeding with content
• The biggest wins on the table right now for law firms
• Advice for legal marketers looking to take a more effective approach to content

Episode 160 - Erika Galarneau of Cades Schutte on Bringing Local Culture into Your Firm's Marketing

Law firms are an important part of the local communities they serve. In today’s episode of the CMO Series Podcast, Charles Cousins is lucky enough to sit down with Erika Galarneau, Marketing and Business Development Manager at Cades Schutte - Hawaii's largest law firm. Together they delve into a specific campaign that uncovers the importance of incorporating local culture into your marketing efforts.

Erika and Charles Cover:

• The role local culture plays in a firm's marketing efforts and why it should be something marketers have on their radar
• Erika’s career journey and how she arrived at her current role
• Example of incorporating local culture into campaigns and initiatives 
• The impact of bringing local culture to that campaign
• Guidelines or points that others should follow to ensure that they are bringing their own local culture into their marketing efforts
• Advice for others who may not have as clear a culture as Hawaii
• Tips for those looking at their current campaigns and thinking about bringing their local culture to them

Growth & Gratitude: Part 3 - CMO Series Podcast Thanksgiving Special

In this special Thanksgiving edition of the CMO Series Podcast, we take a moment to reflect on the incredible mentors and leaders who have shaped the careers of some of the brightest minds in legal marketing. Our amazing guests share their gratitude for those who’ve guided their journeys, offering valuable insights, lessons, and experiences to inspire the next generation of legal marketing leaders.

At the heart of this episode are the themes of networking and collaboration - our guests emphasize how building and nurturing relationships are key to success. They also discuss the importance of taking ownership of your career, highlighting how this proactive approach can drive growth and open doors.

A huge thank you to all of our wonderful guests for sharing their stories and wisdom:

• Michelle Fountain-Lee - Head of Business Development for the US and Latin America, Herbert Smith Freehills
• Jennifer Stokes - Senior Marketing & Business Development Director, Shipman & Goodwin - Senior Marketing 
• Barbara Bell Malin - Chief Business Development and Marketing Officer, Jackson Walker
• Diana Courson - Chief Marketing Officer, Wiley Rein
• Kate Pearch - Chief Strategy Officer, Morris Manning & Martin
• Malcolm Pobjoy - Executive Director, US Market Management, Osborne Clarke
• Kate Boucher - Chief Business Development Officer, Foley Hoag
• Lisa Cooms -  Director of Marketing and Business Development, Friedman Kaplan
• Brian Colucci - Chief Business Development & Marketing Officer, Kilpatrick
• Gina Carriuolo - Chief Business Development and Marketing Officer, Hinckley Allen

Wishing you all a very happy Thanksgiving.

A Season of Gratitude: Part 2 - CMO Series Podcast Thanksgiving Special

In this special episode, we’re joined by a group of incredible leaders from the legal marketing industry who reflect on the mentors and pivotal figures that have influenced their careers. 

They share their experiences, offering valuable insights on how embracing bold innovation and building respect and understanding are key to shaping the future of legal marketing.

Featured Guests: 

• John Eix - Director of Business Development and Marketing, Crowe Dunlevy
• Amanda Schneider - Chief Marketing and Business Development Officer, Epstein Becker Green
• William McLaughlin - Director of Marketing, McNees Wallace & Nurick
• Maura Brandt - Crowell & Moring, Chief Marketing Officer
• Erika Galarneau - Marketing and Business Development Manager, Cades Schutte
• Azeema Batchelor - Director of Business Development, Wiley Rein
• Kim Kaine - Marketing & Business Development Manager, Hawley Troxell
• Despina Kartson - Chief Marketing Officer, Baker Hostetler
• Lora Wegman- Marketing and Communications Director, Thompson Coburn
• Norm Rubenstein - Managing Director of Client Development, O'Melveny & Myers
• Cynthia Voth - Chief Client Officer, Miller Nash
• Jillian Kanter McKenna - Director of Marketing and Business Development, Verrill Law
• Suzette Bradbury - Director of Practice Group Marketing, Cozen O'Connor

Tune in to this Thanksgiving special for an inspiring conversation filled with lessons on the power of innovation, kindness, and mentorship in legal marketing.

Celebrating Gratitude: Part 1 - CMO Series Podcast Thanksgiving Special

In this special Thanksgiving edition of the CMO Series Podcast, we bring together an inspiring group of legal marketing professionals to reflect on the people and experiences that have shaped their careers. From the mentors who instilled the value of continuous learning to the strategies that help achieve work-life balance, our guests share heartfelt gratitude, invaluable advice, and insights into building resilience and thriving in the industry.

Featured Guests

• Beth Huffman - Director of Marketing, Nelson Mullins Riley & Scarborough
• Angela Petros - Global Chief Marketing Officer, Baker McKenzie
• Karen Morton - Chief Marketing Officer, Cleary Gottlieb
• Lauren Mistretta - Chief Communications Officer, DLA Piper US
• Rachael Schilling - Marketing & Client Services Director, Liscow & Lewis
• Carrie Hanna - Chief Strategy Officer, Gunster
• Johnyne Garcia -  Head of Clients & Markets, Dentons US
• Sivan Galinsky - Chief Marketing Officer, Barack Ferrazzano Kirschbaum & Nagelberg
• Lisa Simon - Chief Marketing & Business Development Officer, Holland & Hart
• Tiffany Zeigler - Chief Marketing Officer, Polsinelli
• Heather Morse - Chief Business Development Officer, McGlinchey Stafford 

Thank you to all our guests for sharing their gratitude, wisdom, and experiences. 

Stay tuned for part two, where more industry leaders join us to discuss their inspirations and the value of boldness in legal marketing.

Episode 159 - Halina Kochanowicz of IPH on Why Legal Marketing Needs a Shake-Up: Lessons from a CCO

Looking beyond the legal marketing industry offers invaluable insights and fresh perspectives that can drive true innovation. In today’s episode of the Passle CMO Series Podcast, Will Eke welcomes Halina Kochanowicz, Chief Commercial Officer at IPH Ltd. Halina brings a wealth of knowledge from her extensive experience leading marketing for top-tier, magic-circle law firms to her current CCO role, where she continues to shape business strategies at the highest level.

In this conversation, we’ll delve into Halina’s unique journey, exploring the key lessons law firm marketers can learn from other industries. 

Halina and Will explore:

• Halina’s career journey to Chief Commercial Officer at IPH
• Why BD and marketing in law firms are “broken”, the core issues in legal, and how they differ from challenges in other industries
• How marketing and BD functions in law firms compare to those in other sectors, and what law firms can do to enhance the strategic impact of those functions
• The results of using unconventional methods like sales representation and what law firms can learn from these strategies
• The emerging trends or technologies that will drive change, and how law firms should adapt
• Advice for law firm marketing and BD leaders who want to adopt more disruptive and innovative tactics

CMO Series Digital Masterclass LIVE : Sophie Bowkett on Building a Bold Market Presence with Bird & Bird's Digital Transformation

This week's special episode of the CMO Series Digital Masterclass was recorded live in London where Charles Cousins sat down with Sophie Bowkett, CMO at Bird & Bird, for an insightful conversation about the firm's remarkable digital transformation journey.

In this episode, Charles and Sophie delve into the story behind Bird & Bird's comprehensive rebrand and the development of a scalable digital infrastructure designed to support their global teams. They discuss the importance of thought leadership, lawyer activation, and self-service tools in crafting a bold market presence.

Sophie shares her experiences and insights on managing large-scale projects, the challenges of implementing behavioural change across a vast network of 1,700 lawyers, and the strategies Bird & Bird employs to ensure their brand resonates with a human-centric approach.

Learn how Bird & Bird is leveraging technology to democratize data, enabling their lawyers to take charge of their personal branding and business development. Discover the synergies between various projects, including the Activator BD and sales training, and how they align with the firm's five-year strategic plan.

This episode is packed with practical insights and real-world examples of how a forward-thinking law firm is navigating the digital landscape to enhance its market presence. Whether you're in the legal industry or interested in digital transformation, this conversation offers valuable takeaways for building a world-class digital presence.

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