LMA Podcast

U.S. law firms are considering new investments from private equity. Announcing deals of this nature may be new to some legal marketers, but law firms abroad have considerable experience. In this episode of the LMA Podcast, LMA PR & Communications Shared Interest Group Co-Chair Corrina Wright sits down with Katherine Hollar Barnard and Michael Evans to discuss the broad field of stakeholders in these deals — from attorneys to staff to clients to influencers — and share lessons learned in the United Kingdom and beyond.

Why do technology rollouts stall inside law firms, and what does it take to make them stick? In this episode, LMA Marketing Technology Shared Interest Group Co-Chairs Mike Vallebuona (Covington & Burling) and Raquel Lewis (Intapp) discuss the human side of marketing technology implementation, compare notes from across the landscape, and share candid stories of rollouts that landed and rollouts that didn't. Tune in To Learn: • How to build buy-in before implementation. • The people and process work that determines whether a platform gets used. • Why law firms and their service providers often diagnose the same failure differently. • How to sustain momentum six and 12 months after launch. • The “People, Process, Platform” framework that can apply to whatever is currently stalling at your firm. Mike Vallebuona is director of marketing technology at Covington & Burling LLP, where he leads the firm's CRM, analytics, web, and creative teams. He co-chairs the LMA Marketing Technology Shared Interest Group and is currently focused on putting AI tools — from Copilot to pitch and proposal automation — into the hands of legal marketers in ways that actually change how the work gets done. With nearly 25 years of experience helping 200+ professional services firms implement CRM, ERM, and eMarketing systems, Raquel Lewis brings deep expertise in marketing technology strategy, training, and process improvement. Currently serving as a technical program manager at Intapp, Raquel excels in cross-functional collaboration, translating complex data challenges into actionable solutions. She is actively involved in the legal marketing and technology communities through roles with LMA and the International Legal Technology Association and has contributed to industry conversations as a speaker on marketing technology and data.

A successful brand is about much more than a logo, color palette, or website redesign. In this episode of the LMA Podcast, Strawberry Nevill (Strawberry Nevill Communication Consulting) sits down with Roy Sexton (Vedder) and Alissa Pinck (Greenbaum, Rowe, Smith & Davis) to explore the fundamentals of branding and how legal marketers can leverage brand strategy to drive business goals. Drawing on decades of experience leading branding and rebranding initiatives, they discuss the critical role of internal alignment, stakeholder engagement, change management, and client feedback in creating a brand that people embrace and use. Covering everything from rebranding to demonstrating value to firm leadership to measuring impact, this conversation offers valuable takeaways for legal marketing and business development professionals at any stage of their branding journey. Tune In to Learn: • Why branding is about the client experience, not just logos, websites, and visual identity. • How internal alignment can make or break a rebranding effort. • Common branding challenges legal marketers face and strategies for overcoming them. • How to build buy-in across large, complex organizations, • Why successful rebranding often requires significant change management and education. • The importance of tying brand initiatives to business goals and strategic priorities. • Why the real work begins after the brand launches and how to keep your brand alive and evolving. Strawberry Nevill spent 15 years in legal and policy roles, including three years as a litigator at a small law firm, before opening their consultancy. They help small law firms build more peaceful, productive practices by getting better at client communication, from marketing to closing the file (and beyond). You can find them at https://www.strawberrynevill.com/ or on LinkedIn (https://www.linkedin.com/in/strawberry-nevill/). Roy Sexton is the chief marketing & client development officer at Vedder. He is responsible for developing and implementing the firm’s overall marketing strategy and overseeing all projects and personnel in the marketing department. Roy brings over 25 years of experience in various industries, with nearly 15 years of experience in the legal marketing field at prominent global firms. His career knowledge includes public relations and marketing planning, business development strategy, digital and social media outreach, attorney onboarding, and practice development. Beginning in 2020, he served as an active international board member of LMA and was elected as the organization’s international president from 2023 to 2024. Roy has also been recognized by a number of legal publications and organizations including Crain's, INvolve People, and Corp! Magazine for his leadership capabilities, particularly as an executive within the LGBTQ+ community. Throughout his career, he has served as a board member for a number of Michigan-based charitable organizations, such as the Mosaic Youth Theatre of Detroit and Ronald McDonald House Charities. Alissa Pinck has more than 20 years of experience at the intersection of brand, communications, content, and PR. She pivoted to legal marketing after more than two decades in agency, nonprofit, startup, and professional services environments. Driven by a love of the written word and an insatiable sense of curiosity, Alissa has deep experience in brand positioning and messaging, media relations, reputation management, thought leadership, multi-channel content development, awards submissions, and business development.

What does executive presence really look like in today's workplace — and is it something you can actually learn? In this episode of the LMA Podcast, Trish Lilley sits down with Heather Barnes to discuss the evolution of executive presence, from polished perfection and authority to something far more powerful: genuine connection, empathy, and trust. They discuss the role of body language, audience awareness, feedback, and self-awareness in career advancement, particularly for professionals aspiring to leadership roles. The conversation also dives into resilience and why practices like positive reframing, gratitude, and active listening can help professionals thrive. Along the way, Heather makes a compelling case for embracing humor, vulnerability, and even improv as essential leadership tools in today's workplace. Whether you're an emerging professional looking to elevate your career, a manager developing your leadership style, or a seasoned executive seeking fresh perspective, this is a great conversation on how to show up with confidence. Tune in to learn: • How executive presence has evolved from traditional authority and polish to authenticity and relationship-building. • Practical techniques to command a room. • Ways to build executive presence at any career stage. • Strategies for developing resilience. • Why humor, improv, and vulnerability can be powerful leadership tools. Trish Lilley is the chief marketing and business development officer at Barnes & Thornburg LLP. A forward-thinking, internationally recognized champion of innovation, Trish has led marketing and client development in C-suite roles at four Am Law firms, driving strategic growth, implementing operational realignment, and cultivating high-performing, collaborative teams. Her work has spanned digital transformation, client and alumni relations, lateral recruiting and integration, and a diverse range of branding initiatives. Trish is known for building streamlined service models that strengthen client relationships, drive revenue, and align marketing operations with firmwide business objectives. A longstanding leader in the Legal Marketing Association, Trish is a Fellow in the College of Law Practice Management, chairs the CMO Advisory Board of Best Lawyers, and serves on the Law360 Legal Industry Editorial Board. Heather L. Barnes, MA, is the founder and CEO of Improv @ Work LLC, and she is a faculty member at the Northwestern University Kellogg School for Management. She teaches executive presence, presentation skills, strategic communication, and navigating difficult conversations using improvisational philosophies and techniques. Heather has over 20 years of experience leading people, teaching strategic communication, and innovating large scale presentations. In 2017, Heather founded Improv @ Work LLC to deliver experiential workshops at museums, corporations, law firms, and universities worldwide to empower organizations to evolve. She has a master’s degree from the University of Chicago. To learn more about Heather and Improv @ Work LLC visit, https://improvisationatwork.com/.

Practical Ways Legal Comms and Marketing Technology Pros Are Collaborating to Level Up How is AI reshaping legal marketing in practical, day-to-day ways? In the latest episode of the LMA Podcast, hosted by the PR and Communications and Marketing Technology Shared Interest Groups (SIGs), Kali Hammond sits down with Dan Pulka and Mike Vallebuona to move past the “AI is changing everything” narrative and focus on what’s actually working for legal marketing teams today. Tune in to Learn: • Real-world use cases across media monitoring, content development and thought leadership, crisis communications scenario planning, internal communications, and data storytelling for attorneys and clients. • How PR, communications, and marketing technology professionals can stay relevant in an AI-enabled environment. • The skills that matter most now (judgment, storytelling, and strategy). • How to talk about AI with firm leadership. • Quick wins you can put into practice immediately. Kali Hammond, APR, is a managing director at Poston Communications and serves as a senior public relations and communications strategist specializing in media relations for law firms and professional services organizations. She advises firm leadership on reputation management, strategic communications, and thought leadership. She is known for translating complex legal and regulatory topics into clear, compelling messaging that supports clients’ business goals. Dan Pulka is chief business development and marketing officer at Troutman Pepper Locke, where he leads the firm’s marketing, business development, communications, and client experience functions. He is focused on turning AI from a topic of conversation into a working part of the department’s operating model, with an emphasis on adoption, measurable impact, and practical use cases that improve how teams support lawyers, clients, and firm growth. Mike Vallebuona is director of marketing technology at Covington & Burling LLP, where he leads the firm's CRM, analytics, web, and creative teams. He co-chairs the LMA Marketing Technology SIG and is currently focused on putting AI tools — from Copilot to pitch and proposal automation — into the hands of legal marketers in ways that actually change how the work gets done.