I Want To Be A Legal Marketer When I Grow Up #LMA14

by Adrian Dayton

“I want to be a legal marketer when I grow up,” said nobody ever.

lma international orlando #lma14

Let me start out by saying: I love working in the legal industry and I love working with lawyers. The work can be extremely challenging, but it has the potential to be equally rewarding as well.

I couldn’t sleep this morning in anticipation of a busy week at the 2014 LMA International Conference in Orlando, Florida  and I got to thinking, what is it about this event that is so unique?

Legal marketers have the unique distinction of being defined by something they are not: lawyers. The legal profession is the only profession that calls everybody that isn’t a lawyer a non-lawyer. (You would never hear a nurse at a hospital be called a “non-doctor” or a project manager on a build site a “non-engineer.”) You would never mention the fact that the vast majority of lawyers and even managing partners should have the title non-marketer, yet legal marketers are described in these “non” terms. They work in an organization where they are often relegated to a status that isn’t given the respect it deserves.

The non-lawyer title isn’t the only challenge either. The solicitation rules facing lawyers make it very difficult for legal marketers to do traditional business development and sales. In most jurisdictions it’s against the lawyer’s code of ethics to have marketers sell their services for them.  So basically legal marketers can’t practice the law as non-lawyers, and can’t market traditionally because of their non-lawyer status. Yet they are still expected to get results.

What makes matters worse is that they are always a minority in their organizations and although the top CMOs certainly have a seat at the table in making big decisions at law firms, so many others are working like crazy just to make a difference and gain some recognition.

It’s an uphill battle.

However, once a year at the LMA International Conference these legal marketers get to turn the tables. Over a thousand legal marketers and vendors gather to share case studies and their best new ideas for bringing in business to their firms. For these three days the distinction of “non-lawyer” is completely irrelevant and everybody is instead judged on the quality of their ideas and results. There’s a great vibe at this conference, and everybody that attends gets a chance to bask in the glow of that positivity.

While it may be true that nobody ever says “I want to be a legal marketer when I grow up,” it isn’t because the career path isn’t a significant one. It’s because it is a sub-specialty within a specialty. Most kids aren’t even aware that legal marketing is a thing. I wouldn’t go so far as to say that everyone in legal marketing is glad to be there either. It is a tough job. But for that same reason the LMA conferences are so much fun. For a brief moment legal marketers get to throw their own party and this time the party is for them.

You can follow the LMA Conference this Wednesday to Friday using the hash tag #LMA14. There are a dozen other hashtags for individuals tracks and sessions, but I’ve never had the attention span for learning multiple hash tags for the the same event.

I’ll be live tweeting the event using @adriandayton — Unless the call of the sun and 85 degree weather is too much for me.

Written by:

Adrian Dayton

Adrian Dayton on:

Readers' Choice 2017
Reporters on Deadline

"My best business intelligence, in one easy email…"

Your first step to building a free, personalized, morning email brief covering pertinent authors and topics on JD Supra:
Sign up using*

Already signed up? Log in here

*By using the service, you signify your acceptance of JD Supra's Privacy Policy.
Privacy Policy (Updated: October 8, 2015):

JD Supra provides users with access to its legal industry publishing services (the "Service") through its website (the "Website") as well as through other sources. Our policies with regard to data collection and use of personal information of users of the Service, regardless of the manner in which users access the Service, and visitors to the Website are set forth in this statement ("Policy"). By using the Service, you signify your acceptance of this Policy.

Information Collection and Use by JD Supra

JD Supra collects users' names, companies, titles, e-mail address and industry. JD Supra also tracks the pages that users visit, logs IP addresses and aggregates non-personally identifiable user data and browser type. This data is gathered using cookies and other technologies.

The information and data collected is used to authenticate users and to send notifications relating to the Service, including email alerts to which users have subscribed; to manage the Service and Website, to improve the Service and to customize the user's experience. This information is also provided to the authors of the content to give them insight into their readership and help them to improve their content, so that it is most useful for our users.

JD Supra does not sell, rent or otherwise provide your details to third parties, other than to the authors of the content on JD Supra.

If you prefer not to enable cookies, you may change your browser settings to disable cookies; however, please note that rejecting cookies while visiting the Website may result in certain parts of the Website not operating correctly or as efficiently as if cookies were allowed.

Email Choice/Opt-out

Users who opt in to receive emails may choose to no longer receive e-mail updates and newsletters by selecting the "opt-out of future email" option in the email they receive from JD Supra or in their JD Supra account management screen.


JD Supra takes reasonable precautions to insure that user information is kept private. We restrict access to user information to those individuals who reasonably need access to perform their job functions, such as our third party email service, customer service personnel and technical staff. However, please note that no method of transmitting or storing data is completely secure and we cannot guarantee the security of user information. Unauthorized entry or use, hardware or software failure, and other factors may compromise the security of user information at any time.

If you have reason to believe that your interaction with us is no longer secure, you must immediately notify us of the problem by contacting us at info@jdsupra.com. In the unlikely event that we believe that the security of your user information in our possession or control may have been compromised, we may seek to notify you of that development and, if so, will endeavor to do so as promptly as practicable under the circumstances.

Sharing and Disclosure of Information JD Supra Collects

Except as otherwise described in this privacy statement, JD Supra will not disclose personal information to any third party unless we believe that disclosure is necessary to: (1) comply with applicable laws; (2) respond to governmental inquiries or requests; (3) comply with valid legal process; (4) protect the rights, privacy, safety or property of JD Supra, users of the Service, Website visitors or the public; (5) permit us to pursue available remedies or limit the damages that we may sustain; and (6) enforce our Terms & Conditions of Use.

In the event there is a change in the corporate structure of JD Supra such as, but not limited to, merger, consolidation, sale, liquidation or transfer of substantial assets, JD Supra may, in its sole discretion, transfer, sell or assign information collected on and through the Service to one or more affiliated or unaffiliated third parties.

Links to Other Websites

This Website and the Service may contain links to other websites. The operator of such other websites may collect information about you, including through cookies or other technologies. If you are using the Service through the Website and link to another site, you will leave the Website and this Policy will not apply to your use of and activity on those other sites. We encourage you to read the legal notices posted on those sites, including their privacy policies. We shall have no responsibility or liability for your visitation to, and the data collection and use practices of, such other sites. This Policy applies solely to the information collected in connection with your use of this Website and does not apply to any practices conducted offline or in connection with any other websites.

Changes in Our Privacy Policy

We reserve the right to change this Policy at any time. Please refer to the date at the top of this page to determine when this Policy was last revised. Any changes to our privacy policy will become effective upon posting of the revised policy on the Website. By continuing to use the Service or Website following such changes, you will be deemed to have agreed to such changes. If you do not agree with the terms of this Policy, as it may be amended from time to time, in whole or part, please do not continue using the Service or the Website.

Contacting JD Supra

If you have any questions about this privacy statement, the practices of this site, your dealings with this Web site, or if you would like to change any of the information you have provided to us, please contact us at: info@jdsupra.com.

- hide
*With LinkedIn, you don't need to create a separate login to manage your free JD Supra account, and we can make suggestions based on your needs and interests. We will not post anything on LinkedIn in your name. Or, sign up using your email address.