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Local Law Firm Marketers Count on LMA

by Martinez Clarin Greene on Categories: marketing

Local Law Firm Marketers Count on LMA

By Michelle Martinez Reyes, Jennifer Clarin and Susan Greene

Just ask South Florida’s legal marketers where they go to pursue the latest trends in law firm marketing, meet the who’s who of the industry, and make valuable new relationships. Hands down, they will tell you it’s the Legal Marketing Association’s (LMA) South Florida CityGroup.

In addition to the area’s professional practices marketing pros, we are seeing more law firm marketing partners and managing partners getting involved to ensure they are on the same page with their marketing directors.

For more than two decades, LMA has been the voice of legal marketing professionals. Those looking to enhance their new business development skills have found that membership in LMA has been personally and professionally rewarding. The association addresses the needs of its members by providing continuing educational and professional development and forums for the open exchange of ideas about the increasingly important role that marketing and new business development play within the legal marketplace. Nationally, LMA boasts more than 3,000 members in 17 countries.

Locally, LMA’s South Florida CityGroup is the hub for legal marketing industry intelligence. Bi-monthly meetings bring together professionals from local and national firms of all sizes to learn about topics ranging from attorney selling skills, PR, social media, website marketing, CRM and even discussions of Florida Bar’s advertising rules. One of the most popular programs of the year is the General Counsel Panel, where three local corporate GCs share the ins and outs of hiring and evaluating outside legal counsel. Educational sessions are held at local law firm offices, restaurants and hotels. LMA invites law firms, vendors and media to host the programs, which always include a buffet lunch or dinner.

The sessions are serious in content, but don’t think law firm marketers don’t know how to have a good time. At least twice a year, the South Florida CityGroup holds mixers at some of the area’s trendiest venues. “It gives all of us the opportunity to let our hair down and connect without the formality of the education events,” said Susan Greene, marketing director at Becker & Poliakoff . “I can’t tell you the number of times I have seen our members find positions with local and out-of-town law firms by reaching out to their LMA contacts.”

In addition, LMA hosts its annual conference and multiple, more intimate statewide mini-conferences aimed at educating legal marketing professionals and lawyers on the latest techniques and approaches to marketing law firms.

More than the education, LMA is a resource for its members. Whenever they need of a resource or suggestions for a meeting venue, members are immediately tapped into a network of marketers who provide recommendations and access to their connections. The LMA also offers its members opportunities for their own professional development, including best practices on how to deal with common issues facing lawyers and law firms today.

Other essential resources are the organization’s website (, Job Bank, List-Serve and Strategies Magazine. No question, LMA is valuable for anyone in professional services marketing wishing to learn more about the evolving world of legal marketing and for those looking to make valuable lifetime relationships.

For more information about the LMA South Florida CityGroup, contact Michelle Martinez Reyes,; Jennifer Clarin, or Susan Greene,

South Florida Legal Guide Midyear 2013 Edition

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