Happy birthday to my sweet husband John! Proud of you, John, for your kind and generous heart and grateful for all you do for all of us. Love you! ❤️
Part one of John’s birthday haul! He is over the moon – such fun when gifts speak to the heart!
And thank you, Aaron and Rob, for the Tanqueray and Seva Ann Arbor gift certificate and (most of all) the gift of your beautiful friendship. We love you!
Part two of John’s birthday haul. Thank you, Connor Trinneer and Cameo, for making this day so special. We love you!
Part three of John’s birthday haul. Felicia Day, your message was so heartfelt and fun and kind. You brought us both happy tears! We love you so!
Perhaps the best gift of all… This beautiful message from our niece Gabby. Family matters. ❤️
Truly thrilled with this coverage from Law360 of our Clark Hill Law marketing and business development transformation. Every member of our incredible team and their efforts are represented in this overview. So proud to work with these talented souls who all lead with data, ingenuity, strategy, grit, inclusion, collaboration, and heart. And we’ve had a lot of fun along the way!
We discuss a lot in legal marketing circles the need to approach this work with intentionality as other industries do (no more “random acts of marketing”!) and the desire to advocate for ourselves as a substantive profession. For me, I couldn’t be prouder of how my colleagues’ efforts as outlined here align with that direction.
How Clark Hill Makes Use Of Technology To Market Itself
By Aebra Coe
Law360 (May 19, 2022, 3:59 PM EDT) — Asana, SharePoint, Wufoo, Sprout Social, Google Docs, SQL database and PowerBI are all fairly typical technologies for law firms to use in their marketing and business development efforts, but Detroit-based Clark Hill has leveraged those ordinary technologies for some interesting uses, earning it a recent international award.
Susan Ahern, Clark Hill PLC’s chief marketing and business development officer, is the quarterback behind much of the tech-heavy marketing tactics that earned the firm Best Marketing Initiative honors at the Managing Partners’ Forum Awards for Management Excellence in 2020.
Ahern recently spoke to Law360 Pulse, offering a look behind the scenes at the firm’s marketing and business development technology, and the platform around which the technology spins. The system has been up and running for around four years now.
Using off-the-shelf technologies like Power BI and SharePoint for data analytics and team collaboration, Ahern and her team have been able to build an online platform that allows them to track and make use of data in their decision-making around business development.
The data is input through a combination of sources. Digital collection forms are used to gather data directly from attorneys, and other data flows in from the marketing and business development team. Additionally, some streams of data, like digital reach and engagement, are automated through the firm’s other platforms.
“We have been able to implement online data collection processes for different types of data throughout the firm,” Ahern said. “Our systems then organize and store the information into different datasets, [and] our dashboards pivot on these datasets.”
Examples of the types of reports the dashboards can produce include detailed information on client feedback and check-ins, client pitches, event sponsorships and their success, attendance information on events and webinars, and data on social media marketing campaigns.
The dashboards, which are accessible through an online portal, visually illustrate through charts the activities the team engages in and the results of those activities on a wide range of the firm’s marketing and business development operations, according to Ahern. They run and update in real time.
“We have the flexibility to adjust the dashboards to communicate what is most useful,” she said. “Each dashboard is dynamic and can be filtered in multiple different ways by the user. We have been able to identify trend lines year-on-year through dashboards we’ve had up and running over a number of years.”
When it comes to event sponsorships, for example, individual partners and the business development team can see who has requested sponsorships, whether they were granted, and where that money went in terms of industry, client or geography. There’s also data on how much revenue was generated by the attorney making the request.
Since the firm implemented tracking around sponsorships, the number of requests for them has actually declined, Ahern said.
“Having that information has helped hold everyone accountable for what they requested,” she said.
When it comes to pitching clients, attorneys and business development professionals can search and sort data by the rates pitched, client, industry of the client, rate of success by office or business unit, and reasons the pitch was unsuccessful. The firm gathers somewhere between 35 and 40 pieces of information on any given pitch, Ahern said.
According to Ahern, she is often approached by legal technology providers trying to sell her platforms and services related to business development and marketing, but when she asks how they would capture, collate, organize and leverage the data the firm is currently using, the response tends to be underwhelming.
“The more I see of these technologies, the more I realize that they are limited. They are different versions of the same thing,” she said.
Earlier this year, the firm hired a data coordinator Todd Krigner.
Ahern says she remains happy with the system the firm has created in-house, which allows her to translate data, and at times non-numerical data, into something measurable that can help direct the firm’s actions and strategy.
“What we did was look at information that could be useful in influencing the firm’s direction and strategy,” she said. “Most technology in law firms is not being used to its full potential. There are so many other creative ways it can be used to really bring the firm forward.”
I always enjoy the arrival of Wabash Magazine in our mailbox. Egomaniacally, even more so when I’m mentioned in it. Let alone TWICE (!) in this Spring ‘22 issue.
First, for my Legal Marketing Association – LMA International work.
Second, for … buying a record player in pandemic. I might have misunderstood the assignment from Editor Kim Carter Johnson since everyone else wrote about Hadron Colliers, Bosendorfers, The Beatles, Van Gogh, and Pearl Jam.
Truth be told, I spent more money than I’d care to admit for (almost) front row tix for Madonna’s Rebel Heart 2015 tour stop in Detroit (worth the bucks for having met divine Aussie Glenn Nolan and his man). And then again for a complete collection of vintage Strawberry Shortcake dolls (inspired by my elementary school boo Hope Ross Dressler).
Now that I type these past two sentences, maybe it’s good I stuck with the Victrola. 😅✨
EXCERPT: “Human interest is key to understanding the buyer, yet as Roy Sexton of Clark Hill Law believes, the journey is a two-way process. Buyers are increasingly interested in the firm’s culture and each person’s passion for individual causes. Putting himself in the client’s shoes, Sexton expands on this sentiment, ‘I see what your pitch materials look like, but what kind of people are you and do you care about the environment and your community, diversity and equity? They want to know that you’re decent human beings, on top of the fact that you’re a good lawyer. You should provide an authentic performance and tell people that you’re doing things that show your passions.’”
Charlotte writes, “Leading U.S. law firms are looking at pitching in an increasingly wider context and use automation and analytics to free up time to understand the buyer journey and bring more personality to pitches. Months of work is paying off today as we release Pinnacle’s review of ‘How Winners Win’ in North American law firms. It’s different. It’s inspiring. It’s insightful. It’s a glimpse into what firms, who are ahead of the curve do. Reading it, will be 20 minutes well (very well) spent.
“As always, getting ahead is only possible with a community wanting to do bigger and better – with people who will lead from the front, empower others through the benefit of knowledge and see the value of sharing. … Read, share, pass on to a colleague with as much love as I do and if you can spare 15 minutes to let me know what you thought about it, please drop me an email on charlotte.takacs@pinnacle-oa.com!”
Thank you, Paula Tsurutani and Association of Legal Administrators (ALA), for including my humble thoughts in this important piece on the essential need for solid internal #communications. Honored to be here alongside luminaries and friends like Jaffe’s Terry Isner, Davis Wright Tremaine LLP’s Sean Gibson, Builden Partners’ Jocelyn Brumbaugh, Blank Rome LLP’s Frank Spadafino.
EXCERPT: “It was always important for us to facilitate and step back so our leaders’ and colleagues’ voices could be heard — both to inform and to unify,” says Roy E. Sexton, Director of Marketing at Clark Hill Law. “Our chief executive officer John Hensien started a monthly newsletter; our chief human resources officer Kathleen Sullivan worked with her team and the marketing team to increase storytelling about diversity, equity and inclusion (DEI) concerns; and our chief operating officer Phil Ross started a weekly update to provide guidance on the evolving standards and mandates to keep everyone engaged and informed.”
Hearing from top management helped drive more cohesion, revealed a greater sense of humanity and led to increased institutional awareness and pride about the firm’s people and work.
As more employees work remotely or reduce their face time in offices, using a strategic mix of internal communications tools can help raise morale, connect people and projects, and launch efforts that can elevate social impact initiatives or new business opportunities. …
Sexton agrees. “Collaborating with marketing, leveraging great internal stories, whether on a firm intranet or on social media, can create mutual lift.” …
Increasingly, the line between internal and external communication has blurred, especially with the rise of social media and podcasting. Clark Hill saw an explosive growth in podcasts, which mutually advanced employee engagement and business development.
“Everything we are pushing out externally also benefits the internal,” says Sexton. “We released 80 podcast episodes across an array of subjects, and our hosts used these opportunities to engage with Clark Hill colleagues, clients and prospects. When clients see a rich culture, they want to work with us. And talent wants to come work here.”
“Marketing Dynamics: Lawyers and Marketers in Unison … In this episode of the Digital Marketing Master podcast, Roy Sexton speaks acutely on the interactions between lawyers and legal marketing teams on the forefront of his work at Clark Hill Law.”
Thank you, Richard Levick and LEVICK, for this opportunity. I enjoyed our conversation mightily. (We’ll always have elevators. 😉)
“Legal Marketing Association – LMA International President-Elect, Roy Sexton, who leads Clark Hill Law’s marketing, branding and communications efforts speaks with host Richard Levick of LEVICK about law firm marketing, the challenges and evolution of the profession and his own story in a deeply personal and joyous program which has as many laughs as important marketing lessons. Listen here…”
“Have you ever felt self-conscious at a networking event? For Roy Sexton, it has been a journey from standing awkwardly at his first Legal Marketing Association – LMA International conference some years back to now being the organisation’s President-elect.
“In this episode of Leaders with Ambition, Nicky elicits fascinating insights from this dynamic marketing professional whose unique path to leadership within the legal services sector was paved by hard-won wisdom and empathy.
“As Director of Marketing at Clark Hill Law, Roy always operates with authenticity in mind. Whether as boss, mentor or colleague, he makes a point of always bringing his authentic self – which includes a sense of humour, self-deprecation and willingness to speak his mind.
“While some of these skills came organically – through Roy’s theatre background and upbringing – he also notes the influence that early leadership training has had on him, as well as the networking abilities he cultivated while studying for his MBA and during his career.
“In this episode, Roy shares his career highs as well as challenges both past and heading into his term presiding over the Legal Marketing Association. We get a glimpse into his professional experience as well as thought-provoking views on the nuances of diversity, equality and inclusion. From how to overcome Imposter Syndrome to how the pandemic has affected law firm culture to the fine line between confidence and arrogance, this jam-packed hour of conversation will leave you with interesting insights and helpful advice.”
Rob Kates and I had a delightful time with our guest today EJ Stern Bearman! Thank you, Amber Bollman, for introducing us! Yes, there were shenanigans aplenty, but, before I turn to those, give this a watch for the heartfelt, authentic, wise counsel EJ provides on professional and personal development, the magic of knowing oneself, understanding your own gifts (and challenges), and finding those moments of connection that build successful business development relationships. We talk about using your energy to your advantage, introversion versus extroversion, and how DEI is such a crucial consideration in creating an environment where people can find fulfillment and optimal performance in life and in work.
As for shenanigans … My dad Don Sexton joins us as I thank him for the Lincoln Home National Historic Site surprises I received in today’s mail. Rob celebrates Cinco de Mayo in his inimitable way. We learn a new prank in asking Alexa to play unsolicited show tunes in our guests’ homes. We review the positive impact life upon the wicked stage had on our formative years. We address the joys (and occasional sadnesses) of having four-legged friends. We note how important participation trophies can be in helping some of us feel seen and validated. We give a shout out to Mother’s Day, Janet Jackson, mental health awareness month, #itsokaytonotbeokay, Led Zeppelin, Kroger runs, Encanto, Ricky Martin, and The Ramones.
Legal Marketing Coffee Talk is back this Thursday, May 5th with host, Roy Sexton, and his guest, EJ Stern Bearman, Senior Executive Coach at Novateur Partners, and the two will discuss how increasingly essential it is for us all to take moments of self-care and personal development to succeed in our fast-paced industry.
With 15+ years leading business development and strategic initiatives in the legal industry, E.J. has a proven record of success helping lawyers grow their practices and build their books of business. Her results-oriented coaching approach helps clients create best practices and provides the accountability necessary for success.
“People are my passion. I understand the pressures individuals face and the critical role coaching can play in professional development and ongoing success. I help individuals refine their leadership skills and develop strategies to decrease burnout, increase productivity and create greater job satisfaction.”
Join us for incredible insight (and probably some show tunes, as E.J. and Roy have a mutual love for all things musical theatre) Thursday, May 5th at 3:00 pm ET: Right here on LinkedIn.
Legal Marketing Coffee Talk is brought to you by: By Aries and Kates Media: Video Production.
