We’ve all been looking forward to 2021 since, oh, say, June? While I hate to be anything less than positive, I’d be remiss if I didn’t point out that 2021 won’t be functionally better just by setting out some new calendars for your law firm.

We have to plan for it to be better.

But we’ve got something that can help us plan for this better year — a lot of data. Website visits, open rates, click-through rates and email signups. New and old client stats. All data can shine a light on your path to a successful and profitable 2021.

In today’s competitive business landscape, many lawyers and law firm leaders understand that it is no longer enough to provide stellar legal services, but lawyers also have to understand their client’s business and become their trusted advisors to help them grow. With COVID-19 thrown in the mix, law firms have worked more closely than ever with their in-house legal marketers and consultants to lead the charge and help law firms stay ahead of their competition.

Below we highlight a variety of marketing partners, general counsel and lawyers who understand the power of marketing. We also offer examples on how lawyers have grown in partnership with their marketing team.

Leading the 2020 Annual Conference Advisory Committee (ACAC) in a year like no other, Kristen Leis and Jon Mattson have seen the program through several stages — from creation, to rescheduling, to development and reimagining. With just weeks until the virtual LMA Annual Conference Reimagined (Oct. 19-22), here’s a preview of what you can expect from the eyes of the 2020 ACAC co-chairs.