Celebrating 40 Years of Moving Legal Marketing Forward
Since 1985, the Legal Marketing Association (LMA) has been the heartbeat of the legal marketing profession — bringing together bold thinkers, innovative doers and passionate leaders who believe in the power of community and continuous growth. As we mark our 40th anniversary, we’re not just celebrating a number — we’re celebrating the people, progress, and purpose that have shaped LMA from the start. It’s a time to honor where we’ve been and get excited about where we’re headed.
A Legacy of Leadership, Learning and Connection - From hosting the first legal marketing conference to championing the strategic value of marketing in law firms, LMA has always been a driver of innovation and progress. We’ve been the trusted source for education, best practices, and peer-to-peer support — empowering thousands of members to lead change, embrace technology, and exceed client expectations.
Growth from a small group of legal marketers to a global professional association
What started as a small group of legal marketers seeking peer support and shared knowledge has grown into a global network spanning multiple regions and practice areas. LMA’s expansion over the years has been fueled by its dedication to equipping professionals with the tools and resources they need to thrive in an ever-changing legal landscape.
Today, LMA boasts a diverse membership base representing law firms of all sizes, in-house marketing teams, consultants and service providers – all working together to elevate the profession and drive results for their firms and clients.
Commitment to education, networking and thought leadership in legal marketing
At the heart of LMA’s mission is a deep commitment to education, networking and thought leadership. Over the years, LMA has developed robust programs, industry-leading research and unparalleled networking opportunities to support its members at every stage of their careers.
LMA provides cutting-edge educational programs, including the Annual Conference, regional and local events, webinars and on-demand content. Members benefit from insights into the latest marketing trends, business development strategies and client service innovations that shape the legal profession.
Through regional and local groups, online communities and special interest groups (SIGs), LMA fosters collaboration and peer learning. Whether through structured mentorship programs or casual networking events, LMA connects professionals to share best practices, solve challenges and advance their careers.
LMA has been at the forefront of advocating for the value of marketing and business development within law firms. Through its research, publications, and initiatives like the LMA Hall of Fame, the association continues to elevate the profession and recognize those making a lasting impact.
As we celebrate 40 years, LMA remains dedicated to driving the future of legal marketing — empowering professionals to lead with confidence, embrace innovation and strengthen their firm’s success.
Looking Back: Key Milestones Over the Past Four Decades
From our founding in 1985 to today, LMA has continuously evolved to support legal marketing professionals. Explore key moments in our history below!
Download this PDF of LMA's 40-year history!
- 1985: A small group of legal marketing professionals informally meet in San Francisco. This marks the beginning of a dedicated professional community for legal marketers.
- 1987: NALFMA hosts its first-ever annual You Honor Awards, celebrating excellence in legal marketing campaigns and strategies.
- 1992: NALFMA runs its first print advertisement in *National Law Journal*.
- 1994: First chapter formed in Chicago.
- 1996: Organization name changed from National Law Firm Marketing Association (NALFMA) to Legal Marketing Association (LMA).
- 2001: LMA Annual Conference held outside U.S. for the first time.
- 2005: Vancouver recognized as the first international chapter.
- 2006: LMA membership surpasses the 2,500 member mark.
- 2007: Maya Angelou delivers keynote at LMA Annual Conference.
- 2009: LMA hires first full-time employee.
- 2013: Metro New York chapter recognized for achieving the highest ever chapter membership across all regions with 561 members.
- 2015: LMA celebrates 30 years.
- 2016: Advocacy Committee established, strengthening LMA’s position as a thought leader and champion for legal marketers within the profession.
- 2019: The association expands its educational programming to include data analytics, AI-driven marketing strategies and client experience design, positioning members at the forefront of industry trends.
- 2020: Amid the COVID-19 pandemic, LMA pivots swiftly to virtual programming, ensuring continued engagement, professional development and community-building despite global disruptions.
- 2022: LMA enhances its Diversity, Equity, and Inclusion (DEI) initiatives, underscoring its commitment to fostering a more inclusive legal marketing profession.
- 2025: As LMA celebrates its 40th anniversary, the organization reflects on its legacy and looks ahead to its exciting future — continuing to lead, innovate and support legal marketers worldwide.
Honoring Our First President: Sally Schmidt
Sally Schmidt, LMA’s first president and a founding member, played a pivotal role in shaping the legal marketing profession. At the time when legal marketing was still in its infancy, Sally was instrumental in establishing LMA (then NALFMA) as a hub for education, networking and professional development. Her vision and leadership laid the foundation for what has become the premier global association for legal marketing professionals. Sally Schmidt’s dedication helped elevate legal marketing into a respected, strategic profession. As we celebrate 40 years of LMA, we recognize her vision and leadership as a key part of our shared history.
When I was hired for a marketing position in a law firm, my lawyers and I thought I was the only person in the country in that role. Soon after, I read an article written by a marketer from another law firm. I contacted her, as did about 15 other in-house marketing people working in law firms around the country. We got together in San Francisco and decided to start a national organization, which became LMA.
Sally Schmidt
First LMA President and Founding Member, President of Schmidt Marketing, Inc.
Shaping the Next 40 Years
As LMA celebrates its 40th anniversary, we are not only reflecting on our past but looking ahead to the future of legal marketing. The legal industry is evolving rapidly, driven by technology, changing client expectations and new approaches to business development. LMA remains committed to empowering legal marketers with the tools, knowledge and community they need to navigate these changes and continue driving success for their firms and organizations.
Over the next four decades, we anticipate significant shifts in how legal marketing professionals leverage technology, develop client relationships and drive business strategy. Some key trends shaping the future include:
- AI and Data-Driven Marketing: The increasing use of artificial intelligence and analytics will revolutionize client engagement, personalization and business intelligence.
- Client-Centric Strategies: Firms will focus more on client experience, relationship-building and proactive service delivery.
- Digital Transformation: Emerging tools, automation, and content marketing strategies will continue to shape how firms communicate and position themselves in the marketplace.
- Diversity, Equity, and Inclusion (DEI): A continued push toward inclusive marketing and representation will be critical in ensuring legal marketing reflects the global and diverse client base it serves.
LMA's Commitment to Innovation and Leadership
As we step into the future, LMA will continue to be the leading resource for legal marketers worldwide, offering:
- Cutting-edge education and training in the latest marketing strategies and technologies.
- Networking and mentorship opportunities help members grow and stay connected.
- Advocacy and thought leadership to ensure marketing professionals have a seat at the table in shaping the legal industry’s future.
How You Can Help Shape the Next Chapter
LMA’s future is shaped by its members. Whether you are a seasoned professional or new to legal marketing, there are many ways to get involved:
- Join a regional or international LMA leadership team to help shape the direction of the organization.
- Contribute your expertise by speaking at an LMA event, writing for Strategies and Voices, or sharing best practices.
- Engage in mentorship – help develop the next generation of legal marketing professionals.
- Stay connected and share ideas in Shared Interest Groups (SIGs) and online communities.
Together, we can ensure that LMA remains a strong, dynamic and forward-thinking organization for the next 40 years and beyond.
Join the Celebration!
LMA’s 40th anniversary is a milestone that belongs to every member. We invite you to be part of the celebration and share this exciting journey.
- Follow #LMA40 on social media and engage with our posts
- Attend special anniversary events at the 2025 LMA Annual Conference in Washington DC
- Participate in virtual and in-person networking opportunities
- Connect with us throughout the year by following #LMA40 on: