LMA is a community that brings together all types of legal industry specialists from firms of all sizes. Legal marketers, business development professionals, Chief Marketing Officers, consultants and vendors, lawyers, marketers from other professions and marketing students can connect and share their collective knowledge. Members at every stage in their career development benefit from their LMA participation because our broad array of programs and services can be tailored to their needs.

Sponsoring a webinar with LMA has many advantages, including:

Unique Access to LMA Members

• LMA consists of 3,300+ members and is a leading organization for thousands of legal marketing and business development professionals worldwide. By partnering with LMA, our reach is your reach.
• LMA webinar attendees are highly motivated to learn and engage, resulting in meaningful interactions and discussions.
• LMA webinars attract a global audience without the limitations of geographical boundaries.
• As LMA’s global footprint continues to grow, our presence in North America is unmatched —more than 90% of the largest 200 U.S. law firms employ an LMA member.
• In 2024, LMA sponsored webinars averaged:
  • 102 registrants per webinar
  • 50 attendees per webinar
  • 49% attendance rate
  • 17 on-demand views
• LMA provides sponsors post-program analytics for each webinar, such as total registration, attendance and more, allowing you to accurately measure your return on investment.

Brand Visibility, Credibility and Thought Leadership

• Sponsoring an LMA webinar enhances your brand visibility among legal marketing professionals and establishes your company as a key player in the field.
• Providing quality thought leadership to the LMA community can boost your brand's overall credibility and trustworthiness by positioning you as a knowledgeable resource, further enhancing your reputation. LMA members will associate your brand with the knowledge they gained from your program, cementing your company as a thought leader in the industry.

• All LMA webinars are recorded and can be found on-demand on our website. This extends the shelf-life of your sponsorship and will allow future LMA members to access the content.
• The LMA webinar platform will include your company logo, and can also feature social links, whitepapers, resources and more, giving your company extra exposure and potential to be viewed as a thought leader.

Lead Generation

• LMA webinar attendees are often decision-makers or influencers within their firms. Thirty percent of LMA members are director-level or above, giving you unparalleled access to generate high-quality leads with buyers in law firms.
• Sponsors are given access to attendee contact information (based on opt-in), which is invaluable for follow-up marketing efforts.

Networking Opportunities

• LMA webinars provide the opportunity to network with industry professionals, potential clients, and partners. For each webinar, LMA recommends pairing your speaker(s) with in-house law firm professionals to give varying perspectives, which helps further build your network.
• Interactivity in webinars, such as live Q&A, polling and more, allow for direct engagement with the audience and facetime with potential leads.
   

LMA webinars all follow the same required process and timeline, allowing approximately four weeks for the program registration page to be featured on our website. Following the timeline below will maximize the potential for your program.

Timeline from Sale to Day of Live Program

Six Weeks Out

Once your sponsorship package is finalized and contracts are signed, you will complete the LMA Webinar Submission Form, providing webinar details such as title, description, and speaker information. Ensure your content ties back to the LMA Body of Knowledge, the foundational resource for professional development in marketing that defines the core skills necessary for legal marketers to succeed.

 You will then be introduced to the LMA Education Team who will ensure your webinar content is applicable and relevant for LMA members and will work with you on any edits to the webinar copy.

Four Weeks Out

Each speaker must complete the LMA Speaker Agreement to participate in the program. Speakers and organizers are also required to provide their availability for the week prior to the live event to attend a 30-minute prep call, scheduled by the LMA Education Team.

Once content is approved, speaker agreements have been completed, and the prep call is scheduled, LMA will launch registration on the LMA website. LMA will provide promotions via the various channels outlined in the “promotions” section below.

Begin developing your content and PowerPoint and connecting with speakers during this time.

One Week Out

LMA will host a 30-minute prep call to cover the ON24 webinar platform, program flow, logistics, and to answer any questions you may have prior to the live event. We ask that you come to the prep call with your content finalized and ready to deliver. Your webinar PowerPoint will be due to LMA at least three days prior to your program, ensuring that it can be reviewed and uploaded into the webinar platform for the live event. All webinars are required to use the LMA PowerPoint template.

Day of the Live Event

Speakers and organizers will join the program 20 minutes early to check audio/video, handle any last-minute logistics and address any questions. At the top of the hour, LMA will open the program with a brief, logistical introduction. Then, the floor is yours! You will have roughly 55 minutes for content and Q&A. With five minutes left, you will pass the program back over to LMA for a brief closing. Attendees will complete a program evaluation after the session, where they can rate the content and provide comments and feedback.

Day After the Live Event

LMA will send you the final registration and attendee numbers, as well as your webinar survey results. You will also receive a Leads Report of attendees who opted in to have their information shared. This report will include full name, title, company, city, state, country, work phone, and email address.

LMA will also post the on-demand recording of your webinar on the LMA website within 48 hours of the program. All registrants will receive an email with the direct link to watch on-demand.

LMA Webinar Promotions

Given the timeline above is followed, LMA will begin promotions for your webinar four weeks prior to the live event. The webinar will be promoted in the following ways:

• Three to four promotional posts in our relevant Shared Interest Group (SIG) Listservs
• One to two posts on LinkedIn tagging each speaker and your company
• One LMA Weekly, LMA’s weekly email publication to members
• One monthly webinar email to prospective members

If the above deliverables are not delivered on schedule, the opportunity for promotions will vary. LMA reserves the right to reschedule any program that does not follow LMA timeline or standards.

LMA uses the ON24 webinar platform for all sponsored webinars. This platform allows for interface customization for each program and opportunities to add your logo and a link to your website. ON24 also features interactive tools, like live polling and Q&A, to encourage the audience to remain engaged throughout the presentation.

Below is an example image of the platform from a user perspective during a webinar.

• The green box indicates where your slides will be visible to attendees.
• The red box indicates where your logo will be added for the presentation. Beyond serving as a graphical identification of your organization’s participation, this image will also link to your company homepage.
• The blue box shows the resource center in ON24. Here, you can share any resources mentioned during the presentation, such as whitepapers, links to social media and more. This is a great way to enhance your thought leadership and provides extra exposure in LMA.

We have curated the following tips to ensure a strong, well-attended, and highly valued program – maximizing your investment and the value to our LMA community. 

LMA webinars must be educational in nature – not a product demo or sales pitch. When building a webinar, it is important to develop content that addresses the needs and interests of the LMA Membership and is grounded in adult learning principles.

One way to determine relevant content is to think about the question: What is a legal marketer’s pain point and why does it exist? Your webinar should offer solutions to eliminate and/or mitigate an industry challenge. This solution-orientated approach is valuable for all attendees that experience the pain point and positions you as their go-to resource.

Other tips for building strong, education-focused webinars:

Incorporate In-House Perspectives, Client Voices or a Client-Focused Case-Study

Incorporating legal marketers who currently work in a law firm is a great way to ensure the presentation is balanced. These individuals bring perspectives that are relevant and relatable, and our members often look for in-house voices when choosing to register for a webinar. In-house legal marketers often have insights into industry trends, challenges and innovations, and they will know how to “speak” to the membership.

Incorporating clients allows you to explain how your offering will help solve a common problem that many attendees are facing. Clients can share firsthand examples of the implementation process of your company’s offering. Likewise, they can explain any challenges they faced, how they overcame those challenges and most importantly, how their business grew because of the relationship with you and your company.

Unable to bring in a client or an in-house voice? Present a case study! Remember to scrub your case study of client names to respect their anonymity. Attendees remember case studies and real-life examples long after the event. Make sure to use examples that “stick”.

Share Actionable Takeaways

Attendees should leave your session with new ideas and actionable takeaways to implement immediately. When building your webinar, think about what the attendees will be able to do—that they weren’t previously doing—prior to your presentation.

Get to the Point

While a brief introduction is necessary, avoid reviewing exhaustive statistics or giving the entire history of your company. Attendees want to get to the point and focus on actionable takeaways. Keep your presentation simple yet unexpected – by doing this, you are captivating the audience without throwing too much information at them all at once.

Engage With the Audience

Various studies show that within one hour, people forget 50% of new information presented; within 24 hours, 70%; within a week, 90%. Adults learn best when they are active in their learning, so it is important to prompt participants to submit questions and connect with their peers. Other easy ways to engage the audience virtually include:

• Live polling
• Asking attendees to add comments to the chat
• Storytelling

Avoid the Pitch

Service provider content must be educational, not promotional. The most impactful material is delivered in a fresh and thoughtful manner, providing commentary and actionable information on issues relevant to the audience. A captivating speaker has a unique experience and presents in a manner that is accessible, compelling and free of jargon.

Speak in Broad Terms

Draft your content from a third-party perspective and reference broader industry terms, not specific products or companies. Consider incorporating a challenge and a solution, without self-promoting. You are more likely to leave a positive impression if you present information in an authentic and impactful voice with content relevant to the membership.

Incorporate Adult Learning Principles

Adults are voluntary learners who learn best when the content is relevant to their real life. They learn by repetition, reinforcement and by being active in their learning. Explore more information on adult learning principles to ensure your content lives on beyond the hour.

Speaker Resources

For questions about the webinar process or logistics, please reach out to Sydney Janecke, LMA’s Education Coordinator, at education@legalmarketing.org.

For questions about sponsorship or your company’s sponsorship package, please reach out to Liz Barrett, LMA’s Sales Manager, at EBarrett@legalmarketing.org.