B2B Marketers Can Learn a Thing or Two from the LMA

I recently had the opportunity to attend the Legal Marketing Association (LMA) Annual Conference on behalf of client One North Interactive, a digital marketing and technology agency that has historically worked with some of the world’s largest and most prominent law firms.   [caption id="attachment_3110" align="alignleft" width="383"] One North Interactive's booth[/caption] Maybe it was due to the event backdrop, which was set on the glorious San Diego Bay, or maybe it was the stellar lineup of keynote speakers and session leaders (including One North!), but more than 1,300 legal marketers attended the trade show, setting a record for the international conference.   Although this event was specific to the legal industry, many of the insights and conversations shared apply to all business marketers and professional services organizations. Here are a handful of the ones I noted during my time there.     Relationships don’t build themselves   [caption id="attachment_3109" align="alignright" width="403"] LMA Welcome Session[/caption] Even though building and maintaining business...