Passle CMO Series Podcast

Welcome to Episode 3 of the CMO Series Digital Masterclass where we explore the best strategies from professional services marketers for building a world-class digital presence. 

Be sure to check out the full episodes featured, listed below:

CMO Series EP82 - Judith McKay of McCarthy Tétrault on content and its importance in effective professional services marketing, Charlotte Knight, Charles Cousins (passle.net)

Episode 95 - Angela Pandolfo Roy of Gibbons Law on Content Management: The Linchpin of Legal Marketing & BD, Charlotte Knight, Ed Lovatt (passle.net)

CMO Series EP109 - Alison Janzen of Torkin Manes on Building an Integrated Approach to Content Marketing, Eugene McCormick, Charlotte Knight (passle.net)

CMO Series EP112 - Ashley Horne of Womble Bond Dickinson on Taking a Campaign Approach to Legal Content Marketing, Ed Lovatt, Charlotte Knight (passle.net)

CMO Series EP145 - John Neidecker of Norris McLaughlin on The Evolving Role Of Thought Leadership In Legal Marketing, Charles Cousins, Charlotte Knight, Sonali Badul (passle.net)

Law firm leadership requires a collaborative effort across all functions. Collaboration between lawyers, teams and practices can be pivotal to the success of marketing and business development. 

In this episode of the CMO Series, Alistair Bone welcomes Clinton Gary to share his insights on how law firm CMOs and Managing Partners can effectively collaborate.

With 25 years of experience as CMBDO in prominent law and Big 5 firms, Clinton is currently the Founder and Managing Partner of CREDO Consulting and has a focus on collaborative growth.

Clinton and Ali cover:

• The meaning of collaboration and why Managing Partners and CMOs should prioritize it

Welcome to Episode 2 of the CMO Series Digital Masterclass. Today, we’ll explore how thought leadership can transform your firm’s online brand.

We’ve curated top digital insights from our CMO Series Podcast - links to the full episodes are listed below. 

Join us as we delve into essential tools and strategies for professional services marketers, revealing why thought leadership is becoming central to digital success. We'll share success stories from industry leaders who have made their firm's expertise the cornerstone of their online presence.

Check out:

CMO Series EP43 - One firm, your firm - Sophie Bowkett of Bird & Bird on building more human and more effective legal brands, Charlotte Knight, Charles Cousins (passle.net)

CMO Series EP99 - Behind the Scenes of a Legal Rebrand with Erica Roman of Cole Schotz, Charlotte Knight, Charles Cousins (passle.net)

CMO Series Podcast LIVE - Erin Stone Dimry on Positioning Your Firm as the Go-To Choice, Alistair Bone, Charlotte Knight (passle.net)

CMO Series EP131 - Noni Garratt-Wall of Charles Russell Speechlys on The Art Of A Law Firm Rebrand, Will Eke, Charlotte Knight (passle.net)

Law firm budgets are under increasing scrutiny as firms face pressure to maximize efficiency, adapt to changing market conditions, and deliver more value to clients. 

For CMOs, understanding and aligning the marketing budget with the firm's broader strategic goals is critical. A well-aligned budget ensures that marketing efforts directly support the firm’s growth objectives, enhance client engagement, and improve ROI for marketing activities.

• The current trends impacting law firm budgets, and why CMOs should prioritize this issue

Welcome to the CMO Series Digital Masterclass, an exciting new sub-series of the CMO Series Podcast. This masterclass is designed to help professional services marketers build world-class digital platforms that enhance their firm's online presence and position them as thought leaders.

The CMO Series Digital Masterclass is inspired by Passle’s latest research and the pressing needs of today’s marketing leaders. The goal is to provide actionable insights and best practices for developing robust online platforms that keep your firm front of mind for clients and prospects.

To kick off this series, Charlie Knight, Marketing and Communications Manager is joined by Sam Page, Marketing Director at Passle, to discuss why creating a strong digital presence is vital for firms in today’s market and outline the first steps to getting started.

• What the CMO Series Digital Masterclass is and how it came about

To stay in the loop on all upcoming episodes and best practice content, subscribe to the CMO Series Podcast and visit passle.net/digitalmasterclass

In the realm of B2B professional services, advertising is frequently one of the least utilized marketing tools. Earlier this year, Thompson Reuters published their "State of Global Legal Marketing & BD" report, revealing that professional services marketers rated advertising as the least effective marketing tactic, behind PR, social media, and client education.

In this episode of the CMO Series Podcast, Lee Grunnell, CMO at Womble Bond Dickinson joins Charles Cousins to discuss the importance of advertising in professional services, exploring the common misconceptions and the opportunities for firms.

Lee and Charles cover:

• Why marketers should rethink their priorities when it comes to advertising

Authentic, human-centred stories have long been a staple in B2C marketing, but they’re much less common in the world of professional services. As digital media rises, the fast-paced nature of the media landscape and decreasing attention spans mean marketers need to put in extra effort to make a substantial impact.

In this episode of the CMO Series, Charles Cousins welcomes Paul Askew, the Global Strategic Campaigns Manager at Withersworldwide. 

Paul discusses the power of storytelling in professional services marketing which is highlighted by their highly successful campaigns, 'Global Rethinkers', 'The Discourse', and 'Defining Moments', created in partnership with the Financial Times.

• The importance of storytelling in a firm’s marketing strategy

Marketing in confidential services comes with distinct challenges and requires a strategic approach to establish and sustain trust. 

In this episode of the Passle CMO Series Podcast, Cam Dobinson explores these intricacies with Elizabeth Anscombe, Chief Business Development & Marketing Officer at Nardello & Co.

Lizzie offers her insights on how Nardello & Co. informs its audience about its highly specialized services, the significance of maintaining a client-focused approach despite confidentiality limitations, and the methods employed to establish and maintain trust in a field often enveloped in secrecy.

Lizzie and Cam cover:

• Lizzie’s diverse career background and how it has influenced her approach to marketing in the global investigative space

In this special edition of the CMO Series Podcast, Natasha Sandamas, Events Marketing Manager, joins the series to reflect on Passle’s first Stateside CMO Series Live event which took place in New York City in June. 

Delving into the highlights from the sessions, we hear from an incredible lineup of speakers including Chief Marketing Officers, Chief Operating Officers and General Counsels from the world’s top firms. They joined the day to share their unique perspectives on everything from how to integrate data into your business development strategies and delivering a world-class digital presence, to how to position your firm as the best choice, all under the theme of putting your firm front of mind with clients. 

A huge thanks to our fantastic speakers for sharing their insights: Trish Lilley, Chief Marketing & Business Development Officer at Thompson Coburn, Sadie Baron Chief Marketing Officer at Reed Smith, Phill McGowan Global Director of Marketing and Communications at Reed Smith,  Kelly Harbour, Chief Business Development Officer at Goulston & Storrs, Terra Liddell, Chief Marketing Officer at Finnegan, Nicole Petrie, Chief Marketing and Business Development Officer at Schulte Roth & Zabel, Monica Rodriguez Kuniyoshi, Chief Marketing Officer at Gunderson Dettmer, Joe Green, Chief Innovation Officer at Gunderson Dettmer, Christa Crane, Chief Client & Strategy Officer, Loeb & Loeb, Julie Chodos, Chief Marketing and Business Development Officer at Axinn, Ralph Allen, Chief Operating Officer at  Kelley Drye & Warren, Jennifer Korff, Chief Operating Officer at  Brown Rudnick, Annie Westover, Chief Operating Officer at Axinn, Adam Kassoff, Chief Operating Officer at Vinson & Elkins, Luke Ferrandino, Chief Marketing Officer at Paul Weiss, Alison Arjoon, Chief Marketing and Business Development Officer at Fragomen, Deborah Ruffins, Chief Marketing Officer at Perkins Coie, Shade Vaughn, Chief Marketing and Business Development Officer at Akin Gump and Crossley Sanford, Managing Director at Ankura, Brian Rauch, General Counsel at Harvard Maintenance, Julie Aslaksen, General Counsel at Host Hotels, Alex Dimitrief, General Counsel at Sotera Health Company and Lisa Anastos General Counsel at IdeaQuest.

As the landscape of legal services evolves, so does the significance of effective communication strategies. 

Phill and Eugene cover: 

• Phill’s career and some of the highlights from that journey into legal communications