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As AI search engines grapple with hallucinations and unreliable information, people (and AI systems themselves) are doubling down on trusted "sources of truth" like peer-reviewed rankings to deliver accurate recommendations. In this episode of "Spill the Ink," Phil Greer, CEO of Best Lawyers, explains how law firms can use legal directories like Best Lawyers to position themselves as the trusted service providers. Phil also shares how Best Lawyers proactively rebuilt their data infrastructure to feed AI systems, introduced their proprietary tool Smithy AI to help lawyers create unique, AI-optimized content, and why he believes participating in established peer-review rankings should be "part of your roadmap every year." Here's a Glimpse of What You'll Learn Why and how AI is fundamentally changing how clients find lawyers How AI has made legal rankings more valuable, not less Why brand credibility is now a survival issue, and what Phil means when he says "your company will live and die by it." How Best Lawyers restructured its data to feed AI systems How to evaluate which legal directories actually deserve your investment What Smithy AI is and how it helps lawyers stand out Whether AI threatens the integrity of peer-review rankings How to reframe ROI on rankings and brand About Our Featured Guest Phillip Greer has driven the continual evolution of Best Lawyers® since joining in 2005, becoming president in 2013 and CEO in 2018. By tapping into his training as an engineer, he created the company's first content management system, taking the company and its products, as he says, "from analog to digital." Through the years, he has led international expansion strategies that ensure lawyers around the world receive the recognition they deserve through various Best Lawyers offerings. His proudest achievement is in the consistency of the products and the Best Lawyers peer-review methodology. Resources Mentioned in This Episode Check out Best Lawyers Follow Best Lawyers on LinkedIn, Facebook and Instagram Connect with Phil Greer on LinkedIn Say hello to Michelle Calcote King on LinkedIn Sponsor for This Episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a marketing and public relations agency that serves B2B professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms.  Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services, creative services and more. To learn more, visit www.rep-ink.com or email them at [email protected] today.

Inside midsize law firms, things can get loud. They're often in a stage where they're in constant motion, frequently hosting events, updating websites and sponsoring conferences. But when asked about the end results, the answer isn't always clear. Erika Steinberg, founder of CMO2Go, says the problem often starts with how firms think about strategy itself. In this episode of "Spill the Ink," Erika joins Michelle Calcote King to discuss why strategy doesn't need to be a capital 'S' undertaking that costs a fortune and ends with a binder nobody reads. With more than 30 years in legal marketing and leadership roles at Am Law 100 firms, Erika partners with firms nationwide, bringing a high caliber of expertise to organizations. She explains how two simple questions — "What are we trying to accomplish?" and "Who are we trying to reach?" — can provide all the clarity a firm needs to move forward. Here's a glimpse of what you'll learn How to simplify strategy by focusing on two foundational questions that bring clarity to business and marketing efforts. The "one-year lookback" exercise that helps teams define success before they start a major project. Why leading indicators like new contacts, follow-ups and quality of conversations stand out when revenue attribution is unclear. The common roadblocks that prevent smaller firms from building marketing momentum and structure. Why law firm leaders should bring marketing professionals into strategic conversations and share business goals with them. The role of PR in telling a firm's story and building third-party credibility in an age of AI search. Why thought leadership and content strategy have become client expectations rather than optional extras. About our featured guest Erika Steinberg started CMO2Go because she believes that expert marketing is not just for the largest law firms. More than six years later, CMO2Go now works with midsize law firms around the U.S., helping them create roadmaps for success with marketing planning, executing on those plans and keeping their momentum going by bridging any marketing gaps in their teams. Whether building marketing infrastructure, managing firm rebrands or leading complex initiatives, Erika and her team help firms create marketing functions that are strategic, effective and sustainable.  Before launching CMO2Go, Erika held senior marketing leadership roles at Sidley, Kaye Scholer and Arent Fox. With more than 30 years in legal marketing and business development, she speaks fluent lawyer, understands how law firms operate and how to work effectively within them. Resources mentioned in this episode Check out CMO2Go Follow CMO2Go on LinkedIn Connect with Erika Steinberg on LinkedIn Say hello to Michelle Calcote King on LinkedIn Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a marketing and public relations agency that serves B2B professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms.  Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services, creative services and more. To learn more, visit www.rep-ink.com or email them at [email protected] today.

Landing a new client is just the beginning. For law firms working with in-house counsel, the greater challenge lies in maintaining long-term relationships that evolve beyond transactional exchanges. Candisse Williamson, General Counsel at Hartbeat, Kevin Hart's global media company, brings a unique perspective to this challenge, having worked both in Big Law and built legal departments from the ground up at two entertainment companies. In this episode of "Spill the Ink," Candisse joins Michelle Calcote King to explore how general counsels evaluate outside firms and what drives them to become repeat clients. She explains why smart lawyering beats fancy dinners, how firms can stay present without being pushy and why accepting feedback is the difference between keeping clients and losing them. Candisse also shares the trademark over-lawyering trap that ruins relationships, the creative pricing conversation that sealed a deal for her and why diversity initiatives remain non-negotiable for clients who have hiring power. Here's a Glimpse of What You'll Learn How in-house counsel select outside law firms to partner with and why trusted referrals from peer companies outweigh cold outreach. The proactive relationship maintenance tactics that demonstrate industry expertise and create value between active legal matters. The importance of accepting and implementing client feedback in nurturing long-term relationships. Why prioritize billing over strategic guidance can quickly erode client trust. The difference between staying present through value-add touchpoints versus self-promotional check-ins that feel transactional. What makes client events and alumni networks effective at building lasting connections. Three priorities for winning and keeping sophisticated in-house counsel clients. Why diversity initiatives and inclusive hiring practices are top-of-mind factors in Candisse's selection decisions. About Our Featured Guest Candisse Williamson is an accomplished entertainment lawyer, strategic business advisor and dealmaker known for navigating complex transactions and driving business growth. As General Counsel and Corporate Secretary at Hartbeat, she leads the company's business and legal affairs strategy across film, television, audio, digital content, distribution, live events and branded entertainment. Her focus is to ensure that creative projects remain both profitable and protected. Candisse started her career in private practice, focusing on mergers and acquisitions and private equity, before moving in-house to a leading global entertainment company. She then transitioned into building and leading legal departments from the ground up, developing operational frameworks and guiding growth-stage companies through rapid expansion and major transitions. A strategic leader, Candisse drives results through trust, accountability, clear communication, and a commitment to collaboration and mentorship. She fosters high-performance teams and colleagues often follow her to new opportunities, which is evident of the impact, trust and growth she inspires. Beyond her legal and business acumen, Candisse is a bold advocate for diversity and is committed to ensuring that boardrooms, deal tables and leadership teams reflect the diversity of the audiences they serve. Resources Mentioned in This Episode Check out Hartbeat Follow Hartbeat on LinkedIn and Instagram Connect with Candisse Williamson on LinkedIn Say hello to Michelle Calcote King on LinkedIn Sponsor For This Episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a marketing and public relations agency that serves B2B professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms.  Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services, creative services and more. To learn more, visit www.rep-ink.com or email them at [email protected] today.

AI tools are changing the marketing game for small and midsized law firms, making it easier for them to compete with the bigger players in their markets. In this episode of "Spill the Ink," Michelle Calcote King interviews Jennifer Scotton, the Chief Marketing Officer at Constangy, to discuss how AI is transforming legal marketing. Jennifer's team views AI as an enhancement of human capabilities, not a replacement, and has implemented a firmwide policy emphasizing its ethical use. In this interview, she highlights specific tools her team uses, including custom GPTs for website content and AI headshot tools for remote photography. Jennifer explains how she selects which tools to adopt, and considerations for maintaining a growth mindset and preserving institutional knowledge for long-term success when using AI in law firms. Here's a glimpse of what you'll learn Why treating AI as an accelerant rather than a replacement extends human expertise and creates space for higher-value thinking and relationship building. Which AI tools make Jennifer's shortlist, including Aragon.ai, OpusClip, Picky and There's An AI for That How to develop custom GPTs that maintain brand voice consistency. How AI headshot tools solve professional photography challenges for remote and distributed law firms. How to use AI to establish historical knowledge so teams can access past decisions and processes. Why starting with one key pain point and conducting small pilots leads to more sustainable AI adoption than trying to implement everything at once. The resources legal marketers can use to discover new AI tools and learn from peers implementing similar solutions across the industry. How the shift in client attitudes toward AI from resistance to expectation is creating competitive advantages for firms that embrace innovation. About our featured guest A relentless innovator and true change agent, Jennifer Scotton serves as Constangy's chief marketing officer. In this role, she guides the firm's marketing and business development strategy, leading a team of highly skilled marketing professionals. With 20 years of experience in legal marketing, Jennifer has enjoyed multiple leadership positions at both the regional and international levels of the Legal Marketing Association, as well as serving on the American Marketing Association's Board of Directors. An award-winning marketing professional, she was named to Triad Business Journal's "Top 40 Professionals Under 40" list in 2022, selected as an "Unsung Legal Hero" by North Carolina Lawyers Weekly in 2018 and has led her team to win multiple "Your Honor" awards from the LMA. Resources mentioned in this episode Check out Constangy Follow Constangy on LinkedIn and Facebook  Connect with Jennifer Scotton on LinkedIn Say hello to Michelle Calcote King on LinkedIn Use JENNIFER15 to get 15% off Aragon.ai Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a marketing and public relations agency that serves B2B professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms.  Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services, creative services and more. To learn more, visit www.rep-ink.com or email them at [email protected] today.

Understanding the methodology behind legal rankings can transform how law firms approach the nomination process. In this "Spill the Ink" episode, Elizabeth Petit, Vice President of Research and Development at Best Lawyers, pulls back the curtain on the peer-review process that has been the rankings program's foundation since 1983. Michelle and Elizabeth also discuss the transition path from the "Ones to Watch" list to "Best Lawyers" recognition, the role of AI in improving rankings visibility without impacting the methodology itself and critical action steps firms should take before the December 12 nomination deadline to ensure their lawyers are positioned in the correct practice areas. Here's a Glimpse of What You'll Learn Strategic considerations for nomination decisions, including experience thresholds and practice area selection approaches. The distinct pathways and requirements for lawyers at different career stages, from emerging talent to established practitioners. What law firms should understand about the relationship between the "Ones to Watch" list and "Best Lawyers" recognition. Critical timing and accuracy considerations for the nomination process to avoid common classification pitfalls. The methodology that distinguishes Best Lawyers' peer-review process from popularity voting and client satisfaction measures. The ways Best Lawyers incorporates AI technology while maintaining the integrity of its quantitative ranking methodology. About Our Featured Guest Elizabeth Petit gave serious consideration to pursuing a legal career, but a twist of fate brought her to the research department of Best Lawyers' parent company in 2010. She remained with the organization and has led the Research and Development department since 2012. Guided by the long-respected transparent methodology of Best Lawyers, Elizabeth has established the consistency of the quality of research throughout the organization's platforms and services, most notably its three institutional programs: Best Lawyers, Best Law Firms and Lawyer Directory. Elizabeth initiates many Best Lawyers products and plays a pivotal role in guiding their execution. She has found it particularly rewarding to have maintained the original mission of the company while enhancing it in new and creative ways. Elizabeth earned her Bachelor of Arts degree from Tulane University before receiving her Master of Arts from the University of South Carolina. Additionally, she holds certificates in Project Management (2019) and Non-Profit Management (2009) from the University of South Carolina, where she also served as adjunct faculty member from 2009-2020. Resources Mentioned in This Episode Check out Best Lawyers Follow Best Lawyers on LinkedIn, Facebook and Instagram Connect with Elizabeth Petit on LinkedIn Say hello to Michelle Calcote King on LinkedIn

Attorneys are trained to be cautious and confidential, and these instincts often extend beyond client matters into a general reluctance to promote their own achievements. This creates a challenge for law firm marketers trying to publicize wins, celebrate successes and build the firm's reputation in the market. In this episode of "Spill the Ink," Brittany Lewis, Head of Marketing at Bell Nunnally, joins Michelle Calcote King to discuss how a 70-attorney firm transformed its internal culture from keeping accomplishments under the radar to actively celebrating and sharing successes. With 15 years of legal marketing experience, Brittany shares the specific initiatives that shifted attorney mindsets — from leveraging social media more actively to launching a quarterly internal newsletter that highlights colleague achievements. She also reveals how Bell Nunnally's annual report captures the entire year's successes in one polished publication, and why making it easy and safe for attorneys to share is the key to overcoming their natural resistance. Here's a glimpse of what you'll learn Why attorneys resist sharing their achievements and how it differs from the marketer's natural instinct to publicize successes. Three key initiatives that transformed Bell Nunnally's culture around sharing successes. Strategies for navigating client confidentiality concerns, avoiding boasting and managing time constraints when sharing wins. Training attorneys to approach social media as a natural extension of their existing work rather than something foreign. Why small, consistent changes are the best path to lasting cultural transformation within a firm. About our featured guest Brittany Lewis is a marketing and business development leader with nearly 15 years of experience in professional services marketing for law firms. Currently driving comprehensive marketing strategy for Bell Nunnally, a Dallas-based firm with 70 attorneys, she oversees all communications, business development initiatives and marketing operations. Her experience includes managing high-profile events, creating impactful marketing campaigns, developing compelling proposals and significantly enhancing firm visibility and recognition. Brittany excels at aligning programs with organizational goals, coaching attorneys on client development and elevating brand presence across digital channels. She is passionate about creating authentic approaches that showcase attorney expertise while delivering measurable results. Her work combines thoughtful planning with hands-on execution to strengthen client relationships and support firm growth. As an active member of the Legal Marketing Association (LMA), Brittany served in volunteer roles for eight years, most recently as Director of Communications on the LMA Southwest Region Board. This involvement has expanded her industry network and deepened her expertise in legal marketing best practices. Resources mentioned in this episode Check out Bell Nunnally Follow Bell Nunnally on LinkedIn, Facebook and X Connect with Brittany Lewis on LinkedIn Say hello to Michelle Calcote King on LinkedIn Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a marketing and public relations agency that serves B2B professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms.  Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services, creative services and more. To learn more, visit www.rep-ink.com or email them at [email protected] today.  

When AEC firms grant decentralized offices free rein to create their own messaging, the results can be damaging: wasted resources, confused clients, weakened competitive positioning and marketing teams that unknowingly sabotage each other's work. Yet many firms continue operating this way, treating brand fragmentation as an inevitable cost of doing business across multiple markets. In this episode of "Spill the Ink," Michelle Calcote King sits down with Amy Zelenka, Director of Marketing at Affiliated Engineers, Inc. (AEI) to explore what happens when AEC firms allow their decentralized structure to fragment their brand identity across offices, markets and practice areas. According to Amy, the solution isn't centralized control, but rather strategic alignment that preserves regional flexibility while ensuring consistent messaging. Here's a glimpse of what you'll learn Who Amy Zelenka is and her journey from Fortune 100 companies to AEC marketing. About Affiliated Engineers and how the 900-person MEP firm tackles complex building challenges. Why decentralization can create bigger brand challenges for AEC firms than for other industries. The hidden costs of brand fragmentation, including wasted time, lost credibility and weakened differentiation. How the seller-doer model can contribute to inconsistent messaging across offices. Why a hybrid approach works better than purely centralized or decentralized marketing. Why effective brand guidelines must go beyond visual identity to include strategic messaging. About our featured guest Amy Zelenka has spent 25 years building marketing expertise across diverse industries, from Fortune 100 companies to startups, before finding her calling in architecture and engineering. She previously served as Global Marketing Director at Jensen Hughes and led marketing across three business units at Johnson Controls International. At AEI, where she's Director of Marketing, she drives brand development, digital strategy, communications and marketing database management. Amy holds an MBA from the University of Wisconsin and combines strategic thinking with hands-on execution for AEI's 900-person organization. Her approach blends creativity with data-driven insights, connecting AEI's engineering talent with opportunities to tackle the industry's most complex building challenges. Resources mentioned in this episode Check out Affiliated Engineers Inc. (AEI) Follow AEI on LinkedIn, Facebook and Instagram  Connect with Amy Zelenka on LinkedIn Say hello to Michelle Calcote King on LinkedIn Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a marketing and public relations agency that serves B2B professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms.  Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services, creative services and more. To learn more, visit www.rep-ink.com or email them at [email protected] today.

Good marketing ideas alone won't get attorneys to follow through. In this "Spill the Ink" episode, Michelle Calcote King talks to Sheenika Gandhi, Chief Marketing Officer at Greenberg Glusker, who reveals her proven strategies for transforming attorney resistance into marketing commitment. Sheenika started her career wanting to be a lawyer, went to law school and took the bar exam before discovering legal marketing. Her law school credentials encourage attorneys to listen to her openly, as she gets their world and speaks their language. Bringing her unique perspective to the table, Sheenika shares her systematic approach to overcoming common resistance points with attorneys involved in marketing-related tasks. Through monthly coaching calls and carefully crafted marketing plans, she's built a framework that balances billable hour pressures with business development goals while advocating successfully for additional resources by tracking data and demonstrating measurable value. Here's a glimpse of what you'll learn Why attorneys resist marketing and how to address their biggest fears. The steps to building internal credibility that gets attorneys excited to work with you. How Sheenika Gandhi structures her monthly coaching calls for optimal results. Tactics for working around billable hour pressures without compromising client work. Strategies to make marketing feel effortless for busy lawyers. How to collaborate while protecting your marketing team from becoming the firm catch-all. Key data to track when advocating for marketing resources. About our featured guest Sheenika S. Gandhi is the Chief Marketing Officer at Greenberg Glusker. She leads the firm's marketing and business development strategy, lateral partner recruiting and corporate social responsibility initiatives. She serves as a trusted advisor to the firm and works seamlessly alongside the rest of the C-Suite to view the firm holistically, using this unique vantage point to pinpoint growth areas. She oversees a high-performing team responsible for sponsorships, events, communications, public relations, rankings and recognition, digital marketing, marketing technology, business development and client service. Sheenika maintains a strong network and vigilantly monitors trends and breakthroughs in legal marketing. In 2024, she joined the International Board of Directors for the Legal Marketing Association (LMA), the preeminent organization for legal marketing professionals, after previously serving as the Co-Chair of the Small Firm / Solo Team Shared Interest Group (SIG). She was a member of the LMA's 2021 Annual Conference Advisory Committee and previously served as the Chair of the Southern California Chapter of LMA. She is a sought-after voice on marketing and leadership trends. She regularly speaks at conferences for organizations, including the LMA, California Lawyers Association and LegalWeek, and authors articles on strategy, professional development and diversity, equity and inclusion (DEI). She has also appeared as a guest on numerous podcasts, often describing her career journey and lessons learned. Resources mentioned in this episode Check out Greenberg Glusker Follow Greenberg Glusker on LinkedIn Connect with Sheenika Gandhi on LinkedIn Say hello to Michelle Calcote King on LinkedIn Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a marketing and public relations agency that serves B2B professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms.  Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services, creative services and more. To learn more, visit www.rep-ink.com or email them at [email protected] today.

In this episode of "Spill the Ink," Michelle Calcote King sits down with Gabe Lett, Chief Marketing Officer at Prairie Engineers, to explore what happens when technical experts dictate marketing decisions and marketing teams get buried in proposal work. According to Gabe, the results are ineffective communication, missed opportunities for business development and frustrated professionals on both sides. Gabe brings a unique perspective to AEC marketing, having grown up in the industry with a father who was a civil engineer and business owner. This background gives him deep insight into both the technical and business sides of engineering firms, which he leverages to bridge the gap between engineers and marketers to drive results for his firm. Here's a glimpse of what you'll learn Who Gabe Lett is and his unique path into AEC marketing. About Prairie Engineers and their multidisciplinary approach. The biggest misconceptions between technical professionals and marketers. Why engineers need to move from communicating "how" to "why." How to push back on technical leaders' marketing ideas using genuine curiosity. The difference between proposals and marketing (and why it matters). Why marketing deserves a seat at the leadership table. How to establish marketing as business-critical rather than a convenience function. About our featured guest Gabe Lett began marketing engineering services in 2003 for Tri-State Engineering, a family business in Joplin, MO. He had marketing and business development roles for two other engineering firms. He joined Prairie Engineers as Chief Marketing Officer in 2024. Gabe creates strategy for Prairie Engineers' marketing and business development activities. In leading these teams, he provides inspiration and insight to help achieve growth and work satisfaction for employees. Gabe enjoys active community service. He is an Elder at his church and serves on several community non-profit boards. In 2021, Gabe published the book, "The AEC Professional's Guidebook: 70 Lessons to a Stronger Career." Gabe is an avid mountain lover and regularly hikes Colorado peaks every summer. Gabe and his wife, Jamie, have three daughters. Resources mentioned in this episode Check out Prairie Engineers  Follow Prairie Engineers on LinkedIn and Facebook Connect with Gabe Lett on LinkedIn Say hello to Michelle Calcote King on LinkedIn Find Gabe Lett's book, "The AEC Professional's Guidebook: 70 Lessons to a Stronger Career," on Amazon Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a marketing and public relations agency that serves B2B professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms.  Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services, creative services and more. To learn more, visit www.rep-ink.com or email them at [email protected] today.

Many law firms invest in excellent business development coaching, see fantastic initial results, then watch performance gradually decline. Anna Hedgepeth, Chief Strategy Officer at Cranfill Sumner, observed this cycle happening firsthand at her firm and set out to develop a psychology-based system that would produce lasting results. Anna joins Michelle Calcote King on this "Spill the Ink" episode to discuss the "Most Important Things" (MIT) program, which has increased attorney matter originations by 82% on average at Cranfill Sumner. The disciplined 15-minute biweekly meeting requires attorneys to commit to three specific business development actions and leverages peer accountability to ensure consistency. In this episode, Anna discusses the psychological principles behind lasting behavior change, shares real examples of effective MITs, explains her "no assumptions" rule for client development, and discusses the unexpected benefits of cross-office collaboration. Here's a glimpse of what you'll learn Why business development coaching often fails after the initial year and how to spot when programs are losing effectiveness. The psychology behind limiting goals to three "Most Important Things" and why this creates sustainable habits. How 15-minute biweekly peer accountability calls outperform traditional solo coaching approaches. The "no assumptions" rule for business development and why questioning beats assuming client knowledge. Implementation advice for keeping programs simple, honoring time commitments and building attorney trust. The science behind written goals and peer accountability in professional settings. How the program creates unexpected cross-office collaboration and lateral integration benefits. Why forward-looking focus beats backward-looking performance reviews for habit formation. About our featured guest Anna Hedgepeth is a dynamic leader at the intersection of law, business development and strategic growth. With a strong foundation in public relations and legal education coupled with extensive experience in law firm marketing and strategy, she specializes in translating ideas into actionable business development plans that drive client engagement and organizational success. As Cranfill Sumner's first Chief Strategy Officer, Anna plays a pivotal role in shaping the firm's growth. She serves on the Management Committee, leads the business development and marketing team, and oversees firm-wide strategic initiatives. Anna is an active leader in the legal marketing and business development community. She serves on the Legal Marketing Association Southeast (LMASE) Regional Board of Directors and previously chaired the 2023 LMASE Regional Conference in Nashville, Tennessee. Additionally, she has chaired the LMA Raleigh City Group and served on its advisory board. She regularly speaks on various topics including law firm business and development. Resources mentioned in this episode Check out Cranfill Sumner Follow Cranfill Sumner on LinkedIn and Facebook Connect with Anna Hedgepeth on LinkedIn Say hello to Michelle Calcote King on LinkedIn Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a marketing and public relations agency that serves B2B professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms.  Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services, creative services and more. To learn more, visit www.rep-ink.com or email them at [email protected] today.

You can't sell a product effectively without understanding it. In law firms, that product is the attorneys. To sell legal services, legal marketers need to invest in not just learning the firm's clients and industries, but also the nuances of the attorneys they support and the economics that drive their daily decisions. In this episode of "Spill the Ink," Powers Tanis, Senior Director of Strategic Initiatives at McAngus Goudelock & Courie and 2025 Legal Marketing Association Southeast Region President, joins us to discuss how grasping attorney pain points, billing pressures and case lifecycles enables marketers to do their jobs better, build stronger relationships and manage expectations effectively. Powers and Michelle Calcote King also explore how to navigate the "say yes to everything" culture by reframing requests instead of rejecting them, and why creating psychological safety for calculated risks is essential in risk-averse legal environments. Here's a glimpse of what you'll learn Why treating attorneys as internal clients transforms marketing relationships and leads to better collaboration and realistic expectations. How understanding law firm economics and billing pressures gives marketers the context needed to make strategic decisions. The mentorship strategy that unlocks insider knowledge about the business of law from financial services teams and practice group leaders. How to transition from "yes person" to strategic partner by aligning marketing initiatives with firm-wide goals and objectives. The framework for balancing urgent requests with high-impact projects while navigating law firm partnership hierarchy and management dynamics. Why creating a "fail forward" culture drives innovation even in the traditionally risk-averse legal environment. The scheduling and prioritization practices that separate strategic legal marketers from those who remain stuck in reactive, task-oriented roles. About our featured guest With two decades of experience in branding, strategy and project management, Powers Tanis leads the marketing, client engagement and employee engagement and experience teams at McAngus Goudelock & Courie (MGC), a nationally-recognized insurance law firm with 22 offices across 12 states. As the Senior Director of Strategic Initiatives, Powers plays a pivotal role in shaping and executing the firm's long-term strategic vision. This includes spearheading and managing high-impact projects, developing and managing long-term strategic plans for the firm and its practices and partnering with the management committee on organizational goals and objectives. Powers is also responsible for developing and executing strategic marketing initiatives that enhance the firm's brand, expand the client base and drive business growth, as well as implementing strategies to foster a positive and inclusive organizational culture. As a strategic communications professional, Powers aims to help organizations tell their stories through branding, digital and traditional media, and organizational culture. Powers has expertise in branding, marketing strategies, event planning, and fundraising, with specialties in social media strategy, graphic design, event planning, brand roll-out, and strategic communications. Powers is dedicated to defining, building and maintaining an organization's culture, understanding that a well-defined culture is crucial for the success of both the organization and its clients. At MGC, Powers is heavily involved in building and maintaining the firm's culture through internal employee engagement efforts, community impact, diversity, equity and inclusion initiatives, and leadership development programs. Since 2012, Powers has been actively involved in the Legal Marketing Association, transitioning to the legal sector after nearly a decade in the nonprofit sector. Powers currently serves as President-Elect for the LMA Southeast (LMASE) Regional Board of Directors, and is the past co-chair for the 2022 LMASE Regional Conference and LMA's Regional Conference Task Force. Powers has also served on the Local Steering Committee (LSC), most recently as the LSC Chair for the Columbia group. Additionally, Powers has dedicated over 15 years to the Junior League of Columbia, serving on both the Board of Directors and the Executive Management Team in various roles. Resources mentioned in this episode Check out McAngus Goudelock & Courie Follow McAngus Goudelock & Courie on LinkedIn Learn more about the Legal Marketing Association Connect with Powers Tanis on LinkedIn Say hello to Michelle Calcote King on LinkedIn Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a marketing and public relations agency that serves B2B professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms.  Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services, creative services and more. To learn more, visit www.rep-ink.com or email them at [email protected] today.

The misconception that "anyone can do marketing" creates barriers that relegate AEC marketers to tactical roles rather than strategic business partners. In this "Spill the Ink" episode, Michelle Galindez, Director of Marketing and Communications at Syska Hennessy Group, discusses practical strategies for marketing leaders to find their voice, challenge assumptions and demonstrate value in terms that resonate with technical executives. Michelle has spent nearly a decade reinforcing Syska Hennessy's global marketing function into a trusted strategic business driver. She covers actionable tips to help marketers build technical fluency and gain the confidence to reshape conversations with seasoned technical experts, such as prioritizing hands-on learning through site visits, attending technical training alongside firm engineers and systematic relationship-building with internal champions who understand marketing's strategic value. Michelle also shares examples of the advice in practice at Syska Hennessy. Here's a glimpse of what you'll learn How to overcome the misconception that "anyone can do marketing" in AEC firms. Strategies for learning the technical aspects of an AEC firm without becoming an engineer. Practical approaches to finding your voice in rooms full of technical experts. How to challenge assumptions and ask strategic questions that drive results. Methods for demonstrating marketing ROI and tying efforts to firm goals. The importance of starting small and building a team of marketing champions. How to transition from order-taker to strategic partner. About our featured guest Michelle Galindez joined Syska Hennessy Group in 2017 to refine, realign and evolve the firm's marketing and communications strategy to establish a best-in-class, in-house marketing agency. This agency supports the firm's technical expertise and thought leaders while serving as a backbone for business development and client care. Previously, she served as the national marketing and communications lead for a global management and consulting firm for engineering services, where she developed and enhanced the brand by creating and implementing successful marketing, staffing, branding, communications and public relations campaigns. In 2016, she was featured in Hispanic Executive for her role in rebranding. She has served as past president of the Society for Marketing Professional Services (SMPS) and is part of the group's mentorship program. Based in New York, Michelle's areas of expertise include branding, staff development, strategic marketing, communications, public relations, graphics analytics and client care. She holds a bachelor's degree in business management with a concentration in marketing and psychology from City University of New York and attended Shillington College for Graphic Design. She is also a LEED Accredited Professional. Throughout her career, Michelle has successfully navigated the challenge of establishing marketing credibility in technically dominated environments. She's known for her hands-on approach to learning technical aspects, from riding construction elevators in buildings without walls to taking technical training courses alongside engineers. Her collaborative approach has led to innovative successes, including the development of a top-performing app through strategic marketing and technical team partnerships. A born-and-bred New Yorker, Michelle is a passionate Yankees fan. When she's not at a game, you can find her baking and decorating cakes for family and friends. Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a marketing and public relations agency that serves B2B professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms.  Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services, creative services and more. To learn more, visit www.rep-ink.com or email them at [email protected] today.

In this episode, Michelle Calcote King sits down with Megan Senese, co-founder and principal at stage, a woman-owned legal marketing and business development consultancy, to discuss how newly minted partners can develop authentic networking approaches that generate business. Through her own journey from "networking-phobic" marketing professional to successful business developer, Megan demonstrates how connecting with people one-on-one transformed her career and led to connecting with 1,000 people in her first year of business. She identifies the two common mistakes lawyers make in business development: either being too transactional or building friendly relationships without ever asking for work. She shares practical techniques for initiating meaningful conversations, gracefully exiting interactions and creating effective virtual networking opportunities when in-person conferences aren't feasible. Here's a glimpse of what you'll learn Why finding your authentic networking style matters more than following prescribed business development formulas. The two common mistakes lawyers make in business development and how to avoid them. Practical conversation starters that bypass superficial small talk, including the "high-low buffalo" technique. Strategies for gracefully exiting conversations while maintaining professional relationships. How to create effective virtual networking opportunities when in-person conferences aren't feasible. The importance of being proactive in developing your own networking initiatives. How authenticity in professional communications can strengthen your network and visibility. About our featured guest Megan Senese is a seasoned legal marketing and business development professional with more than 16 years of experience in Big Law and the Big Four. She co-founded stage, a women-owned firm dedicated to helping lawyers and law firms enhance their client relationships, revenue and market visibility. Megan earned a Bachelor of Arts degree in corporate communications from Manhattan College, graduating magna cum laude. She began her career as a marketing intern at a law firm during college, which sparked her passion for legal marketing. Over the years, she has implemented client teams and launched industry programs at three different Am Law 100 firms. Known for her efficiency and problem-solving abilities, Megan is often referred to as "Super Speedy Senese." She is a certified Smart Collaborator and an accredited partner authorized to administer the Gardner & Co. Smart Collaboration Accelerator™, enabling her to assist teams and individuals in enhancing their collaboration and communication skills. Megan is a prolific writer and speaker. She has authored articles for Bloomberg Law and Law360, covering topics such as lateral partner integration and business development strategies. Additionally, she has been featured in various podcasts and speaking engagements, sharing her insights on authentic marketing and the power of collaboration in the legal industry. Megan resides on Long Island with her family and their dog, balancing her professional commitments with family life while sharing her insights on managing both. Resources mentioned in this episode Check out stage  Follow stage on LinkedIn and Instagram Connect with Megan Senese on LinkedIn Say hello to Michelle Calcote King on LinkedIn Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a marketing and public relations agency that serves B2B professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms.  Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services, creative services and more. To learn more, visit www.rep-ink.com or email them at [email protected] today.

Technical expertise is merely table stakes in the AEC industry. How firms approach their relationship-building is the true differentiator, with the potential to completely change the game for decision-makers. Brad Thurman, Chief Marketing Officer at Wallace Design Collective, shares his experience to help firms nurture authentic relationships — and knock cold outreach down from the top of their priority list. Brad unpacks three relationship-building principles that helped transform his firm into a powerhouse with more than 300 professionals across eight offices: prioritizing responsive communication, celebrating client milestones and aligning authentic connection with the firm's core values. As he puts it, "It's not just a product ... It's buying into the entire life of a project." Here's a glimpse of what you'll learn The ineffectiveness of cold outreach in the AEC industry, and the burden it puts on potential clients. Why technical competence is merely table stakes in winning business. Practical ways to celebrate client milestones and deepen connections. The importance of aligning relationship development with a firm's core values. Examples of simple gestures that can make big differences in nurturing long-term relationships. About our featured guest Brad Thurman, P.E., FSMPS, CPSM, is a Principal and Chief Marketing Officer of Wallace Design Collective, a professional consulting firm offering structural and civil engineering, landscape architecture, surveying and assessments. He joined Wallace in 1987 and is a licensed professional engineer. Since 1998, Brad has helped lead Wallace's marketing and business development efforts across four disciplines and eight offices. He is a past president of the Oklahoma chapter of the Society for Marketing Professional Services (SMPS), served as the 2013-2014 President on the SMPS national board, and is a past president of the SMPS Foundation board of trustees. Brad is a certified professional services marketer, was named a Fellow of SMPS in 2009 and was inducted into the SMPS Oklahoma hall of fame in 2015. He was also elected to the National Academy of Construction in 2018. Resources mentioned in this episode Check out Wallace Design Collective. Follow Wallace Design Collective on LinkedIn, Facebook, X and Instagram Connect with Brad Thurman on LinkedIn Say hello to Michelle Calcote King on LinkedIn Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a marketing and public relations agency that serves B2B professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms.  Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services, creative services and more. To learn more, visit www.rep-ink.com or email them at [email protected] today.

"We didn't want to be somebody that just came in and it was about the bottom line and the revenue. It was about being a part of the community."  In this episode, Michelle Calcote King sits down with Optima Engineering Director of Marketing & Growth Suzanne Epps to discuss why it is a mistake for AEC marketers to blindly transplant their existing strategies when entering new markets.  Through Optima's recent launch in Greenville, South Carolina, Suzanne demonstrates how becoming a true community partner — not just a service provider — creates lasting relationships that outperform traditional advertising investments. She shares practical tactics for leveraging strategic differentiators, such as sustainable design expertise and local community involvement, to build trust and credibility in new markets. Here's a glimpse of what you'll learn Why simply replicating strategies from one market to another doesn't work and how Optima adapted its approach for the Greenville market. The strategic importance of establishing a physical office presence when entering a new market. How to identify and showcase measurable differentiators that resonate with clients in different markets. Effective ways to build brand awareness and community relationships without excessive marketing spend. The importance of asking questions and understanding what works in each unique community. How Optima leverages its expertise in sustainable design and net-zero energy solutions as a key differentiator. The balance between data-driven decisions and community engagement in market entry strategies. About our featured guest Suzanne Epps joined Optima Engineering in 2021 and is the Director of Marketing & Growth. With more than 20 years of industry experience, Suzanne is an accomplished marketing and recruitment professional with a passion for connecting top talent with exceptional opportunities. She has developed a deep understanding of both marketing strategies and the intricacies of talent acquisition. Suzanne has a proven track record of driving successful campaigns that generate brand awareness, increase customer engagement and boost revenue. She excels in crafting compelling marketing messages, developing comprehensive marketing plans and leveraging digital platforms to reach target audiences effectively. Suzanne's collaborative and strategic approach to marketing and recruitment has enabled her to build strong relationships with clients, candidates and colleagues. Resources mentioned in this episode Check out Optima Engineering Follow Optima Engineering on LinkedIn and Instagram Connect with Suzanne Epps on LinkedIn Say hello to Michelle Calcote King on LinkedIn Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a marketing and public relations agency that serves B2B professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms.  Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services, creative services and more. To learn more, visit www.rep-ink.com or email them at [email protected] today.