Legal Marketing Association's Tech West x Southwest Conference Explores the Strategies Shaping the Future of Legal Marketing

Legal marketing professionals discuss tech innovations and their implications for growth

PHOENIX, Sept. 22, 2026 /PRNewswire/ -- The Legal Marketing Association (LMA) Southwest and West regions will explore the thoughtful use of technology at the Tech West x Southwest (TWxSW) Conference, which will be held at Sheraton Phoenix Downtown in Phoenix, Arizona, from Oct. 14 - 16, 2026. The theme for this year's event - Set the Pace: Leading the Profession Forward - invites legal marketers to explore how technology, strategy, and innovation can drive meaningful growth.

"Technology is opening exciting new possibilities across the legal industry," said Mary Stephens McGinnis, Business Development Manager at Clark Hill Law and Southwest Co-Chair of the conference. "Legal marketers have an incredible opportunity to shape what comes next by thoughtfully choosing the tools, processes, and leadership approaches that best support their firm's professionals and clients. This year's conference will bring us together to share ideas, explore emerging opportunities and build the knowledge and confidence to set the pace for the future."

"Technology is creating remarkable opportunities to rethink how we work, collaborate, and deliver value," said Christine O'Rourke, West Co-Chair of the conference. "The Tech West x Southwest Conference will help attendees explore what's possible and discover how technology can complement the experience, creativity and judgment of our people. We are excited to connect with peers and build a shared vision for what comes next."

The strategy behind high-performing teams is a central theme running through many sessions at the conference, including the keynote presentation, "What NASCAR Pit Crews Can Teach Us About Winning Together." Andy Papathanassiou, a renowned team-building facilitator, will share his experience as NASCAR's first "pit crew coach" and offer insights into overcoming adversity, using technology to elevate and enhance performance, leading teams through change, and winning in an ultra-competitive industry.

The program will also feature two engaging general sessions. Rachel Shields Williams, LMA International Board President and Director of AI & Knowledge Management at Bass, Berry & Sims, will present "What's Hot in Tech Right Now—Rapid-Fire Review," a fast-paced but comprehensive look at the technologies positively shaping the legal profession.

Matt Plavnick, Chief Inspiration Officer at Axis, will turn the focus to the human skills essential to effective legal marketing in "Critical Thinking as Client Service." Matt will equip marketing and business development professionals with a practical framework for anticipating lawyers' needs, moving beyond the order-taker role and guiding conversations toward better opportunities and outcomes.

Additionally, the Tech West x Southwest Conference offers three distinct learning tracks in breakout formats—Business Development, Marketing Communications and Technology—designed to address the evolving opportunities facing legal marketing professionals. Across the tracks, attendees will explore strategies for strengthening client relationships, building more effective brands and communications, and using emerging technology to improve performance and deliver greater value. Together, the sessions provide practical insights professionals at every level can use to lead change, advance their firms and set the pace for the future.

Learn more and register for the 2026 LMA TWxSW Conference.

About the Legal Marketing Association
Founded in 1985, LMA is the universal voice of the legal marketing profession, a forum that brings together all levels, from CMOs to entry-level specialists, from firms of all sizes, consultants and vendors, lawyers, marketers from other professions and marketing students to share their collective knowledge. More than 90 percent of the largest 200 U.S. law firms employ an LMA member. Members at every stage in their career development benefit from LMA participation because the association's broad array of programs and services can be tailored to their specific needs. Visit www.legalmarketing.org to read more about LMA.

Contact: Becky Bergman
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SOURCE Legal Marketing Association