About the Webinar:

Account-based marketing (ABM) is becoming an increasingly important business strategy for B2B companies and professional services firms. These companies have found ABM to be an effective, efficient growth strategy that enables them to focus all of their marketing efforts on their top clients and prospects.

Law firms have been slow to hop on the ABM bandwagon. They need to get on board soon or risk being left behind. The crux of ABM is quality over quantity — narrow marketing to key accounts or targets rather than broad marketing to many which enables law firms to create more revenue from current and new clients and retain high-risk clients that they cannot afford to lose.

With 85% of marketers saying ABM delivers higher ROI returns than any other marketing approach, it should be a major part of a law firm’s marketing arsenal. 

How do you get started with ABM? How can technology help law firms to identify and nurture key accounts?

Watch our on-demand webinar to learn how to get started with your own ABM strategy. You'll learn:

  • What is ABM and why is it important for law firms?
  • How to get started with ABM: The TEAM Framework
  • How to decide what accounts to focus on
  • How to map and profile stakeholders
  • What are the right tools and technologies for ABM
  • How to develop targeted value propositions
  • Planning and executing integrated marketing and business development campaigns
  • How to measure and evaluate results
  • And much more...

Originally aired on April 28, 2021.


Meet The Speakers



Guy Alvarez

Founder & CEO, Good2bSocial

Guy Alvarez is the Founder and CEO of Good2BSocial. Guy, a former practicing attorney is one of the leading consultants in the fields of technology, marketing and business development for the legal industry. Guy works with leading law firms and companies in the legal industry who are serious about growth but are often frustrated that they’ve spent time, money, and effort on their website and on digital marketing, yet they still don’t produce the results they had hoped for. Guy has advised Fortune 100 companies and AmLaw 100 law firms on all aspects of digital marketing including social media, SEO, content marketing, paid search advertising, digital strategy and marketing automation.


Leia Dudek

Leia Dudek

Channel Account Manager, HubSpot

Leia Dudek works as a CAM to support various partners as they work with their clients to onboard and execute HubSpot software successfully. HubSpot is the number one CRM Growth Platform for scaling companies.  With over 100k customers in 120+ countries,  HubSpot has an ecosystem uniting software, education, and community to help businesses grow better every day.  Specifically, HubSpot's intuitive ABM tools help personalize content and tailor how you engage with stakeholders within an account.

Ryan Klekas

Ryan Klekas

Director of Channel Partnerships, Bombora

Ryan has been with Bombora since 2017 where he started as a member of the Audience Solutions team. During this time, Ryan worked with some of Bombora’s largest clients on strategy and execution towards their programmatic display campaigns. Since that time, Ryan has moved to Bombora’s partner team where he manages Bombora’s most strategic partners to deliver and operationalize Company Surge. 

Matthew Kalmans

Matt Kalmans

Co-Founder and Co-CEO, Applecart

Matt Kalmans is the Co-Founder and Co-CEO of Applecart, a leading marketing technology company that helps organizations identify and advertise to business-critical decision and the trusted network of colleagues, former colleagues, friends, and family members who surround them. Applecart has powered the marketing of some of the country’s leading corporations, industry trade associations, and nonprofit organizations, including Boeing, Blackstone, KKR, Business Roundtable, and the Environmental Defense Fund.  Applecart's work has been featured by MSNBC’s Morning Joe, Bloomberg BusinessWeek, The Washington Post, The Associated Press, USA Today, Politico, and more. In 2020, Matt was named to the Forbes 30 under 30 List for Marketing and Advertising. Matt is a Summa Cum Laude graduate of the University of Pennsylvania.

About Good2bSocial

Good2bSocial works with law firms, legal marketers, companies and associations in the legal industry to help them understand and leverage the power of digital marketing. By combining our unmatched industry experience with the latest technology we are able to deliver and execute measurable marketing and business development strategies. Good2bSocial offers a full suite of digital marketing services including high-impact content marketing, PPC, SEO, paid social, email marketing, marketing automation, website/microsite development, social media management and training.