Law-firm events work best when they’re treated as a campaign, not a calendar entry. Below is a practical, field-tested playbook for turning a one-day expert event into sustained visibility, qualified conversations, and measurable pipeline — using the twin strengths of IPBA Connect (our platform and audience) and IPBA Portal (our agency and operations). The structure follows the “Before / During / After” rhythm and shows, step by step, how a boutique can orchestrate content, distribution, and follow-up for maximum effect. As illustration, we reference the Maucher Jenkins IP Day 2025 in Basel on “Value-Oriented Patent Portfolio Management in the Digital Age,” a hybrid event supported across our channels and assets.

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Through a targeted communication campaign on the digital IP lexicon 🔗dIPlex and the IPBA Connect platform, we effectively engaged the IP community for our IP Day 2025. We not only showcased key topics and presentations but also maintained ongoing connections with participants and industry experts. This seamless interaction before, during and after the event allowed us to create meaningful, lasting connections. Dr. Cornelius Mertzlufft-Paufler, Partner Maucher Jenkins.

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What Each Part Does—In One Line

  • IPBA Connect (Platform): third-party authority and reach into the IP community, with persistent knowledge assets (🔗dIPlex entries, 📝 blog articles, 🎧podcast episodes, 🎯newsletter features, 🔎IP glossary entry) that make the event discoverable before and valuable long after it ends.
  • IPBA Portal (Agency): strategy, production, and operations across the full funnel—positioning the topic, building target lists, producing content, running outreach, and structuring post-event nurturing to convert interest into conversations.

BEFORE: Positioning, Audience Design, and Multi-Channel Launch

Lock the Topic and Its “Why Now”

Start with a problem-framed topic that matches the firm’s strengths and the market’s timing. For Maucher Jenkins, the unifying theme was value-oriented patent portfolio management under digital transformation (with an entry in the 🔎 IP Management Glossary) — a lens that combines cost, quality, valuation, and business alignment. We published a 🔗dIPlex deep dive to anchor the event with definitions, sub-chapters, and curated background. This page set context, named the speakers, and linked to registration — turning abstract interest into action.

Best practice: make the 🔗dIPlex page the single source of truth for the event narrative. It should:

  • State the date, format (on-site + online), location, language, and agenda.
  • Explain why the topic matters to business decision-makers.
  • Offer further reading and cross-links (blog posts, podcast episodes, glossary terms).
  • Include a prominent registration link to the host’s page.

Build a Conversion-Ready Registration Path

The registration link should live on the host firm’s site to maintain brand continuity and comply with their CRM/consent practices. On the 🔗dIPlex page, we linked directly to the Maucher Jenkins event page — keeping the content on the platform while the data collection remains with the firm. This split maximizes discoverability without fragmenting sign-ups.

Curate Authority Content Around the Theme

Authority comes from evidence and voices. Surround the event with pieces that substantiate the theme:

Together, these assets pre-educate the audience and position the firm’s speakers as the go-to experts before anyone enters a room.

Map Target Audiences and Outreach

With the topic anchored, IPBA Portal builds segmented lists: corporate IP leaders, R&D managers, TTOs, scale-ups in relevant verticals, and advisors. Outreach is then staged:

  • Platform distribution via IPBA Connect channels (IP Business Academy blog, newsletter, dIPlex page, podcast social feeds) for broad awareness.
  • Law-firm marketing deploys house lists and partner networks.
  • Direct outreach to priority accounts (personalized notes from partners, invite attachments, and calendar holds).

Social Distribution with Proof-Points

Announce across the IP Business Academy LinkedIn feed and Prof. Wurzer’s feed with a short, value-led hook and a consistent visual identity. Tie posts back to the 🔗dIPlex page and the firm’s registration. For IP Day 2025, traction across channels combined with the newsletter push strengthened both awareness and conversion.

DURING: Make the Day Work Twice — For the Room and for the Internet

Program Design for Signal, Not Noise

Keep the agenda tightly focused and stack it with complementary voices: a strategic keynote, an industry case (e.g., Jan Thorsten Weber from Windmöller & Hölscher), and a sector-specific deep dive (e.g., Dr. Alexander Wagner in pharma). The 🔗dIPlex page captured these roles, which helped prospects understand what they’d gain from attending.

Hybrid by Design

A parallel online stream is not a fallback — it’s a multiplier. Hybrid access broadens reach to remote stakeholders and secondary target groups who might not travel for a one-day event. It also increases the pool of post-event leads who have intent, but not proximity. For IP Day 2025, the hybrid setup (Basel + online) is explicitly documented on the 🔗dIPlex page and reflected in the recap.

Capture the Content Live

On the day, IPBA Portal coordinates:

  • Short video snippets of key messages (30–60 seconds).
  • Quote cards and slide excerpts cleared with speakers.
  • Live posting from the room to build social momentum and remind late-deciders to join the stream.
  • A structured fact sheet per talk (problem → method → result → business relevance) to accelerate the post-event write-up.

Message Discipline for Commercial Relevance

Every panel or talk should land three points: (1) what changed, (2) what to do differently in IP management, (3) what evidence supports it. At Basel, the recap makes these explicit — trends, portfolio alignment, and AI-enabled processes — so busy decision-makers can process value quickly.

AFTER: From Applause to Pipeline

Publish a High-Signal Recap

Within days, release a recap article with a headline that carries the benefit (“Revolutionizing IP Management…”) and a narrative that summarizes insights, cites speakers, and links back to the knowledge hub (🔗dIPlex), the letter, and any relevant episodes. This piece becomes the canonical asset the firm and partners can forward. The Basel recap exemplifies this structure and shows visible readership — useful for internal reporting.

Convert Attention with a Follow-Up Sequence

  • Tier 1 (attendees): thank-you email with links to slides (where permitted), the recap, and the dIPlex hub; invite to a short consultation related to the subtopic they attended.
  • Tier 2 (registrants who didn’t attend): condensed highlights + next step (e.g., webinar Q&A, office hours with a partner).
  • Tier 3 (engaged readers/listeners): anyone who interacted with the recap, podcast episode, or letter is added to a nurture path aligned to their role and sector.

The IP Management Letter and podcast episode form the backbone of this sequence: both convey authority beyond a single event and invite deeper dialogue on value-driven IP strategy.

Multiply the Content into Evergreen Pieces

Turn each talk into a small content kit:

  • A 500–800-word article or Q&A.
  • A 60-second video snippet for LinkedIn.
  • Two quote images and one diagram.
  • A short internal briefing for BD teams (talking points + “who to send this to”).

The Siemens-themed content on value-driven IP strategy shows how a single perspective can seed multiple assets that stay relevant after the event cycle.

Governance and Collaboration with the Firm’s Marketing Team

Clear Lanes to Move Fast

  • Law-firm marketing remains the brand owner: design system, tone, compliance, and sign-offs.
  • IPBA Portal supplies the campaign spine: content planning, production, distribution calendar, and performance analytics.
  • IPBA Connect supplies audience and authority: the platform embeds the event into a credible learning context (dIPlex, blog, letter, newsletter, podcast).

One Calendar, Many Touchpoints

Create a shared production board that lists:

  • Pre-event posts (dates, channels, assets, responsible).
  • On-day capture (slots, formats, owner).
  • Post-event sequence (recap, letter, podcast, follow-up emails, targeted outreach).

Measurement That Matters

Avoid vanity metrics alone. Track:

  • Registrations by segment (role, industry).
  • Attendance split (on-site vs online) — hybrid broadens the funnel.
  • Content engagement (recap views, podcast listens, newsletter opens).
  • Sales signals (meeting requests, proposal asks).

Public counters — like the visible view numbers on recap and newsletter pages — support internal reporting and give partners confidence that the content is being discovered.

Case Highlights from Basel (What to Emulate)

  1. A strong hub page (🔗dIPlex) that defines the topic, names the speakers, and ties to registration — so all campaign roads lead to a single, high-context destination. The Basel page did exactly that and framed why value-oriented portfolio management matters in the digital age.
  2. Hybrid design to include Basel on-site and online attendees. This enlarged the relevant audience without diluting focus.
  3. Authoritative surround content: the recap, the newsletter feature, the Siemens-related blog post, the letter, and the aligned podcast episode created a multi-format learning loop and reinforced the firm’s expert positioning.
  4. Clear, sector-literate speakers: an industry practitioner (Jan Thorsten Weber) and a sector specialist (Dr. Alexander Wagner) lift the content from theory to practice and help attendees see themselves in the story.

The Operating Model: Who Does What, When

IPBA Portal (Agency)

  • Positioning workshop and agenda advice; articulation of the event’s “why now.”
  • Asset production (dIPlex hub content, social visuals, recap drafting, letter prep).
  • Audience building and segmented outreach.
  • On-day capture (video/quotes), and post-day conversion sequence.

IPBA Connect (Platform)

  • Placement and distribution: dIPlex deep dive, IPBA blog coverage, newsletter feature, podcast slot.
  • Persistent discoverability: months later, the content is still findable and valuable.
  • Third-party validation: authority beyond the firm’s own channels. (dIPlex)

Law-Firm Marketing

  • Brand guardianship, registration page ownership, CRM integration.
  • Internal enablement: equip partners with talking points, links, and follow-up templates.
  • Compliance and approvals.

Results You Can Expect (and How to Get Them)

  • Higher relevance per attendee: when the topic and speakers are framed through a business lens (valuation, risk, and alignment), you attract the exact people partners want to meet. The Basel recap explicitly codifies these business-level takeaways, which helps partners continue the conversation afterward.
  • Wider reach without dilution: the hybrid setup and platform distribution ensure that those who care can attend or consume the content asynchronously, while preserving the event’s premium feel.
  • Persistent authority: the dIPlex page, recap, letter, and podcast episode keep compounding — each is a legitimate asset to reference in BD emails, proposals, and profile pages.

A Practical Checklist You Can Copy

6–8 weeks out

  • Finalize title, promise, and audience.
  • Draft the dIPlex hub page; confirm registration link on the firm’s site.
  • Announce in IPBA channels (save newsletter slot if timing aligns).
  • Identify two anchor references (e.g., Siemens value-driven IP strategy) that reinforce the theme.

3–4 weeks out

  • Publish a “What you’ll learn” preview post; schedule social teasers.
  • Launch segmented outreach (partners to VIP lists; Portal to ecosystem).
  • Align slide formats and clearance rules for on-day capture.

Event week

  • Final reminder posts; point to the dIPlex hub for late registrants.
  • Prepare room and stream capture; assign roles for quotes and clips.
  • Confirm post-event interview slots with speakers for follow-on content.

Within 5 business days after

  • Publish the recap on IP Business Acasdemy blog; include key takeaways and speaker quotes.
  • Send thank-you letters with links to recap, hub page, and letter.
  • Record or release the aligned podcast episode.

Week 2–4 after

  • Spin off two short articles from talks; release video snippets.
  • Launch targeted follow-ups (e.g., “valuation clinic” for pharma or machinery firms).
  • Report to partners with simple, useful KPIs (registrations, attendance mix, recap/article views, meeting requests).

Why This Works

  1. Strategic clarity. By declaring a specific, timely problem (value-oriented portfolio management amid digitalization), you make it easy for the right people to self-select — and for partners to open precise conversations. The dIPlex hub nails this clarity and connects directly to registration.
  2. Channel orchestration. A single story appears in multiple formats (page, post, letter, podcast, newsletter), each meeting an audience where they are, and each pointing to the next step. The Basel campaign is a model for this choreography.
  3. Compounding assets. Unlike one-off events, platform content persists: months later, prospects can still discover the topic, see the speakers’ credibility, and reach out — because the assets are interlinked, searchable, and credible.

Bottom Line

If you want your next law-firm event to “fill the room” with the right people and generate qualified next steps, treat it like a product launch with a learning backbone:

  • Anchor the narrative in a dIPlex hub and connect it to firm-owned registration.
  • Surround the day with authoritative platform content: recap, newsletter, podcast, letter.
  • Design hybrid from the start, and choreograph capture so the day becomes a month of high-value content.

That’s how an expert event stops being just a date in the diary and becomes an engine for reputation, relationships, and revenue.