Field Notes with Kimberley Reynolds, Senior Field Marketing Manager – EMEA at Clio

Could you tell us a little bit about you and your role?

I am Kimberley Reynolds, a Senior Field Marketing Manager at Clio, a leading provider of legal practice management software and is a global company. My role is EMEA-based, where I drive marketing strategies and field marketing initiatives across the region.

My main focus is the UK and Ireland, where I work very closely with the sales team. I aim to bring our solutions to life and help law firms improve productivity and deliver better client service.

Tell us a little about yourself and how you got into marketing?

Quite a journey. I actually went to university when I was 25 because I didn’t know what I wanted to do, but I was always interested in advertising. So, I pursued a degree in Advertising and Marketing. As part of that course, we had a placement year, and I did mine at a company called GSMA, a Mobile Technology Association firm. It was a large-scale enterprise, and that was my first real insight into the world of events, as I had the opportunity to attend Mobile World Congress. From that moment, I was really impressed by events and exhibitions.

While I did a mix of marketing, I always leaned more towards events and field activity. I’ve been in marketing for 15 years now. I started off at a small engineering pharmaceutical company, and after graduating, I moved into a large enterprise. I’ve worked in SaaS for a long time—at Ricoh, Google Cloud, Salesforce in the events team, and RingCentral. Now I’m at Clio, which is the first time I’ve worked in one specific industry and sector. I’m quite new to the legal space, but I really enjoy it. It’s a new challenge, and I’m already loving the community within the legal system.

What is your main marketing focus at the moment?

My main focus is to support everyone else in terms of the marketing strategy and objectives. For me, it’s about driving engagement—nurturing relationships, with a particular focus on the mid-market space in EMEA. I’m working on building campaigns and initiatives tailored to the mid-market legal sector.

We already have strong marketing activity in place, but my role is about refining that and making it more specialised and unique to this segment. A big part of my focus is building up the in-person side of marketing. The event strategy plays a key role, helping to get sales in front of customers and prospects—and much of that happens through third-party events.

How do you define success in Field Marketing?

My role is to get the brand in front of those prospects and customers and to really enhance that engagement and drive that relationship. Relationships are a big thing for me. We’ve got a really good relationship with a lot of our customers, and maintaining that is my success. We also have a really positive team, and the brand has a positive nature in itself.

I’d like to talk a bit about events since you did mention them as well. How do you track the impact of your events on pipeline and lead generation?

We have a lot of campaigns, and it’s filtered through our CRM in terms of the data that we get from the actual event or campaign activity. I can then pull reports in terms of the engagement, whether that’s an awareness-qualified lead or a strong marketing.

What are the most significant challenges you face when hosting events?

From an events perspective – audience quality and turnout. You can have the most beautifully curated event, but if you’re not attracting the right people – those decision-makers or key influencers – it won’t move the needle. It’s not just about numbers in the room; it’s about the right people in the room.

Let’s talk a bit more about marketing’s relationship with sales. Out of all the marketing initiatives you’re in charge of, which one has your sales department traditionally been more grateful or excited about?

Our sales team loves anything that gets them face-to-face with prospects and customers—so in-person events are always a winner. Whether it’s a roundtable, private lunch, or a big industry conference, they’re incredibly engaged and genuinely excited to be part of those experiences.

Which marketing strategies have wielded the most success in terms of engagement and lead generation?

The focus remains on continuing to improve our outreach and those engagement strategies. I do find that having more intimate settings, such as dinners and roundtables are good because you can have conversations in small groups. The interactions are nearly one-to-one. In contrast, when you’re in a big auditorium or at a trade show, you’re on the floor with everyone else, all trying to do the same thing, so you can feel a bit lost in the noise. But I think that works.

Cutting through the noise is getting harder, especially in legal. Lawyers are swamped, cautious with their time, and increasingly selective with what they attend. So if we can become known for delivering events that are not only relevant but actually enjoyable and thoughtful—that’s a major win. When someone sees “Clio” on an invite and their first thought is, “That’ll be worth it,” then you know you’re doing your job right.

Can you give us a bit more of a description of who your ideal ICP is?
My focus is on mid-market law firms, so typically work with anything from boutique firms with 20-plus users to companies that are growing and need technology support to scale. The technology we provide takes away a lot of the administrative and management burden. Essentially, we support the business side of law, helping lawyers focus on what they do best.

What career advice would you give to anyone starting in marketing?
Be adaptable because marketing is a mix. If you start off in events and you don’t want to stay in events, it’s all right—you can move away from that and go into content or different areas. There are so many different parts of marketing. Be open to learning, because it is constantly changing. Don’t be afraid to move into different sectors and industries. I’ve always worked in B2B, and I’ve found that fits well with me. The thought of moving to B2C isn’t something I’d want, but if, for example, you want to embrace a different industry, just be open to that, because everything to do with marketing—the principles are the same.

Marketing is constantly evolving, especially with AI, so embrace the new technologies that are coming out to support you. They’re there to help, right? They’re not there to take over. Human interaction is always going to be needed—especially with events.

What do you believe is the biggest opportunity for field marketers today that might not have been available in the past?
The deeper integration of AI and machine learning—how brands can create highly tailored experiences—I’m really quite keen to see how all that unfolds, particularly in terms of in-person interaction with AI and how that changes in the future.

Last question for you, how would you describe the role of the field marketer in one word, and why?
I’d say we are connectors, and our role is to connect the brand—and everything behind the brand—with the customers and prospects.