Legartis
Impact Story: Boosting lead generation through holistic marketing strategy and targeted top-of-funnel initiatives.
Radically efficient. Incredibly practical. Amazingly fast. These are just some of the attributes that customers ascribe to Legartis’ legal AI solution. What kind of software is the Swiss company, founded in 2017, using to win over more and more legal departments in the DACH region?
Legartis develops AI-driven software for legal counsel. Whereas lawyers have to painstakingly go through the clauses of a contract manually, the AI is ready within seconds – enabling the team to be ready for contract negotiations.
Legartis decided early on to use HubSpot to promote its SaaS offering, which was not yet well established at that time. At the beginning, top of funnel (TOFU) lead generation and conversion in the marketing funnel did not run in an optimal manner. The aim was to get it to run more seamlessly and cost-effectively in the future.
Conversion rate from lead to MQL is now 80%.
Number of MQLs increased by more than 20 times
Conversion rate from MQL to SQL improved by 200%
Number of demos for Legartis software increased by 3 times
Cost per lead reduced by 75%
The team started with comprehensive go-to-market planning and set quarterly targets. It was particularly important for Legartis to generate new leads.
We then defined lead magnets, which are appealing content offers that convince contacts to leave their details.
The TOFU content production then started: we created the LegalTech guide, as well as blog posts leading to it and organic LinkedIn posts.
The texts were used for performance marketing and lead generation: to feed existing leads, the team set up a LinkedIn campaign and a Google Ads campaign.
In order to better coordinate the individual activities, we relaunched the website with HubSpot CMS Pro, including text, design, development. In the course of this, solution briefs as BOFU content were created to ensure a holistic content strategy.
We introduced a lead scoring model. Lead generation was supported by email sequences and cold calling.
HubSpot optimisation: In parallel, andweekly supports its customers with all topics related to HubSpot and helps them to get the best out of the CRM software.
The Legartis team knew exactly what they wanted and closely accompanied every campaign and measure. These high standards did the cooperation the world of good and was like wind in our sails. The initial project meetings were transformed into weekly sprints. The team constantly looked at the current status and identified where there was a need for action.
This way, the focus quickly shifted from planning to action. “Our cooperation is extremely action focused. andweekly listens to us and reacts immediately to feedback. We particularly appreciate this agile and flexible manner of working”, says Nicole Schnetzer about the cooperation with andweekly.
Together we’ve attracted leads, inspired contacts with distinctive content, and converted them into customers. The results speak for themselves: lower lead acquisition costs (CPL), faster lead qualification, and enhanced lead quality. All in all, the sales cycle has accelerated significantly.
The target group was defined and addressed more precisely (targeting and narrowing down markets).
Visibility on Google has increased.
Lead acquisition costs have decreased.
Touchpoints have been optimised to accelerate the sales cycle (content, timing, frequency, and type of contact).
Legartis can now track resource activities (sales and marketing) across the entire customer journey.
The lead quality has increased. The work put into lead generation and lead nurturing is paying dividends.
Repeatable and scalable marketing channels are available.
The onboarding process for new customers has been optimised and accelerated.
The sales process was set up in a more efficient and structured manner, with a redesign of the lead qualification and management process in HubSpot.
The website has a new lease of life. The focus is now on:
Lead generation with target group-specific content (e.g., solution pages with solution brief depending on target group)
Conversion (case studies, interviews, and blog posts containing precisely analysed CTAs).
“andweekly has adapted very quickly to us and our requirements and is exceptionally responsive to feedback.The cooperation is seamless – it’s like they are part of our team!”
– Nicole Schnetzer, Head of Marketing at Legartis
Anyone who has ever approached their company’s in-house legal counsel with an inquiry knows that it can take a long time. In-house lawyers are among the most sought-after employees. As a result, the legal team is often overloaded.
Instead of being a facilitator, legal departments become a bottleneck that put the brakes on the next deal. This is where the team led by CEO and co-founder David Alain Bloch comes in: Legartis offers legal departments LegalTech with AI to speed up contract review. The software automates a large number of the repetitive tasks involved in reviewing contracts, allowing non-specialised employees to perform the review.