Legal Technology
How a legal tech company used podcasting to get into rooms cold outreach couldn't open
A legal technology company wanted to build relationships with senior in-house legal leaders — but traditional outreach wasn't reaching them. B2B Better designed and produced a practitioner-led podcast that became the company's most effective business development channel.
3x
Growth in pipeline influenced by content
12
Months to measurable pipeline impact
40%
Of new business pipeline touched by podcast
The challenge
The company had strong product-market fit but was struggling to reach general counsel and senior in-house legal leaders through traditional channels. Cold outreach was filtered out. Events were expensive and competitive. The sales team needed a new way in.
What we did
B2B Better designed a practitioner-led podcast featuring in-house legal leaders discussing the real challenges of managing legal operations in complex organisations. The company hosted the conversations — building credibility by association — while the guests provided the content the audience genuinely wanted to hear. Episodes were repurposed into LinkedIn posts that reached the same audience, and the show became a direct outreach channel: "I listened to your podcast" opened every door.
Our podcast became the thing that got us into rooms we couldn't get into before. Prospects reference it on the first call.
Head of Marketing, Legal Technology Company
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