Nobody ever said that marketing legal tech would be easy. But with some law firms and legal departments growing vexed by “aggressive” sales outreach, vendors may have to radically rethink their approach to building leads, even if it means enduring some delayed gratification along the way.
Brad Blickstein, principal at the Blickstein Group and co-head of the NewLaw practice at Baretz+Brunelle, stressed the importance of vendors investing the time to develop value-driven relationships with clients—in other words, warming up those cold calls with some genuine insight or understanding. “I think that the smart companies are going to do that. But I think other companies are going to double down on trying to skip steps where they can. If you’re owned by private equity, making the quarterly number is your No. 1 goal every quarter,” he said.