"Our buyers describe the problem, not our category"
When a buyer starts from a contract backlog or an outside counsel bill rather than a product label, we build search and content around that problem first, then connect it to your category.
Legal tech marketing
★★★★★Rated 5.0 on Clutch
9 client reviews on our Clutch profile
See the results in our case studies
Legal Tech Marketing for Software Sold to Legal Teams
COSEOM® runs legal tech marketing for software companies that sell to general counsel, legal operations and law firms. We plan search, LinkedIn and content campaigns, and your visibility in AI answers, around how legal teams evaluate software, with separate plans for in-house teams and law firms.
- Free 30-minute call with a senior B2B specialist
- Separate plans for in-house legal teams and law firms
- Leads tracked in your CRM, results measured by pipeline
★★★★★Rated 5.0 on Clutch
9 client reviews on our Clutch profile
See the results in our case studies
2008Year COSEOM® was founded
30minStrategy call, free
1 working dayTo hear back from us
Book your free strategy call
We reply within one working day.
Legal software teams we have worked with
01 · Definition
What is legal tech marketing?
Legal tech marketing is how software companies reach the buyers of legal software: law firms, and in-house legal teams where general counsel, legal operations, IT and procurement all have a say. It combines search, paid media, content and AI answers, planned for a buying process that can include security and confidentiality review.
02 · The problem
Why legal SaaS stalls between demo and signature
We hear the same three things from legal software teams. Here is what we change for each one.
"Legal ops loves it, then IT and procurement arrive"
IT checks integration and how your AI handles legal data, and procurement negotiates the price. We put your answers in front of them early, on your pages and in your campaigns.
"One message for law firms and in-house teams"
A corporate legal department and a law firm can weigh different things. We split the campaigns, the landing pages and the proof, so each buyer sees the case that fits their work.
03 · Services
The channels we run for legal software companies
Each channel is planned around the same legal buyers. We take the same approach in B2B SaaS marketing and cybersecurity marketing.
Paid search
Search ads on the terms legal teams use to find and compare tools, with negative keywords that filter out people looking for a lawyer. See our Google Ads management.
LinkedIn Ads
Campaigns aimed at general counsel, legal operations and the IT reviewers at your target accounts, with separate messages for each role. See our LinkedIn advertising work.
SEO
Pages for the problems and categories your buyers research, such as contract management or matter spend, plus technical SEO across your markets. See our B2B SEO services.
AI answers (GEO)
We measure how often ChatGPT, Perplexity and Google's AI answers mention your company when a legal team asks for a tool, then work to raise those mentions and citations. See our GEO agency service.
Account-based campaigns
We reach decision-makers at the companies and firms on your target-account list through LinkedIn, search and retargeting, so your message reaches more of the people involved in the review process. Part of our B2B demand generation.
Content for the whole committee
Comparison pages, business case material for legal ops and security answers for IT, written plainly for legal readers. Part of our inbound marketing.
04 · Buyers and review
Who decides, and what they check
We plan for in-house legal teams and law firms separately. In both, lawyers work under professional rules on client confidentiality. Marketing to law firms and marketing to corporate legal teams start from these facts.
In-house legal teams
Legal operations usually builds the business case, and the general counsel is the key decision-maker. The business case has to convince the CFO, procurement negotiates the price, and IT checks how the tool fits your systems. CLOC lists technology investment among legal ops' core areas.
Law firms
Lawyers must make reasonable efforts to prevent unauthorized access to client information, under ABA Model Rule 1.6(c). So be ready to show a firm how your software protects client data.
AI features get their own review
ABA Formal Opinion 512 (July 2024) tells lawyers to read an AI tool's terms of use and privacy policy. It also says a client's informed consent is required before information relating to the representation goes into a self-learning AI tool. Expect questions on whether your AI trains on customer data.
How we plan campaigns for it
We give each role its own message and landing page. Answers on security, data handling and AI are published on your site, not only in a sales deck. If you hold a SOC 2 report, an examination of controls in areas such as security or confidentiality, we make it easy to find and request.
05 · How we work
What happens first, and what comes next
How quickly you see results depends on your search volume and sales cycle, so we don't promise a fixed timeline. The order of the work stays the same.
- 01
Map the buyers and fix tracking
We agree with your sales team on who buys, who reviews and what counts as a qualified lead, and we connect your ad platforms and forms to HubSpot, Marketo or Salesforce.
- 02
Build for each buyer
We set up search, LinkedIn and content for in-house teams and law firms separately, and we check how AI answers describe your category today.
- 03
Judge it on pipeline
We compare channels on cost per qualified lead and sales-accepted rate, move budget to what works and stop what doesn't.
06 · Proof
What a legal software client said on Clutch
Together with the team at Onit, we ran paid media and SEO from 2022 to 2024, starting the year after Onit acquired BusyLamp and Bodhala, and brought the three brands into one program. In their Clutch review, Onit’s Senior Manager, Digital Marketing wrote: "COSEOM is able to provide extremely cost-effective PPC and SEO management services." Read the Onit case study.
07 · FAQ
Questions legal software teams ask us first
What does a legal tech marketing agency do?
It brings legal software to the people who buy and review it. For COSEOM® that means paid search, LinkedIn Ads, SEO, visibility in AI answers, account-based campaigns and content, all tracked into your CRM. Everything is planned around legal buyers: general counsel, legal operations, law firms, and the IT and procurement teams involved in the purchase.
How do you market software to in-house legal teams?
Start with the business case, because legal operations usually builds it and the general counsel is usually the key decision-maker. Give legal ops the numbers they need, give the general counsel the risk and workload story, and give IT and procurement their answers early. We reach each role with its own LinkedIn and search campaigns and a landing page written for that role.
How do you market to law firms as a software vendor?
Lead with how your software protects client information, because lawyers must make reasonable efforts to prevent unauthorized access to it. Then show how it fits the work of the lawyers who will use it. We reach the firms on your list across LinkedIn and search, and keep law firm campaigns apart from in-house ones.
What is the best way to generate leads for a CLM platform?
Capture the teams already comparing contract management tools through search, and reach the rest on LinkedIn with problems they recognise, such as contract backlog or lost obligations. Comparison pages and a clear security page help both. Judge every channel on sales-accepted leads, not form fills.
How do security and AI reviews affect legal tech marketing?
They add questions your buyers need answered. ABA Formal Opinion 512 tells lawyers to read an AI tool's terms of use and privacy policy, and says a client's informed consent is required before information relating to the representation goes into a self-learning AI tool. So publish how your product stores data and whether your AI trains on customer data, and make these answers easy to find.
How do we get our legal software recommended in ChatGPT and other AI answers?
First measure it: we ask AI engines the questions your buyers ask and record which tools they name and which sources they cite. Then we improve the pages on your site so engines find clear answers about your product. Our free AI Visibility Snapshot is a good place to start.
Do you market law firms themselves?
No. This page is for companies that sell software to legal teams. We don't run marketing for law firms that want more clients for their own legal services.
How long until legal tech marketing shows results?
There's no reliable timeline to give, because it depends on your search volume and your sales cycle. The order of work doesn't change: tracking and buyer mapping first, then campaigns for each buyer, then comparing channels by cost per qualified lead. Judging the effect on revenue takes at least one full sales cycle.
08 · Next step
Talk through your legal tech pipeline
On a free 30-minute call, a senior B2B specialist looks at who buys your software, where deals slow down and which channels fit. You can also start with our free AI Visibility Snapshot.
Book your free strategy call- A buyer map for in-house teams and law firms
- Channel fit across search, LinkedIn and AI answers
- Tracking gaps between your campaigns and your CRM
- A first test and the question it should answer
Get in touch
Tell us who buys your legal software
Share your website, your markets and who your buyers are. We reply within one working day to set up your free 30-minute strategy call with a senior B2B specialist.
Europe / Barcelona
Plaça Universitat 3, Planta 6, 08007 Barcelona · +34 932710218
USA / San Francisco
1390 Market Street, San Francisco, California, 94102 · +1 415 7429818
APAC / Bangkok
CRC-Tower, 87, 2 Wireless Rd, Bangkok 10330, Thailand · +66 2 105 5799