Legal Tech Founders: Is Your Next Client a Headline Away?

Cold outreach: it’s like trying to convince a cat to take a bath—most of the time, it doesn’t go as planned. But let me ask you—how targeted is your outreach? Are you spraying generic emails to anyone with "law firm" in their LinkedIn bio, or are you laser-focused on the firms that actually need your solution?

Here’s one of my top secret hacks for finding great clients and building success stories—without spamming the entire legal world.

Stay News-Savvy and Jump on Legal Trends

The best opportunities are often hidden in plain sight—like in the news. Keep an eye on class action lawsuits, access-to-justice cases, or major appeals. Plaintiff firms in these cases are often up against Goliaths and have serious motivations to perform at their best. And guess what? Your legal tech can help them get there. Even big defense firms feel the need to be more innovative and move quickly on a high visibility case.

Pro Tip: Set up an automated system to identify these cases first. Whether it’s subscribing to legal newsletters, using court services, or getting creative with tools, make it as easy as possible to spot the firms that need your tech right now.

The Offer: Make It Irresistible

No, I’m not saying you need to offer your product for free forever—this isn’t a charity. But if your solution aligns with a firm’s mission, a short, no-cost project could be your ticket in.

Here’s how to do it without getting stuck in an endless "free trial" loop:

• Set Clear Terms: Offer your solution for a defined period, and be upfront about it. If their legal battle lasts for years, you don’t want them thinking this is an open-ended deal.
• Request a Case Study: In exchange, get data and agreement for a case study. This is gold for your future sales.
• Be Clear and Simple: You don’t need a 28-page contract. Keep it short and spell out the expectations. If you want their name in the case study, say so from the start.

Who Should You Target?

Every law firm operates a little differently based on their size and focus. So, give yourself the best chance of success by targeting just a few key stakeholders in each firm. Here’s your hit list:

• Lead Attorney: They know the case better than anyone and can tell you exactly what the firm needs.
• Managing Partner/CEO: They don’t always hold the purse strings, but they’re a critical stakeholder whose goal is to drive value for the client and the firm.
• COO/Operations Head: These folks make things happen and often influence (or even control) financial decisions.
• Senior Paralegals or Project Managers: They know the day-to-day pains and are often the ones using your tech.

Do Your Homework (No, Really)

If you’re sending copy-paste emails to these people, you’ve already lost. Do some research before hitting “send.”

• Website Deep-Dive: Read their mission statement and understand how your product aligns with their goals.
• LinkedIn Stalking (the Legal Kind): See who’s running the show and identify potential tech advocates within the firm.
• Email Like a Pro: No InMail here—find their email with tools like GetProspect or Apollo.io.
• Keep It Short: As Eminem said, “You only get one shot, do not miss your chance to blow.” You’re not going to get a second chance to beat your competitor to this opportunity, so don’t send a novel. Show them you know their needs and explain, in 2-3 sentences, how your product is the solution.

Know Your Product Inside and Out

This isn’t scalable—I’ll admit that. But if you know your product well and understand exactly how it can address a law firm’s pain points, you’ll start seeing the obvious targets pop up. Legal professionals, particularly in smaller firms, appreciate genuine, well-informed outreach.

Let’s Build Something Big Together

Selling to legal tech isn’t about volume, it’s about precision. Whether you're refining your outreach strategy or targeting the right firms, the right approach can make all the difference.

At Legaltech Hub, we work with both startups and established legal tech vendors to help them find creative ways to blow past the competition and build the company they’ve always dreamed of. Learn more about how we help companies just like yours.