Reimagining the way legal talent work is what this legal talent platform is all about. Its online platform matches legal teams with top lawyers, from routine in-house tasks to complex outside counsel work for growing mid-market and Fortune 500 companies. The company shares and meets the higher standards of its clients and lawyers with its “work smarter, adapt faster, go further” approach.
Disruption of legal services continues to transform the industry as investments in legal tech companies surge. Historically, the industry was slow to adapt and resisted change. However, with disruptors such as DocuSign and LegalZoom, the tide is shifting, and the landscape is becoming increasingly competitive.
In 2018, the online legal talent platform found itself at a crossroads. It had experienced tremendous growth, yet the competition inched closer. The company needed innovation to take a commanding lead in the industry. To respond to the competition, the company wanted to launch several new and innovative products. And to ensure its success, the company knew it needed the help of a subject matter expert to pull this strategic initiative off.
Given the expedited timeline, the company decided that instead of onboarding a full-time employee, it would explore an alternative route: onboarding an independent expert. Specifically, it wanted a product marketing expert that could build go-to-market (GTM) plans to drive the next growth stage.
With the right person on the team, the company could go ahead in creating and developing marketing programs to drive awareness and demand.
The hiring manager heard of Graphite because it shared a similar business model. Since the hiring manager wanted a subject-matter expert to help it maintain and expand its market share, they knew they could rely on Graphite to find the ideal candidate.
To get started, the hiring manager reached out to a Graphite Account Executive (AE). After learning more about Graphite’s model, how it works, and how easy it made managing the project and paying the expert on the platform, the manager decided to move forward with a scoping call.
The hiring manager provided the specifications of the role to the AE, who then posted the project on the platform. Over 450 highly qualified product marketing/strategy independent experts were identified on the platform.
Of the 450, the AE whittled it down to the top five candidates that best met the hiring manager's criteria. The hiring manager then used Graphite's in-app messaging feature to communicate, vet each candidate, and identify the best fit for the role.
After engaging with each candidate, the hiring manager decided to move forward with a marketing strategy consultant with over 10 years of experience in eCommerce, product management, and digital strategy for startups, mid-size, and Fortune 100 companies.
The chosen expert had an impressive track record with leading product marketing campaigns, including:
But it was the candidate’s deep experience working with leading companies like PaperSource, Grainger, and ExactTarget, in driving awareness and demand gen programs that really stood out to the hiring manager.
Once onboarded, the subject-matter expert first worked to refine the solutions by conducting a discovery analysis — gaining a 360 view of the solutions from inputs including legal, finance, and product. The discovery phase helped to define the positioning and messaging that would be created for different legal buyer personas.
From there, the expert crafted a marketing strategy for the new products, collaborating with cross-functional partners in sales, product, talent, and management. They also partnered with agencies to develop content for tactics in various channels, including awareness, demand, and sales.
What resulted was an innovative marketing program that drove awareness and demand for the new products. The campaign helped to accelerate the business momentum and global expansion, enabling the company to quickly scale to meet increasing client and market demand for lawyers.
As a partner, Graphite ensured that the company could achieve its goal with its selected expert by conducting regular check-ins throughout the engagement. By communicating regularly, the expert and the company were able to proactively address any challenges to mitigate any impact on the project's delivery date.