Marketing for Innovative Legal Tech | Levi Lindsay from Hona

Ernesto Quezada: Pathmonk is the intelligent tool for website lead generation. With increasing online competition, over 98% of website visitors don’t convert. The ability to successfully show your value proposition and support visitors in their buying journey separates you from the competition online. Pathmonk qualifies and converts leads on your website by figuring out where they are in the buying journey and influencing them in key decision moments. With relevant micro experiences like case studies, intro videos, and much more, stay relevant to your visitors and increase conversions by 50%. Add Pathmonk to your website in seconds. Let the AI do all the work and get access to 50% more qualified leads while you keep doing marketing and sales as usual. Check us on pathmonk.com. Welcome to today’s episode. Let’s talk about today’s guest. We have Levi from Hona, VP of Marketing with them. How are you doing today, Levi?

Levi Lindsay: Never better. How are you?

Ernesto: I’m doing great, thank you so much for asking. And, well, I’m sure our listeners are tuning in, Levi, wondering what Hona is all about. So let’s kick it off with that. In your own words, can you tell us a little bit more?

Levi: Yeah, if you’ve ever gone through a legal case as a client, you know it can be a very cumbersome process. You’re always wondering what’s going on, and you don’t know what a paralegal does or what the next step in your case is. We allow you to track your legal case like you would an Amazon package, which helps the client stay in the know and not wonder what’s going on with their case. It also helps lawyers automate all the redundant tasks that go into educating and communicating with their clients, allowing them to focus more on building a relationship and taking care of their client.

Ernesto: Super important. And so that way, our listeners get a good understanding of Hona, what would you say is the key problem that you guys like to solve for clients, for lawyers?

Levi: It’s really about automating those redundant tasks, like getting calls asking, “Hey, what is a paralegal?” or “What’s the next step in my case?” It automates the education process, and as cases update, it automatically sends updates to clients. This way, lawyers can be more proactive with their communication with clients.

Ernesto: Got it. Perfect. And so, I don’t want to assume here, but would that be the only vertical segment you guys go for? Or is there another ICP for you at Hona?

Levi: Currently, it’s all within the legal space, specifically focused on personal injury, immigration, some criminal law, and mass tort.

Ernesto: Okay, perfect. And how would someone in the legal world find out about Hona? Is there a top client acquisition channel for you?

Levi: Right now, it’s conferences and trade shows all over the country. We’re probably going to around 30 before the end of the year. That’s definitely our top acquisition channel, outside of BDRs cold calling. But we’re planning to test every acquisition channel we can in the next few months to feed the funnel.

Ernesto: That’s quite a few conferences you’re going through in the next couple of months. Good luck with traveling!

Levi: Next week alone is six conferences. It’s going to be wild.

Ernesto: Wow, that’s quite a few. So that way, our listeners who are tuned in can visit you. They can check you out at hona.com. What role does the website play for client acquisition?

Levi: Right now, we haven’t gotten as granular as we need to with landing pages. It’s really just our homepage. Our messaging and visual identity will start to come out more in the next few months, but right now it’s just a basic homepage with a “Request a Demo” option, information about our integration partners, and some background on us.

Ernesto: Perfect. So, are there any tools or tips you would recommend to our listeners for website lead generation?

Levi: For lead gen, I think organic LinkedIn is underrated. Finding leads is a byproduct of just being present on LinkedIn and providing value. And TikTok is another channel that’s often overlooked in B2B. Half of TikTok users are millennials, and it even outperformed Google in 2022 for most visited site, so it’s a great channel to consider.

Ernesto: Awesome advice! Let’s switch gears and talk about you as a leader at Hona. You mentioned a few months there, but what are some key tasks you’re focusing on in your day-to-day work?

Levi: I’ve only been here a little under a month. Right now, we’re conducting client interviews to figure out things like, “How did you find us?” “How would you potentially hear about us?” We’re also testing our taglines to see what resonates before running ads or updating our website copy. It’s a lot of market research, making sure our foundation is solid before building up.

Ernesto: Great approach. So, you mentioned LinkedIn and TikTok. Are those your preferred channels for staying updated on marketing trends and strategies, or do you use others?

Levi: For me, it’s TikTok, Instagram, and LinkedIn. I probably spend too much time on them!

Ernesto: Perfect. Let’s jump into our rapid-fire questions. Are you ready?

Levi: Ready.

Ernesto: First, what’s the last book you read?

Levi: Either Greenlights by Matthew McConaughey or Shoe Dog by Phil Knight, the Nike founder.

Ernesto: Interesting reads! Next, what is one thing your company is focused on the most right now?

Levi: I’d say top-of-funnel strategy. Feeding leads into the funnel for sales and building both long-term and short-term strategies to keep leads coming in.

Ernesto: If you could automate one repetitive task, what would it be?

Levi: Probably posting content.

Ernesto: Good one. And if there were no boundaries in technology, what’s one thing you’d want fixed for your role as a marketer?

Levi: I’d want to be able to read the minds of my ICP.

Ernesto: I think every marketer would agree with that! Lastly, what’s one piece of advice you’d give yourself if you were restarting your marketing journey?

Levi: Focus on creating as much content as possible and remember that done is better than perfect.

Ernesto: Great advice. Levi, we’re coming to the end of our show. If someone forgets everything about the interview, what’s the one thing they should remember about Hona?

Levi: Watch out for us. We’re coming, and we’ll be a big player that you’ll definitely be hearing about.

Ernesto: Definitely agree. After raising those Series A funds, you’re here to stay! Thank you, Levi, and thank you to our listeners. Looking forward to our next episode on Pathmonk Presents. Thanks a lot, Levi.

Levi: Thank you.