How a legal pioneer flipped a switch to start generating high-value conversations and leads
The story of how The Legal Director’s partnership with OrbitalX triggered an instant increase in reaching target decision-makers
Introduction
Sarah Clark is CEO of The Legal Director. She joined the business in a transformation role to help “get the business in shape to grow,” later moved into the CRO role, and was eventually appointed CEO by the board.
The Legal Director is an Alternative Legal Services Provider (ALSP); regulated as a law firm but delivering legal services differently from private practice firms.
The business has approximately 50 senior, fractional in-house lawyers and supports between 200 and 300 clients at any one time. All of its lawyers have at least 10 years’ in-house experience and have held titles such as Head of Legal or General Counsel in scaling and established SMEs.
The model is designed to embed senior legal expertise directly into businesses; particularly SMEs and growth businesses - as though the GC were their own.
Their proposition is simple but disruptive: business person first; lawyer second.
The Challenge: ‘Exceptional offer, invisible category’.
The Legal Director faced three core issues:
- No internal marketing team (only fractional support)
- Strong service, but limited demand generation capability
- A category education problem: most SMEs default to law firms
“Many founders don’t know this exists,” says Sarah. “They think you buy legal services from a law firm. When people hear this idea of having ‘a bit of a General Counsel’, they go, ‘wow. I didn’t even know that was a thing.’”
The difficulty The Legal Director faced wasn’t conversion but awareness and access. Once Sarah and her team got into discovery conversations, the response was overwhelmingly positive. But generating those conversations consistently and with the right ICP, was the bottleneck. Previous marketing activity had been broad and unfocused.
In Sarah’s words: “We were saying a lot of stuff in the market. I don’t think our messaging was necessarily targeted enough towards our ideal customer profile. We were trying to do too many things and kind of hoping that something stuck.”
The Solution: Demand Generation That Targets the Right Buyers
Rather than add a marketing function to existing headcount, in September 2025, The Legal Director partnered with OrbitalX to build a focused demand generation engine.
The objective was clear:
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Reach SME and scale-up businesses without in-house legal
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Speak directly to CEOs and CFOs
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Educate the market on the fractional GC model
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Drive qualified discovery calls
OrbitalX rapidly deployed a comprehensive strategy including:
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ICP-specific messaging refinement
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Webinar activation aligned to real pain points
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Paid demand generation campaigns
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Middle-of-funnel content (case studies, testimonials)
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Bottom-of-funnel reply agents powered by LLMs
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Business Risk Scan lead magnet to drive consultative calls
It was proactive demand generation; pre-selecting the audience and going directly to them.
Campaign Execution and Early Results
The Results: Speed, Precision, and Sales Conversations
Within weeks, The Legal Director saw measurable traction. “We’re seeing engagement from exactly the right people we want to be having conversations with,” Sarah says. She also noted the speed of activation: “The breadth of what we’ve been able to achieve in such a short amount of time… we could never have achieved that with an in-house team.”
The Legal Director team was suddenly seeing the effect of having the right, powerful story to tell, as well as having on its side a slick and automated demand-gen machine. Sarah referenced one of OrbitalX’s early webinar campaigns: “The topic and the conversation were absolutely brilliant. OrbitalX spent such care in understanding our customer profile, their pain points and the challenges of reaching those decision-makers.”
The result:
“The numbers were brilliant. And we’ve already had sales calls off the back of that. We’re seeing engagement from and conversations with exactly the right people.”
3 Reasons You’ll Win with OrbitalX: with Sarah Clark
“They lean in unconditionally.” The partnership experience is exceptional. The team is super-agile and responsive. It’s a real partnership, not just a supplier-customer relationship. I feel like I’ve got an exec sponsor who takes the time to listen to me so that when I identify a challenge, I know that internally, they’ll be having the solution discussion immediately.
“They move fast.” We’ve seen such rapid iteration of campaigns. The breadth of campaign execution delivered in weeks has surprised us - it would have taken months internally.
“They target precisely.” There’s genuine ‘full-funnel ownership’ with OrbitalX as well as an AI-enhanced conversion infrastructure which means that engagement now comes only from exactly the right senior decision-makers.
