We recently spoke with Charlotte Takacs, our new Head of Marketing, about her unique insights into the legal technology sector and what role she sees marketing playing in the overall advancement of the industry. Her experience lies in driving consumer psychology backed robust strategies fit for business ecosystems. At the heart of her ethos is doing business in a way that it advances the sector as a whole with all its stakeholders. In this Q&A Charlotte explores the direction legal marketing is headed, best practices for legal presentations and how relevant social media is within the industry.
1. What inspired you to specialise within the legal tech sector?
I fell into the world of legal by a lucky accident and had the privilege of working in the ecosystem across a range of businesses – publishing, events, education, headhunting. I always worked closely with legal tech companies in these positions and seeing the difference they were making, I wanted to be a part of that journey. Besides, I have a personal admiration for technology and from the marketing perspective I find it a fascinating field to work in.
2. Having only recently joined the team, what was your deciding factor on the job and company as a whole?
The story of Pinnacle is truly unmatched, and I can’t think of another business that has the wealth of intelligence across so many areas and the level of dedication to quality that our business does.
The most important question I ask myself when I make decisions of a similar kind is: Would I be proud to say that “this is what I do”? With Pinnacle that was a confident yes. I think you can only do marketing truly well if you can be all in on the company. I could never take something to market that I wasn’t 100% bought into – it’s a huge part of my marketing ethos.
Plus, there was a piece of FOMO. Pinnacle is going through such an expansion in size across regions as well as in activities that the marketing opportunities it creates only come about once in a blue moon, if you are fortunate. Their growth in the product space backed by the intelligence and experience from their history of consulting, implementing and managing technologies is the single most logical and incredible direction.
3. From your perspective what direction do you see the legal tech market going, in the next 5 years?
Rapidly growing in part due to a natural maturing process but equally because adaptation will be better. This will ultimately mean even better and more cutting-edge technologies with new ideas being born more frequently. Those already in the game will make their existing solutions even more intelligent and effortless to use. I think customisation or inherent flexibility will also be more important because now the differences in working patterns will not only be between firms but also between individuals within the same firm. I expect more investments in the space too. I think in many ways the world is just catching up to see legal tech as the opportunity that it is.
4. How relevant do you feel social media is within the legal sector?
So long as people are involved, and I don’t see how that could change, social media will be relevant in any sector. Probably the more interesting part of this question is: For what is it relevant? I think it has a huge role in brand building and creating awareness but not necessarily selling. If you can entertain or educate people and build their trust in the brand or in yourself as an individual, they will want to learn more about the products or services that you stand for. Pushing hard doesn’t work in this space.
5. From a legal tech perspective, who are your favourite people to follow to keep up to date with legal tech news and gain inspiration?
James d’Apice, Anna Lozynski, Catherine Casey, Alex Su and Ari Kaplan would have to be on that list for various reasons, but I think they all do something great in the social media space.
6. From a marketing perspective, what are your top 3 tips to include in a legal presentation?
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Case studies or other social proof. When so much is at stake, you really want to tap into this to reassure people that they are making the right choice.
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The logo of the organisation you are presenting for, because everyone likes to feel special and as if the presentation was custom made for them, even if it wasn’t that unique.
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Insight into the people in your team, whether that’s the people presenting, the team who delivers the project or else. People buy from and work with people, so that human level resonance goes a long way.
7. In your opinion, what is the most unique aspect of the PitchPerfect and Time Policy Manager software?
I’d say the severity of the problem that they were built to address. Sometimes you get wishy-washy software that tries to tell you that there is a problem where there isn’t really one or the costs associated with putting the tech into a process are higher than the gains. Both PitchPerfect and Time Policy Manager being highly intuitive point solutions, the extent to which they change processes is less severe hence adoption is more rapid and widespread, which then contributes by large to the significant and clearly measurable improvements that our clients are seeing. Whilst it sounds good on marketing collateral, I think in practice few tech solutions can show up the results that PitchPerfect and Time Policy Manager can.
8. What positive impact has technology had on the legal industry during the Covid-19 Pandemic?
Tech is an enabler in any context and I’m so keen to see it in play on a larger scale in legal every day. Because of legal tech, people can work from home, automate tedious tasks to focus on the meaty parts, which in part means spending time on the things that made them become a lawyer (or work in a law firm in another department) but also providing better quality advice. Clients have a better experience engaging with lawyers and can see their cases through from their sofa, without breaking the flow of life. More time spent on what matters – for everyone.
9. It has been reported that many law firms will continue with some form of remote working, how can our solutions help?
Both software fit seamlessly into firm’s existing tech stacks and make perfect additions to an on-demand office. Their security is robust, their close integrations mean location is not an issue, they have all the necessary features that allow collaborating where needed or they give you the reminders you need at the time you need them, even when your colleagues aren’t there to do it.
10. What are some of the typical challenges law firms face when adopting new technology, and how can the PitchPerfect and Time Policy Manager software provide a solution to this?
I think the intuitive nature of both software is unparalleled. People subconsciously resist adopting things that make them feel uncomfortable, not in full control of their work or the level of change is too extreme. Neither PitchPerfect nor Time Policy Manager makes you feel that way, which creates the environment for people to feel the advantages for themselves and build on that rewarding sensation to get even more efficient interacting with the software.
Fun Questions
1. What do you do for fun outside the office?
I’m much of an adventure seeker. If time allows, I like to run away somewhere new to hike, I love skiing in the winter, diving, canoeing or just trying something completely different – I’m currently starting a class to learn foxtrot.
2. Who is your favourite musician?
Currently I’d say Morgan Wallen. I hopelessly love country music and one of the things on my bucket list is to see him in Nashville.
3. What’s your favourite restaurant?
I don’t think I could settle for one place, but if seafood is on the menu – especially oysters – I will be up for it every time.
