"Our most successful campaigns are built on data that doesn’t exist in off-the-shelf tools. Clay helps us find those signals — and transform ambitious ideas into executable, high-performing campaigns." — Francesca Pavan, Director of Demand Generation
Legora is a collaborative AI platform for lawyers, helping legal teams to review and research faster, draft smarter, and advise with precision. The company serves 700+ law firms and corporate legal teams around the world.
Legal Tech
Stockholm, Sweden
The legal industry is racing to adopt AI, and Legora sits at the center of that shift. The challenge is capturing demand before somebody else does. Every competitor is watching, emulating, and shipping as fast as they can. There’s a huge competitive advantage to being a first-mover, rather than a fast-follower.
That urgency puts enormous pressure on marketing. Legora's growth team can't afford to sequence brand building, demand capture, and retention into tidy phases. All three need to run in parallel, all the time. "We had to be everywhere and do everything all at once," says Francesca Pavan, Director of Demand Generation at Legora. "The reality is that we couldn't really prioritize. We had to run faster and do things that would have an impact quickly." In a market where timing determines who wins the deal, campaign velocity isn't a vanity metric.
Before Clay, building that velocity was a grind. Understanding the total addressable market required stitching together third-party datasets, LinkedIn Sales Navigator, and manual website scraping. Each data point lived in a different tool, and the results were never certain. Meanwhile, the team's CRM was missing the enrichment that both marketing and sales needed: industry classifications, firm archetypes, attorney headcounts.
Marketing couldn't target with confidence, and sales couldn't prioritize. Francesca had been following Clay for years, waiting for the right moment to put it to work. When she arrived at Legora and saw the scale of what the growth team needed to accomplish, she turned to Clay.
Mapping the global market and making it actionable in the CRM
Legora needed two things at once: a complete picture of the global legal market and a CRM that the sales team could actually act on. Both were fragmented. Account details about law firms and in-house legal teams were scattered across tools and manual research. Salesforce, which the company had recently migrated to, was missing the data points that make targeting precise and prioritization possible.
Francesca started with the market itself. Using Clay, she mapped law firms and in-house corporate legal teams worldwide, enriching each record with attorney counts, headquarters locations, and industry classifications. Research that had previously required days of bouncing between platforms and scraping websites manually came together in a single enriched view.
"What I was doing before Clay would have taken me a really long time, and I wasn't even sure the result would have been accurate. Clay allowed me to get better results in a fraction of the time, using one platform."
— Francesca Pavan, Director of Demand Generation
Legora now achieves a 80-90% match rate for contact-based audiences, allowing them to ship pipeline-generating campaigns 70% faster.
The same enrichment engine that mapped the market then cleaned and filled in the CRM. The team used Clay to enrich existing Salesforce records with industry, number of attorneys, and location data points that sales and marketing both depend on, then pushed that enrichment back into Salesforce through a direct integration. For the first time, the data that marketing used to build campaigns and the data that sales used to prioritize accounts were the same data, living in the same system. "If you want to have a tight collaboration between marketing and sales, you need to meet sales where they are," Francesca explains. "The CRM is the GTM source of truth."
The team mapped account density by city and region, revealing that while New York's concentration of attorneys was expected, regions like Minnesota and Chicago had surprising density too. That geographic view went on to inform decisions well beyond marketing's original scope. With the market mapped and the CRM enriched, Francesca turned Clay toward a harder question that no traditional data vendor could answer.
Finding unique signals to power campaigns
Traditional enrichment gives you firmographics: headcount, industry, revenue, location. Those data points are table stakes. But the campaigns that actually make a prospect stop and pay attention require knowing things about your audience that don't live in any standard dataset. What do they care about outside of work? What would make a message feel genuinely personal rather than generically targeted? Clay's AI research capabilities let you ask questions about your prospects that no data provider has a field for.
Legora put this to the test when they announced a partnership with Swedish professional golfer Ludvig Åberg. A sports sponsorship can be a powerful brand play, but it carries a risk: broadcast it to an audience that doesn't care about the sport and the message lands flat. "If a vendor I use as a client announced a partnership with a volleyball player, I probably couldn't care less," Francesca says. "So I wanted to make sure we were targeting people who actually had an affinity with golf."
The team ran a Clay research workflow across their top prospects, scanning LinkedIn profiles and posts for any mention of golf. The signals ranged from obvious (a partner at a top firm who founded a women lawyers' golf club) to subtle, like a passing reference to a weekend round buried in a post from last year. No firmographic database captures this. No enrichment provider has an "affinity for golf" field. But Clay's AI research agents could research and surface exactly these kinds of non-standard data points.
The result was 6,000 records of ICP-aligned prospects with confirmed golf affinity. Instead of running a generic sponsorship announcement, the team built targeted campaigns that spoke to a genuine shared interest. The message resonated because it was relevant, not because it was loud. Francesca describes it simply: "We managed to really hit specific people with a message that resonated well with them,” Francesca says. “And we’ve already seen strong results because we knew exactly which prospects to target and what message would resonate."
The golf campaign is one example, but the methodology has become repeatable. Legora's growth team has used the same approach to identify other non-standard affinities and community signals across their prospect base, and qualified leads from Clay-sourced campaigns have increased by 50–60%. The question for the team has permanently shifted — from "what data can we buy?" to "what do we want to know?" Clay made the second question just as actionable as the first.
A campaign engine that compounds
Something shifts when a marketing team stops being constrained by data collection and starts being constrained only by the quality of their ideas. At Legora, that shift happened fast. "The results you get from the research or experiment can turn into something you haven't even thought about at the beginning," Francesca says.
Since adopting Clay, Legora's growth team launches campaigns 30–70% faster than before — a range that reflects the difference between enrichment-heavy campaigns (where Clay collapses days of multi-tool research into minutes) and creative research campaigns (where the speed gain comes from making previously impossible ideas suddenly executable). In a market where the first relevant message wins, that velocity compounds into pipeline.
This is the dynamic that senior marketing leaders recognize but rarely achieve: a data infrastructure where every experiment feeds the next, where campaign intelligence compounds rather than expires, and where a small team can operate with the reach of a much larger one. "I think Clay is actually the glue between all GTM areas," Francesca explains. "You have marketers on the platform, you have analytics, RevOps, and then you bring all of this together in the CRM, which is where the GTM motion happens."
Francesca jokes that she's trying to hire as many people as possible so she can spend all her time in Clay. The team's ambitions keep growing: identifying which golf courses their prospects play at, building community campaigns for women lawyers, exploring new signal sources. Every week, the ideas get more ambitious. Every week, the platform proves it can keep up.
As Francesca puts it: "Legora helps lawyers love their job again. Clay does the same for marketers."
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