A niche audience. Deals that can take more than a year. Many customers who are forbidden from accepting incentives for reviews due to legal, regulatory, or company policy restrictions.
These problems faced LawVu, a New Zealand-based legal operating system. Its buyers are in-house legal teams, a niche slice of the legal market that paid media struggles to pin down. Many of them can’t accept gifts from vendors, which rules out incentive-led review campaigns. And all of it plays out in a crowded category, where AI-native tools keep arriving.
G2 gave LawVu a way to tackle each one. The payoff? Around $4.4M in G2-influenced pipeline over 12 months, and G2-influenced closed-won deals that carry about a 25% higher average contract value (ACV).
in G2-influenced pipeline over 12 months
higher ACV on G2-influenced closed-won deals
G2 intent categories fueling always-on LinkedIn campaigns
LawVu doesn't sell to every lawyer. Its buyers are in-house legal teams at companies outside the law firm world, a narrow audience that's tough to reach reliably through paid media.
That's the puzzle Ben van Opzeeland, Director of Digital Marketing at LawVu, works on every day. The competition adds pressure. Ben counts LawVu as one of top legal tech tools targeting in-house legal teams, with more AI-native entrants arriving all the time.
LawVu already had keyword-based intent from 6sense, but Ben wanted a second, more dependable source tied to how buyers actually shop for legal tech.
“Not all intent data is made equal. Some of them are made off of more obscure, keyword-based signals. The value that G2 gave us was that it was a lot more bona fide and tied to existing tech categories.”
Ben van Opzeeland
Director of Digital Marketing at LawVu
Because G2 could also supply customer proof through reviews, LawVu brought on G2 Buyer Intent and a premium profile together: one partner covering two needs.
Ben describes LawVu's roughly three years on G2 in two phases. The early years were about building a critical mass of reviews and finding the right categories. LawVu now competes in five: contract management, contract lifecycle management, AI legal operating system, legal document management, and enterprise legal management.
Today, the focus is on putting that foundation to work.
LinkedIn and other high-reach channels handle top-of-funnel education. In the middle of the funnel, G2 Buyer Intent does most of the heavy lifting, surfacing accounts actively shopping for legal tech.
LawVu typically buys intent for three G2 categories at a time. Each one feeds its own always-on LinkedIn Ads campaign.
Ben keeps filters light on purpose. LinkedIn needs a reasonably large audience to run efficiently, and its job title targeting already keeps waste low. The team is also testing lookalike audiences built from G2 intent data, based on the logic that accounts researching vendors on G2 tend to be forward-thinking about technology.
LinkedIn usually isn't a strong bottom-of-funnel channel for LawVu, with one recent exception: retargeting MQLs and open opportunities with G2 proof.
The team leverages badges like ‘Easiest To Do Business With’ and verbatim customer quotes from five-star reviews into ad creative. The message: LawVu's implementation and support teams are strong, and buyers can trust LawVu with their legal tech initiative. The same proof appears on paid landing pages.
Review collection comes with a constraint many software companies never face: legal professionals often can't accept gifts from vendors, which takes incentive-led campaigns off the table.
Instead, LawVu's product marketing team works with the customer experience team to find accounts open to sharing a review.
"We go for a very manual approach. But it's one grounded in human connection and a one-to-one relationship. So I think it's ultimately for the best,” says Ben.
LawVu joined the G2 Clicks beta about 18 months ago and also runs sponsored placements on G2 category pages. Both raise its visibility on G2.com, where long-standing brands have a big head start.
“As a smaller, nimble, more innovative company, G2 Clicks gives us that fighting chance to get more visibility in some of these categories without collecting reviews as scale. ”
Ben van Opzeeland
Director of Digital Marketing at LawVu
As more buyers research through AI search, LawVu has widened its focus to how the brand is described on trusted third-party sources. G2, which Ben sees as probably the largest network of peer-collected reviews, sits near the top of that list. G2's investment in AI visibility was a big reason behind LawVu's continued commitment to G2.
LawVu also gets Profound-powered visibility data through G2 for its priority categories. Insights on the prompts that researchers use feed straight into LawVu's GEO (generative engine optimization) program, and because the source is trusted, the team is far more likely to act on what it sees.
“Having that impartial third-party proof point for your brand right now, in the age of AI search, it's irreplaceable. G2 fulfills this. ”
Ben van Opzeeland
Director of Digital Marketing at LawVu
LawVu measures G2's impact through Dreamdata, connected to G2 through a native integration. When an account engages with G2, such as comparing LawVu with a competitor, it appears in that account's journey, and the team judges whether G2 meaningfully influenced the deal.
LawVu recently launched a legal drafting and contract review tool, and G2 already has a category for it, AI Legal Operating System. Adding Buyer Intent there is on the team's list, while the reputation LawVu has built through existing reviews lends the new product credibility as it enters the market.
Beyond that, Ben wants to explore G2's new AI workflow tools, and sharpen how the team personalizes ads around intent. He also credits G2's customer success team for connecting him with G2's own demand gen marketers to compare notes.