Legora just hired a lawyer whisperer from Atlassian to lead its marketing machine

Navigating the legal landscape can be challenging, especially when pitching AI solutions to lawyers known for their caution and critical analysis. However, Swedish legal software startup Legora is making bold moves by bringing on Zeynep Inanoglu Ozdemir as its inaugural Chief Marketing Officer. Her mission? To elevate Legora's presence in the legal field and position it as a formidable competitor against larger rivals like Harvey. Inanoglu Ozdemir, who previously led a 450-member marketing team at Atlassian, shared her insights during her second day at Legora's Stockholm office. She emphasized the shifting dynamics within the legal profession, noting that many attorneys she spoke with see Legora as a key player in shaping the future of law. The company has experienced significant growth, expanding its workforce from 40 to 400 employees in just one year, a testament to its ambitious global strategy. While at Atlassian, Inanoglu Ozdemir witnessed the company pivot towards artificial intelligence amid industry changes, including layoffs and executive shifts. Transitioning to Legora offers her the opportunity to work within a smaller, more agile environment with the potential for substantial impact. Legora aims to tap into a lucrative market by providing tools for contract drafting and legal research, recently attracting prestigious law firms like Cleary Gottlieb and HSF Kramer as clients. Backed by investors such as Accel and General Catalyst, Legora’s founder Max Junestrand has successfully raised over $850 million, pushing the company's valuation to an impressive $5.6 billion. In contrast, Harvey has reached a valuation of $11 billion. Inanoglu Ozdemir's decision to leave a well-established company for a startup underscores her commitment to being at the forefront of transformative change in the legal sector. Reflecting on her career choices, Inanoglu Ozdemir stated, "You can either take your experiences and go from one big company to another — you take the blue pill, right? Or you take the red pill and you go, 'Something's going to get disrupted here, and I want to be on the frontline of that story.'" Inanoglu Ozdemir recognizes that Legora and Harvey are not only competing in terms of product features but also in brand recognition. In an industry where trust is paramount, establishing credibility is vital. To bolster its brand image, Legora has invested in high-profile marketing initiatives, including a campaign featuring actor Jude Law, and has engaged in sports sponsorships to enhance its visibility. Inanoglu Ozdemir revealed that when law firms conduct pilot programs with Legora's software, there is a remarkable 78% conversion rate to long-term contracts. Her objective is clear: to ensure that more law firms are aware of Legora's capabilities and invite the company into their operations.