Legaltech (generally) and eDiscovery (specifically) marketing often fails because software and services vendors often try to “copy and paste” playbooks that worked in the (business-to-business (B2B) space.
In B2B, revolution can be richly rewarded. The premise of most startup businesses is: the market has an unmet need; if we build the right product and get in front of the right people, we can make a lot of money. Disruption of the status quo is the entire point of the game.
