Legaltech (generally) and eDiscovery (specifically) marketing often fails because software and services vendors often try to “copy and paste” playbooks that worked in the B2B (business to business) 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.

In January we published a tongue in cheek bingo card before Legalweek that poked fun of many of the words and phrases used by eDiscovery software and services providers, like “voluminous data” and “explosion of data.”

It was a silly thing, but it resonated because the terms are all ubiquitous.