Lawlinguists

Commercial direction and social selling enablement

Starting point

Lawlinguists is the Italian leader in the legal linguistics space. The company had been through unproductive experiences with generalist agencies and was looking for a partner who truly understood B2B selling of complex services. On the commercial side, there was a problem common to professional firms: the work is project management, yet the people talking to clients are — in practice — selling. Few, however, saw themselves as salespeople. On top of that, the legal world has its own dynamics: the firm matters, but every lawyer operates almost as an independent entity.

How do you motivate a team of project managers to sell without turning them into salespeople, and how do you build an acquisition channel that respects the relational nature of the legal sector?

What we did together

The hardest part wasn't technical — it was cultural: overcoming the idea that selling is somehow beneath them. Broken down into routines and clear tasks, selling became manageable. On LinkedIn, we set up tools, automations, and processes, trained the team, and managed performance and timelines: contextual messaging, voucher-based offers, deadline management, consistent follow-ups. On the CRM, we focused specifically on mapping people, not just companies: LinkedIn integration, visibility into internal relationships, account expansion from within, outreach toward subsidiaries, groups, and investment funds. We also structured a referral marketing plan with simple rules, because word of mouth was acknowledged but never actively encouraged.

Frameworks, managed services and training involved

What changed

The project management team incorporated systematic sales activities, delivering one million euros in growth over the past year. Word of mouth became a measurable channel, with clear metrics and virtually zero advertising spend. LinkedIn, once a sporadic presence, became the primary new business channel — managed in-house, sustainable, and consistent with the brand.

Voices from the client

What makes this case interesting

Lawlinguists is the case study that best illustrates what we mean by in-house governed conscious outbound. The real work wasn't the individual message — it was the governance of everything that follows: follow-ups, handoffs to sales, consistency over time.