I. Introduction: The Untapped Opportunity of New General Counsel

Let's face it, breaking into a new account in the B2B world can often feel impossible. You're sending emails, networking, and maybe even leaving voicemails—yet, the "Closed Won" notification remains elusive. But what if I told you there's a secret passage, a golden ticket often overlooked? That's right, we're talking about capitalizing on a pivotal moment in a company's journey: the arrival of a new General Counsel.

Now, you might be thinking, "Why General Counsel? And why now?" Well, the legal landscape is changing, fueled by technology, evolving regulations, and data-driven decision-making. New GCs, often stepping into the role with a mandate for change, are at the forefront of this revolution. They're not just legal advisors; they're strategic partners, efficiency champions, and key decision-makers.

This isn't just conjecture; the numbers speak for themselves. Legal technology spending is on an astronomical trajectory, projected to reach a staggering 12% of legal budgets by 2025—a threefold surge from just a few years ago (In-house legal tech budgets to grow 200% by 2025 - BRYTER, 2023-05-08). This seismic shift in spending reflects the growing recognition that legal technology isn't just a luxury—it's a necessity for modern legal departments. And who's holding the purse strings and driving these decisions? You guessed it—the General Counsel.

II. Why New General Counsel Are Prime Targets: Fresh Eyes, Fresh Ideas, Fresh Budgets

Imagine this: a new General Counsel walks into their office on their first day. They're greeted not just with a nameplate and a fancy coffee mug but also with a mountain of contracts, a backlog of compliance tasks, and an inbox overflowing with requests. They're eager to make their mark, but they're also aware of the challenges ahead.

This is where you come in. New GCs are far more likely than their established counterparts to re-evaluate existing vendors, explore innovative solutions, and shake things up. They're not bogged down by legacy systems or entrenched relationships. They're looking for partners who can help them navigate this evolving landscape, streamline operations, and achieve their strategic goals.

And here's the kicker: they're not just open to new ideas—they have the budget to back it up. Gartner, a leading research and advisory firm, reports that a whopping 66% of legal leaders are actively planning to accelerate their investments in legal technology (Top 10 Legal Trends in 2025: A Deeper Look into the Legal Industry, 2023-01-01). This means that new GCs aren't just window shopping—they're ready to invest in solutions that deliver tangible value.

III. Identifying and Qualifying Companies with New General Counsel: Be the First to Know

Now that you're convinced that new GCs are important, let's talk about how to find them. It's all about being proactive, strategic, and leveraging the right tools to stay ahead of the curve.

It Pays to Be in the Know: Finding Your Ideal “New GC” Company

Think of yourself as a savvy detective, piecing together clues to uncover hidden opportunities. Here's your playbook:

1. Become a Legal Eagle (or at Least Subscribe to Their Newsletters): Stay abreast of industry news by subscribing to prominent legal publications and newsletters. Set up Google Alerts for keywords like "[your industry] + General Counsel appointment" to receive real-time notifications whenever a relevant change occurs.
2. Network Where the Legal Eagles Soar: Conferences like the "General Counsel US" event (General Counsel US | September 7th, 2023, 2023-09-07) are prime hunting grounds for connecting with legal professionals and staying ahead of industry trends. Engage in legal tech communities and forums to position yourself as a thought leader and build relationships with potential clients.
3. Master the Art of the LinkedIn Stalk (Professionally Speaking, of Course): LinkedIn is your secret weapon. Actively monitor job changes, company announcements, and industry groups. Leverage the power of LinkedIn Sales Navigator to filter by seniority level, industry, and even recent job changes to pinpoint your ideal prospects.
4. Embrace the Power of Data (and the Tools That Wield It): Sales intelligence platforms like ZoomInfo, Crunchbase, and Owler are invaluable resources for tracking leadership changes, company news, and other trigger events. Consider investing in specialized sales trigger event platforms that focus specifically on executive moves.

Remember, in the world of new General Counsel targeting, speed is key. The sooner you reach out after a transition, the better your chances of capturing their attention before their inbox becomes a warzone of competing vendors.

IV. Crafting Your Messaging and Outreach Strategy: Speak Legal-ese (Without the Jargon)

Congratulations, you've identified a prime target—a company with a brand-new General Counsel eager to make their mark. Now, it's time to craft a message that cuts through the noise and speaks directly to their needs and priorities.

A. Understanding the New GC's Priorities: Empathy Is Your Secret Weapon

Before you even think about hitting "send," take a moment to step into the shoes of a new GC. They're facing a myriad of challenges, from managing increasing workloads with shrinking budgets to navigating a constantly evolving regulatory landscape. In fact, a 2023 study revealed that a staggering 70% of legal departments are grappling with higher matter volumes while 66% are facing the daunting reality of stagnant or declining budgets (Legal Departments See Higher Matter Volumes but Flat or Declining ..., 2023-09-20).

To craft a message that resonates, you need to understand their pain points. Research the new GC's background, their areas of expertise, and the specific challenges their company faces. What were their priorities in their previous role? What are the industry trends and regulatory hurdles impacting their current company? The more you know, the better equipped you'll be to position your solution as the answer to their prayers.

B. Tailoring Your Sales and Marketing Materials: Ditch the Jargon, Embrace the Value

Generic sales pitches are not effective. Instead, focus on crafting a compelling narrative that speaks directly to the unique needs of legal departments.

• Value Proposition for Legal Departments: Ditch the technical jargon and highlight how your solution addresses their most pressing pain points:
  • Efficiency and Cost Reduction: Can your solution automate tedious tasks, free up valuable time, or streamline workflows? Shout it from the rooftops!
  • Risk Mitigation and Compliance: In today's increasingly complex regulatory landscape, compliance is non-negotiable. Showcase how your solution helps GCs sleep soundly at night, knowing their company is protected.
  • Workflow Optimization and Collaboration: Can your solution foster seamless collaboration between legal teams or improve communication with other departments? Highlight these benefits and emphasize how they contribute to a more efficient and effective legal department.
  • Data-Driven Insights: GCs are increasingly expected to make data-driven decisions. If your solution provides actionable insights, make sure it takes center stage.

For instance, if you're selling contract management software, don't just talk about features—emphasize how it empowers GCs to navigate the ever-growing volume of contracts while minimizing the risk of costly errors and compliance headaches (Future Trends in Legal Tech Every In-house Counsel Must Know, 2023-01-01).

C. Personalized Outreach That Resonates: Congratulations, You've Been Promoted (and Here's How I Can Help)

First impressions are everything, especially when you're trying to catch the attention of a busy GC. Instead of a generic "Nice to connect!", opt for a more personalized approach that demonstrates you've done your homework and are genuinely invested in their success.

A "Congratulations & \[Question/Value Proposition]" strategy can work wonders. For example, you could say, "Congratulations on your new role as General Counsel at \[Company]. I noticed you've previously championed \[compliance initiatives] at \[previous company]—we've helped similar companies achieve \[a 15% reduction in compliance costs] through \[brief explanation of your solution]."

Remember, your goal is to offer value upfront, not to bombard them with a sales pitch. Share relevant content like industry reports or case studies that address their specific pain points (General Counsel's Guide to Legal Technology Adoption - ContractWorks, 2023-01-01).

V. Sales and Marketing Alignment: Two Teams, One Dream Team

Targeting new GCs effectively isn't a solo mission—it's a team sport. Your sales and marketing teams need to work together, each playing their part to drive results.

Two Teams, One Goal: Winning Together

Think of it like a game of basketball: sales are the star players, driving the ball down the court and making the final shot, while marketing is the coach, providing the playbook, the training, and the pep talks to set them up for success.

Sales teams possess invaluable insights into the day-to-day challenges faced by GCs. They're on the front lines, hearing firsthand about pain points, priorities, and unmet needs. Marketing teams, on the other hand, excel at crafting compelling narratives, developing targeted content, and executing impactful campaigns that resonate with their target audience.

By fostering open communication and collaboration, sales and marketing can create a powerful synergy. Sales can provide marketing with the intel they need to develop laser-focused campaigns, while marketing can arm sales with the tools and resources to close deals.

Create a Shared Understanding of Ideal Customer Profiles (ICPs)

To ensure everyone is on the same page, it's crucial to establish a clear and concise definition of your ideal customer profile (ICP). This should encompass both the company profile (industry, size, revenue, etc.) and the GC profile (background, experience, areas of expertise).

Develop a Seamless Lead Handoff Process

Once marketing generates a lead, there should be a well-defined process for qualifying and handing it off to sales. This ensures that leads don't fall through the cracks and that sales receives high-quality leads that are more likely to convert.

While we don't have a specific case study to share at this time, countless companies have witnessed remarkable results by aligning their sales and marketing teams around the goal of targeting new GCs.

VI. Tools and Technologies to Supercharge Your Efforts: Work Smarter, Not Harder

In today's digital age, having the right tools can make all the difference.

Work Smarter, Not Harder: The Right Tech Stack for the Job

Here's a quick rundown of the different categories of tools that can streamline your efforts and help you achieve GC-targeting greatness:

• Sales Intelligence & Trigger Events: Platforms like ZoomInfo, Crunchbase, and Owler are your eyes and ears in the market, providing real-time insights into company news, leadership changes, and other trigger events. They're like having a team of researchers working around the clock to keep you in the loop.
• CRM and Marketing Automation: Robust CRMs like Salesforce and HubSpot, along with marketing automation platforms like Pardot and Marketo, are essential for managing leads, tracking interactions, and automating campaigns. They're the engines that keep your sales and marketing operations running smoothly.
• Sales Engagement Platforms: Sales engagement tools like Outreach and SalesLoft empower sales teams to personalize outreach, automate follow-ups, and track engagement metrics. They're like having a personal assistant who handles all the tedious tasks, freeing you up to focus on building relationships and closing deals.
• AI-Powered Personalization Tools: AI is revolutionizing sales and marketing, and tools like Autobound (Autobound.ai (Homepage) ) can help you personalize outreach at scale, making sure your messages stand out in a crowded inbox.

Remember, the best tech stack is the one that aligns with your specific needs, budget, and long-term goals. Take the time to evaluate different options and choose the tools that will help you achieve GC-targeting domination.

VII. Measuring Results and Optimizing Your Approach: Data Is Your Compass

You've put in the work, implemented the strategies, and invested in the tools. Now, it's time to measure your success and fine-tune your approach to ensure you're on the path to GC-targeting glory.

Don’t Just Guess, Know What Works: Tracking Your Success

Here are some key metrics to keep a close eye on:

• Website Traffic: Are you seeing an uptick in traffic from companies with new GCs? Use UTM parameters and marketing automation tools to track the source of your traffic and see which campaigns are driving the most qualified leads.
• Content Engagement: Are your legal-specific resources resonating with your target audience? Monitor downloads of white papers, engagement with relevant blog posts, and attendance at webinars to gauge interest and identify areas where you can provide even more value.
• Lead Generation: How many qualified leads are you generating from companies with new GCs? Track the number of leads, their source, and their progression through the sales funnel to identify bottlenecks and optimize your lead nurturing process.
• Sales Pipeline and Conversion Rates: Are you closing more deals with companies that have recently appointed a new GC? Analyze win rates and deal velocity for opportunities tied to new GC triggers to measure the effectiveness of your targeting and outreach strategies.

Data is your best friend when it comes to optimizing your approach. Use it to continuously iterate, experiment, and refine your strategies to ensure you're getting the most out of your efforts.

VIII. Conclusion: Stay Ahead of the Curve in the Evolving Legal Landscape

The legal landscape is in a constant state of flux, driven by technological advancements, evolving regulations, and increasing pressure on legal departments to do more with less. Targeting companies with new General Counsel presents a unique and often overlooked opportunity for B2B sales and marketing teams to gain a competitive edge.

By understanding the motivations, challenges, and priorities of new GCs, you can tailor your messaging, outreach strategies, and solutions to resonate with this highly influential audience. Remember, the legal landscape is constantly evolving, so staying informed, adapting your approach, and embracing innovation are crucial for long-term success.

Now that you're armed with the knowledge and insights to target companies with new General Counsel effectively, it's time to put these strategies into action and watch your sales soar.

About Autobound

Autobound's leading AI-powered platform delivers 350+ unique insights for go-to-market teams from financial filings, social media activity, 35 news events, competitor trends, job changes and more. Trusted by 7,000+ companies including TechTarget and validated by 220+ 5-star G2 reviews, we're unlocking hyper-personalization at scale, with native integrations for Salesloft, Outreach, and more. Leverage our developer-friendly API, try our Chrome extension, try our platform free, or contact our team to eliminate guesswork and drive measurable growth →

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