Marketing Spotlight: Mapping Nexl’s Marketing and Sales Strategies and Tactics
Article summary
Legal marketing is like that expensive wine nobody wants to admit they don’t understand. Everyone’s sipping it, nodding thoughtfully, but most are just hoping they’re doing it right. Many legal marketers feel stuck managing CRMs that don’t sync with email tools, spreadsheets bursting at the seams, and teams buried in manual data entry rather than doing what they love: marketing.
At Milk and Cookies we’ve seen legal marketers wrestle with tech stack nightmare for years. They’re bouncing between five different platforms just to send one campaign, track one relationship, or report on one event. It’s exhausting, inefficient, and frankly, it’s killing their potential.
Enter Nexl, the platform promising to consolidate this chaos into one sleek system. But here’s the question that keeps every marketer up at night: does it actually deliver, or is this just another SaaS solution with great branding?
That’s exactly what we’re about to find out. Let’s see together how Nexl positions itself, what their marketing playbook looks like and whether their tactics are genius or just well-packaged noise.
📝 A quick note before you start reading:
The data and analysis in this article are valid as of the time we wrote it. We don’t know when you’ll be reading this, maybe next week, maybe six months from now, and things might have changed since we looked at this company’s marketing strategy and sales approach. Still, the insights and lessons here stay useful, even if the numbers or tactics have evolved a bit.
Understanding Nexl, the company
Nexl is an all-in-one collaboration platform, combining CRM (customer relationship management), Relationship Intelligence, Email Marketing, and Project Management to help law firms, marketers, and business developers deliver a better, more aligned client experience.
Founded in 2018 by Philipp Thurner, Nexl operates from its headquarters in North Sydney, New South Wales, with leadership hubs strategically positioned in New York and Chicago. According to their LinkedIn page, they employ between 51-200 people with 81 associated members spread across Australia and the U.S.
Nexl positions itself as the AI-driven platform elevating and modernizing the business of law. By uniting front-office functions into one AI platform, Nexl helps law firms accelerate revenue growth, deepen and expand client relationships, and empower every lawyer to contribute meaningfully to business development.
More than 150 firms worldwide, including AmLaw 100 leaders, rely on Nexl to transform how they operate. The Financial Times recognized them as one of the fastest-growing Australia/APAC companies.
In October 2025, Nexl raised $23M in Series B funding round led by Tidemark Capital. These funds will expand their client-relationship platform and data-automation capabilities, which tells us they’re serious about growth.
Brand Promise Analysis
Nexl’s homepage has an upbeat vibe: it promises to bring together lawyers, marketers, and business developers to grow your law firm through an all-in-one collaboration platform.
The platform promises to manage your law firm’s marketing, business, and client development while automating relationship management, reducing data entry, and simplifying how you view firm connections and manage your pipeline.
This aligns with B2B buyer expectations for integrated solutions that reduce app-switching friction, a top pain point influencing SaaS adoption. Research from the University of California, Irvine found that it takes an average of 23 minutes and 15 seconds to refocus after a distraction. For law firm marketers juggling 5 different platforms? That’s hours lost daily. Nexl’s pitch is straightforward: less friction, more time, and let your team do work that matters.
For each feature, Nexl tells you what you can accomplish. Here’s where it gets bold: they explicitly state “Nexl replaces” various competitors. Calling out competitors is risky, because it can backfire if you’re not careful. Nexl keeps it subtle, hinting at streamlined workflows and time saving without tearing apart the competition.
These are the 5 core features they position as competitors-replacers:
- CRM
- Relationship Intelligence
- Email Marketing
- Collaborative Workspace
- Event Management Platform
Nexl also promises to meet the legal industry’s strict IT and privacy standards with SOC2 compliance. For context, SOC2 compliance means a company has proven it has the right controls to protect customer data according to the Trust Services Criteria from the American Institute of Certified Public Accountants. In an industry where client confidentiality is legally required, this badge is table stakes.
They provide live data monitoring and controls for data protections, built by legal experts for law firm-specific IT, data, and privacy needs.
The missing piece of their website is the lack of a dedicated About Us page, forcing the homepage to do double duty. We looked for their mission or values but came up empty. For a company selling itself as a relationship-first, this feels off. Buyers want to know who they’re partnering with, especially in an industry built on trust.
Nexl’s Service and Product Breakdown
On their website, Nexl organizes everything under a clean Products category. The dropdown shows 5 main categories: CRM, ERM (enterprise risk management), Email Marketing, Event Management, and Workspaces. Each category is divided into subcategories, but here’s the thing: they all redirect to the same landing page. This keeps the message consistent and reduces cognitive load, a UX principle Nielsen Norman Group talks about a lot.
Take the CRM page as an example. Whether you click Contact Management or Pipeline Tracking, you end up on the same CRM landing page. This isn’t necessarily bad, because it prevents duplicate content and keeps things clean. But if you’re hunting for specifics on one feature, you might feel a bit let down.
The Book a Demo CTA (call-to-action) button is everywhere: top of page, bottom of page, and a static sidebar button. This is no accident. According to WordStream, average landing pages convert at 2.35%, top 25% at 5.31%, and top 10% at 11.45%. Strategic CTA placement matters. Nexl isn’t leaving anything to chance.
You can watch a video with Philipp Thurner, Nexl’s CEO, talking about “The Legal CRM Reimagined” in 3 minutes. This is a smart move, because executive-led videos build trust and put a face to the platform.
The page walks you through creating, managing and sharing lists, seeing who knows who across the firm, streamlining pipeline management, and pulling advanced reports.
Nexl also drops in educational resources like their article Maximizing CRM Impact: Strategies for Law Firms, which you can grab via a Read Article CTA. The content stays high-level but helpful for prospects trying to figure out if this thing fits their needs without getting buried in tech specs.
Related content changes depending on which category you’re exploring. CRM shows one set of articles, ERM shows different stuff. They probably do this to keep things relevant without overwhelming you.
In the Teams category, you’ll find another section split into 3: Marketing, Business Development, and Lawyers. This is smart segmentation. Instead of shoving everyone through the same funnel, Nexl speaks directly to each persona.
The structure mirrors the Products page. If you go to Marketing, then Event Management or Content Calendars, you’ll land on the same page for marketers. Consistency over redundancy is another deliberate choice.
Each team page follows the same pattern: Book a Demo button, explainer video, product description. Instead of articles, you’ll get access to a webinar: Maximizing Email Marketing: FB Rice’s Success Story with Nexl. Customer success stories are conversion gold. Nielsen research shows 92% of people trust recommendations from others over what brands say about themselves.
After the webinar, you’ll find templates for Event Management, Request for Proposal, Conference Planning, and more. Here’s the catch: these templates are only for Nexl account holders; classic value-stacking. Give customers extra stuff that makes them feel good about their decision and less likely to jump ship.
Want pricing info? You’ll need to visit the Pricing page and fill out a form. Nexl’s sales team will then contact you to set up a demo. Every field is required, including 2 dropdowns for country and number of partners, plus the question “How did you hear about us?”.
In their niche market, this question probably isn’t about tracking social ads. It’s about finding personal referrals. In an industry like legal services, a recommendation from another Nexl client is gold.
Research from Texas Tech University found that word-of-mouth marketing generates more than twice the sales of paid advertising in industries built on trust and expertise.
Differentiators and unique assets
We usually look at educational content, free resources and unique features. Nexl doesn’t reinvent the wheel here, but they are absolute kings of gated content.
Content gating shows up everywhere: whitepapers, guides, reports, courses. This is a proven lead gen tactic. According to HubSpot’s 2023 marketing report, gated content can pull in up to 55% more qualified lead versus ungated content but you have to balance it or you’ll annoy people. Nexl creates perceived value but might frustrate first-time visitors, which is a tradeoff most marketers wrestle with.
We’ll show you what’s visible as a casual visitor, but the actual content? Locked behind forms.
Website Chat
In the right corner sits their chat feature, where AI and team members can help. There’s also a search bar. Click it and you’ll find 17 collections covering potential problems, plus a search function for specific topics.
The chat lets you upload files, use emojis, gifs, or send voice messages. Standard plugin stuff, but valuable for visitors needing help and for Nexl gathering intel on common pain points.
Templates
Like we mentioned, Nexl offers “free” templates exclusively to customers. The 4 categories are: Marketing, Business Development, Operations, and Human Resources.
Each template gets its own page with a short description, a Use Template button and a tiny preview image. Textbook anticipation marketing, playing FOMO (fear of missing out). The Zeigarnik Effect, our tendency to remember incomplete tasks better than completed ones, says that showing just enough to spark interest without revealing everything creates tension that pushes action. Maybe prospects think these templates are so good they need to call sales immediately.
Whitepapers, Guides and Reports
A dedicated page promises deep insights and actionable intelligence for law firm marketers, business development pros, and lawyers.
Click any whitepaper like Why your firm’s growth depends on turning data into predictive power, and you’ll hit a form gate.
The typical whitepaper structure includes:
- Introduction
- What you’ll learn in this whitepaper
- Topic-relevant paragraphs (e.g., The Hidden Cost Of Inaction)
- Why this whitepaper matters
- Download your copy
Scrolling through multiple whitepapers shows similar structures with tweaks, but they all end with reasons you should fill out the form.
This is a classic lead magnet, where Nexl collects contact details from future prospects. The checkbox for receiving marketing email is pre-selected. This grabs more initial subscribers, but research from Formstack shows pre-checked boxes can increase unsubscribe rates later if users felt rushed. Quality versus quantity.
Everything in this section (whitepapers, guides, reports) is fully gated.
The Gated Content Strategy Analysis
Nexl’s aggressive gating strategy deserves a closer look. The Forrester Wave “B2B Content Strategies” (Q1 2025) found something interesting: brand perception and authority can cause conversion differences of up to 300% with identical gating setups. Nexl probably banks on their legal tech positioning to justify all this gating.
The psychology here is reciprocity. When prospects hand over contact info for content, they’re making a psychological commitment. This hits harder in B2B, where decision cycles are longer and touchpoints matter more.
But McKinsey research from 2024 shows that decision-makers almost always accept gates when value clearly beats the barrier, but with medium perceived value, conversion rates drop by 63%. Nexl’s betting their content is valuable enough to legal pros hunting for competitive edge.
Research from Brixon Group’s 2025 content gating analysis shows that engagement-based gating (forms appearing only after someone’s engaged for a bit) increases lead quality by 58% compared to hard gates. Nexl could improve conversions with progressive profiling or delayed gates, but their current setup says they’re prioritizing lead capture over volume.
Courses
The Courses page is under the Resources menu or in the footer. Click “Start Learning” and you’re sent to a separate page asking for Nexl Learn signup.
Click Discover Our Courses, and you’ll see 4 available courses.
The header invites you to contact them via email if you need additional courses.
Predictably, enrolling requires Nexl Learn registration. Their strategy of locking up virtually every “free” resource frustrates visitors at first, but eventually you stop asking why and start wondering what’s so valuable you can’t just click and read.
Nexl Help Center
The Nexl Help Center lives under Resources and shows articles that aren’t meant for the public.
You’ll find various topics and a search bar. Click any topic and you land on a dedicated article page with the author, last update date, and content.
They use photos and infographics to explain how to use the product.
At the bottom of each article, you’ll find related article suggestions and a satisfaction quiz.
From the outside, these articles make no sense since they’re designed as tutorials for existing clients, not for attracting new ones.
This page lets you request access to the 2025 Nexl SOC2 Report. You’ll see all controls split into 5 categories: Infrastructure security, Organizational security, Product security, Internal security procedures, and Data & Privacy.
Click “Request access” and you’ll fill out a form explaining why you want the report. Nexl probably tailors follow-up based on what you say.
Nexl’s Leadership LinkedIn Presence Analysis
For this section we will look at Nexl leadership LinkedIn presence. Scrolling through the Life section on their LinkedIn page shows the Leaders behind Nexl’s growth.
Nexl’s C-suite shows varied LinkedIn activity. CEO Philipp Thurner’s posting frequency is low despite his follower count. VP Strategy & Operations Albert Patajo posts more regularly with engagement around personal milestones. The CTO and CRO have limited posting frequency.
CEO, Philipp Thurner
Philipp Thurner has 14.8k followers. Big following, but he doesn’t post much. In the last 3 months he posted only 3 times.
His funding announcement post, a 2-minute video, got nearly 300 reactions, 100 comments and 20 reposts. Solid engagement for a big milestone.
His other 2 posts averaged around 50 reactions and 5 comments with no reposts. Both were insights, one ending with 2 links and a question, the other with just a question.
He doesn’t reply to comments, even though many are substantive and go beyond simple congrats.
VP Strategy & Operations, Albert Patajo
Nexl’s VP of Strategy and Operations has 3k followers on LinkedIn.
Over the last 3 months, he posted original content 10 times. Engagement swings from 20 reactions to over 100.
His top post announced his Nexl position, with 209 reactions, 31 comments, and 1 repost.
Second place was returning to work after getting married, with 192 reactions and 26 comments.
Third was a Figma discussion with 123 reactions, 4 comments, and 1 repost.
His content mixes Nexl updates, job opportunities, and personal life snippets, like comparing Age of Empires to scaling a tech company.
CTO, Grant Petersen-Speelman
Nexl’s CTO has 376 followers and only 282 connections.
In the last 3 months, he has 1 original post and 2 reposts, all focused on talent scouting for Nexl. The original post got 16 reactions, 2 comments and 1 repost.
CRO, Andrew Hutchinson
Nexl’s CRO has over 2.8k LinkedIn followers.
He posts more frequently than the other leaders, averaging 20 reactions, minimal comments, and maybe 1 repost per post. He shares insights without attached images or videos.
He love using hashtags like #legalmarketing, #legalfirms, #businessdevelopment, #aiinlegal and #legaltech.
Conclusions
The leadership team isn’t as active as other legal tech leaders. The inconsistency in scheduling and content type says they’re not using personal profiles to build Nexl’s audience.
This is a big missed opportunity. LinkedIn’s own data shows a 23% increase in posts from chief executives globally year-on-year, and their content gets 4x more engagement than posts from regular LinkedIn members. CEOs see a 39% increase in followers, on average, after posting more frequently.
Research from 2025 shows top LinkedIn voices post about 5 times weekly, and even 2-3 posts per week boosts visibility significantly. Companies with active CEO social media presence report 40% better customer acquisition compared to peers.
C-suite executives on LinkedIn receive 4x more engagement than other users. This isn’t vanity, it’s amplification that turns into brand awareness, thought leadership, and pipeline.
For a company selling relationship intelligence and collaboration, their leadership’s minimal LinkedIn engagement is weird. The platform gives them direct access to their exact target audience: law firm partners, marketing directors, and business development leaders, and they’re barely using it.
Nexl’s Social Media Strategy
For this section, we analyze Nexl’s active social media platforms.
They have one of the most extensive LinkedIn company pages we’ve seen, with 18.8k followers. Mix of employee spotlights, company news, and event promotions.
The bio immediately shows customers testimonials from notable firms: Polsinelli, Wiersholm, Gillbert + Tobin, DFDL and BUREN. High-profile client logos work as a social proof. This bumps up brand recognition and trust for potential customers.
Scrolling down the homepage, the most common CTA is Request free demo.
The Products tab includes product descriptions and asks the same question from gated content: How do you know this product?
You can even contact your connections to get firsthand opinions. Word-of-mouth is the best approach for niche companies. When one of your trusted LinkedIn connections gives honest feedback, good and bad, no BS, it dramatically increases Nexl’s credibility. Why else would they let random users talk about them openly?
The Life section is well-structured with:
1. Trending employee content
2. Company spotlights
3. Meet the Leaders behind Nexl’s growth
4. Company photos
5. Employee testimonials
They post regularly, but engagement varies wildly from 20 reactions to over 200. Content types include image + text, video + text, and talent-sourcing posts with direct LinkedIn links. There are some occasional reposts but not excessive.
They mostly use CTAs with links like Book your meeting or Learn More.
Content pillars emphasize culture and thought leadership over hard product pushing. Research from Content Marketing Institute suggests educational and humanized content generates 3x more engagement than pure sales posts. But the engagement variance shows they need to optimize for consistency.
Content pillars include:
1. Welcome to the team posts
2. Events posts
3. This Legal Life
4. The Legal BD Corner
5. Job opportunities
They’re not directly pushing their product. Instead, they’re promoting video/audio content, growth opportunities, and event participation. This builds authority and community instead of constantly selling features, a smart B2B marketing move.
YouTube
On Youtube, Nexl has 300 subscribers, with 228 videos posted that generated 26.9k views. They make standard videos plus YouTube Shorts.
Their Youtube extends reach with product tutorials and educational snippets. Subscriber counts are modest, but using hashtags and CTAs helps with discoverability and SEO.
This Legal Life Podcast and The Legal BD Corner are available here, along with some lives from 5 years ago.
Most videos feature Ben Chiriboga, Head of Growth at Nexl, who hosts the weekly This Legal Life newsletter on LinkedIn.
They have multiple playlists with both product tutorials (e.g.: Nexl for Admin Users, Getting Started with Nexl Projects) and educational content (e.g.: 1 Minute Lawyer Marketing, Business of Law Fireside Chats).
Video descriptions sometimes include hashtags like #nexl, #nexlcrm #nexllearn, with a CTAs like Learn how to use Nexl, and website links.
RSS
On the RSS platform they publish frequently updated content like news, blog posts, audio, and video series, letting users stay updated without visiting multiple sites.
Here, you can listen to This Legal Life podcast.
Conclusions
Nexl’s social media strategy shows content diversification and platform use, but execution is inconsistent. LinkedIn presence is strong with good company page optimizations and varied content, yet leadership participation is minimal. Youtube shows commitment to long-form educational content and thought leadership, though subscriber count shows room for growth. The emphasis on community-building over product-pushing is smart and it positions Nexl as a knowledge hub instead of just another vendor.
Top-Performing Content
LinkedIn reports often beat original content, likely due to broader reach through existing networks. YouTube videos and shorts, despite quality, attract limited views and interactions, showing the challenge of growing organic audiences without paid amplifications or influencer partnerships.
Social Media Examiner’s 2024 report backs this up: paid promotion and frequent original content are critical for sustained social media growth in competitive B2B categories.
On LinkedIn, reposts get more engagement than their original posts.
YouTube
With 300 followers it is hard to imagine they’ll have big numbers. The most viewed video has only 1.6k views, followed by 970 views and 707 views.
Most viewed shorts hover around the same range, with the most popular at 1.2k views, second at 818 views and the third at 730 views. Shorts get around 20 likes per post and no comments.
Conclusions
The engagement gap between reposts and original content on LinkedIn shows that Nexl benefits from association with established voices in their industry. Not necessarily bad, but it shows smart content curation and relationship capital.
But YouTube numbers reveal an underdeveloped channel. For a company with 150+ clients, 300 subscribers is concerningly low. This suggests either minimal YouTube promotion or a disconnect between where their audience consumes content and where Nexl publishes.
Sales Funnel from Social Media
Nexl’s gated content functions as lead magnets, pushing prospects into a funnel that starts with form fills for whitepapers and demos. This follows the inbound marketing funnel model, where content educates and qualifies leads before sales kicks in.
Their segmented content for marketers, business development, and lawyers reflects account-based marketing principles, which B2B marketing leaders report as increasing lead conversion rates by 15-20%.
Nexl’s social media funnel follows a deliberate path:
- Awareness stage: educational content, podcasts, webinars, and industry insights on LinkedIn and YouTube build initial brand recognition without sales pressure.
- Consideration stage: gated resources (whitepapers, guides, courses) capture lead info from prospects who’ve moved past browsing.
- Decision stage: personalized demos and direct sales conversations convert educated, qualified leads into customers.
This funnel structure is methodical. They’re not rushing prospects into demos before building credibility and trust. The heavy emphasis on gated content at the middle stage serves 2 purposes: lead qualification (only serious prospects fill out the forms) and lead nurturing (captured contacts enter email sequences).
Nexl’s Paid Advertising Strategy On LinkedIn
In October 2025, Nexl runs 60 LinkedIn ads featuring image + text, carousels, and video formats.
Their testimonial-focused ads build trust, but lack visible metrics limit performance assessment.
The Learn more button sends you to their website.
Carousel ads look more traditional with clear value propositions.
Clicking ads sends you to different website pages, all within Nexl’s domain.
Geographic targeting covers Australia, New Zealand, North America and EMEA, ensuring broad coverage of key markets.
LinkedIn ads averaging between 50k-100k impressions over 5 months suggest a moderate budget and frequency. According to LinkedIn’s benchmark data, campaigns with consistent A/B testing and CTA clarity improve click-through and conversion rates, something Nexl could explore more.
Paid Strategy Analysis
60 active ads is significant for a B2B SaaS company, showing serious budget allocation and testing. Geographic targeting aligns with their stated markets, and recent Series B funding likely supports this expanded ad spend.
The emphasis on testimonial-based makes sense. In conservative industries like legal services, social proof isn’t just helpful, it’s essential. Decision-makers want to see that firms like theirs have successfully implemented the platform.
The 50k-100k impression range over 5 months suggests either precise targeting or limited budget. In B2B LinkedIn advertising, cost-per-thousand impressions typically ranges from $33-$200 depending on targeting specificity.
Reviews and Social Proof
Testimonials
Nexl showcases client testimonials extensively on the Wall Of Love page with video proof and global presence. Trust signals like this can increase website conversion rates by up to 34%. But absence from major review platforms like G2 and Capterra may limit broader market visibility as buyers increasingly rely on peer reviews.
This page opens with 3 videos from: Lee Peretz (Director of Marketing and Business Development @ Farrel Fritz), Sylvia Papadios (Business Development Advisor @ Bartier Perry), and Jamie Lopez de Castilla (Lawyer and Head of Business Development @ Garcia Sayan Abogados).
Below that, a carousel displays 3 testimonials at a time, featuring global clients talking about the product.
Third-Party Reviews
Nexl has no reviews on G2, Capterra, or TrustPilot. The only reviews we found were on Glassdoor, where people review what it’s like to work there.
They have a 4.2/5 stars rating, with 93% of people recommending working there. This shows a positive workplace culture with room for operational improvements, insights good for employer branding and talent acquisition.
Looking at the reviews, cons mention fast-paced workplace, salary complaints, and need for better internal processes.
Social Proof Gap
The absence of third-party software reviews on platforms like G2 and Capterra stands out. For B2B SaaS companies, these platforms matter for credibility.
According to G2’s own research, 92% of B2B buyers are more likely to purchase after reading a trusted review, and software buyers consult an average of 6+ review sources before making decisions.
This gap could mean several things: they haven’t prioritized encouraging clients to leave reviews, their client base doesn’t naturally use these platforms, or they’re managing reputation carefully elsewhere. Either way, it’s a missed opportunity for organic social proof that doesn’t need gating or forms.
Content Marketing and Demand Generation
We’ve covered templates, whitepapers, guides, reports and courses, all gated in different ways. Now let’s look at ungated content.
While gated content dominates, Nexl offers accessible podcasts, webinars, and newsletter as frictionless touchpoints. This tiered content strategy aligns with lead nurturing best practices, combining open education and gated deep-dives keeps prospects engaged and drives conversion.
Podcasts nearing Season 3 show sustained commitment, contributing to thought leadership positioning.
Podcasts
Nexl’s Podcast page features multiple shows accessible from the browser or via Spotify, Apple Podcasts, and Amazon Music.
Clicking Listen to Podcast sends you to a dedicated page for each podcast.
They’re on Season 3, episode 36, with the latest episode posted recently. The header displays speakers and topics discussed in each episode.
Podcast descriptions include a short text about the topic, guest information, and website links.
Webinars
Webinars are easily accessible, featuring embedded videos directly from their YouTube page but unlisted, meaning videos are only accessible via direct links and don’t appear on their YouTube channel.
After brief topic descriptions, speakers are introduced, mirroring the podcast format.
Newsletter
To subscribe to the newsletter, navigate to the footer on various pages.
Newsletter description is vague, making it hard to assess content quality. The form requires a full name, company, and email.
News and Articles
Their articles run short, between 500 -700 words. The tone is concise and professional.
They frequently incorporate testimonials from different people related to article subjects.
At the bottom of the articles, you will always find the social media buttons for sharing and collection of related articles.
Content Marketing Assessment
Nexl’s content strategy demonstrates the classic B2B playbook: gated premium content for lead generation, ungated thought leadership for authority building. Podcasts and webinars represent their most accessible value, a smart positioning that allows prospects to assess quality before committing contact info.
The short article length is interesting. While Google doesn’t penalize short content if it satisfies search intent, most B2B SaaS competitors publish 1500-2500 word pieces optimized for SEO. Nexl’s brevity could mean they’re focused on getting readers to CTAs quickly instead of ranking for broad search terms.
The vague newsletter description is a missed opportunity. Email marketing, when done well, has some of the highest ROI in digital marketing. According to recent data, email marketing generates $36 for every $1 spent. But you need to convince people to subscribe first, and “Sign up for our newsletter” without a clear value proposition doesn’t cut it.
Marketing and Sales Funnel Stages
Nexl’s funnel emphasizes top and middle stages through awareness and engagement via social channels, gated content lead capture, and demo requests. But limited leadership social activity and inconsistent organic amplification shows gaps for bottom-funnel conversion acceleration.
Top of Funnel: Awareness and Entry Points
Awareness mechanisms include LinkedIn organic content, LinkedIn paid advertising, Youtube content, industry events and sponsorships, and word-of-mouth and referrals from existing clients. As content types of this funnel, they’re using blog articles, podcasts, videos and social media posts highlighting industry insights and trends.
Middle of Funnel: Nurturing and Lead Magnets
Consideration mechanisms include gated whitepapers, guides and courses, webinars, product landing pages with detailed feature descriptions, case studies and testimonials, and templates. As content types they are using whitepapers to demonstrate thought leadership, comparative content that positions Nexl against multiple-platform approaches, educational courses on Nexl Learn, and webinar recordings with customer success stories.
Bottom of Funnel: Demo Requests and Sales Conversations
Conversion mechanisms include demo request forms, pricing inquiry forms, direct sales conversations, and personalized product demonstrations. As lead nurturing mechanisms, they have marketing emails, sales team follow-up from demo requests, and potentially drip campaigns for gated content downloaders.
Lead Generation Mechanisms
Nexl employs aggressive lead capture across nearly every value proposition:
- Form gates on premium content
- Demo requests
- Course enrollment
- Template access
- Newsletter subscription
- Pricing information
This approach prioritizes lead quality over volume. By requiring email addresses for nearly everything, Nexl filters out tire-kickers and captures contacts genuinely interested enough to exchange information for value.
Read more about Lead Generation Strategy for tech businesses.
Future Plans and Growth Indicators
After securing $23 million Series B, they’re entering a new chapter and accelerating their mission to elevate the business of law. They promise a chance to own your career, grow quickly, and build with purpose.
You can access the Career page from their website, either from the Resources or the footer.
Nexl’s Careers page opens with the Current Openings button that scrolls to positions at the bottom.
As of October 2025, they have positions open for Technical Support Engineer, Tech Lead, Senior Backend Engineer, VP of Product, Business Development Manager, VP of Engineering, and AI Operations Associate.
All of their job openings are fully remote and permanent. They pride themselves on their remote-first policy, stating that this is how they’re built, offering remote-optimized systems and rituals, flexibility and autonomy over hours, and no micromanagement.
Even with this policy, as you can see in the photo above, they still make time for face-to-face connections, which is why you’ll see a city listed in each job opening.
With a high-growth environment, modern tools & tech, and an employee stock option plan, Nexl promises an accelerated but fun career.
On their LinkedIn Jobs page, we could find only 3 of the job openings mentioned before.
Growth Direction Analysis
The current job openings tell a story. They’re hiring heavily for product and engineering roles with only one business development position. This suggests their immediate focus is product optimization and AI capability expansion rather than aggressive market expansion.
This aligns with their Series B usage statement: “expand client-relationship platform and data-automation capabilities”. They’re building first, scaling second, which is a mature approach for a SaaS company.
The emphasis on AI roles shows Nexl is doubling down on AI-driven features, likely relationship intelligence, predictive analytics, and automation. These are the exact capabilities that separate modern platforms from legacy CRMs.
It’s clear from who they’re hiring that they’re looking to optimize the product itself, not expand in other directions right now.
Inspiration Points
The leaders could boost organic reach by posting authentic content regularly on LinkedIn. Leadership should post 2–3 times weekly on LinkedIn, responding actively to comments to unlock follower engagement. Research from LinkedIn shows that executives who post weekly see 5x more profile views and 10x more connection requests than those who post monthly. That’s not vanity, it’s a pipeline.
Boosting YouTube promotion and optimizing titles could tap huge search demand, since YouTube ranks as the second-largest search engine globally, your prospects should find your content organically.
Lead with social proof, not feature dumps. Show who trusts you before explaining what you do. Social proof is non-negotiable in industries where buyers cannot afford mistakes. Consistently collect and showcase customer success stories.
Social proof from videos and testimonials drives trust, but they need presence on unbiased review sites too. The lack of reviews on major platforms like G2 and Capterra is a missed chance for social proof and discovery. According to Gartner, vendor selection in B2B contexts now includes reviews as a standard evaluation criterion, with 43% of buyers consulting three or more review sites before shortlisting vendors. But also focus on word-of-mouth and referrals. They often beat viral marketing in B2B niches.
On your site, you should have tailored content for different user roles to help engage and nurture prospects. If you decide to have separate landing pages for each category of professionals, you are making visitors feel understood. Adding exclusive customer products, like Nexl’s templates, will add value post-sale and keep clients loyal.
Invest in evergreen content like podcasts and videos that keep delivering long after publishing. Diversity is highly needed in content formats: articles, webinars, podcasts, video, social media. This creates resilience if one channel shifts or underperforms.
Consider using CTAs that appear everywhere but never feel pushy, to guide prospects smoothly through long sales cycles.
Using C-level executives’ voices in articles and videos humanizes the brand and it helps build trust and connection. Educational podcasts and videos build long-term authority and create warmer leads. Authority building takes time but compounds. Stick with content initiatives longer to deepen trust and audience loyalty.
Read more about Authority Building for Saas & Tech companies here.
Use compliance and security badges as trust signals. These matter a lot for regulated industries. Also, adding a rich About Us page would build trust and emotional connection in a relationship-driven market.
Transparent pricing info or frameworks would reduce friction and help qualify leads early. Gong’s research shows that buyers who understand pricing frameworks before demo calls convert 32% more than those entering blind. You’re not losing the sales conversation, you’re qualifying leads better and accelerating decisions.
Content gating is also a great tactic, showing confidence in your product’s value, but remember to deliver real benefits to avoid losing trust. Gate premium content smartly, but keep educational stuff open. Balance authority-building with lead capture.Over-gating early on may scare prospects away, but gating quality content pays off in niche markets with longer sales cycles.
We hope you found this article inspiring and packed with insights to elevate your own digital marketing campaigns. There’s much more ahead, so be sure to follow us as we continue uncovering and sharing strategies from top tech companies’ marketing and sales tactics.
FAQ
1. What does Nexl do?
Nexl is an all-in-one collaboration platform designed for law firms. It integrates CRM, Relationship Intelligence, Email Marketing, Project Management, and Event Management into a single AI-driven platform to help legal teams streamline operations, deepen client relationships, and drive revenue growth.
2. How does Nexl differentiate itself in the legal tech market?
Nexl stands out by offering a unified platform that replaces multiple tools typically used by legal marketers. With features tailored for lawyers, marketers, and business developers, it also meets strict legal industry compliance standards and emphasizes data security with SOC2 certification.
3. What is Nexl’s marketing approach?
Nexl focuses on gated content strategies to generate qualified leads, including whitepapers, templates, webinars, and online courses. They position themselves as a knowledge hub by providing value-first content such as podcasts and LinkedIn thought leadership, targeting niche legal industry professionals.
4. How does Nexl use social media for lead generation?
Nexl’s LinkedIn strategy centers on educational and culture-focused content rather than product pitches. Their leadership presence is limited, but the brand leverages testimonials, events, and newsletters to generate awareness and funnel leads into gated assets like webinars and demo requests.
5. How does Nexl capture and nurture leads?
Nexl uses aggressive content gating, requesting user data in exchange for whitepapers, templates, and pricing information. They segment audiences by role (e.g., marketers, business developers, lawyers) and deliver tailored resources and email sequences to nurture leads through the sales funnel.
