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Levi Lindsay
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| 4 min read

AI and Content Marketing Are Transforming B2B Legal Tech with Levi Lindsay

By Brent W. Peterson

Brent Peterson sits down with Levi Lindsay, the VP of Marketing at Hona, for a fascinating conversation about content marketing, AI tools, and the unique challenges of marketing to attorneys. Levi brings his experience from working with major D2C brands to the B2B legal tech space, and he’s got plenty of insights to share. From building custom GPTs to running successful Meta ad campaigns for lawyers, this episode is packed with practical strategies that marketers can apply right now.

Key Takeaways

  1. Custom GPTs are game-changers for brand consistency. Building a custom GPT with your brand guidelines, both visual and tonal, ensures every team member produces content that sounds authentically like your brand.
  2. D2C content strategies work in B2B. User-generated content, hero videos, and a robust content funnel aren’t just for consumer brands. They can drive significant results in B2B marketing too.
  3. Meta ads can be powerful for B2B. Contrary to popular belief, platforms like Facebook and Instagram aren’t just for consumer marketing. Lawyers, particularly personal injury attorneys, spend considerable time on these platforms.
  4. AI video tools are improving but haven’t replaced human editing. While tools like Veo3 can create compelling hooks and segments, fully automated video editing still falls short of human context and creativity.
  5. Audience fatigue is a real challenge in niche B2B marketing. When targeting a specific professional audience, you’ll eventually hit frequency limits that require fresh content or new audience discovery strategies.

About Levi Lindsay

Levi Lindsay serves as VP of Marketing at Hona, where his job, as he puts it, is “to just be really loud on company’s behalf and get attention wherever I can.” Before joining Hona, Levi worked at Kizzic under Alex McArthur, the former CMO at Purple, where he learned the intricacies of D2C content funnels and marketing strategies.

Episode Summary

Hona helps law firm clients track their legal cases through various phases, providing video explanations from lawyers and facilitating document exchanges. It’s essentially solving the communication gap between attorneys and their clients while helping law firms scale their operations.

Levi describes the overwhelming digital footprint required of modern marketers: “We do newsletters, we do blogs, we do podcast, we do well-produced hero videos, we do static ads, we do carousels, we do organic content, we do paid content, we do user-generated content.” The list goes on.

When discussing AI-generated content, Levi shares a practical solution his team implemented. They created a custom GPT loaded with their brand guidelines and tonality. “Because we have kind of a quirky brand voice, we’re a little bit snarky,” he explains. This approach ensures consistency across the marketing department without constantly retraining the AI.

Levi shares his experience using Veo3 to create an ad hook featuring a steamroller crashing through a call center. He also highlights a clever AI-generated video from Fixer.ai that actually impressed him, describing a scene where someone jumps out of an airplane while trying to reach inbox zero.

However, Levi remains realistic about AI’s current limitations. Auto-editing features in tools like CapCut haven’t lived up to expectations. “It’s still just not as good as like me who has all the context going in and editing it myself,” he admits.

Perhaps the most surprising revelation comes when Levi discusses Hona’s primary acquisition channel. Meta ads have been tremendously successful for this B2B company. His team conducted interviews with attorneys and discovered that personal injury lawyers, who market D2C themselves, spend significant time on Facebook and Instagram creating their own content.

Final Thoughts

This episode of Talk Commerce delivers valuable insights for any marketer working in B2B, particularly those in niche industries. Levi Lindsay’s willingness to experiment with AI tools while maintaining realistic expectations provides a balanced perspective that many marketers will appreciate. His success with applying D2C strategies to B2B marketing challenges conventional wisdom about platform selection and content types.

As the content marketing landscape continues to evolve with AI capabilities, the question isn’t whether to adopt these tools. It’s how to integrate them thoughtfully while preserving your brand’s authentic voice. Are you ready to make AI and content work together for your B2B marketing strategy?

This has been produced in cooperation with Content Cucumber
https://www.contentcucumber.com/

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Tags

AI Marketing B2B marketing Content Marketing custom GPT Hona legal tech Marketing Strategy Meta ads Talk Commerce user-generated content Video marketing

Author

Brent W. Peterson

Brent W. Peterson

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