How to Scale Marketing So Fast That Sales Begs You to Stop

In this episode of The Marketing Front Lines, we speak with Levi Lindsay, VP of Marketing at Hona. Hona is revolutionizing legal client communication by creating "the pizza tracker for legal cases" - a platform that allows personal injury clients to track their case progress through an intuitive app interface. Operating in a market where lawyers handle contingency and flat-rate cases, Hona eliminates the redundant phone calls asking "where are we at on my case?" by providing automated case updates and educational content at each phase. Levi's unconventional journey from windshield repair to B2B marketing has shaped his approach to bringing D2C creativity and energy to the traditionally conservative legal tech space.

Topics Discussed:

• Creating category demand when search volume doesn't exist for your product
• Scaling marketing so effectively that sales can't keep up with inbound leads
• Bringing D2C creative energy and tactics to conservative B2B industries
• Using AI for competitive analysis and objection mining from sales call transcripts
• Building viral moments within niche professional communities
• Testing and killing marketing channels quickly based on data, not advice

Lessons For B2B Marketers:

• Focus on Demand Generation Before Demand Capture: Instead of just scooping up existing demand, invest heavily in warming "hard nos" into "maybes" and "maybes" into "yeses." This approach prevents hitting growth walls when the pool of ready buyers gets exhausted. Create awareness through content and paid campaigns to ensure your funnel never runs dry.
• Treat B2B Marketing Like D2C When Appropriate: Don't accept that B2B has to be boring. Create viral moments within your ICP community through bold conference activations, creative swag, and brand experiences that make people stop and stare. A fishbowl head with live fish at a legal conference gets more attention than any traditional booth setup.
• Leverage Meta for Professional Audiences Who Live There: While LinkedIn seems like the obvious choice for B2B, research where your ICP actually spends time. Personal injury lawyers and their staff live on Facebook and Instagram because that's where they acquire their clients, making Meta surprisingly effective for reaching legal professionals.
• Use AI for Competitive Intelligence Mining: Feed all your sales call transcripts into ChatGPT to identify patterns in objections, feature requests, and buyer concerns. This transforms hours of manual analysis into actionable insights about your ICP's real pain points and decision-making criteria.
• Test Everything, Trust Data Over Expert Advice: Even respected industry experts can be wrong about what works for your specific situation. A VP's advice against paid ads could cost you hundreds of thousands in monthly revenue. Run small tests quickly, kill what doesn't work fast, and scale what performs regardless of conventional wisdom.
• Create Conference Moments That Demand Attention: In conservative industries, nobody pushes creative boundaries, which creates massive opportunities. Build neon booths, create interactive installations, and design experiences that make your brand impossible to ignore. Ask for forgiveness rather than permission when pushing creative limits.
• Solve for Category Creation Through Problem-First Messaging: When search volume doesn't exist for your solution, lead with the problem presentation rather than solution explanation. Show the pain point first, let prospects self-identify, then introduce your solution as the obvious answer to their recognized problem.

 

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Sponsors:

Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership.

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The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. 

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