A sharper U.S. buyer and a conference playbook that books demos in advance.

Mary was preparing to enter the U.S. market with assumptions shaped by the Australian legal landscape. They needed to understand whether American firms, from 5-person personal injury practices to AM200 firms, shared the same document review pains. Without this evidence, they risked misaligning their product messaging, targeting the wrong buyer segments, and underestimating competitors who had already reshaped parts of the market. The technical team had built a strong product but lacked the relationships, process, and market intelligence to engage U.S. legal buyers.

JJELLYFISH designed and executed a structured customer discovery engagement, conducting in-depth interviews with legal professionals across the U.S. market, from small PI firms handling hundreds of cases to national practices like Carlton Fields and Michael Best & Friedrich LLP. They complemented this with a conference strategy that engaged prospects at Legalweek 2026.

Mary entered the engagement targeting "litigation attorneys" broadly. Through systematic testing, we identified the highest-fit segment: those with pain around document organization and the need for fast human-in-the-loop validation, Mary's clearest point of differentiation.

With JJELLYFISH, Mary unlocked a scalable conference strategy that ensured high-value meetings with senior attorneys and legal leadership were booked before traveling between Australia and the U.S. This approach has since become a core part of their U.S. expansion playbook.

At Legalweek 2026, they validated the strategy by securing multiple meetings in advance, several of which converted into in-person demos across the U.S. while they were still stateside, maximizing time on the ground and creating a repeatable model that can be extended to other regions.