Proving what was already there.
How LawPro.ai rebuilt its marketing engine on HubSpot.
LawPro.ai was spending heavily on marketing with no way to prove any of it was working - unqualified leads, broken attribution, decisions made on gut feel. Six months later, the team trusts its data and acts on it.
Held together with duct tape.
LawPro.ai is a fast-growing legal AI platform. The product was solid and the customer base was growing but the go-to-market infrastructure, in their VP of Marketing's own words, was "held together with duct tape."
HubSpot was in place but wasn't doing much. Leads sat in the CRM without context, sales triaged everything by hand, and no one could see where the best leads came from or why deals stalled.
"Marketing was sourcing 50–60% of leads but couldn't prove it."
Clean the foundation, then build the engine.
Driftless approached the work in two phases - make the data trustworthy, then build the infrastructure to qualify, route, and prove the pipeline marketing was already generating.
Data Foundation
Resolved data-quality issues across the contact database, migrated the primary "Request a Trial" form into HubSpot, and built a custom "LawPro.ai Original Source" property to preserve paid-social attribution that was being lost on import.
Marketing Infrastructure
A 0–1,000 point lead-scoring model on fit and engagement with negative scoring for non-target contacts. MQLs route automatically to the right AE by territory, a first-touch attribution model credits the true source, and event leads connect to pipeline for the first time.
New Vertical Expansion
Segmented 2,600 company records, built a dedicated scoring layer running ~49,000 contacts through the new model, and launched tailored nurtures extending the same routing and lifecycle automation to run two go-to-market motions at once.
More conversions within two months of fixing paid-social attribution and improving targeting.
"We discovered that several paid social channels were underperforming and have since worked to improve targeting, segmenting, and increased the conversions by 15% in a matter of 2 months." — Amanda Collette
The moment it came together was the first time Amanda could confidently walk her CEO through exactly which channels were driving leads, MQLs, SQLs, and opportunities. That complete funnel visibility - weekly, monthly, and quarterly - is what now drives LawPro.ai's decisions about where to invest, where to pull back, and how to scale.
They've been a true extension of our team - strategic thinking and hands-on implementation across marketing and sales. From lifecycle stages and lead scoring to funnel visibility and optimized reporting, they've brought clarity to our funnel, improved performance, and helped us scale efficiently. Strategic, responsive, and results-driven.
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