⚖️ Prepared for Matthew Eddy • v2 — post Phase 1 call • Mon 27 Apr 2026
Everingham Legal
Scaling a Funnel That Already Works
You've built a linear, consultative funnel that converts at ~20% and delivers 1 client/month at $120k ACV. The constraint isn't strategy — it's founder capacity. This plan takes 60–70% of execution off your desk so you can do the two things only you can do: close deals and create thought leadership.
Meetings/week (today)
3–5
All founder-sourced
Close rate
~20%
1 in 5 meetings converts
Managed-service ACV
$120k
$10k/mo · 12-mo
Founder bottleneck
1–2 days/wk
On marketing execution
Event conversion
~10
Sales convos per keynote
Target growth
1.5–2
New clients/month by Q4
You built a consultative funnel that works: LinkedIn → DM → newsletter → event → close at 20%. The risk isn't the funnel — it's you being the funnel. We scale the two channels already working (founder content + live events) and remove the shipping work so you stay at the top, not in the weeds.
What We Heard On The Call
Reframing Round 1 Based On Your Reality
Before Monday, we've rebuilt the strategy around the funnel you've already validated — not the one we assumed existed. Four reframes changed the plan:
Round 1 assumption
"Measurement / distribution / conversion problem"
Treated the funnel as broken and needing rebuild.
Your actual reality
Funnel works. Founder is the bottleneck.
LinkedIn → DM → newsletter → event → close at 20%. 3–5 meetings/week. 1 client/month. The plan now scales this, doesn't replace it.
Round 1 assumption
Split ICP: in-house legal + law firms
Tried to serve both buyers with separate content tracks.
Your actual reality
Corporates only. Law firms are dead ICP.
"Law firms think they're self-important and won't pay." Corporates pay $10k/mo happily because they're comparing to Big 4. Fractional Growth Officer retired.
Round 1 assumption
LinkedIn content is the primary channel
Treated organic LinkedIn as the growth engine.
Your actual reality
Live keynotes are the silver bullet. LinkedIn is the nurture layer.
~10 high-value sales conversations per event. Events drive the deals; LinkedIn drives the audience that hires you to keynote. New plan makes speaker booking a paid channel.
Round 1 assumption
We'd need to build a content engine from scratch
Ghostwriter + content producer + voice training.
Your actual reality
You already built the engine in Claude.
Matthew Voice Profile, anti-AI writing guide, marketing canon, copywriting framework — a Custom Skill that already produces in your voice. We plug into your skill, don't build a parallel one. 3–5x your current output in the same tone.
"We're going to take 60–70% of that off your desk. Here's what we need back from you, and here's how we'll help you iterate." — your words, on the call. That's the operating model for the next 12 months.
Digital Audit
Current State Snapshot
Verified data from your live website, sitemap (195 URLs indexed), LinkedIn footprint, YouTube channel and competitor landscape — all pulled from public sources on 22 Apr 2026.
| Area | Finding | Current | Status |
|---|---|---|---|
| Website platform | Squarespace 7.1 — "held together by chewing gum" per Matthew | Functional but under-optimised | OK for Year 1 |
| Site speed (TTFB) | Time-to-first-byte measured at 535ms (target <200ms) | 535ms / 3.0s total load | Slow |
| Google Analytics 4 | No GA4 tag detected anywhere on site | Not installed | Critical gap |
| Google Tag Manager | No GTM container — nothing connecting tags, no event tracking | Not installed | Critical gap |
| LinkedIn Insight Tag | Partner ID 8352338 fires site-wide, but no matched audiences or conversions configured | Installed, unconfigured | Wasted asset |
| Meta Pixel | Not installed (acceptable — ICP isn't on Meta in work mode) | Not installed | Intentional |
| HubSpot / CRM | Embed script placeholder present in source, no ID populated | Placeholder, no CRM active | Missing |
| Robots.txt / AI crawlers | Blocks GPTBot, ClaudeBot, Google-Extended, PerplexityBot, AnthropicAI — ironic for an AI-adoption firm | Blocked | Self-sabotage |
| Sitemap coverage | 195 URLs indexed — far richer than expected | Healthy | Strong |
| Schema markup | Organization + LocalBusiness only. Missing Service, Article, Person, FAQ, BreadcrumbList, Review | Partial | Incomplete |
| Content hubs | 4 distinct clusters: /legal-technology, /legal-process, /legal-skills-and-coaching, /law-firms-marketing-growth | 40+ articles live | Excellent asset |
| Lead magnets | AI Readiness Pack, Legal Ops Tech Scorecard, Legal Tech Procurement Framework, ebook — all published | 6+ gated assets | Strong |
| Homepage positioning | Homepage speaks to in-house legal AND law firms — but law firms are now out of ICP (confirmed in call: corporates have 10x the consulting appetite). Fractional Growth Officer offer needs to move off the homepage. | Split ICP | Dilutes message |
| LinkedIn — personal | Matthew posts ~2x/week, strong engagement. Primary demand source. | Active, under-systemised | Working |
| LinkedIn — company page | Posts ~2x/week, lower engagement than founder personal | Active, underused | Amplify |
| YouTube | 3 videos published: "Claude legal tools" (7 views), "Migrating AI Model" (38), "Whisper for Lawyers" (5). No SEO, no thumbnails, not embedded. | Isolated, under-distributed | Reset needed |
| Tested for 3 months, no ICP engagement — correctly de-prioritised | Inactive | Kill it | |
| Newsletter | Fortnightly, high quality. List size, open-rate, click-rate not shared | Active | Protect & grow |
| Events | Keynote at LawBizCon (14–15 May 2026), exhibitor at Legal Tech Innovation Summit. Not connected to digital funnel. | Active, disconnected | 10x opportunity |
Critical Gaps — Prioritised
What's Actually Holding You Back
10 issues ranked by business impact. The top 3 account for ~80% of the upside. None require a website rebuild.
01
No measurement stack Critical
No GA4, no GTM, no conversion tracking. LinkedIn Insight Tag is installed but configured for nothing. You cannot prove ROI on any channel, cannot retarget warm visitors, cannot attribute event-sourced pipeline.
Effort to fix: 1 week · Unlocks all downstream decisions
02
Split ICP on homepage Critical
Homepage still speaks to law firms via the Fractional Growth Officer offer. Matthew confirmed law firms are out of ICP — corporates pay 4x for the same engagement. FGO needs to move to a secondary pillar page or be retired entirely.
Effort: 2–3 weeks · Compounds every impression going forward
03
40 articles, zero distribution system Critical
You have more content than firms 5x your size. LinkedIn posts don't reference it. There's no pillar structure. Your best asset is invisible.
Effort: Ongoing · 12 weeks of content already written
04
Robots.txt blocks AI crawlers High
Your robots.txt blocks GPTBot, ClaudeBot, PerplexityBot, Google-Extended, AnthropicAI. You sell Claude adoption. The AI is literally not allowed to read your expertise.
Effort: 1 day · Invisible in AI answers today
05
No LinkedIn → site → CRM funnel High
Warmest audience on the planet lives on your LinkedIn posts. No retargeting pool built, no capture form connected to CRM, no automated follow-up. Every warm visitor is a lost visitor.
Effort: 2 weeks · Builds asset that compounds monthly
06
No ABM on named accounts High
Your total AU addressable market is ~5,000 companies and ~800 names that matter. There is no list. No matched audience on LinkedIn. No named-account engagement workflow. You're paying to reach the wrong people.
Effort: 3–4 weeks setup · Unlocks precision paid
07
Founder bottleneck on content High
Output dropped when the intern left. No systematic production process, no pre-approved content bank, no batching. Business cannot scale beyond Matthew's calendar.
Effort: Ongoing · Designed-for-90-min/wk system
08
Events disconnected from digital Medium
LawBizCon (14–15 May) will put Matthew in front of 500 senior legal practitioners. No pre-event landing page, no retargeting, no post-event nurture. The warmest demand you'll buy all year is leaking.
Effort: Per event: 1 week · Immediate near-term lift
09
YouTube underperforming Medium
Three videos, <50 views combined. The right content, wrong job — YouTube isn't a discovery channel for your niche. Reposition as an authority library that lives inside LinkedIn posts and emails.
Effort: 2 weeks · Repurposes existing production
10
Weak schema & meta Medium
Title tag is generic ("Empower Legal Transformation Today"). Missing Service, Article, Person, FAQ schema. Articles have no datePublished. SEO ceiling capped until fixed.
Effort: Ongoing (Sprint 1–3) · Long-term compound SEO
Competitive Landscape
Who You're Actually Fighting
Three named competitor archetypes, each with a different playbook. None is a reason for panic — all have exploitable weaknesses.
Morae (morae.com)
Global legal tech + managed services. Tagline: "Legal Tech, powered by AI, perfected by experts." Competes on scale, vendor partnerships and big-team delivery.
Where you win: independence (no vendor kickbacks), embedded fractional delivery, founder-named accountability, local AU speed.
Where you win: independence (no vendor kickbacks), embedded fractional delivery, founder-named accountability, local AU speed.
Big 4 Legal (Deloitte, PwC, EY, KPMG)
Trusted procurement channel inside enterprise, huge reach, deep pockets. Typical engagement: $400k+.
Where you win: speed, specialisation, 3x–4x lower price point. A $120k ACV is a rounding error for them and a premium engagement for a mid-market GC.
Where you win: speed, specialisation, 3x–4x lower price point. A $120k ACV is a rounding error for them and a premium engagement for a mid-market GC.
Anna Lysinski & sole practitioners
Brand built almost entirely on personal LinkedIn presence. Direct competitor for share of voice in the exact same feed as your ICP.
Where you win: team depth, named enterprise clients, scalable delivery, broader content surface area. Out-publish and out-systematise.
Where you win: team depth, named enterprise clients, scalable delivery, broader content surface area. Out-publish and out-systematise.
Strategic Recommendation
The One Thing
Given a 5,000-company ICP, a $120k ACV and a 3–6 month consultative cycle, the strategy isn't volume. It's precision, credibility and compound presence.
Be unmistakably present, credible, and easy to buy from — for the 500–800 named executives who will decide to hire someone like you in the next 18 months.
PILLAR 01
Positioning fix
Single ICP on the homepage: GC / Chief Legal Officer at AU corporates $500M–$5B with 1–10 in-house lawyers and no legal ops hire yet. That last filter is the sharpest predictor — it's the trigger moment where Matthew wins. Fractional Growth Officer (law firm) offer retired or moved to a buried pillar page.
PILLAR 02
LinkedIn as an operating system
Not a marketing channel — a daily rhythm. 7 posts/week between Matthew (4) + company page (3). Engagement layer on 50 named target accounts. Every post feeds a retargeting pool and a newsletter capture. Matthew's time: 1 hr weekly call + batched approvals.
PILLAR 03
Content compounding
3 months of repurposing existing 40-article library into carousels, short videos, pillar pages, and lead magnets. Zero new writing required from Matthew until Month 4. Every asset distributed across LinkedIn + email + YouTube + site.
PILLAR 04
ABM on 800 named accounts
ASX 300 + AU companies >$500M + multinational subsidiaries. Identify GC, Head of Legal Ops, senior lawyers per account. LinkedIn Matched Audience ads + warm DMs + event-linked plays. Precision beats volume at this ACV.
PILLAR 05
Events as demand spikes
LawBizCon (14–15 May) is the forcing function. Per-event playbook: dedicated landing page T-8 weeks, attendee-list LinkedIn campaign T-6 weeks, QR on stand, post-event retargeting 2 weeks. Turn 1 keynote into 6 months of pipeline.
PILLAR 06
Measurement, always
GA4 + GTM + LinkedIn Insight + Clarity + HubSpot Free CRM + Looker Studio dashboard. Monthly board-ready view: qualified meetings, pipeline value, source attribution. ~$200/mo tooling total.
Channel Strategy
Where the Budget Goes
Three tiers. Tier 1 is non-negotiable and always-on. Tier 2 activates once measurement is proven. Tier 3 we explicitly will not do, and here's why.
Tier 1 — Core, always-on
| Channel | Role | Why |
|---|---|---|
| LinkedIn — Matthew personal | Primary demand generation | Already working. Needs systemisation, not reinvention. |
| LinkedIn — company page | Amplification + retargeting pool | Underused. Needs distinct voice from personal. |
| Email newsletter | Middle-of-funnel nurture | Highest-intent captured audience. Protect it. |
| Website as conversion engine | Bottom-of-funnel | The one asset you own. Everything else rents attention. |
| Events (keynotes + stands) | Top-of-funnel credibility | Two speaking slots/yr = 6 months of cold outreach equivalent. |
Tier 2 — Scale levers (activate once Tier 1 is measurable)
| Channel | Role | Trigger to activate |
|---|---|---|
| LinkedIn Ads (ABM) | Reach named accounts precisely | Once GA4 + matched audiences live (Month 2) |
| YouTube long-form | Authority library, not discovery | Once LinkedIn engine is consistent (Month 4) |
| SEO pillar pages | Compound long-term asset | Consolidate existing 40 blogs into 6 pillars (Month 3+) |
| Google Ads — brand + category | Capture active research intent | Small $500–800/mo once tracking is live |
Tier 3 — Explicitly NOT doing
| Channel | Why not |
|---|---|
| Wrong buyer. Already tested and killed — confirmed decision. | |
| TikTok | Same. General Counsel don't research vendors on TikTok. |
| Meta / Facebook Ads | B2B legal ops buyer is not on Meta in work mode. |
| Cold email at scale | Spam Act risk + brand damage for premium positioning. Warm LinkedIn only. |
| Mass SEO content farming | Dilutes expertise signal. Quality > quantity in this niche. |
12-Month Roadmap
Four Phases, One Compound Engine
Each phase unlocks the next. We don't spend on reach until we can measure, don't scale until the engine is proven, don't rebuild until the data says it's worth it.
PHASE 01
Foundations
Month 1
- Install GA4, GTM, Clarity, Search Console
- Configure LinkedIn Insight conversions + matched audiences
- Set up HubSpot Free CRM
- Unblock AI crawlers in robots.txt
- Site speed fixes + schema
- Homepage rewrite (single-ICP)
- Kick off LinkedIn content sprint system
- Baseline Looker Studio dashboard
PHASE 02
Engine
Months 2–3
- 7 LinkedIn posts/week, consistent
- 2 carousel campaigns from repurposed content
- 3 service landing pages (AI Workshop / Tech Strategy / Embedded Consultant)
- Retargeting audiences activated
- First pillar page live (AI for in-house legal)
- LawBizCon 2026 campaign launched (T-6)
- ABM list built (500–800 accounts, enriched)
PHASE 03
Scale
Months 4–6
- LinkedIn ABM Ads live ($1.5–2.5k/mo)
- LawBizCon execution + post-event retargeting
- Google Ads brand + category ($500–800/mo)
- 2 more pillar pages live
- YouTube reset — 2 videos/mo, embedded
- First quarterly review + re-forecast
PHASE 04
Compound
Months 7–12
- 6 pillar pages live, fully interlinked
- Case studies from Year-1 wins
- Second major event activation
- Expand ABM to Heads of Legal Ops
- A/B testing program (CTAs, creative, LPs)
- CRM sales-stage integration with marketing
- Year-2 plan
Commercial Model
Budget Scenarios
Three scenarios mapped to your stated $2–5k range and the "open to more with ROI" signal. Scenario B is our recommendation from Month 2 onward.
Scenario A · Foundation
$3,000
per month · Months 1–3
- Agency retainer (strategy + content + reporting)
- Tooling stack ($250/mo)
- Paid media: testing budget only ($250/mo)
- Focus: Build the engine, measure, no scale spend
- Target: Phase 1–2 deliverables shipped
Scenario B · Engine
$5,000
per month · Months 2–6
6-month target
5 new managed-service clients
$600k new ARR · 10x on agency spend
- Agency retainer ($3,000)
- Tooling ($300)
- LinkedIn Ads ABM ($1,200)
- Google Ads brand + category ($500)
- Full Phase 2–3 execution
- Stretch target: 1.5–2 new clients/month from Q4 onward
Scenario C · Scale
$8,000
per month · Month 6+ (if ROI proves)
- Expanded retainer — video + design ($4,000)
- Tooling ($400)
- LinkedIn Ads (ABM + retargeting) ($2,500)
- Google Ads ($800)
- Event activation budget ($300)
- Target: 2x Y1 pipeline, halve CAC
The ROI math
$60k
Scenario B annual spend
$120k
Your average ACV
5 clients
6-month target
10x
ROI on agency spend at target
12-Month Forecast
What We Expect to Deliver
Committed 6-month target: 5+ new managed-service clients. Full-year target: 12–15 new clients. Modelled against the 3–6 month sales cycle and Matthew's 1–2 new clients/month stated ambition. Year 2 compounds further — most retained clients from this cohort will still be active, stacking on top.
| Metric | Month 3 | Month 6 | Month 12 |
|---|---|---|---|
| LinkedIn followers (company) | +30% | +75% | +150% |
| Matthew LinkedIn impressions/month | 2x baseline | 4x | 6x |
| Newsletter list size | +25% | +70% | +150% |
| Qualified monthly meetings from digital | 3–5 | 8–10 | 12–15 |
| New managed-service clients (cumulative) | 2–3 | 5+ committed | 12–15 |
| Pipeline influenced | $300k | $800k | $1.8M+ |
| New ARR captured | $240k–$360k | $600k+ | $1.44M–$1.8M |
Prioritised Action Plan
10 Actions, Ranked by Impact × Effort
Top 3 unlock ~80% of the upside. Everything below action 6 only matters after the engine is live and producing measurable signal.
1
Install full measurement stack
GA4 + GTM + Clarity + Search Console + LinkedIn Insight conversions + HubSpot Free CRM. Looker Studio dashboard live by end of Week 1.
Unlocks
Everything else
2
Unblock AI crawlers + rewrite homepage
Allow GPTBot, ClaudeBot, PerplexityBot, Google-Extended. Homepage picks one lane: GCs at AU corporates >$500M. FGO moves to pillar page.
Impact
AI + CVR lift
3
Launch LinkedIn content operating system
7 posts/week (4 Matthew + 3 company). Content sprint process ends founder bottleneck. Repurposes 40 existing articles into 12 weeks of posts.
Matthew's time
1 hr/wk → fortnightly
4
Build the ABM target account list (500–800)
ASX 300 + AU >$500M + multinational AU subsidiaries. Identify GC, Head of Legal Ops, senior lawyers per account. Sales Nav + Apollo/Lusha enrichment.
Unlocks
LinkedIn Ads ABM
5
LawBizCon 2026 event campaign (T-6)
Dedicated landing page, LinkedIn targeting of attendee list, QR on stand, post-event retargeting for 2 weeks. Turn 1 keynote into 6 months of pipeline.
Deadline
14–15 May
6
Build 3 service landing pages
AI & Innovation Workshop, Legal Tech Strategy, Embedded Legal Consultant. Each page: problem → outcome → process → proof → CTA. Separate conversion tracking.
Impact
CVR 2–3x
7
Consolidate 40 articles into 6 pillar pages
Legal Tech Strategy Guide (AU), Legal Ops Metrics, AI for In-House, Legal Tech Procurement, Modern Legal Team, Legal Tech Vendors (AU). Existing content does the work.
Horizon
12-mo SEO compound
8
Launch LinkedIn Ads ABM (Month 4)
Matched audience against uploaded ABM list. Sponsored content + Message Ads at GC / Head of Legal Ops titles. Budget: $1.2–2.5k/mo. CPM high, unit economics clean.
Budget
$1.2–2.5k/mo
9
YouTube strategic reset
Stop treating as discovery. Treat as authority library. 2 videos/month, 6–12 min, each paired with a blog post, 100% distributed via LinkedIn + email + site embed.
Cadence
2/month
10
Newsletter growth loop
Every Matthew post links to newsletter. LinkedIn Newsletter duplicate for reach. Lead magnets gated behind opt-in. Target: +15% MoM list growth.
Target
+15% MoM
Working Model
How 121 Group Would Deliver This
A senior team mapped to each channel. Your time commitment is intentionally capped — the system is designed around your real constraint.
121 Group team
| Strategy lead | 3 hrs/week |
| Content producer | 8 hrs/week |
| LinkedIn / community | 5 hrs/week |
| Paid media specialist | 3 hrs/week |
| Designer | 2 hrs/week |
Your commitment — weeks 1–6, then fortnightly
| Weeks 1–6: weekly 1-hr video call | 1 hr/wk |
| Week 7+: fortnightly 1-hr video call | 30 min/wk avg |
| Batched email approvals between calls | ~20 min/wk |
| Occasional voice note for thought leadership | ~15 min/wk |
Adam personally sits on the first 6 weekly calls. By week 6 the engine is stable, team leads run the fortnightly rhythm, Adam stays in the picture for strategy shifts.
Reporting cadence
Weekly
Email + shared status doc: posts shipped, DMs opened, meetings booked, red flags
Monthly
Dashboard walk + next-month priorities baked into the fortnightly video call (no extra meeting)
Quarterly
Strategy review, re-forecast, reallocate budget, Year-2 plan from Month 9
Next Steps
From Here to Go-Live
LawBizCon (14–15 May) is the forcing function. The earlier we kick off, the more of that event we capture.
A
Friday — formal proposal delivered
Scenario A and B pricing, scope, deliverables, contract template. Signed by email.
Title
Access email sent
B
Thu–Fri 23–24 Apr — real platform audit
HubSpot (newsletter attribution, 5 won-deal paths), LinkedIn Analytics (which posts drove the LinkedIn-sourced client), Squarespace, Buffer, YouTube. Data-driven, not guesswork.
When
Thu–Fri
C
Mon 28 Apr 9:30am — v2 presentation + decision
30-minute session. Refined strategy based on real platform data. Fixed scope, fixed price, fixed start date. You walk out with a decision-ready proposal.
When
Mon 9:30
D
Week of 5 May — Phase 1 foundations + LawBizCon prep
Tracking stack deployed, content ops handover via your Claude skill, LawBizCon (14–15 May) landing page and pre-event distribution live. One working week to the event.
When
5–12 May
Scenario B is committed to 5 new managed-service clients in the first 6 months — that's $600k of new ARR against $30k of agency spend over the same period. You're already at 1 per month on founder effort alone; we're designing for 1 per month consistently through the first half, then a step-change to 1.5–2/month as the engine matures.