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30 Apr 24

Decoding AI for Business Leaders Podcast - Top 5 Takeaways

OOSHA

Marketing strategy, HubSpot implementation & thought leadership for fast-growing MSP

Services
  • Voice of the customer (VoC)
  • Integration (Pipedrive)
  • Hubspot implementation and consultancy
  • Marketing strategy
  • Thought leadership
  • Brand & positioning
  • Value proposition
  • Lead nurturing
  • Account-based marketing
  • Demand generation & nurturing
  • Website development
  • Sales & buyer enablement
  • Virtual event management
THE CHALLENGE

Oosha was acquired by Access Legal in late 2021, following a sustained period of significant growth, which saw it become the leading MSP (Managed Service Provider) for law firms. Upon its sale, Oosha employed 70 people serving a customer base of over 100 UK law firms.

ROMI supported Oosha for around 6 years prior to its sale to Access Legal. Before ROMI started working with Oosha, its marketing was heavily tactical. It also targeted multiple sectors and business types, with no over-arching strategy. Much of the focus was on outbound telemarketing, PPC, advertising and attending exhibitions. ROI was low and its sales pipeline was relatively weak. 

ROMI started with an in-depth market and customer analysis, which included speaking to a number of Oosha clients. ROMI then recommended a niche strategy focused on the legal sector. The plan would be to position Oosha as a trusted advisor to help law firms get the most out of their technology.

Our approach

Value proposition

Over the course of the engagement, Oosha and ROMI worked closely on continually refining the company's value proposition and messaging. We jointly developed and evolved its sales story based on a clear understanding of the changing IT needs of law firms. 

Oosha's Digital Workplace proposition was very much ahead of its time and launched just before the pandemic - which forced law firms to embrace remote working in early 2020. 

oosha screen

Thought leadership

Spearheaded by co-founder and Managing Director, Matthew Newton, Oosha focused on developing though leadership content. The goal was to become a recognised authority on legal technology, while also facilitating discussions around digital transformation with other legaltech experts. 

Rather than just exhibiting at events, Oosha ran workshops, speaking sessions, joined expert panels and started its own series of webinars and seminars for law firms. Topics included cyber security, cloud computing, remote working and data protection.

(NB) Oosha slide 1 (1)-min-1

HubSpot development

With ROMI's guidance, Oosha developed a highly integrated sales and marketing strategy that optimised all stages of the buyer journey. Thought leadership and events helped drive awareness and engagement, which was followed-up by its outbound sales team. Sales tools and client reference materials were developed to improve sales conversion.

The whole operation ran like a well-oiled machine, all supported by the HubSpot customer platform, which was seamlessly integrated with Connectwise (CRM) and Pipedrive (Sales mgmt). 

 

Oosha mobile 3 (1)-min

Key partnerships

We also established partnerships with key channels, such as the regional law societies, using thought leadership as a means to engage their members. By running events with the law societies, Oosha's exposure sky-rocketed - over 700 individual law firms would attend their events.

This also helped Oosha get on the radar of all the leading legal technology consultants, who were hired by law firm partners to advise on IT strategy - as well as recommend potential partners. 

Results

Significant ROI

The integrated marketing strategy helped establish Oosha as a recognised, leading authority in legal IT. More and more law firms approached Oosha through inbound referrals, while it's sales and marketing machine provided a reliable and predictable flow of MQLs and SQLs.

Oosha's pipeline grew exponentially and the size of its clients grew significantly too. Prior to working with ROMI a typical client was around 30 users, but by 2021 it was working with firms of 500+ users.  

Oosha mobile 1 (1)

Successful exit

Oosha's leadership team chose to sell the business to Access Legal in 2021. In the years leading up to its acquisition, Oosha's niching strategy helped drive its enterprise value, as well as its rapid growth.

Today, Access Legal supports 3,500 legal customers, boasting a 35% market share of UK law firms. 

ROMI was a key part of our growth, prior to the sale of Oosha in 2021. They were very much a part of the Oosha family. They understood our business so well that they were able to provide clear direction for marketing, as well as sales. ROMI helped us establish a leading position in what is an incredibly competitive space.

Matt profile

Matthew NewtonCo-Founder, Oosha

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year relationship 

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