2017, Bangalore 🇮🇳
LegalTech
Udit Misra
Growth Director, SpotDraft
Results
20x growth in traffic and signups
65% activation rate from signups
40% flat product retention rate
Overview
SpotDraft is a Series A contract automation platform that recently secured $26M in funding from investors like Premji Invest, aiming to revolutionize how legal and business teams handle contracts.
Serving fast-scaling startups and enterprises like WhatFix, Notion, Mixpanel, and more, SpotDraft streamlines contract creation, review, and analytics — reducing admin overhead and boosting compliance. Competing against players like Ironclad and DocuSign CLM, it differentiates itself with an intuitive user interface, rapid onboarding, and AI-powered workflows tailored for modern legal operations.
When their Growth Director approached me to support the launch of their first AI wedge product — VerifAI — the product and growth teams needed a cohesive go-to-market strategy and execution.
This strategy was critical to generate qualified pipeline from VerifAI into the core CLM product, while positioning the broader company as a cutting-edge player in the legalops space.
Scope
During my collaboration with SpotDraft, I partnered with the product and growth teams to support the VerifAI acquisition and drive early-stage traction through optimized marketing strategies and lifecycle campaigns.
This engagement focused on refining their go-to-market approach, scaling demand generation, and enhancing customer acquisition efforts.
Month 1-2: Acquisition Funnel Optimization and Lifecycle Marketing
Optimized VerifAI’s landing page and acquisition funnel to increase conversions and streamline the customer journey.
Rebuilt end-to-end lifecycle email campaigns using Customer.io, targeting activation, expansion, trial reminders, and churn prevention.
Month 3-4: Programmatic SEO and Content Marketing
Created 50+ programmatic SEO guides using Byword.ai to capture long-tail search intent, with targeted titles such as "How to {insert keyword}" tailored to their ICP.
Developed a LinkedIn thought leadership content series to grow awareness and engagement within their target audience.
Month 5-6: Paid Amplification and Demand Generation
Amplified programmatic SEO guides and social content with Meta and LinkedIn ads to scale traffic and drive signups.
Designed and executed LinkedIn thought leadership ad campaigns to reinforce SpotDraft’s positioning and generate leads.
This strategic collaboration equipped SpotDraft with a scalable content engine, optimized lifecycle marketing processes, and effective demand generation strategies, positioning the company for sustained demand gen for VerifAI.
Matteo is one of the most energetic, dedicated and thoughtful marketers I've ever worked with. I've worked with him across multiple roles and companies, and he is my first call when I have a project where I need freelance help. His full-stack marketing skills across content, paid and lifecycle, along with his quantitative approach to product growth makes him a one-man army, and a really strong addition to any project.
Udit Misra
Impact
These efforts not only boosted user engagement and conversions but also provided the foundation and confidence for SpotDraft to scale VerifAI into a flagship offering within their portfolio.
20x growth in traffic and signups: Achieved exponential increases through optimized ad campaigns and SEO efforts.
65% activation rate: Streamlined onboarding and lifecycle strategies to convert signups into active users.
40% product retention rate: Delivered consistent user value, ensuring long-term engagement and product success.
This case study demonstrates how a data-driven approach to marketing can drive measurable growth and establish a scalable foundation for SaaS product success.
