About our lovely client
Apperio helps legal teams at private equity and corporate firms gain greater visibility and control over legal spend. Its software gives customers near real-time insight into costs, helping them forecast more accurately, make better decisions and avoid unexpected bills.
We were introduced through a referral. What followed was one of our longest client partnerships — more than three years of work that ran through rapid growth and a full acquisition by PERSUIT.
The challenge
Legal spend management isn't the easiest thing to explain.
Apperio's buyers are legal and finance teams inside corporate and private equity firms. They're managing external counsel, juggling budgets and trying to keep costs predictable when uncontrolled legal spend can derail deals, alarm investors and create serious problems at the worst possible moment.
Apperio also had a bigger ambition. They wanted to be seen as the go-to voice in legal spend management: the trusted expert their audience turned to first. The challenge was achieving that while competing against rivals with significantly larger marketing budgets.
The content needed to speak to those pressures with genuine depth and understanding, while supporting search and giving the sales team something worth sharing in prospecting conversations.
What we did
Blogs, ebooks, customer stories, website copy, product content, sales collateral, and social media. But the brief behind all of it stayed the same throughout. Stop talking about the product. Start talking about the problems.
Rather than trying to outspend the competition, we out-thought them.
It started with immersing ourselves in the industry. Apperio's team taught us the sector from the inside. The pressures their buyers faced, the language they used, the questions they were asking. That knowledge became the foundation for everything.
From there, we built a content strategy rooted in genuine sector expertise. Cluster strategies. Funnel-focused content. Carefully researched keywords built on competitor analysis and Ahrefs insight. We identified the topics Apperio needed to own and built systematically towards owning them.
This approach was deliberately aligned with the modern B2B buyer journey, recognising that only about 3% to 5% of the market is actively buying at any given moment. The other 97% are navigating a long, messy, and often anonymous research process. By the time buyers engage with sales, 86% already have their "Day One shortlist" drawn up.
Our strategy, which included a variety of content formats, consistent publishing, and a focus on sector expertise, was designed not just for immediate conversions but for building the mental availability required to get Apperio on that initial, high-value shortlist.
The content itself went beyond blog posts. We created research reports, checklists, maturity curve models and webinar write-ups — repurposing every piece of content to work harder across different formats and different stages of the funnel. LinkedIn assets including flipbook carousels consistently achieved engagement rates of 31% (against an industry benchmark of 3-5%).
But we didn't just write it and send it over.
We managed the whole thing. Publishing, optimising, distributing across social channels. When Chris Albrecht took over as Content Marketing Manager, finding that we were already handling all of that made an immediate difference. It meant Chris didn’t have another major source of work to add to his current PERSUIT workload.
And when PERSUIT acquired Apperio, most agencies would have waited to be told what to do next. We'd spent the previous year already weaving PERSUIT into the narrative — mentioning both brands together, connecting their complementary capabilities in the content. By the time the acquisition happened, the messaging was ready. We even developed the strategic framework and visual aids to show how Apperio and PERSUIT worked together, helping shape how two brands told their story as one.
Over time the partnership created something more valuable than a content calendar. It created a library of material that worked for search, for sales conversations and for building the kind of trust that makes a cold outreach feel a lot warmer.
What happened
In the last 12 months of working together, the website generated 52,000+ views from almost 32,000 users. A significant share of that traffic landed on articles.
Here's what stood out.
Five WIP Blind Spots Inflating Your Legal Spend became the second most visited page on the entire website — ahead of most product and commercial pages. Nearly one in seven visits to the whole site landed on a single article we wrote.
A single trends article converted at over 3%. An AFA legal spend management piece generated 44 key events from 1,277 views — a strong conversion rate for any page, let alone a blog post.
The highest-engaging article averaged 8.75 pages per session. Visitors to one legal market trends piece didn't just read and leave. They went deep into the site, which tells you a lot about where their head was at.
Benchmarking content proved consistently popular. Legal department benchmark reports attracted more than 1,800 views, reflecting a strong appetite for practical, data-led insight.
Private equity content punched above its weight. PE-focused articles featured consistently among the strongest performers, helping Apperio reach a high-value, hard-to-reach audience through content rather than cold outreach. Including, we're told, at least one major US private equity firm that found Apperio through its content.
We didn't just stick to blogs. Along the way, we also helped create a private equity guide that turned a complex topic into something genuinely useful for prospective customers and gave the sales team another reason to stay in touch with prospects.
The bigger picture
The best-performing pages on Apperio's site help the audience do their jobs better. That's not a coincidence. When you build content around the real challenges your buyers face — consistently, over time, with genuine depth — buyers arrive already informed. They trust the brand before they've spoken to anyone. And when they're ready to buy, they know who to call.
The best bit? This wasn't a six-month retainer with a handover doc at the end. We were in it for three years, through growth, change and a full acquisition.
“I don’t want to sound like a cliché marketing manager, but every month Roo & Eve always delivered blog posts and thought leadership pieces that were on-brand, on-message, and extraordinarily well crafted.
From idea inception through the final product, Rebecca and crew made my job easier because I trusted that they knew the industry and our value proposition and would deliver on-time, every time. Plus, they are an amazing team that is a delight to work with.”
— Chris Albrecht, Content Marketing Manager, PERSUIT
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