DreamLegal: In Conversation with Mr. Ankit Kumar

Mr. Ankit Kumar is Assistant Manager, Marketing and Data Analytics at LexisNexis, with over twelve years of experience across FMCG, HR tech, BFSI, and industrial sectors. He specialises in demand generation, go-to-market strategy, and data-driven marketing, and has led legal tech marketing initiatives for LexisNexis in India.

Mr. Ankit Kumar opens by explaining why marketing to the legal fraternity cannot follow the same playbook as B2C or other B2B industries, given the restrictions on lawyer advertising, the risk of being sued for inaccurate content, and the limited windows of availability of legal professionals who spend much of their day in court. He then discusses the maturity of India's legal tech market relative to the US and UK, the lesson that took him longest to learn across a twelve-year marketing career, who is actually buying legal tech in India today, and why LexisNexis' own legacy database sets it apart from competitors sourcing content externally. The conversation closes with his view that in legal tech, the product itself, not networking or relationships, is what ultimately builds trust with lawyers and law firms, and a note on how he tracks whether marketing efforts are working.