| TL;DR: Clio markets Clio Duo AI through education, not promotion. From its AI for Lawyers hub to the Harvey AI article that turns competitor curiosity into buying intent, every piece builds trust first. Interactive assets, such as quizzes, templates, and a custom GPT, let lawyers experience Clio Duo—making demos the natural next step. |
What if writing about a competitor brought you your best prospects? That’s exactly what Clio marketing strategy achieves—turning competitor curiosity into qualified leads.
Clio did precisely that. They published a detailed post on Harvey AI—a direct rival to Clio Duo AI. That single article pulls in around 4,000 visitors out of 33,000 monthly searches for “Harvey AI” (Ahrefs).
Most SaaS teams avoid naming competitors. Clio did quite the opposite. Why would they do that?
I’ll reveal the thinking behind it—and the larger playbook Clio uses to market its AI layer across the legal-tech SaaS space.
You’ll see the precise moves they make, and how you can adapt the same approach for your AI product. No fluff. Just a few steps, and you can ship.
Ace AI Product Marketing With Clio’s Playbook for Clio Duo AI
Clio’s vision is simple yet powerful — to make running a law firm easier, more profitable for lawyers, and more seamless for clients.
Their marketing strategy for all their products, including Clio Duo AI, mirrors that vision.
It’s not just about selling software; it’s about meeting legal professionals where they are in their AI adoption journey.
Awareness Stage
| What is Awareness Stage Content? The awareness stage is a critical point in the buyer’s journey where potential customers are still defining their problem and exploring possible ways to solve it. This stage requires informational content that educates, clarifies, and builds trust, positioning your brand as a credible guide. |
Clio excels at the awareness stage with its “AI for Lawyers and Law Firms” hub — a content universe that helps lawyers understand AI before attempting to sell them anything.
This hub serves as a magnet for AI enthusiasts. Every article answers a question lawyers are already typing into Google: Will AI replace me? Is ChatGPT safe for legal work? How can AI make me more efficient?
Check these, for instance:
| Article Title | What it Does |
| What is AI and How Can Law Firms Use It | Breaks down AI in simple, relatable terms for lawyers who are new to the concept. Helps them see real, practical use cases instead of abstract tech talk—making AI feel accessible, not intimidating. |
| Will AI Replace Lawyers | Answers the fear with a firm “No.” Reframes AI as a supportive partner that boosts efficiency rather than a threat to jobs—shifting perception from anxiety to curiosity. |
| ChatGPT for Lawyers – How Law Firms are Embracing AI Chatbots | Rides on the trending curiosity around ChatGPT. Shows how law firms are already using AI chatbots, then nudges readers to explore safer, purpose-built tools like Clio Duo. |
Some marketers argue: “Why write awareness content? Google and AI overviews already answer these questions.”
Here’s the thing — that logic works for saturated topics like “email marketing tools”, not for new frontiers like AI for legal professionals.
When curiosity is high and reliable information scarce, readers will click through. And the brand that explains clearly, without jargon, wins trust first — which is half the sale.
That trust becomes the foundation for selling Clio Duo AI later.
Consideration Stage
| What is Consideration Stage Content? By the consideration stage, buyers have named the problem and are comparing approaches and vendors. Your content must build credibility so that the logical next step becomes exploration of the solution you offer—without hard selling. |
Clio does this well with tool and software round-ups, such as this one: AI Tools and Software for Lawyers: Improving Productivity in Law Firms.
Each of the tools covered in this article handles a slice of the lawyer’s workload, like:
- Harvey and CoCounsel handle research and contracts.
- Smith.ai and Gideon handle intake and communication.
Whereas Clio Duo threads these tasks together in the case management layer — making it the hub that unites fragmented AI functions.
Some valuable tips SaaS marketers can learn from Clio’s approach
- Lead with your own product. Always position your SaaS tool first in roundups—attention drops fast, and you don’t want your best prospect reading about a competitor before they hear your pitch.
- The feature tools Google and AI engines recommend. Include tools that appear in ChatGPT, Perplexity, or Google results. It signals relevance and gives your content a natural boost in credibility.
- Differentiate boldly. Don’t blend in. Make a strong, defensible case for your product—on efficiency, pricing, features, integrations, or security—whatever truly sets you apart.
At this stage, ensuring that it’s easier for readers to book demos or see and experience the product in action is extremely powerful to move them closer to a purchasing decision.
Decision Stage
| What is Decision Stage Content? By the decision stage, buyers have done their homework. They have shortlisted a few vendors, which most probably include you. This is the stage where your content must remove friction and answer one straightforward question: “Why choose us?” It’s no longer about educating or comparing — it’s about reassuring. Proof replaces persuasion. |
Clio not only captures the interest of legal professionals who are curious to learn more about Clio Duo AI, but also that of competitors like Harvey AI. Check these, for instance:
| Article | What it Does |
| Meet Clio Duo: Your Firm’s New AI-Powered Partner | Makes the final conversion push by showcasing how Clio Duo directly transforms a lawyer’s daily workflow—reducing admin load, streamlining document review, and amplifying billable productivity. The article reframes “AI” from hype to hands-on efficiency, inviting readers to book a demo right inside the Clio environment. Clio has also interlinked this article with almost all their articles in the AI hub to ensure no opportunity is missed to showcase Clio Duo AI. |
| Harvey AI for Legal Professionals: Features, Benefits, and More | Converts competitor curiosity into buying intent. Legal professionals searching for “Harvey AI” are already in-market for legal AI solutions. Clio meets them there, offering an objective comparison and highlighting Duo’s advantages, including integration with Clio’s practice management suite. |
Clio isn’t just driving traffic—it’s engineering momentum. The real win lies in converting curious visitors into confident leads and eventual users.
Let’s look at how they’re doing it.
Converting Visitors Into Leads and Eventually Users
Clio’s path to conversion doesn’t begin with a sales pitch.
It begins with curiosity — and deepens through education, trust, and timely prompts that move visitors closer to action.
Free Video Course: Legal AI Fundamentals
For lawyers just starting to explore AI, this course removes hesitation. It’s short, jargon-free, and designed to build confidence. By educating customers before selling, Clio earns trust early in the sales process.\
Source – Clio
Legal AI Policy Template
Once awareness is built, Clio offers structure. The AI usage policy template helps firms formalize the safe adoption of AI. And while Clio shares various templates from different sources, it proposes the one it offers as easy to customize for law firms of any size, location, and technological maturity.
AI Adoption Readiness Quiz
When curiosity turns into intent, Clio invites interaction. The quiz helps firms assess their current AI maturity. It also gives Clio’s sales team valuable context to personalize demos and conversations.
Source – Clio
AI for Lawyers GPT
Clio even created its own custom GPT—a free, legal-focused chatbot that lets lawyers experience a taste of Clio’s AI capabilities firsthand. It’s a brilliant product-led teaser: low friction, high curiosity, and perfect for showing what Clio Duo can do before the demo.
Source – ChatGPT
Book a Demo
Strategically placed across pages, the demo CTA doesn’t sell features—it sells transformation: “See how Clio Duo extends your work without overextending you.” It feels natural, not pushy.
Legal Trends Report (Exit Pop-Up)
Just before visitors leave, Clio offers one last nudge—a report revealing how top firms use AI to grow. It captures those not ready to buy yet, turning them into future leads.
Source – Clio
Each element fits together like gears—education first, engagement next, conversion last.
Although I haven’t had the chance to experience a live demo of Clio Duo AI, I understand what types of demos convert prospects into users.
As Brian Halligan, CEO & Co-Founder, HubSpot, rightly says – “It’s not what you sell that matters as much as how you sell it!” And to uncover how, check out – “How To Give A Live SaaS Product Demo.”
If you liked the teardown, subscribe to our weekly newsletter where we crack the code for marketing that brings business, not just website traffic, by filling the form below:
Concurate – Your Reliable Legal Tech SaaS and AI Marketing Partner
- Instead of me talking about what Concurate brings to the table, let me show you what one of our longstanding clients from the legal tech space has to say about us:
If that gives you confidence in Concurate, book a discovery call with us now. No hardselling, only a discussion on marketing challenges and possible solutions.
Frequently Asked Questions
1. Is Clio Duo AI Coming Up in Legal AI Recommendations by ChatGPT, Perplexity, and the Likes?
We also did a small study to check visibility of case management software in AI recommendations- Clio topping the chart alongside some challengers. Uncover the full list of winners here – 10 Legal Case Management Software Most Visible in 1000+ AI Recommendations. However, Clio Duo AI was not explicitly mentioned in the recommendations of our study.
2. Who is the CMO of Clio?
The Chief Marketing Officer of Clio is Reagan Attle. Here is a powerful quote that reflects on her approach to marketing – “My job is to really understand what our current and future customers want from Clio — and then, how can Clio satisfy those needs.”
3. Which is the Best Legal Tech Marketing Agency?
Concurate stands out as a top contender for B2B legal tech marketing. However, as there is no one-size-fits-all solution, check out this expert round-up of 15 B2B Legal Tech SaaS Marketing Agencies.
4. What are Some Really Powerful B2B SaaS Growth Hacks?
Clio demonstrated a powerful SaaS growth hack targeting a highly popular competitor brand – “Harvey AI.” If you like that one, check out this article – 6 Proven B2B SaaS Growth Hacks You Need to Know in 2025.
5. How can I increase AI Visibility of my SaaS tool?
Double down on SaaS listicles, alternatives, and comparison pieces but with a more context-rich approach. Check out our 13-point checklist to 5X AI visibility by filling the form below:
