FirmPilot x Steller Media
How FirmPilot built a search-led YouTube content motion that generated 25+ demos in six months.
FirmPilot used YouTube as the long-form, search-led core of a broader content motion for a narrow B2B market: law-firm decision-makers actively investing in growth, search visibility, and new case acquisition.
The challenge
The challenge
FirmPilot did not need broad legal reach. It needed the right law firms to trust its methods before the demo.
FirmPilot is a B2B software company serving law firms that are actively investing in growth. Its buyers are firm owners and marketing leaders looking to improve search visibility, generate more cases, and make their acquisition strategy work harder.
Before working with Steller Media, FirmPilot had published a few founder-led videos. But there was no consistent long-form education, no deliberate YouTube search strategy, and no system for turning expert insight into distribution across the platforms where prospects discover and evaluate the company.
FirmPilot needed a motion that could help it reach the right firms, demonstrate how it thinks, and make prospects more confident before booking a demo.
“YouTube has become a great way to give prospects a sense of trust in our methods before they ever talk to us.”
Rachel Bailey / Marketing Lead, FirmPilot
The solution
The solution
Search-led YouTube at the core. Distribution designed to compound.
High-intent law-firm queries
Content built around the problems FirmPilot's ICP was already searching for.
→YouTube education that earns trust
Useful videos that gave prospective buyers a clear view of FirmPilot's methods.
→Short-form content across social
Each idea extended through LinkedIn, TikTok, and Instagram.
Build around buyer questions, not broad legal reach.
Steller Media helped FirmPilot focus its video strategy on the questions its ICP was already asking. Rather than chasing broad legal topics or empty view counts, the content addressed practical growth problems for law firms.
Each long-form video was designed to be useful to a prospective buyer and discoverable through YouTube search. The approach helped FirmPilot earn top 5-10 YouTube placements for several target terms, with some videos also appearing in Google search results.
That gave FirmPilot a way to show up when qualified law firms were actively looking for answers, rather than waiting until those buyers were already in-market for a vendor.
Content themes
The content operation
The content operation
One long-form idea became a wider go-to-market asset.
YouTube was the long-form core, not the entire program.
Steller Media published around four long-form videos a month, then turned those ideas into roughly 25 short-form videos each month for LinkedIn, TikTok, and Instagram.
That meant each topic could work across the wider go-to-market motion. A search-led YouTube video could earn demand over time, while short-form clips gave FirmPilot a consistent way to reinforce its expertise across social and stay present throughout the buyer journey.
FirmPilot had a clear production rhythm, quick turnaround, and a consistent flow of assets its marketing team could use across channels.
“Steller Media is organized, they turn work around quickly, and they understand what works on YouTube. We always know what we're getting and when.”
Rachel Bailey / Marketing Lead, FirmPilot
The results
25+ demos, one signed deal, and stronger trust before the demo.
In six months, FirmPilot generated 25+ demos from its search-led YouTube content motion. One has already become a signed deal.
But direct attribution only tells part of the story.
The content also made FirmPilot's broader go-to-market efforts stronger. One recent customer first found FirmPilot through organic search, but told the team they had watched the videos and felt like they already knew CEO Jake before the first conversation.
By the time the right prospects booked a demo, they were not meeting FirmPilot for the first time.
YouTube helped FirmPilot capture existing search demand. Long-form content helped prospects understand the company's methods. Short-form distribution kept that expertise visible across LinkedIn, TikTok, and Instagram.
“If you're looking for video that brings in demos and builds trust before the first demo, we'd highly recommend Steller Media.”
Rachel Bailey / Marketing Lead, FirmPilot