How Morae Audited Their Buyer Journey with AdamX
From buyer journey blindspots to comprehensive competitive audit in 30 days
touchpoints audited across the entire buyer journey
competitors benchmarked to identify performance gaps
action plan created from audit insights
About the Company
Morae is a premier legal services and consulting firm serving Fortune 500 companies
With over 1,500 employees and 13 different solution offerings spanning legal technology consulting, managed services, discovery, and strategic advisory, Morae operates in a highly competitive legal services market with diverse buyer needs.
The Challenge (Before AdamX)
Understanding the obstacles Morae faced before partnering with us
Watch: The core challenges Morae needed to solve
No Buyer Journey Visibility
Morae couldn't see how potential clients experienced their brand during the critical anonymous research phase. Without visibility into the actual buyer journey, leadership was making digital transformation decisions based on assumptions rather than data about what buyers actually encountered.
Unaudited Digital Presence
Leadership knew they were "probably not doing any digital" effectively but had no systematic way to audit their performance. They couldn't answer basic questions about LinkedIn effectiveness, content discoverability, or how their digital touchpoints compared to competitors.
Competitive Positioning Uncertainty
With 13 solution offerings and competitors like UnitedLex, Elevate, Harbor, Integreon, and Epic Systems, Morae lacked objective benchmarking. They couldn't identify which areas of their buyer journey were competitive strengths versus weaknesses requiring immediate attention.
Why AdamX
Needed comprehensive buyer journey audit, not piecemeal channel analytics
Wanted synthetic buyer technology to experience the journey as customers do, not just internal assessments
Required competitive benchmarking at every touchpoint, not isolated performance metrics
Needed actionable audit findings that identified specific gaps to fix, not just reports
The Solution
AdamX deployed TopJourney to conduct a comprehensive buyer journey audit using synthetic buyer technology.
How It Worked
TopJourney
TopJourney Audit created AI-powered synthetic buyers that mimicked Morae's ideal customer persona—Director of Legal Operations at Fortune 501-down companies. These synthetic buyers conducted authentic 30-day journey audits, evaluating 400+ touchpoints across 20-25 episodes from initial research through sales engagement.
The Results
touchpoints audited across the complete buyer journey
competitors benchmarked to reveal Morae's relative strengths and weaknesses
sales response gap discovered through synthetic buyer audit
budget allocation approved after reviewing audit findings—leadership prioritized fixes right away
“This would help me identify the gaps in the buyer journey immediately, which I think would be huge value for me to shortcut where I need to fix.”
The Takeaway
Regular buyer journey audits reveal hidden gaps that internal teams can't see.
Synthetic buyer technology provides objective audit data on the anonymous research phase.
Competitive benchmarking turns audits into prioritized action plans for improvement.
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