Meet the Hot 30: Dani Pisciottano, Head of Marketing at LEAP Enterprise

Meet Dani Pisciottano, Head of Marketing at LEAP Enterprise and one of our Pepper Hot 30 UK 2026 winners.

From launching the LEAP Enterprise brand in just one month to building a distinctive voice in an industry where trust and authority are everything, Dani is helping rethink what B2B marketing can look like in legal tech.

We caught up with Dani to talk about launching LEAP Enterprise, why Facebook might be one to watch for B2B, the move from ‘trend culture’ to ‘trademark culture’, and why she thinks B2B influencer marketing is about to have its moment.

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What's your role at LEAP and what does your day-to-day look like?

I came from an agency background (CCgroup, now part of Brands2Life/Conviction), working mainly with B2B fintech, telecoms, and SaaS clients. In agency life, you learn how to draw blood out of a stone - turning really dry, technical topics into something fun, appealing, and human.

I was tired of the high-energy agency pace where you have to stay detached because you're managing so many brands. I wanted to move in-house to get close to one brand. Legal tech felt like a natural bridge because it was SaaS, but in an industry with a steep learning curve due to heavy compliance and regulation. What really drew me in was the human element: stripping back the intimidate-by-default perception of lawyers and connecting with them person to person.

I joined LEAP back in October 2020 as Vertical Marketing Lead. My remit there was to get set up for four different areas of law: criminal, family, estates, and personal injury. They didn't have a marketing division for these four areas, which meant there was a lot of go-to-market strategy. Thought leadership was a big part of it - activating these lawyers on their LinkedIn profiles to start building that thought leadership platform.

Coming from a fintech and SaaS background, it was interesting to see how the legal industry operates because lawyers are virtually absent on LinkedIn and social platforms - only about 20% of them actually use LinkedIn. So the challenge for the first 16 months was building the profiles of four key lawyers to the point where they were being interviewed, asked to join podcasts, webinars, and events.

In May, our new division, LEAP Enterprise, started to take shape. It’s aimed at mid-sized and larger law firms, which is very different from what LEAP has historically done over its 30-year background with smaller firms. The challenge there is establishing it as a new brand, differentiating LEAP Enterprise from our core offering for smaller firms, driving brand awareness, and changing market perceptions to show we are built for larger firms rather than just adapted for them.

My day-to-day revolves around figuring out what larger firms are looking for and how we position ourselves. We’ve found that organic networking and post-event momentum work best for us. For example, after our launch events at the British Library and Manchester Art Gallery, our LinkedIn engagement rate hit 8x the industry average. Now the challenge is to keep topping that bar every time.

What’s been your biggest win or proudest moment in your current role so far?

Definitely launching the LEAP Enterprise brand. I was asked to move over in May and launch the brand in June - so I effectively had one month and no dedicated team at first to pull it off.

We delivered a launch across two cities at iconic venues: the British Library in London (a big hook for lawyers given the Magna Carta) and the Manchester Art Gallery (a vibrant, pop-culture space).

We had amazing RSVP turnout, but the biggest win was unexpectedly securing 7 product demos right off the back of those events. As a marketer, I hate putting pressure on networking events to deliver immediate sales demos, so having attendees proactively walk up and request demos was a massive surprise and achievement.

Which social platforms are you seeing the most success with right now, and what do you think is driving that?

LinkedIn is the absolute winner for us in B2B legal tech.

However, Facebook is one to watch. We’re seeing a lot of lawyers use Facebook to connect with peers in a personal, informal way. As we approach industry events, we’re looking at Facebook as a place to connect pre- and post-event without the threat of a heavy sales pitch. (TikTok works great for B2C, but for B2B legal, LinkedIn remains key).

What’s one piece of work you’ve been involved in recently that you’re particularly proud of?

Building out the brand identity from concept to creation. When we started in May, we had no internal graphic design resource and had to outsource everything, which made consistency hard. Bringing a full-time graphic designer onto my team (who has been with us for a month now) has been huge.

It allows me to step back and evaluate our visual identity from an audience perspective alongside the leadership team, while she handles the technical design details. On top of that, because the UK team is leading the charge on LEAP Enterprise, other global regions (US, Canada, Australia, Ireland) are now coming to us for advice, inspiration, and brand guidance.

What’s something you’ve learnt in your current role that has changed the way you approach social?

The critical importance of communication and collaboration in a large, global matrix organisation. LEAP is a 30-year-old company with multiple regional marketing divisions. The challenge is avoiding silos without having ‘too many cooks spoil the broth’.

For example, our UK target audience differs significantly from Australia’s legal market. We have to coordinate closely across time zones so our visual identity and messaging stay aligned globally while respecting local nuances. (I'm heading to Australia in November for our Global Marketing Summit to help build those bridges).

What’s exciting you most about social media at the moment?

The shift away from fast ‘trend culture’ towards ‘trademark culture’ and authority building. A few years ago, everyone was jumping on short-lived, disposable trends. Now, key figures and B2B creators are building distinct, recognisable communication styles - their own ‘trademark’ way of speaking.

For technical or serious industries like legal, compliance, or cybersecurity, jumping on volatile trends doesn't build trust. Developing a consistent tone of voice establishes real authority and trust with senior decision-makers.

What’s your biggest prediction for social media in 2027?

Trademarking & Executive Voice: CEOs and Managing Partners finding their unique voice on social and sticking to it long-term to build genuine authority.

Humanisation of Legal Tech: Moving away from cold, operations-heavy messaging towards human-centric brand building (similar to how Monzo humanised fintech).

Resurgence of In-Person Events: A massive surge in face-to-face, experiential industry events where digital social channels feed into real-life human connection.

What do you think brands and social teams will be talking about this time next year?

B2B Influencer Marketing. Influencer marketing is already mature in B2C, but B2B is still catching up. Over the next year, we’ll see B2B brands figure out how to leverage industry experts and niche thought leaders effectively as influencers.

What’s one piece of advice you’d give to someone looking to build a career in social?

Believe in your ideas, and understand that not every room you walk into will value them. Find the ones that do, and stay there.

When starting out in social, you spend a lot of time justifying why social media matters. While initial business justification is normal, it shouldn't be your daily battle.

If you're fighting every single day just to prove social media has value, you're in the wrong company. Find a forward-thinking business that already sees social as core to future-proofing their brand.

We know great social is always a team effort. Are there any members of your team you’d like to give a shout-out to by name in your Hot 30 article, and what would you like to recognise them for?

I want to recognise both the Leadership Team and my Marketing Team:

The Leadership Team (CEO, CFO, CRO): Unlike many corporate settings where C-suite executives constantly question marketing, our leadership team buys into our vision immediately and actively pushes marketing forward.

My Execution Team: My team of five - including our graphic designer, content marketer, and content writer. I help frame the strategy and ideas, but they are the ones who actually bring it to life on the drawing board every day.

Why Dani Made the Hot 30

Dani brings an interesting perspective to the Hot 30 because she represents a side of social that can often be overlooked. B2B social doesn’t always get the same attention as its B2C counterpart, but Dani’s work shows just how much opportunity there is to build genuinely engaging brands in traditionally more corporate spaces.

What particularly stood out to us was her focus on humanising legal tech, building distinctive executive voices and using social to create real authority rather than simply chasing trends. As B2B influencer marketing, employee advocacy and thought leadership continue to grow, we think Dani’s approach is a great example of where B2B social is heading - and exactly why she deserved a place in our 2026 Hot 30.

You can read more about the Pepper Hot 30 UK 2026, meet the full list of winners and find out more about the initiative here.

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