This Week's Featured Article: HCL. Enterprise Commerce Without the Drama

AI and Content Marketing Are Transforming B2B Legal Tech with Levi Lindsay

Author

Brent Peterson
March 05, 2026

The Talk Commerce Podcast Newsletter

Who have we been talking to lately? Focusing on conversations about eCommerce, AI, Entrepreneurship, and Marketing.

HCL. Enterprise Commerce Without the Drama

By Brent W Peterson

In 2018, Adobe bought Magento for $1.8 billion — and everyone had an opinion. One year later, HCL Technologies quietly paid the same price for a collection of IBM software products. Nobody talked about it.

That silence says everything.

HCL took over WebSphere Commerce, WebSphere Portal, Unica, and more — rebranding and serving 20,000+ organizations, including most of the Fortune 100. HCL Commerce powers giants like Costco and Carrefour. HCL DX runs internal portals for banks, government agencies, and regulated industries worldwide.

They're not chasing hype. They're serving a specific market — and holding it.

The honest take: HCL wins on security, compliance, and breadth. It struggles with implementation speed, developer experience, and modernization.

With over $1B in annual recurring revenue, the math works — for now. The real question is whether legacy foundations can outrun composable, AI-native competitors.

Our Latest Episode:

AI and Content Marketing Are Transforming B2B Legal Tech with Levi Lindsay

How do you market a B2B product when your audience isn't on LinkedIn? Levi Lindsay figured it out by actually asking his customers where they spend their time.

Levi shares how his team applied D2C content strategies to B2B legal tech marketing. His team discovered that personal injury lawyers hang out on Facebook and Instagram, not LinkedIn. This insight drove a successful Meta ads strategy that defied conventional B2B wisdom.

Levi also discusses the expanding digital footprint required of modern marketers, how his team uses custom GPTs to maintain brand voice, and why AI video tools still need human context. 

Turn Your 3-Day Conference Into 3 Months of Marketing

Stop leaving conferences with nothing but badge scans. 

Most teams spend thousands on booths, travel, and swag, then come home with a vague plan to follow up. 

The energy fades. The conversations go cold. 

Conference Video Coverage changes that. 

We show up at your booth, film professional interviews with your team, and deliver polished video assets you can use for months. Social clips, testimonials, sales follow-ups, email campaigns. One shoot. Three months of content. 

Your team stays focused on the event. We handle the rest.

Was this email forwarded to you?

Subscribe to the podcast.