Case Study

allow me to re-introduce myself

They say you never get a second chance at a first impression. But a less-than-stellar first impression teaches you a lot about getting it right the next time. You just need to know where to look.

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Documint HubSpot Strategy & Content Development

Positioning strategy, messaging updates, HubSpot restructuring, graphic and video production--all a part of Documint's re-introduction.

Tools & Platforms

Services

case study

what's at stake

Documint was in a good position--a solid repeat customer base, a feature set that their customers found useful, and a simple pricing model. But as their ambitions grew, they realized that their positioning, product and marketing would need to grow too. They needed to re-evaluate, refresh and reset to effectively approach new kinds of customers.

Blind Spots

strategic audit

Marketing data collection was never a priority, making it difficult to segment current customer journeys or identify what's actually working.

At Stake

Without reliable data, every positioning and strategy decision is a guess.

churn risk

automated onboarding

Customer intake and onboarding systems weren't built for automation, requiring significant updates before reporting could be trusted.

At Stake

Without streamlined journeys, customers stall before seeing value.

communications breakdown

feature visibility

Some Documint features are difficult to explain or were buried from view, making the product's full value harder for new audiences to grasp.

At Stake

Documint couldn't justify higher price points without fixing this gap.

"JSC offers a unique blend of industry expertise and practical skills. If you're in search of a consultant who not only understands your business but also has the capability to drive measurable results, John Steele Consulting is the partner you need."

"We worked with John at a critical time in Documint - our company was evolving both in terms of updated ICPs as well as prioritizing product features and integrations. JSC gave us a marketing strategy with tangible deliverables and targets we could achieve together. It all aligned perfectly with our performance (growth) goals. JSC feels more like having internal partners rather than consultants. Communication is always clear, deliverables and deadlines are respected."

What is John Steele Consulting?

My name is John Steele and I am a 12-year veteran of digital marketing & communications. For most of my career, I have served the startup/SMB tech space, usually joining as the first or second marketing hire. And, in building marketing operations from the ground up, I saw how agencies either took advantage of or neglected small businesses. I started JSC to offer something better to startups--an agency built for founders.

How are you different than other agencies?

We're different from other agencies in two key ways:

First, we are not a traditional consulting firm in that we do strategy and execution--building strategies and executing them, often in the same project scope.

The second is our flexible pricing. With our fee-for-services agreement, I can work on anything within your tech stack for one low hourly rate. You can tag me in on any project--from web development to custom APIs to analytics.

With our project-based contracts, we limit the scope to a core list of deliverables over a set period.

Both of these agreements are 100% committment-free. Just pay for what you need.

Cool! How can we get started?

Great question! The best way is to schedule an intro consultation by clicking one of the buttons at the top or bottom of this page.

These intro calls give me a chance to learn about your business and explore ways we can address your challenges most efficiently.