---
title: Documint x JSC — B2B SaaS Marketing Case Study
description: How JSC delivered B2B SaaS marketing leadership, content strategy, and HubSpot automation for Documint. Real client results from a project-based engagement.
image: https://www.johnsteeleconsulting.com/hubfs/JSC%20Linkedin%20OpenGraph%20Image%202.png
---
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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.
[Talk to us about your project](https://calendly.com/johnsteeleconsulting/30min?utm_content={PAGE_URL})
**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
 %20(2).png?width=40&height=40&name=Untitled%20(2007%20x%20450%20px)%20(2).png) %20(3).png?width=40&height=40&name=Untitled%20(2007%20x%20450%20px)%20(3).png) %20(4).png?width=40&height=40&name=Untitled%20(2007%20x%20450%20px)%20(4).png)
---
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[](https://www.johnsteeleconsulting.com/hubspot-consulting) [](https://www.johnsteeleconsulting.com/automation-analytics) [](https://www.johnsteeleconsulting.com/content-operations) [](https://www.johnsteeleconsulting.com/web-content-development)
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.
**CASE STUDY**
# design with conviction
# design with conviction
Unlike most startups and SMBs, many lawfirms don't have marketing departments. Instead, they ask lawyers and office managers to update websites, manage marketing technology, wrangle lead data and more. But, with the right design and technology stack, you can ensure modern, high-quality content AND an intuitive, enjoyable user experience, no matter your technical ability.
[GET THE RECIPE](https://www.johnsteeleconsulting.com/case-studies/documint#the-recipe)
-1.png?width=2000&height=2000&name=John%20Steele%20Consulting%20Logo%20(9)-1.png)
client:
[](https://www.wisemanschwartz.com)
toolset
.png?width=212&height=40&name=John%20Steele%20Consulting%20Logo%20(28).png "John Steele Consulting Logo (28)")
PROJECT type
Scoped Project
sprints
**CASE STUDY**
## what we built
[get the deck](https://www.drivewebstudio.com/)
**part 1**
## market landscape audit
.png?width=2000&height=2000&name=John%20Steele%20Consulting%20Logo%20(27).png "John Steele Consulting Logo (27)")
With an ambitious feature pipeline and a loyal customer base, Documint saw the opportunity to expand into new markets. But without a complete accounting of the market, competitor analysis and positioning, they weren't sure where to focus. The Positioning Sprint helped with market sizing, competitive analysis and an action plan.
.png?width=1080&height=1080&name=John%20Steele%20Consulting%20Logo%20(31).png "John Steele Consulting Logo (31)")
**part 2**
## data hygiene
Documint's Hubspot CRM wasn't set up for Lifecycle Stage tracking. They couldn't get a clear picture of where their contacts were within the purchase funnel. Using Hubspot workflows, custom automation and an iterative lead scoring rubric, we categorized leads and customers more effectively using Deal Flow, lifecycle stage tracking and more.
**part 2**
## data hygiene
Documint's Hubspot CRM wasn't set up for Lifecycle Stage tracking. They couldn't get a clear picture of where their contacts were within the purchase funnel. Using Hubspot workflows, custom automation and an iterative lead scoring rubric, we categorized leads and customers more effectively using Deal Flow, lifecycle stage tracking and more.
**part 3**
## process automation
.png?width=2000&height=2000&name=John%20Steele%20Consulting%20Logo%20(27).png "John Steele Consulting Logo (27)")
Once the data was clean, we had to apply the same logic to all future prospects and customers. That meant journey mapping and installing automated drip campaigns to segment and nurture new leads and customers from subscription to upsell. It also meant eliminating costly busywork like manually emailing new prospects.
-1.png?width=2000&height=2000&name=Untitled%20design%20(2)-1.png "Untitled design (2)-1")
.png?width=2000&height=2000&name=John%20Steele%20Consulting%20Logo%20(8).png "John Steele Consulting Logo (8)")
# best-screen design
**part 4**
## strategic storytellng
With the new content marketing infrastructure in place, Documint was ready for a new story--their newly launched Hubspot integration feature. JSC created animated explainer videos, screenshare presentations and visual elements to promote and guide new and existing users through the process of using new features.
# best-screen design
**part 4**
## strategic storytellng
With the new content marketing infrastructure in place, Documint was ready for a new story--their newly launched Hubspot integration feature. JSC created animated explainer videos, screenshare presentations and visual elements to promote and guide new and existing users through the process of using new features.
.png?width=2000&height=2000&name=John%20Steele%20Consulting%20Logo%20(8).png "John Steele Consulting Logo (8)")
# best-screen design
**part 4**
## strategic storytellng
With the new content marketing infrastructure in place, Documint was ready for a new story--their newly launched Hubspot integration feature. JSC created animated explainer videos, screenshare presentations and visual elements to promote and guide new and existing users through the process of using new features.
.png?width=2000&height=2000&name=John%20Steele%20Consulting%20Logo%20(8).png "John Steele Consulting Logo (8)")
**CASE STUDY**
# feedback
> "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."
Josh Mamroud
Founder / CEO
Documint
> "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."
Niklas Vaittinen
Head of RevOps
Documint
**CASE STUDY**
## frequently asked questions
frequently asked questions
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.
**CONTACT JOHN STEELE CONSULTING**
## schedule your consultation
Bring your challenges. We'll create a suite of services, a timeline and a project plan tailored to your business.
[BOOK YOUR APPOINTMENT](https://calendly.com/johnsteeleconsulting/30min?utm_content={PAGE_URL})
[%20(3).png?width=1200&height=240&name=JSC%20(1200%20x%20240%20px)%20(3).png "JSC (1200 x 240 px) (3)")](https://www.johnsteeleconsulting.com)
Grow your startup or small business by exploring the most efficient levers for short-term and long-term growth: Positioning, Content & Automation.
[mailto:john@johnsteeleconsulting.com](mailto:john@johnsteeleconsulting.com)
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Copyright © 2023, John Steele Consulting
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