Maxio was at a crossroads. After merging SaaSOptics and Chargify, they inherited a mountain of content: product pages, blog posts, whitepapers, and webinars—but no clear direction.
- Messaging was fragmented.
- Sales teams wasted hours searching for content that didn’t quite fit their prospects’ needs.
- Marketing struggled to prove their efforts were influencing revenue.
Instead of fueling growth, content was causing friction. Deals stalled because prospects couldn’t find the answers they needed. Internal teams weren’t aligned. They needed a content strategy that didn’t just organize their assets, but it needed to drive revenue.That meant answering critical questions:
- What pain points mattered most to their ICP of finance leaders and SaaS founders?
- Which content formats actually influenced deals?
- How could content directly support sales, customer success, and product marketing?
That’s where StoryWon came in. We didn’t just build another content calendar full of keywords and called it a day. We built a revenue-driven content engine.The StrategyMost content strategies start with keyword research or reworking existing assets. We took a different approach, and spoke directly to the people who knew Maxio’s ICP better than anyone else:
- Sales teams: What objections were stalling deals? What content was missing?
- Customer Success: What knowledge gaps were frustrating new customers?
Product Marketing: How could content reinforce Maxio’s competitive positioning? - Real Customers: What insights did finance leaders and SaaS founders actually need?
Instead of guessing or relying on keywords, we listened. And here’s what we uncovered:
- Finance leaders were overwhelmed. They needed guidance on what financial operations tools would allow them to scale without immediately jumping to an expensive EPR platform.
- SaaS founders struggled with understanding their financial operations. They wanted self-serve tools to guide decision-making.
- The market was shifting. Content had to address the economic realities of scaling a SaaS business in uncertain times.
Armed with these insights, we built a content roadmap that:
→ Aligned Maxio’s messaging across all content channels.
→ Streamlined their content library to eliminate clutter.
→ Created high-impact assets designed to support sales conversations and accelerate deals.
Key Initiatives That Drove $2.2M in Pipeline
Each content initiative was tied directly to a core pain point, ensuring it had real business impact.
Buyer’s Guide: Financial Operations Software → 80 opportunities influenced
"Finance leaders don’t have time to sift through endless solutions—they need clarity fast."
This guide cut through the noise with direct comparisons, actionable insights, and real-world use cases. It became a go-to resource for CFOs evaluating financial software.
SaaS Equity Calculator → 16 opportunities influenced
"SaaS founders were struggling to understand how equity impacted their financial operations."
This interactive tool provided a tangible reason to engage with Maxio, addressing a high-friction decision point for founders and CFOs.
Loan Analysis Content Series → 45 opportunities influenced
CFOs looking for financing strategies found clear, actionable frameworks in this deep-dive content series. By addressing a crucial financial pain point, Maxio attracted high-intent decision-makers.
Scaling During a Recession Playbook → 46 opportunities influenced
With economic uncertainty on the rise, Maxio’s leadership led the conversation on financial resilience. This positioned them as a trusted resource and built stronger relationships with their ICP. This playbook became a must-read resource for decision-makers looking to scale despite market uncertainty.
The Results
Before StoryWon, Maxio’s content was scattered, hard to track, and underutilized. After implementing a revenue-driven content strategy:
- $2.2M in pipeline was directly influenced by content.
- 186 sales opportunities were impacted.
- Content became a core revenue driver.
But beyond the numbers, the real transformation was in how Maxio used content:
→ Sales teams had the right assets to move deals forward.
→ Marketing had clear attribution for sales-qualified leads that were influenced by content.
→ Customer Success had resources to educate and retain customers.
The Takeaway
A strong content strategy doesn’t just drive traffic. It drives revenue. By aligning content with the real needs of their ICP and internal teams, StoryWon helped Maxio turn scattered content into a pipeline-generating engine.
Struggling with content that isn’t moving the needle? Let’s build a strategy that fuels your sales pipeline.
Book a call with StoryWon today.
