For early-stage B2B SaaS startups, content marketing often feels like a gamble—one that takes too long to yield results. Cyber Sierra, a Series A B2B SaaS cybersecurity startup based in Singapore (but targeting US businesses), thought this way.

This made their Head of Marketing, Srividhya Khartik, have a clear goal: kickstart their content marketing efforts the right way. Having headed content at another startup, she knew that content could be a powerful demand-generation engine.

But she also recognized the pitfalls.

In Cyber Sierra’s case, our initial research and competitive analysis revealed familiar challenges they needed to overcome to turn content into an immediate growth engine. 

The Challenges Cyber Sierra Had to Overcome

Challenge #1: Competing on SEO was an uphill battle. Cyber Sierra’s competitors, Vanta, Drata, SecureFrame, and others had been publishing content for years. This meant they dominated the search engine results page (SERP) and were ranking high for all key cybersecurity terms. Beating them at their own game was unlikely.

Challenge #2: They needed content that not only educated but converted. Many B2B SaaS blogs are filled with surface-level content—informative but uninspiring, driving page views but not pipeline. Careful not to waste time or burn hard-earned resources, Cyber Sierra needed content that introduced their platform, resonated with their ICP, and moved them to take action.

Challenge #3: Presentation mattered as much as production. Great content deserves to be housed greatly. The way content is presented impacts how deeply it resonates. Cyber Sierra’s existing resource and blog posts’ layouts needed a revamp to match the quality of the content we planned to create for them.

Challenge #4: They needed a scalable distribution engine. Realizing they couldn’t rely on SEO, we knew simply publishing blog posts wasn’t enough. Cyber Sierra needed to get each content piece they created in front of the right audience consistently, without relying solely on search engines. These needs triggered their search for a trusted partner.

Finding VEC Studio: A Decision Made Easy

Before engaging VEC Studio, Srividhya had been following our Founder, Victor Eduoh’s insights on LinkedIn for quite some time. She saw firsthand how his content challenged conventional B2B SaaS marketing approaches and introduced Product-Led Storytelling (PLS) as a new and reliable execution model:

Cyber Sierra didn’t need just another content agency. They needed a partner who deeply understood storytelling, product marketing, and distribution.

That’s exactly what they found in VEC Studio

The Execution: A Product-Led Storytelling Approach

Rather than treating content as a traffic-generation tool, we approached it as a demand-generation engine, ensuring we crafted each piece to achieve the trifecta of resonance, engagement, and conversions.

1. A Strategic Foundation: Understanding Cyber Sierra’s ICP & Pain Points

Before writing a single article, we worked with teams across Cyber Sierra to define their ICP, messaging pillars, and storytelling angles. To this effect, we created ICP StoryScripts for two of their main target buyers, CISOs (Chief Information Securiry Officers) and CTOs (Chief Technology Officers): 

The ICP StoryScripts we created and leveraged enabled us to align each piece of content with the real pains and aspirations of their target customers, ensuring that Cyber Sierra’s message cut through the noise.

So much so that Srividhya said:

2. Crafting High-Impact, Conversion-Driven Content

Using our 9-step, Product-Led Storytelling execution approach, the articles we crafted weren’t just optimized for rankings—they were engineered for action.

Each article:

✅ Introduced Cyber Sierra’s platform naturally.

✅ Highlighted key product benefits while addressing ICP pain points.

✅ Used a Product-Led Storytelling approach—weaving in real-world cybersecurity challenges, showing how Cyber Sierra’s platform solved them, and guiding readers toward conversion.

Says Srividhya: 

As her exact words clearly show, the Product-Led Storytelling approach isn’t just theory—it drives real results. As a result, Cyber Sierra’s content didn’t just attract traffic; it moved potential customers down the funnel.

But to ensure that, we did something else:

3. Enhancing Comprehension with Thoughtful Design

Most agencies stop at writing. 

But when you take a storytelling execution approach as we do, you realize that content isn’t just words—it’s an experience.

So to deliver an experience, we did two things: 

1. We recommended and redesigned both their resource and blog posts’ layouts, ensuring both housed content for better discoverability and readability, and more likely to convert engaged readers into pipeline or newsletter subscribers. 

First, we created wireframes to redesign their main resource page, making it easier for target ICPs to join their newsletter, discover, and filter relevant content. We also did the same to their article page layout. But in this case, to ensure ease of readability while making relevant CTAs visible as ICPs read through each article: 

The entire Cyber Sierra team loved this. 

So, briefly collaborating with their UX design team, we fine-tuned the wireframes, working together to arrive at the iteration the startup still uses today.

The new, main resource page: 

And the new, blog posts page: 

2. To reinforce key points and make each content piece more engaging, digestible, and memorable, working with Curt Studio, we paired every article with clean, easy-to-understand design assets.

Here are a few:

By integrating custom graphics, charts, and product visuals, we made each piece of content more engaging—ensuring readers grasped key takeaways without getting lost in walls of text.

4. Rethinking Distribution: The Power of Owned Media

Given the competitive SEO landscape, we needed a different approach. Instead of waiting for Google to send traffic, we built a direct distribution engine that put Cyber Sierra’s content in front of the right audience consistently.

🔹 We recommended and helped Cyber Sierra launch "Secure My Software Weekly" (SMSW)—a new and branded newsletter—designed to deliver excerpts from published content directly to potential buyers:

🔹 We turned blog posts into newsletter excerpts and LinkedIn content, repurposing insights into high-performing posts that built brand presence.

And the results?

📌 Cyber Sierra’s LinkedIn following grew by over 400%, from ~1,000 to over 5,000 in one year.

📌 Their newsletter amassed 2,000+ engaged subscribers, becoming a primary source of pipeline and closed-won deals.

No wonder Srividhya said: 

This multi-channel distribution approach ensured that Cyber Sierra’s content wasn’t just published—it was seen, read, and acted upon.

The Impact: Turning Content into a Growth Engine

With a solid strategy, high-converting content, a thought-out reading experience, and an owned media distribution system, Cyber Sierra’s content marketing efforts evolved from a cost center into a pipeline-generating asset.

Takeaways for Other B2B SaaS Marketing Leaders

🚀 SEO is not the only route to pipeline—owning distribution through newsletters and social media accelerates results.

🚀 Product-Led Storytelling works—content that naturally weaves in the product while solving real problems converts better than keyword-stuffed articles.

🚀 Presentation matters—clean design enhances comprehension and improves reader engagement.

🚀 Strategy before execution—understanding the ICP, messaging pillars, and pain points ensures every content piece is high-impact.

Transform Your Content into a Growth Engine

If you’re a Head of Marketing at a B2B SaaS startup, you’ve seen firsthand how content can either drive revenue—or drain resources.

At VEC Studio, we don’t just write content. We leverage our Product-Led Storytelling approach to execute strategies that turn content into pipeline.

Want to see how we can help you achieve similar results?