Fueling Pipeline Growth
for a SaaS Product Launch

Launched a targeted ABM campaign for a new SaaS product, generating 15 new logos and $3M in pipeline in just six months.

Led cross-functional go-to-market launch for a new SaaS product, aligning marketing, sales and
product teams to secure 15 new logos and $3M in pipeline.

Action

To meet the goal, the North American market was segmented into three groups based on store count:

• Large chains (Top 25 fuel retailers)

• Mid-sized retailers (51–100 stores)

• Small operators (5–50 stores)

Each segment was approached with a unique messaging strategy aligned to their operational challenges and product fit. A fully integrated campaign was executed over six months using multiple touchpoints:

• Live demos using tailored datasets to mirror real-world scenarios

• Webinars segmented by audience, supported by email and call follow-ups

• Industry event activations, including three conferences with pre-scheduled prospect meetings

• Thought leadership and PR, including promotion of an “Outstanding Industry Technology Award” with trade publication coverage and ads

• Video marketing with demo content across landing pages and events

• Targeted email and landing page campaigns to capture engagement and qualify leads

• Sales enablement materials including segment-specific product sheets, sales decks, and article reprints

• User conference integration, where existing clients provided social proof to prospective buyers

• Promotional pricing offer (Trade-In Program) tailored for mid-tier prospects

Result

• Secured 15 new logo opportunities valued at $3M in qualified pipeline

• Generated 15 high-level prospect meetings at three strategic conferences via pre-show outreach

• Leveraged campaign results into a published case study and PR asset for future marketing

• User conference attendance hit a record high, bolstered by campaign momentum

• Secured a customer speaker for the following year’s user conference, strengthening social proof and industry positioning.

Challenge

FuelQuest faced an ambitious six-month goal: generate 20 new logo opportunities for ForeSite, a new SaaS product designed for fuel retailers and distributors to optimize fuel inventory and operations. This was the company’s first major product launch in years and a strategic priority for new investors and senior stakeholders.

Although the product had been validated through beta testing, the broader market had yet to be introduced to its benefits. While FuelQuest had a robust marketing database of targeted accounts, it lacked structured segmentation and personalization. A strategic account-based marketing (ABM) approach tailored by persona and company size was essential to generate demand and drive awareness.

Launched a targeted ABM promotional campaign for a new SaaS product. The multi-channel campaign included segmentation to understand ICPs, creating a robust email campaign to existing customers and prospects to generate interest and leads, while cross-collaborating and enabling sales with updated collateral and messaging.

Not only did the campaign generate 15 new logos and $3M in pipeline, it opened the doors for recruiting speakers at our annual conference, industry publicity, and 15 high-level prospect meetings held at three separate conferences following the launch.

My Role