The Challenge
ForeSite was FuelQuest's first major product launch in years — a fuel inventory and operations platform built for retailers and distributors, proven in beta but unknown to the broader market. New investors and senior stakeholders were watching closely. The target: 20 new logo opportunities in six months.
The account list already existed. What didn't exist was a way to use it — a fragmented base of prospects with no segmentation, no sequencing, and no plan for turning a cold list into qualified conversations at scale.
The Approach
The account list was rebuilt and segmented by store count and by buyer persona, so messaging could speak directly to how each type of prospect actually operated — rather than one generic pitch sent to everyone. That segmentation anchored a twelve-month, multi-channel push built around FuelQuest's annual user conference, industry tradeshows, targeted email, webinars, executive outreach, and PR.
- Segmented ABM lists rebuilt by store count and persona, replacing a flat, undifferentiated account list
- Pre-show executive outreach securing high-level prospect meetings across three industry conferences
- Campaign results repurposed into a published case study and ongoing PR asset to extend the launch's reach
The Results
Six months after launch, the campaign had delivered a 28.8X return on a $434K spend — $12.49M in revenue. Fifteen new logo opportunities were secured, valued at $4.6M, alongside 25 additional customer expansion deals worth $7.8M. Together, those two categories represented half of FuelQuest's $25M ARR base at the time.
Beyond the pipeline, the campaign secured 12 high-level prospect meetings across three industry conferences through pre-show executive outreach, and drove record attendance at FuelQuest's own user conference — strong enough that a customer agreed to speak at the following year's event.
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