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Account-Based Marketing
Account-based marketing requires precision, persistence, and creativity to earn the attention of hard-to-reach decision makers. At Chevron Lubricants, I designed and executed the company’s first account-based program, “Meeting Maker,” which successfully secured high-value sales conversations with targeted accounts. Over two iterations, the campaign evolved from a tightly orchestrated direct mail and call blitz into a more sophisticated, data-driven initiative with integrated nurture, improved list quality, and deeper sales alignment.
"Meeting Maker" ABM Campaign
Challenge
Chevron Lubricants needed to engage senior decision makers within a select set of high-value accounts. Traditional demand generation programs weren’t breaking through — response rates were low, sales struggled to secure face-to-face meetings, and leadership needed proof that an account-based approach could generate meaningful pipeline.
Approach
I designed a new program that flipped the funnel, concentrating resources on fewer accounts with a higher-touch, multi-channel strategy. The campaign was branded as “Meeting Maker” to emphasize its singular goal: drive qualified meetings for Chevron sales teams with key accounts in target industries.
Execution
Phase 1 (Initial Campaign):
The first launch used a coordinated sequence of touches (email, dimensional direct mail, and telemarketing) to reach decision makers. Prospects were directed to a registration landing page where they could schedule meetings or schedule directly with telesales. Non-responders were funneled into nurture or fast-track programs for continued follow-up.Phase 2 (Optimized Campaign):
Building on learnings, the second iteration expanded the target list, refined incentive strategy, and strengthened telemarketing by involving both inside sales and agency partners. A 7-touch email nurture series was introduced to maintain engagement beyond the initial blitz, reinforcing ISOCLEAN value propositions and supporting reps with Marketing Cloud automation. Industry Specialists were added to further validate outreach.
Results
Reduced cost per meeting by more than 50%, driving major efficiency gains.
Engaged nearly double the number of target accounts compared to the initial launch.
Drove a 100% increase in meetings secured with high-value decision makers.
More than doubled closed-won revenue directly attributed to the campaign versus initial launch.
Elevated ABM from a pilot into a proven, repeatable model for Chevron.
Role & Tools
I led campaign strategy, cross-functional alignment with sales and industry specialists, and agency briefing. I oversaw creative development, Salesforce reporting, and Marketing Cloud integration, while analyzing results to refine targeting and messaging. Tools included Salesforce, Marketing Cloud, and agency-delivered direct mail.
Strategic
Takeaway
The Meeting Maker campaign proved that account-based marketing could deliver efficiency, scale, and meaningful revenue impact when executed with precision. By cutting cost per meeting in half, nearly doubling the number of target accounts engaged, and translating engagement into significantly greater closed-won business, the program advanced from a pilot to a proven framework that Chevron could confidently repeat and expand.
Direct Mailer
Email Series
Landing Pages
Follow-Up Nurture Camapign
Google Sites
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