How we helped Shell Fleet Solutions turn webinar engagement into 18 follow-up meetings.
Shell Fleet Solutions had open pipeline for their Renewable Diesel offer, but deals weren't moving. We built a webinar series around the objections stalling those deals, and turned it into 203 attendees, 18 meetings, and 2 closed deals.
"Together with S&S we are making steps in real impactful deals with volumes and growth."
Shell Fleet Solutions had enough interest in Renewable Diesel
but too many opportunities were sitting open without progress:
- Deals taking too long to move from interest to decision.
- Plenty of intent, but zero urgency to act.
- The same objections kept coming up across sales conversations.
- No way to create momentum across multiple accounts at once.
They needed a scalable approach to re-engage stalled opportunities and accelerate the pipeline.
Our approach
We built a webinar strategy directly tied to what was blocking deals in the pipeline:
- Analyzed where and why open opportunities were stalling.
- Identified the recurring objections holding back decisions.
- Turned those objections into a three-part webinar series.
- Invited both existing pipeline accounts and lookalike companies.
How we did it
Pipeline analysis:
Mapped where deals were slowing down and identified the root causes.
Webinar content based on objections:
Each session tackled a topic that was already blocking deals in real sales conversations.
Targeting the right accounts:
Combined open pipeline accounts with similar companies that matched the same profile.
Commercial follow-up:
Engaged attendees were handed directly to the sales team for immediate follow-up.
Results - What changed?
The webinar series turned a stalling pipeline into real commercial momentum:
203
relevant attendees across the webinar series.
18
follow-up meetings generated from the campaign.
2
deals closed shortly after the second webinar.
Shell Fleet Solutions now has a repeatable webinar-to-pipeline playbook they can deploy for every new product push or market segment.