I’m Amanda Leon, a founder and author, educated in Cognitive Neuroscience. I founded Unrth, a strategic design agency, in 2017, and its oilfield clients include Ellison Fluid Calipers, a well diagnostics company led by CEO Jason Ellison.
The short answer: well diagnostics companies sell to technical buyers who trust proof and familiarity, so the CEO’s own voice, backed by real numbers from real wells, is the strongest marketing they have. Jason Ellison grew his LinkedIn from 1,974 to 4,232 followers in thirteen months, 61% of them in oil and gas, and LinkedIn’s Social Selling Index now ranks him in the top 1% of sales professionals in oil and gas.
Who Buys Well Diagnostics
The person who decides which service to call. Jason’s posts are written for that person, and the right people showed up: the most common job title among his followers is Drilling Engineer, and they cluster in Dallas-Fort Worth (15%), Houston (14%), and Midland-Odessa (8%). With these buyers, specific numbers from real wells beat confident claims every time.
What We Built for Ellison Fluid Calipers
A positioning. Jason as the mentor instead of the vendor: dad humor meets field expertise, with five personality pillars we still use as a yardstick.
A signature offer. One clear offer with a real guarantee behind it.
A full profile rebuild and a commenting playbook in his voice.
Three posts a week and one article a month, every one approved by him.
Proof from a public paper. His results are documented in SPE technical paper SPE-207399-MS.
The Pivot That Made It Work
At month three the technical posts were doing fine and nothing more, so we moved to stories: his kid’s guitar solo and what it says about doing the work before the show, what layoffs do to safety, and why younger engineers in West Texas are scared to rock the boat. Jason approved a full quarter in the new style and said, in his words, “I love the new style. It is much more engaging and informative.”
Why the CEO’s Voice Beats a Company Page
Trust with technical buyers comes from familiarity and specificity. Seeing the same expert’s name every week builds familiarity, and reading exact, checkable details builds credibility. A company page can share news, but a CEO who explains how a measurement actually works, with numbers, is the one the engineers remember when it’s time to call.
What to Measure
Measure the audience, not just the reach: the share of followers who work in oil and gas, their job titles and locations, how much of the reach comes from outside the CEO’s own network, and LinkedIn’s Social Selling Index over time.
The Numbers
270,955 impressions, 80% of them from people outside his network
104,386 members reached and 2,088 engagements
Followers up from 1,974 to 4,232, with 61% in oil and gas
Top post: 58,666 impressions
LinkedIn Social Selling Index score of 61 out of 100, top 1% in oil and gas sales, where the industry average is 29
What we won’t claim: there’s no closed-deal number yet. Oil and gas sales cycles run six to twelve months, and the early signals are ranking, reach, and saves.
FAQ
How do you market a well diagnostics company?
Put the CEO's expertise in front of the people who decide which service to call, every week, with checkable numbers. The full story is in the Jason Ellison case study.
Does LinkedIn work for oilfield technical sales?
For Jason Ellison, yes: 270,955 impressions in thirteen months, and 56% of everyone who saw his posts works in oil and gas.
What is LinkedIn's Social Selling Index?
LinkedIn's 0 to 100 score for how well a professional builds a brand, finds the right people, engages with insights, and builds relationships. Jason's score is 61, top 1% in oil and gas sales.
Who runs Jason Ellison's LinkedIn?
Unrth writes it in Jason's own voice, and he approves every post.
If you sell in oil and gas and want to build your own name, start at OilMoney.io. For a company, book a call with Unrth.
