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Account-based marketing
Campaigns for sales-approved target accounts, by tier and buying role.
Reach skeptical CISOs with proof they can verify, and pipeline you can report
In short
PlanConversion runs demand generation for cybersecurity companies selling to CISOs, security teams and IT leaders. Programs combine ABM, intent platforms, paid media and GEO, built for skeptical technical buyers and reported on pipeline, revenue and the KPIs leadership and boards review.
Last updated
Clients
Sound familiar?
What we hear from teams like yours
“Buyers have heard the same claims from dozens of vendors and trust peers over ads.”
“Our product wins in a proof of concept, but few buyers reach that stage.”
“Many approvers weigh in and we only reach one or two of them.”
Who we reach
The buying committee
Programs are built around every role that influences the decision, not just the person who fills in a form.
- CISO and security leaders
- Security architects and engineers
- CIO and IT
- Procurement, legal and risk
The challenge
What makes demand generation hard here
A crowded, noisy category
Buyers hear similar claims from dozens of vendors and trust peers and analysts over ads.
Technical evaluation
Hands-on proof of concept and technical review shape the shortlist.
Long cycles and many approvers
Security, IT, legal and finance all weigh in before a purchase.
Plays
What we run
Technical-credibility content
Specific, honest content that practitioners can verify.
Intent-led ABM
Demandbase or similar platforms used to focus on accounts showing real research behavior.
Targeted paid media
Search and LinkedIn aimed at roles and threats, not broad awareness.
Category GEO
Clear positioning so AI assistants place your product in the right category.
Services
Most-used programs in this industry
Paid media
LinkedIn, Google, Microsoft, programmatic and intent platforms managed against pipeline.
Generative engine optimization
Get cited and recommended accurately by ChatGPT, Perplexity, Gemini, Claude and Google AI Overviews.
Demandbase programs
We operate Demandbase end to end so account activity turns into pipeline.
Board-ready reporting
The KPIs leadership will see
Reporting is built for leadership and investor meetings: pipeline, revenue and payback, not activity counts.
Target accounts engaged
Accounts showing real research and evaluation behavior.
Proof-of-concept starts
Qualified evaluations from target accounts.
Pipeline and win rate
By segment and by buying-committee coverage.
CAC and payback
Honest accounting leadership can defend.
First 90 days
What happens after you say yes
Days 1 to 30
Define target accounts and roles. Audit intent data, tracking and the technical content that exists today.
Days 31 to 60
Launch intent-led ABM and targeted paid media with specific, verifiable content.
Days 61 to 90
Review proof-of-concept starts and pipeline, then retune targeting and content.
Start free
Get a free audit of your paid media
With read-only access to your ad accounts, we show where spend is leaking and what to fix first. You keep the notes either way.
FAQ
Common questions
How do you reach skeptical technical buyers?
With specific, verifiable content and targeting by role and account, rather than broad claims and generic offers.
Do you work with intent platforms?
Yes. We run Demandbase and similar platforms against pipeline, not activity.
