The first 30 days
We agree a focused account list with sales, map CISO, architect, IT and procurement roles, and prepare technical content and proof before campaigns launch.
Account-based marketing (ABM) for cybersecurity companies
In short
PlanConversion, a Montreal-based B2B demand and revenue generation agency, runs account-based marketing (ABM) for cybersecurity companies. Security deals involve the CISO, security architects, IT and procurement, and buyers are flooded with vendor outreach.
ABM here works on a focused account list with technical credibility, threat-relevant content and sales plays triggered by real research signals. Programs are measured on engaged accounts, meetings, opportunities and pipeline by account.
Last updated
Trusted by enterprise B2B teams
Founder’s in-house leadership as Director of Revenue Growth
Our point of view
What works in cybersecurity
Security deals involve the CISO, security architects, IT and procurement, and buyers are flooded with vendor outreach. ABM here works on a focused account list with technical credibility, threat-relevant content and sales plays triggered by real research signals.
Avoid this
The most common mistake
Adding more outreach to security leaders who already receive vendor messages daily, instead of earning attention with technical credibility.
Plays
What we run for cybersecurity teams
Signal-based account selection
Intent and research activity on relevant topics.
Technical credibility content
Research, architecture and proof for security teams.
CISO-level plays
Business risk framing for leadership.
The first month
How we start
Leading indicator to watch
Engagement from security architects and leaders in target accounts, then meetings.
How the program runs
An ABM program runs in 90-day cycles: account and role mapping with sales in the first month, campaigns and sales plays by tier in the second, and the first account-level review in the third, when budget moves to the accounts and segments that respond. The full ABM service page lists every deliverable.
Who we reach
The buying committee
- CISO and security leaders
- Security architects and engineers
- CIO and IT
- Procurement, legal and risk
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.
Official Demandbase partner
Demandbase programsABM run by an official Demandbase partner
Our ABM programs are built and operated by a registered Demandbase Service Partner: account selection, intent, advertising and sales plays connected to your CRM and measured in pipeline.
Proof
Results from comparable programs
Anonymized / Enterprise software42% more qualified pipeline in six months for an enterprise software company42%lift in qualified pipeline within 6 months$40M+pipeline influenced by the engagement3xSQL volume from paid channelsRead the case study →KNIME / Data analytics softwareKNIME case study: 51% lower cost per lead with paid media accountable to pipeline51%lower cost per lead, with lead volume holding steady9 in 10leads meeting the client quality standard, verified in the CRM77%of qualified search leads from purpose-built landing pagesRead the case study →Worked example / Enterprise B2B technologyFrom paid spend to revenue: $600K of media, $7.2M of attributed pipeline12:1pipeline-to-spend$7.2Mmarketing-sourced pipeline attributed through to the CRM$1.9Mclosed-won revenue in period, fully attributedRead the case study →
PlanConversion went beyond flagging a misfiring tracking tag. They brought the fix and a forward-looking testing plan to keep our tracking reliable.
Pipeline quality and win rates improved within a quarter. We finally had one connected demand engine with shared metrics.
Recommendations
What senior leaders say about our founder, Hojabr Sattari
Recommendations for our founder, written by executives, peers and team members on LinkedIn. Read all 14 recommendations
Babak VarjavandiCEOManaged Hojabr directlyI am delighted to recommend Hojabr, who I worked with when he was our Sr. Manager of Marketing. Because of him we had a remarkable increase in our web presence, thanks to his expertise in digital marketing. As the CEO, I’ve closely observed Hojabr’s positive impact on our team. He encourages creativity and innovation, making him not only a great leader but also a catalyst for our success.
Amanda MillerGlobal Revenue Marketing Executive and Growth StrategistManaged Hojabr directlyWorking with Hojabr has been nothing short of inspiring. As Director of Digital Strategy & Experience, he has revolutionized our digital presence, transforming our website into a customer-centric, high-performing platform that delivers measurable business impact. Hojabr’s no-nonsense approach, combined with his relentless drive to achieve results, sets him apart as a true leader who gets things done, fast and effectively. His ability to tackle complex challenges, like integrating SEO in-house and resolving large-scale technical issues, reflects his strategic mindset and unwavering commitment to excellence.
What truly makes Hojabr exceptional is his leadership. He has not only elevated his own team, unlocking potential and delivering performance I’ve never seen before, but has also mentored across the marketing organization, raising the bar for everyone he works with. His sharp focus on delivering value, both from internal teams and external agencies, ensures that every dollar spent drives meaningful outcomes. Hojabr’s cross-functional collaboration and experimental, data-driven approach are driving results that impact the entire company, and his work is a cornerstone of our digital and revenue success.
If you’re looking for someone who combines vision, execution, and the ability to lead others to greatness, Hojabr is the person you want on your team. I’m proud to work alongside him and excited to see the incredible impact he will continue to make.
Recommendations written on LinkedIn about our founder, Hojabr Sattari, mostly from his previous in-house leadership roles. Lightly edited for punctuation and to remove company names. Titles are each person’s current LinkedIn headline. They describe Hojabr’s work, not specific PlanConversion client engagements. View on LinkedIn
Keep exploring
Related pages
ServiceThe full ABM serviceScope, deliverables, pricing and how the program runs.IndustryOverview: CybersecurityBuyers, channels and compliance notes for this industry.BenchmarkB2B buying journey benchmarksSourced 2026 figures and what we would do about them.By cityABM in BostonABM agency in Boston: target accounts agreed with sales, buying-group campaigns on LinkedIn, Demandbase or 6sense, and pipeline by account from your CRM.By cityABM in AustinABM agency in Austin: target accounts agreed with sales, buying-group campaigns on LinkedIn, Demandbase or 6sense, and pipeline by account from your CRM.By cityABM in OttawaABM for Ottawa B2B technology companies: target accounts agreed with sales, buying-group campaigns, Demandbase and 6sense, and pipeline reporting from your CRM.Same industryGoogle Ads for cybersecurityGoogle Ads for cybersecurity companies: problem and compliance terms and learning and job exclusions, the mistake to avoid and how results are measured.Same industryLinkedIn Ads for cybersecurityLinkedIn Ads for cybersecurity companies: security role and skill targeting and technical content first, measured on engaged accounts, meetings and pipeline.Same industryGEO for cybersecurityGEO for cybersecurity companies: framework and capability pages and comparison prompts, measured on share of AI answers, citations and AI-referred pipeline.
Other industries industrial technology and manufacturing · data and analytics software · enterprise SaaS · financial technology · healthcare technology · logistics and distribution · educational technology · AI and machine learning · marketing technology and analytics
FAQ
ABM for cybersecurity
What does ABM for cybersecurity companies involve?
Security deals involve the CISO, security architects, IT and procurement, and buyers are flooded with vendor outreach. ABM here works on a focused account list with technical credibility, threat-relevant content and sales plays triggered by real research signals. The core plays are signal-based account selection, technical credibility content, CISO-level plays.
Who do you reach with ABM in cybersecurity?
The roles that shape the decision: CISO and security leaders, security architects and engineers, CIO and IT, procurement, legal and risk.
What is the most common ABM mistake in cybersecurity?
Adding more outreach to security leaders who already receive vendor messages daily, instead of earning attention with technical credibility.
How is ABM for cybersecurity measured?
On engaged accounts, meetings, opportunities and pipeline by account, reported from your CRM. The leading indicator we watch first: engagement from security architects and leaders in target accounts, then meetings.
How much does ABM for cybersecurity companies cost?
At PlanConversion, ABM programs are scoped to your accounts, goals and budget after a free 30-minute pipeline plan, and confirmed in your proposal. When a program includes paid media, management is 15% of monthly ad spend up to $50K, 12% from $50K to $200K and 10% above $200K, with no media markup.