The first 30 days
We combine product usage, community activity and fit data to pick accounts, map the practitioners, data leaders and IT owners in each, and agree the expansion plays with sales.
Account-based marketing (ABM) for data and analytics software companies
In short
PlanConversion, a Montreal-based B2B demand and revenue generation agency, runs account-based marketing (ABM) for data and analytics software companies. Data and analytics platforms often have users inside an account long before there is an enterprise deal.
ABM here starts from product and community signals: accounts with active users, growing usage or open-source adoption become the target list, and campaigns reach the data leaders and IT owners who sign the contract. Programs are measured on engaged accounts, meetings, opportunities and pipeline by account. Client work in this industry includes KNIME.
Last updated
Trusted by enterprise B2B teams
Founder’s in-house leadership as Director of Revenue Growth
Our point of view
What works in data and analytics software
Data and analytics platforms often have users inside an account long before there is an enterprise deal. ABM here starts from product and community signals: accounts with active users, growing usage or open-source adoption become the target list, and campaigns reach the data leaders and IT owners who sign the contract.
Avoid this
The most common mistake
Selecting target accounts only by firmographics and ignoring the accounts where practitioners already use the product, which are often the fastest path to an enterprise deal.
Plays
What we run for data and analytics software teams
Usage-led account selection
Accounts with active users or downloads prioritized for enterprise outreach.
Data leader and IT owner plays
Separate messages for heads of data and platform owners.
Champion enablement
Content existing users can share internally.
The first month
How we start
Leading indicator to watch
Accounts moving from practitioner usage to a conversation with a data leader or IT owner.
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. For proof in this industry, see the KNIME case study.
Who we reach
The buying committee
- Data scientists and analysts
- Heads of data and analytics
- IT and platform owners
- Business sponsors
Users are not buyers
Practitioners adopt the product, but budget sits with data leaders and IT.
Usage signals are disconnected
Product and community data rarely reach the CRM at account level.
AI shortlists decide early
Data teams ask AI assistants for tool comparisons before visiting vendor sites.
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
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 →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 →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: Data and analytics softwareBuyers, channels and compliance notes for this industry.BenchmarkB2B buying journey benchmarksSourced 2026 figures and what we would do about them.By cityABM in San FranciscoABM agency in San Francisco: target accounts agreed with sales, buying-group campaigns on LinkedIn, Demandbase or 6sense, and pipeline by account from your CRM.By cityABM in SeattleABM agency in Seattle: target accounts agreed with sales, buying-group campaigns on LinkedIn, Demandbase or 6sense, and pipeline by account from your CRM.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.Same industryGoogle Ads for data and analytics softwareGoogle Ads for data and analytics software companies: comparison and integration terms, learning-query exclusions, signup-to-opportunity value, measured on qualified leads, opportunities and pipeline value from the CRM.Same industryLinkedIn Ads for data and analytics softwareLinkedIn Ads for data and analytics software companies: accounts with existing users, data leadership targeting, peer proof creative, measured on engaged accounts, meetings and pipeline.Same industryGEO for data and analytics softwareGEO for data and analytics software companies: workflow answer pages and documentation clarity, the mistake to avoid and how results are measured.
Other industries industrial technology and manufacturing · enterprise SaaS · financial technology · healthcare technology · logistics and distribution · educational technology · cybersecurity · AI and machine learning · marketing technology and analytics
FAQ
ABM for data and analytics software
What does ABM for data and analytics software companies involve?
Data and analytics platforms often have users inside an account long before there is an enterprise deal. ABM here starts from product and community signals: accounts with active users, growing usage or open-source adoption become the target list, and campaigns reach the data leaders and IT owners who sign the contract. The core plays are usage-led account selection, data leader and IT owner plays, champion enablement.
Who do you reach with ABM in data and analytics software?
The roles that shape the decision: data scientists and analysts, heads of data and analytics, IT and platform owners, business sponsors.
What is the most common ABM mistake in data and analytics software?
Selecting target accounts only by firmographics and ignoring the accounts where practitioners already use the product, which are often the fastest path to an enterprise deal.
How is ABM for data and analytics software measured?
On engaged accounts, meetings, opportunities and pipeline by account, reported from your CRM. The leading indicator we watch first: accounts moving from practitioner usage to a conversation with a data leader or IT owner.
How much does ABM for data and analytics software 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.