The first 30 days
We map the fiscal and academic calendars of target institutions or employers, list academic, IT and procurement roles, and plan plays around decision windows.
Account-based marketing (ABM) for edtech companies
In short
PlanConversion, a Montreal-based B2B demand and revenue generation agency, runs account-based marketing (ABM) for edtech companies. Education and corporate learning buyers decide through committees and fixed budget cycles.
ABM here builds account lists by institution or employer type, maps academic, IT and procurement roles, and times plays to budget and procurement windows. 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 educational technology
Education and corporate learning buyers decide through committees and fixed budget cycles. ABM here builds account lists by institution or employer type, maps academic, IT and procurement roles, and times plays to budget and procurement windows.
Avoid this
The most common mistake
Running campaigns outside the budget window, so institutions hear from you after decisions for the year are made.
Plays
What we run for educational technology teams
Institution or employer tiers
Higher education, schools or corporate learning separated.
Budget-cycle timing
Plays before planning and procurement windows.
Committee content
Material for academic, IT and finance roles.
The first month
How we start
Leading indicator to watch
Engaged institutions ahead of their budget window, then opportunities.
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
- Academic and administrative leaders
- CIO and IT
- Learning and development leaders
- Procurement and finance
Seasonal budget windows
Demand clusters around fiscal and academic calendars, so timing decides results.
Mixed audiences
Educators, administrators and IT each need different messages.
Evidence expectations
Buyers want outcomes and references before they commit.
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: Educational technologyBuyers, 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 TorontoAccount-based marketing for Toronto financial services, fintech and SaaS teams: tiered account lists, buying-committee campaigns and CRM pipeline reporting.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.Same industryGoogle Ads for educational technologyGoogle Ads for edtech companies: institutional intent, student and free exclusions, qualified pipeline bidding, measured on qualified leads, opportunities and pipeline value from the CRM.Same industryLinkedIn Ads for educational technologyLinkedIn Ads for edtech companies: role and organization targeting and outcome content, measured on engaged accounts, meetings and pipeline.Same industryGEO for educational technologyGEO for edtech companies: accessibility and privacy pages and integration facts, 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 · cybersecurity · AI and machine learning · marketing technology and analytics
FAQ
ABM for educational technology
What does ABM for edtech companies involve?
Education and corporate learning buyers decide through committees and fixed budget cycles. ABM here builds account lists by institution or employer type, maps academic, IT and procurement roles, and times plays to budget and procurement windows. The core plays are institution or employer tiers, budget-cycle timing, committee content.
Who do you reach with ABM in edtech?
The roles that shape the decision: academic and administrative leaders, CIO and IT, learning and development leaders, procurement and finance.
What is the most common ABM mistake in edtech?
Running campaigns outside the budget window, so institutions hear from you after decisions for the year are made.
How is ABM for edtech measured?
On engaged accounts, meetings, opportunities and pipeline by account, reported from your CRM. The leading indicator we watch first: engaged institutions ahead of their budget window, then opportunities.
How much does ABM for edtech 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.