The first 30 days
We agree tiered accounts and stage definitions with sales, map finance, IT, business owner and procurement roles, and plan one play per tier before any budget goes live.
Account-based marketing (ABM) for enterprise SaaS companies
In short
PlanConversion, a Montreal-based B2B demand and revenue generation agency, runs account-based marketing (ABM) for enterprise SaaS companies. Enterprise SaaS deals involve finance, IT, the business owner and procurement, and the person who found you rarely signs.
ABM puts budget on the accounts sales agreed to pursue, with plays for each role and a clear view of which accounts move from engagement to opportunity. Programs are measured on engaged accounts, meetings, opportunities and pipeline by account. Client work in this industry includes Nakisa.
Last updated
Trusted by enterprise B2B teams
Founder’s in-house leadership as Director of Revenue Growth
Our point of view
What works in enterprise saas
Enterprise SaaS deals involve finance, IT, the business owner and procurement, and the person who found you rarely signs. ABM puts budget on the accounts sales agreed to pursue, with plays for each role and a clear view of which accounts move from engagement to opportunity.
Avoid this
The most common mistake
Running ABM as an advertising program without sales agreement on the list, so engaged accounts never get a sales follow-up.
Plays
What we run for enterprise saas teams
Tiered account list
One-to-one, one-to-few and one-to-many tiers agreed with sales.
Role-based offers
Business case for finance, security answers for IT, outcomes for the owner.
Opportunity acceleration
Plays for open deals stuck in evaluation.
The first month
How we start
Leading indicator to watch
Buying-group coverage per tier, then meetings and opportunities by account.
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
- CFO and finance leaders
- CIO and IT
- Line-of-business owners
- Procurement and legal
Committees, not leads
MQL volume says little when 6 to 10 people decide.
Long cycles hide impact
Revenue lands quarters after spend, so programs get cut early.
Category confusion
Buyers and AI assistants struggle to place complex platforms in the right category.
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: Enterprise SaaSBuyers, channels and compliance notes for this industry.BenchmarkB2B buying journey benchmarksSourced 2026 figures and what we would do about them.By cityABM in New YorkABM agency in New York: 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.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 enterprise SaaSGoogle Ads for enterprise SaaS companies: enterprise intent keywords and SMB and free-tool exclusions, the mistake to avoid and how results are measured.Same industryLinkedIn Ads for enterprise SaaSLinkedIn Ads for enterprise SaaS companies: account and role targeting and customer and deal exclusions, measured on engaged accounts, meetings and pipeline.Same industryGEO for enterprise SaaSGEO for enterprise SaaS companies: alternatives and comparison prompts and security and integration facts, the mistake to avoid and how results are measured.
Other industries industrial technology and manufacturing · data and analytics software · financial technology · healthcare technology · logistics and distribution · educational technology · cybersecurity · AI and machine learning · marketing technology and analytics
FAQ
ABM for enterprise SaaS
What does ABM for enterprise SaaS companies involve?
Enterprise SaaS deals involve finance, IT, the business owner and procurement, and the person who found you rarely signs. ABM puts budget on the accounts sales agreed to pursue, with plays for each role and a clear view of which accounts move from engagement to opportunity. The core plays are tiered account list, role-based offers, opportunity acceleration.
Who do you reach with ABM in enterprise SaaS?
The roles that shape the decision: CFO and finance leaders, CIO and IT, line-of-business owners, procurement and legal.
What is the most common ABM mistake in enterprise SaaS?
Running ABM as an advertising program without sales agreement on the list, so engaged accounts never get a sales follow-up.
How is ABM for enterprise SaaS measured?
On engaged accounts, meetings, opportunities and pipeline by account, reported from your CRM. The leading indicator we watch first: buying-group coverage per tier, then meetings and opportunities by account.
How much does ABM for enterprise SaaS 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.