The first 30 days
We pick one or two segments, list the target accounts and sites with sales and distributor partners, map roles per site and agree what counts as an engaged account and a qualified opportunity.
Account-based marketing (ABM) for industrial technology and manufacturing companies
In short
PlanConversion, a Montreal-based B2B demand and revenue generation agency, runs account-based marketing (ABM) for industrial technology and manufacturing companies. Industrial technology deals are won by buying groups that span engineering, operations, procurement and often a distributor.
We run ABM by segment and site rather than by single account name, because the same company buys differently at each plant or business unit, and we credit pipeline that closes through partners. Programs are measured on engaged accounts, meetings, opportunities and pipeline by account. Client work in this industry includes ABB Canada.
Last updated
Trusted by enterprise B2B teams
Founder’s in-house leadership as Director of Revenue Growth
Our point of view
What works in industrial technology and manufacturing
Industrial technology deals are won by buying groups that span engineering, operations, procurement and often a distributor. We run ABM by segment and site rather than by single account name, because the same company buys differently at each plant or business unit, and we credit pipeline that closes through partners.
Avoid this
The most common mistake
Treating a global manufacturer as one account. The plant engineering team, regional procurement and corporate sourcing buy on different timelines, and a single headquarters contact list misses most of them.
Plays
What we run for industrial technology and manufacturing teams
Segment ABM by application
Utilities, data centres, OEMs and commercial buildings each get their own message and proof.
Site-level buying groups
Plant and operations leaders mapped per site, not only at headquarters.
Distributor coordination
Shared target lists and reporting with the partners who also touch the deal.
The first month
How we start
Leading indicator to watch
Engaged sites per target account, and opportunities opened directly or through a distributor.
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
- Design and project engineers
- Plant and operations leaders
- Electrical contractors and distributors
- Procurement and sourcing
Demand flows through partners
Distributors and contractors close many deals, so direct attribution undercounts marketing.
Technical buyers research alone
Engineers compare specifications long before they talk to sales.
Many products, many segments
Large catalogues need clear priorities by segment, region and margin.
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: Industrial technology and manufacturingBuyers, channels and compliance notes for this industry.BenchmarkB2B buying journey benchmarksSourced 2026 figures and what we would do about them.By cityABM in ChicagoABM agency in Chicago: target accounts agreed with sales, buying-group campaigns on LinkedIn, Demandbase or 6sense, and pipeline by account from your CRM.By cityABM in MontrealAccount-based marketing from our Montreal office: sales-approved account lists, bilingual buying-group campaigns, Demandbase and 6sense, and pipeline reporting.By cityABM in TorontoAccount-based marketing for Toronto financial services, fintech and SaaS teams: tiered account lists, buying-committee campaigns and CRM pipeline reporting.Same industryGoogle Ads for industrial technology and manufacturingGoogle Ads for industrial technology and manufacturing companies: specification-intent campaigns, support and parts exclusions, partner-aware conversions, measured on qualified leads, opportunities and pipeline value from the CRM.Same industryLinkedIn Ads for industrial technology and manufacturingLinkedIn Ads for industrial technology and manufacturing companies: function and skill targeting, technical document ads, segment retargeting, measured on engaged accounts, meetings and pipeline.Same industryGEO for industrial technology and manufacturingGEO for industrial technology and manufacturing companies: application answer pages, standards and certifications, distributor listing alignment, measured on share of AI answers, citations and AI-referred pipeline.
Other industries data and analytics software · enterprise SaaS · financial technology · healthcare technology · logistics and distribution · educational technology · cybersecurity · AI and machine learning · marketing technology and analytics
FAQ
ABM for industrial technology and manufacturing
What does ABM for industrial technology and manufacturing companies involve?
Industrial technology deals are won by buying groups that span engineering, operations, procurement and often a distributor. We run ABM by segment and site rather than by single account name, because the same company buys differently at each plant or business unit, and we credit pipeline that closes through partners. The core plays are segment ABM by application, site-level buying groups, distributor coordination.
Who do you reach with ABM in industrial technology and manufacturing?
The roles that shape the decision: design and project engineers, plant and operations leaders, electrical contractors and distributors, procurement and sourcing.
What is the most common ABM mistake in industrial technology and manufacturing?
Treating a global manufacturer as one account. The plant engineering team, regional procurement and corporate sourcing buy on different timelines, and a single headquarters contact list misses most of them.
How is ABM for industrial technology and manufacturing measured?
On engaged accounts, meetings, opportunities and pipeline by account, reported from your CRM. The leading indicator we watch first: engaged sites per target account, and opportunities opened directly or through a distributor.
How much does ABM for industrial technology and manufacturing 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.