The first 30 days
We agree a short account list, map marketing leaders, marketing ops and RevOps evaluators, and develop original insight and peer proof before campaigns launch.
Account-based marketing (ABM) for martech companies
In short
PlanConversion, a Montreal-based B2B demand and revenue generation agency, runs account-based marketing (ABM) for martech companies. Martech vendors sell to marketing leaders who know every ABM tactic, so obvious campaigns fail.
ABM here uses a short list, sharp insight, peer proof and coordination with marketing ops and RevOps buyers who evaluate integrations. 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 marketing technology and analytics
Martech vendors sell to marketing leaders who know every ABM tactic, so obvious campaigns fail. ABM here uses a short list, sharp insight, peer proof and coordination with marketing ops and RevOps buyers who evaluate integrations.
Avoid this
The most common mistake
Using standard ABM tactics on marketing leaders who run the same plays themselves and recognize them instantly.
Plays
What we run for marketing technology and analytics teams
Insight-led content
Original points of view, not generic tips.
Marketing ops and RevOps plays
Integration and data answers.
Peer references
Proof from similar marketing teams.
The first month
How we start
Leading indicator to watch
Engagement from marketing ops and RevOps evaluators, 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
- CMO and marketing leaders
- Marketing operations and analytics
- Revenue operations
- Procurement and finance
Buyers know the playbook
Marketers spot generic outreach and weak claims right away.
Crowded, fast-changing category
Tool overlap and constant launches make differentiation hard.
Proof must be credible
Buyers want evidence, integrations and references before they trust a tool.
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: Marketing technology and analyticsBuyers, 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 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 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 marketing technology and analyticsGoogle Ads for martech companies: comparison and integration terms and agency and learning exclusions, the mistake to avoid and how results are measured.Same industryLinkedIn Ads for marketing technology and analyticsLinkedIn Ads for martech companies: narrow role targeting, original insight creative, exclusion discipline, measured on engaged accounts, meetings and pipeline.Same industryGEO for marketing technology and analyticsGEO for martech companies: recommendation prompts 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 · educational technology · cybersecurity · AI and machine learning
FAQ
ABM for marketing technology and analytics
What does ABM for martech companies involve?
Martech vendors sell to marketing leaders who know every ABM tactic, so obvious campaigns fail. ABM here uses a short list, sharp insight, peer proof and coordination with marketing ops and RevOps buyers who evaluate integrations. The core plays are insight-led content, marketing ops and RevOps plays, peer references.
Who do you reach with ABM in martech?
The roles that shape the decision: CMO and marketing leaders, marketing operations and analytics, revenue operations, procurement and finance.
What is the most common ABM mistake in martech?
Using standard ABM tactics on marketing leaders who run the same plays themselves and recognize them instantly.
How is ABM for martech measured?
On engaged accounts, meetings, opportunities and pipeline by account, reported from your CRM. The leading indicator we watch first: engagement from marketing ops and RevOps evaluators, then meetings.
How much does ABM for martech 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.