Market, buyer and competitor research
Fixed fee
Buyer interviews, competitor teardown and a positioning plan that is hard to copy.
Pricing
B2B marketing agency pricing: enterprise programs scoped to your goals.
We work with B2B companies that sell to buying committees and measure marketing in pipeline and revenue. Paid media fees are published. Programs are scoped to your accounts, regions and goals, and the first step is a free 30-minute pipeline plan.
In short
PlanConversion works with enterprise and upper mid-market B2B companies. Paid media management is 15% of monthly ad spend up to $50K, 12% from $50K to $200K and 10% above, with no media markup. ABM, Demandbase, advisory and integrated programs are scoped to your accounts, regions and goals after a free 30-minute pipeline plan. Fees are in USD.
A senior strategist replies within one business day.Official Demandbase partner
Trusted by enterprise and growth B2B teams
- And many mid-market and growth-stage companies across Canada, the US and Europe
Founder’s in-house leadership. Before PlanConversion, the founder led enterprise marketing in-house at these companies as Director of Revenue Growth. They are not clients.
Who we work with
Built for enterprise B2B revenue teams
We take a small number of clients so senior people can stay on every account. These are the companies we do our best work for.
A strong fit
- B2B companies with $20M+ in annual revenue, or venture-backed teams scaling past it
- Sales cycles of 3 to 18 months and buying committees of 5 or more people
- Marketing programs of $15K a month or more, including media
- A CRM (Salesforce, HubSpot or Dynamics) that sales actually uses
- Leadership that wants pipeline and revenue reporting, not clicks and MQLs
- Canada, the United States and Europe, in English and French
Probably not a fit
- Monthly marketing budgets under $15K, including media
- One-off campaigns with no pipeline target
- B2C, local services or ecommerce
- Teams looking for the lowest hourly rate
New: AI agents for marketing teams
A marketing team where people decide and agents do the prep
We set up Claude and a governed team of AI agents across paid media, ABM, SEO and AI search, CRO, RevOps and reporting. Agents draft, check and follow through; your people approve every step that spends, sends or publishes.
Which option fits
Start from your situation
| Your situation | Best starting point |
|---|---|
| You are not sure where pipeline leaks or what to fix first | Pipeline diagnostic → |
| Your team executes in-house and wants senior direction | Executive advisory → |
| One motion needs fixing: paid media, ABM, GEO or marketing ops | Focused program → |
| You want ABM, paid, CRO and ops run as one engine | Integrated demand engine → |
| Several regions, business units or languages | Global program → |
Options
Five ways to work with us
Each option includes senior strategy, CRM-based reporting and a leadership review. You can move up a level at any month end. Not sure which fits? Start with a free 30-minute pipeline plan.
Deep dive
Pipeline diagnostic
Fixed fee, 3 weeks
Three weeks to find where pipeline is leaking and what to fix first, with a business case your leadership can approve.
Term: Fixed fee. 100% credited to your first month if a program starts within 30 days
- Funnel, attribution and CRM data audit
- Target account, buying committee and intent review
- Paid media, website and AI search review
- Competitor and positioning teardown
- 90-day plan, budget and pipeline forecast
- Readout with your executive team
For in-house teams
Executive advisory
Monthly retainer
Senior strategy for a marketing team that executes in-house and wants a second set of enterprise eyes.
- Monthly planning session with your leaders
- Channel, ABM and budget strategy
- Vendor and platform guidance (Demandbase, 6sense, CRM)
- Board and investor reporting templates
- Reviews of plans, briefs and results
Term: 6-month initial term, then monthly
Request a proposalOne motion
Focused program
Monthly retainer
One revenue motion run end to end: paid media, ABM, GEO or marketing operations.
- Dedicated senior lead and specialist
- Paid media management from 10% to 15% of spend
- Two-week test cycles and weekly optimization
- Pipeline reporting from your CRM
- Monthly leadership review
Term: 6-month initial term, then monthly
Request a proposalMost enterprise clients
Integrated demand engine
Statement of work
ABM, paid media, CRO and marketing operations run as one program, by one team, against one pipeline number.
- Dedicated pod: strategist, paid media, ABM and operations leads
- Paid media management included in the program scope
- Target account and buying committee programs
- Landing page testing and conversion work
- Weekly team review and monthly executive report
- Quarterly business review with the founder
Term: 12-month statement of work, with a 90-day exit right after month 6
Request a proposalMulti-region
Global program
Statement of work
Several business units, regions or languages, with a shared measurement model and governance.
- Everything in the integrated demand engine
- Programs per business unit or region, in English and French
- Shared account, intent and attribution model
- Executive and board-ready reporting by unit
- Procurement, security and legal review support
Term: 12-month statement of work
Request a proposalEvery program
What every engagement includes
Senior people do the work. The founder leads strategy and quarterly reviews on every account.
- Founder-led strategy and quarterly business reviews
- Senior specialists on execution, no junior hand-off
- Reporting on meetings, opportunities, pipeline and revenue from your CRM
- You own every ad account, dataset and asset
- No markup on media or platform licenses
- NDA, security questionnaires and procurement onboarding supported
| Commercial terms | How it works |
|---|---|
| Media spend | Paid by you directly to the platforms, never marked up |
| Paid media management | 15% of monthly ad spend up to $50K, 12% from $50K to $200K, 10% above. Monthly minimum and setup confirmed in your proposal |
| Initial term | 6 months for advisory and focused programs; 12-month statement of work for integrated and global programs |
| Exit | A 90-day exit right after month 6 on 12-month agreements |
| Annual prepay | 5% off the monthly fee when paid annually |
| Currency and taxes | Fees in USD, plus applicable taxes. Canadian companies pay the same amounts in CAD |
Platform licenses (Demandbase, 6sense, CRM, testing tools) are never included. Your statement of work confirms the final scope, channels and fees.
How agency pricing works
How B2B marketing agency pricing works
B2B agencies price in five common ways: a percentage of ad spend, a monthly retainer, a statement of work for an integrated program, a fixed fee for a defined project, or an hourly rate. Most enterprise engagements mix two of them, for example a percentage fee on paid media plus a scoped program fee for ABM or operations work.
We publish our paid media fees and scope everything else after a free 30-minute pipeline plan, because ABM, GEO and RevOps costs depend on accounts, regions, platforms and the state of your data.
The pricing models, and when each fits
- Percentage of ad spend. Common for paid media management. Ours is 15% of monthly ad spend up to $50K, 12% from $50K to $200K and 10% above, with no markup on media. It scales with the work, but check what happens to the fee if spend drops.
- Monthly retainer. Used for advisory and focused programs with steady work each month. Ours start with a 6-month initial term, then run monthly.
- Statement of work. Used for integrated and multi-region programs with several workstreams. Ours run 12 months with a 90-day exit right after month 6.
- Fixed-fee project. Used for work with a clear end: a pipeline diagnostic, a GEO program, an attribution build, a website or conversion path. The pipeline diagnostic takes three weeks and its fee is credited to your first month if a program starts within 30 days.
- Hourly. Rare for programs, because it rewards time spent rather than outcomes. It can suit short advisory requests.
What drives the cost of a B2B program
- Number of channels and platforms run at the same time.
- Number of regions, business units and languages.
- Account count and tiers for ABM.
- State of your CRM and tracking, since broken data adds operations work up front.
- Creative and landing page volume per month.
- Reporting depth: weekly team reviews, monthly executive reports and board-ready packs.
What is never in the agency fee
Media spend and platform licenses (Demandbase, 6sense, CRM, testing tools) are paid by you directly. That keeps the agency fee comparable across proposals and keeps ownership of accounts and data with you. If a proposal bundles media into one number, ask for the split. For a scoping view of platform cost, see Demandbase pricing: how to scope the cost.
How to compare agency proposals
- Put every proposal on the same basis: fee, media, licenses and one-time setup listed separately.
- Ask who does the work after the pitch, and at what seniority.
- Compare terms: initial term, exit rights and notice periods.
- Check for media markup and who owns the ad accounts.
- Ask what the monthly report shows: clicks and CPL, or meetings, opportunities and pipeline from the CRM.
- Compare against published price lists. We reviewed seven in what B2B agencies publish on pricing.
Agency cost versus hiring
An agency fee buys several specialists at once: strategy, paid media, ABM operations, analytics and design. Hiring the same coverage in-house means several salaries plus tools and management time, with months of ramp-up. For a full comparison, read why an embedded agency team instead of one in-house hire, or the ABM-specific view in how much an ABM agency costs in Canada.
Comparing partners?
Get the agency buyer’s guide and scorecard
The questions, red flags and contract terms to compare proposals side by side. Free with a work email. See all guides and checklists
Free buyer’s guideHow to choose a B2B demand generation agency12 questions to ask before the first call. The 9 red flags that predict a bad agency fit.Get the guide →Free templateBoard-ready marketing report templateThe five numbers every report starts with. Definitions that survive a CFO review.Get the template →
Demandbase partner programs
Demandbase and 6sense programs
Prove the platform on a focused account list, then scale it into your revenue engine. Licenses and media are separate. How the program works
Prove it
Platform pilot
Fixed fee, 90 days
A controlled pilot on a focused account list, with a go or no-go readout.
- Platform audit and ABM health report
- Account tiering and buying committee messaging
- Controlled campaigns with sales alerts
- Pilot readout with pipeline influence
Scale it
Full program
Part of the integrated demand engine
Demandbase or 6sense run as a multi-channel revenue engine.
- Everything in the pilot
- Multi-channel execution
- Paid media management included
- Weekly account review with sales
Multi-region
Enterprise scale
Part of a global program
Multiple business units, regions or very large account lists.
- Programs by unit or region
- Large account lists and intent models
- Executive readouts
- Renewal-ready pipeline reporting
Projects and add-ons
Fixed-scope projects
Run alone or added to any program. Each starts with a written scope and a fixed fee.
AI search and GEO program
Fixed fee
Get ChatGPT, Perplexity, Gemini and Google AI Overviews to cite and recommend you.
Marketing operations and attribution build
Fixed fee
Lifecycle stages, routing, scoring, offline conversions and dashboards sales trusts.
Conversion program
Fixed fee
Landing pages, forms and offers tested against lead quality, not form fills.
AI adoption and Claude implementation
Fixed fee
Agents, automation and governance for marketing and revenue teams.
Website and conversion path
Fixed fee
Service, industry and campaign pages built to convert enterprise buyers.
Compare
How we compare with a typical agency retainer
Where the money goes, and who does the work.
| Criteria | PlanConversion | Typical agency retainer |
|---|---|---|
| Pricing | Published paid media fees; programs scoped to your goals | Fixed packages that rarely fit |
| Who does the work | Founder-led strategy, senior specialists execute | Senior pitch, junior delivery |
| Terms | 6 or 12 months, with a 90-day exit after month 6 | 12 months with no exit |
| Media markup | None. You pay platforms directly | Sometimes billed through the agency |
| Reporting | Meetings, opportunities and pipeline from your CRM | Clicks, CPL and platform conversions |
| Testing cadence | Two-week test cycles, weekly review | Monthly or quarterly |
| Account ownership | You own every account and all data | Varies |
Pricing
PlanConversionPublished paid media fees; programs scoped to your goals
Typical agency retainerFixed packages that rarely fit
Who does the work
PlanConversionFounder-led strategy, senior specialists execute
Typical agency retainerSenior pitch, junior delivery
Terms
PlanConversion6 or 12 months, with a 90-day exit after month 6
Typical agency retainer12 months with no exit
Media markup
PlanConversionNone. You pay platforms directly
Typical agency retainerSometimes billed through the agency
Reporting
PlanConversionMeetings, opportunities and pipeline from your CRM
Typical agency retainerClicks, CPL and platform conversions
Testing cadence
PlanConversionTwo-week test cycles, weekly review
Typical agency retainerMonthly or quarterly
Account ownership
PlanConversionYou own every account and all data
Typical agency retainerVaries
Compare your options
Agency, in-house hire or freelancer
The right model depends on how much work there is, how fast you need it and how many skills it takes. Many enterprise teams combine them: an in-house owner who sets priorities, and an agency team that runs the program.
| Criterion | Specialist agency (PlanConversion) | In-house hire | Freelancer |
|---|---|---|---|
| Time to start | Weeks. The team has run the playbook before and starts on your accounts | Months, once recruiting, onboarding and ramp-up are done | Days to weeks, for one skill |
| Skills covered | Strategy, channels, operations, analytics and design in one team | Usually one or two skills per hire | One skill, rarely strategy and execution together |
| What the fee covers | Several specialists, tools and reporting in one fee | One person’s salary; tools and management extra | Hours on one skill |
| Cost structure | Monthly retainer or statement of work; paid media fees published on our pricing page | Salary, benefits, tools and management time | Hourly or project rate |
| Continuity | A team covers vacations, turnover and peaks | Knowledge leaves when the person leaves | Depends on one person’s availability |
| Knowledge of your business | Built in the first month and kept in shared documentation | Deepest over time | Limited to the brief |
| Best when | You need a full program running against a pipeline target this quarter | The work is core, steady and large enough for a full-time role | A defined, short task with a clear brief |
Time to start
Specialist agency (PlanConversion)Weeks. The team has run the playbook before and starts on your accounts
In-house hireMonths, once recruiting, onboarding and ramp-up are done
FreelancerDays to weeks, for one skill
Skills covered
Specialist agency (PlanConversion)Strategy, channels, operations, analytics and design in one team
In-house hireUsually one or two skills per hire
FreelancerOne skill, rarely strategy and execution together
What the fee covers
Specialist agency (PlanConversion)Several specialists, tools and reporting in one fee
In-house hireOne person’s salary; tools and management extra
FreelancerHours on one skill
Cost structure
Specialist agency (PlanConversion)Monthly retainer or statement of work; paid media fees published on our pricing page
In-house hireSalary, benefits, tools and management time
FreelancerHourly or project rate
Continuity
Specialist agency (PlanConversion)A team covers vacations, turnover and peaks
In-house hireKnowledge leaves when the person leaves
FreelancerDepends on one person’s availability
Knowledge of your business
Specialist agency (PlanConversion)Built in the first month and kept in shared documentation
In-house hireDeepest over time
FreelancerLimited to the brief
Best when
Specialist agency (PlanConversion)You need a full program running against a pipeline target this quarter
In-house hireThe work is core, steady and large enough for a full-time role
FreelancerA defined, short task with a clear brief
Comparison of operating models, not of specific providers. Read our embedded agency team vs in-house hire analysis for the cost side.
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.
Have a project in mind?
Tell us what you are working on. A senior strategist replies within one business day with what we would do first.
Talk to our teamKeep reading
Guides, articles and proof on this topic
What B2B marketing agencies publish on pricing
How much an ABM agency costs in Canada
How much does a Demandbase agency cost?
A demand generation budget your CFO will approve
Agency vs in-house demand generation: a decision framework
The cost of running AI agents for a marketing team
Case studies: results reported from the CRM
About our pricing
Pricing questions, answered
Need a number for your budget plan? Ask our team directly
How much does PlanConversion cost?
Paid media management is 15% of monthly ad spend up to $50K, 12% from $50K to $200K and 10% above, with no media markup. ABM, Demandbase, advisory and integrated programs are scoped to your accounts, regions and goals. The first step is a free 30-minute pipeline plan, and fees are in USD.
Who is PlanConversion a fit for?
Enterprise and upper mid-market B2B companies, usually $20M+ in annual revenue, with sales cycles of 3 to 18 months, buying committees of five or more people and marketing programs of $15K a month or more including media. We are not the right partner for smaller budgets, B2C, local services or one-off campaigns.
How do we start?
Start with the free 30-minute pipeline plan. When the funnel needs deeper work (CRM data, attribution, account coverage, media and AI search), the three-week diagnostic gives your leadership a business case they can approve, and its fixed fee is credited in full to your first month if a program starts within 30 days.
What are the contract terms?
Advisory and focused programs start with a 6-month term, then run month to month. Integrated and global programs run on a 12-month statement of work with a 90-day exit right after month 6, so you are never locked in if results are not there. Annual prepay saves 5%.
How is media management priced?
As a percentage of the ad spend we manage: 15% up to $50K a month, 12% from $50K to $200K and 10% above. The monthly minimum and setup are confirmed in your proposal. Media is always paid directly to the platforms with no markup.
What is not included?
Media spend, platform licenses (Demandbase, 6sense, CRM, testing tools), paid research panels and third-party content production. Your statement of work lists every cost before you sign.
Can we start small and expand?
Yes. Many clients start with the diagnostic or a focused program and move to the integrated demand engine once pipeline reporting proves the model. You can move up a level at any month end.
Do you work with procurement and security reviews?
Yes. We complete vendor onboarding, security questionnaires, NDAs and master service agreements, and we can invoice in USD or CAD.
Who actually does the work?
A senior strategist leads strategy and quarterly business reviews on every account. Senior specialists in paid media, ABM, operations and analytics run execution. There is no hand-off to junior staff after the contract is signed.
Does ad spend run through you or direct to platforms?
Direct to platforms. You own the ad accounts and data, pay platforms on your own billing, and we never mark up media.
When do we see results?
Waste reduction and lead quality changes usually show in the first month. First opportunities typically appear within 60 to 90 days. Revenue follows your sales cycle, often 6 to 12 months for enterprise deals.