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1:few ABM campaigns
B2B teams with clear segments, enough pipeline value per segment, and a sales team ready to follow up.
ABM campaigns for the accounts your sales team actually wants
In short
PlanConversion runs account-based marketing for enterprise B2B teams. We agree a target account list with sales, build campaigns for each tier and buying role, support rep follow-up, and report on meetings, opportunities and revenue by account. Programs run as 1:1, 1:few or pilot campaigns, on LinkedIn and programmatic or on Demandbase and 6sense, where PlanConversion is a Demandbase partner and has implemented 6sense for 5+ large enterprises.
Measured by: Meetings, opportunities and revenue per target account
Last updated
Clients
The problem
What usually goes wrong
The target list is too large
Sales cannot follow up with every account, so the program needs to focus on the accounts that matter this quarter.
Messaging is generic
A named account still needs a specific reason to respond, matched to its company, situation and role.
Sales follow-up comes late
Reps need to know who engaged, what they saw and what to do next before the account goes cold.
Our approach
How we run it
Every step is reviewed with your team, and every result is reported from your CRM.
Choose accounts
Define the target list, tiers, buying roles, exclusions, ownership and success criteria with sales.
Build the campaign
Write the message, account pages, paid plan, sales follow-up and CRM tracking for each tier.
Launch with sales
Run campaigns with rep context, engagement alerts, meeting follow-up and a weekly account review.
Review results
Report engagement, meetings, opportunities and revenue by account and segment, then shift budget.
Timeline
Weeks 1 to 4: plan
ICP and account review, tiering, buying-group mapping and campaign approval.
Weeks 5 to 8: launch
Build pages, ads and sales plays, check tracking, launch by tier.
Weeks 9 to 12: review
Review account status, meetings and opportunities, shift budget by response.
Deliverables
What you get
Target accounts
Tiers, buying roles, fit and intent signals, and a sales-approved list.
Campaigns
LinkedIn and programmatic ads, account pages, role-based messages, retargeting and nurture.
Sales follow-up
Rep talking points, CRM alerts, follow-up steps and deal support.
Reporting
Account reporting, CRM source fields, meeting and pipeline tracking, weekly review.
A good fit when you have
- Deal sizes that justify account-level work
- Sales agrees on the target accounts
- A clear ICP and sales motion
- Capacity for paid media and content
- Leadership wants account and pipeline reporting
Your stack
We work in the tools your team already runs
Browse the platforms we operate by job. Logos name the tools we work in. They belong to their owners and do not imply endorsement.
Account selection, intent, advertising and sales alerts, run weekly.
- DemandbaseOfficial partner
- 6sense
- ZoomInfo
- Bombora
- G2
The system of record every program is measured in.
- Salesforce
- HubSpot
- Marketo
- Pardot
- Eloqua
- Dynamics 365
One paid plan across channels, optimized against pipeline.
- Google Ads
- Microsoft Advertising
- Meta Ads
- YouTube
- Reddit Ads
Tracking, attribution and reporting you can defend to management.
- GA4
- Tag Manager
- Looker
- Tableau
- Power BI
- Snowflake
- BigQuery
- Segment
Testing, behavior analytics and web builds for conversion.
- Optimizely
- VWO
- Hotjar
- Clarity
- Webflow
- WordPress
- Contentful
- Figma
Claude, AI search visibility and the tools that measure it.
- Claude
- ChatGPT
- Gemini
- Perplexity
- Copilot
- Search Console
- Semrush
- Ahrefs
Programs
Ways to work with us on account-based marketing
1:1 ABM campaigns
Strategic accounts where deal size, timing or strategic value justifies dedicated work.
ABM pilot
B2B teams that want proof before investing in a larger ABM program.
New to ABM
B2B teams starting ABM for the first time.
6sense implementation
Enterprise teams launching 6sense, or re-implementing it after a setup that never reached sales.
Credentials
Demandbase partner. 6sense for 5+ large enterprises.
DemandbaseStrategic partnerWe operate Demandbase end to end: setup, account strategy, campaigns, sales alignment and attribution.6sense5+ enterprise implementationsImplemented 6sense for at least five large enterprises, from data and integrations to orchestrations and reporting.HubSpot and SalesforceCRM and attributionLifecycle, routing, scoring and pipeline reporting in the CRM your sales team already uses.ClaudeAI implementationShared knowledge, agents and automated workflows for marketing and revenue teams.
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.
Your team
Who runs your account-based marketing program
Founder and Director of Revenue Growth Strategy
Leads strategy on every engagement. Former enterprise marketing leader at Coveo, Assent and Nakisa with 20+ years in B2B demand generation.
LinkedIn
Paid Media Specialist and Account Manager
Runs day-to-day paid media and client communication: budgets, audiences, weekly optimization and reporting.
Director of Marketing Operations and Automation
Owns marketing operations: CRM structure, lifecycle stages, routing, scoring and the attribution that connects spend to pipeline.
Webinar and Event Programs Lead
A senior enterprise SaaS demand generation leader who has owned and scaled global webinar and event programs, aligned to go-to-market priorities and optimized with Salesforce and Tableau insights.
Insights
Read before you decide
Enterprise buying committees: how to reach all 6 to 10 stakeholders
How enterprise B2B marketers map and reach every member of a buying committee, from the economic buyer to IT, procurement and end users, with role-specific proof.
How to build an enterprise ABM target account list sales will actually work
A practical method for building an ABM target account list from closed-won data, fit, intent and sales capacity, so reps follow up on the accounts marketing pays to reach.
6sense implementation checklist: 36 items for a rollout that reaches sales
A practical 6sense implementation checklist covering integrations, data, segments, intent keywords, buying stages, orchestrations, sales activation and reporting.
FAQ
Account-based marketing: common questions
Related services
What ABM formats does PlanConversion run?
1:1 campaigns for named strategic deals, 1:few campaigns for clusters of accounts that share a pain point or trigger, controlled pilots for teams that want proof first, and a setup program for teams new to ABM.
How long until an ABM program shows results?
Campaigns launch in weeks 5 to 8. The first account-level read on meetings and opportunities comes in weeks 9 to 12. Revenue impact follows your sales cycle, typically 6 to 12 months for enterprise deals.
Do you need Demandbase or 6sense to run ABM?
No. We run ABM on LinkedIn, Google, programmatic and your CRM. If you own Demandbase or 6sense, we operate it as part of the program: PlanConversion is a Demandbase partner and has implemented 6sense for 5+ large enterprises.
How is ABM success measured?
By account: engaged buying-group members, meetings, opportunities created, pipeline value and closed revenue, reported from your CRM rather than ad platforms.