Inside your channels
We join your Slack or Teams, project board and standups. Questions are answered the same day, by the person doing the work.
B2B demand generation you can forecast, measured in pipeline
In short
PlanConversion is a B2B demand generation agency for enterprise software, SaaS and industrial technology companies in Canada and the US. One senior team runs account-based marketing, paid media, CRM attribution and conversion rate optimization against a single pipeline target agreed with sales and finance, and reports qualified pipeline and revenue from your CRM.
PlanConversion is led by Hojabr Sattari, who ran marketing in-house at Coveo, Assent and Nakisa, and works with enterprise teams such as ABB and KNIME.
Measured by: Qualified pipeline and revenue, from the CRM
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.
- Official Demandbase partner
- 6sense implemented for 5+ large enterprises
- Enterprise clients include ABB, KNIME and Nakisa
- A senior strategist replies within one business day
The problem
What usually goes wrong
MQLs go up, pipeline does not
Lead volume is reported as success while sales rejects most of it and the forecast does not move.
Channels run separately
Paid media, ABM, content and marketing operations each have their own agency or owner, and nobody owns the pipeline number.
Nobody can prove what works
UTMs, forms, ad platforms and the CRM do not match, so budget decisions are made on clicks and opinions.
Our approach
How PlanConversion runs it
Every step is reviewed with your team, and every result is reported from your CRM.
Agree one pipeline target
Set the target with sales and finance, with written definitions of lead, opportunity and sourced pipeline.
Fix measurement first
Connect forms, CRM and ad platforms so every program is judged on meetings and pipeline. Attribution can be live in 14 days.
Run the programs
ABM for named accounts, paid search and LinkedIn for in-market buyers, and conversion work on the pages that carry demand.
Move budget weekly
A weekly pipeline review shifts spend to the programs creating meetings with target accounts.
How we work with you
PlanConversion is an extension of your team, not another vendor
We work like in-house resources. A team of senior experts joins your Slack or Microsoft Teams, your tools and your meetings, and gets the work done alongside your people. See how we work
A team of senior experts
Paid media, ABM, marketing operations, CRM, web, SEO and GEO, CRO and analytics specialists on your program, without new hires.
We do the hands-on work
Campaign builds, tracking, integrations, pages, tests and reporting, done to best practice and shipped with your internal team.
You stay on the business
Your team keeps strategy, positioning and messaging. We turn them into programs, pipeline and reporting leadership trusts.
Weekly working session, monthly executive readout, numbers from your CRM. We are not here to sell you something; we work with you as one team.
Deliverables
What you get
Pipeline plan
The gap to target, channel mix, budget by funnel stage and the first 90 days.
Programs
ABM, Google Ads, LinkedIn Ads, Microsoft Ads and programmatic, plus landing pages and offers.
CRM attribution
Lifecycle stages, UTM rules, offline conversions and campaign-to-pipeline reporting in HubSpot or Salesforce.
Reporting
Weekly pipeline review and a monthly executive report on meetings, opportunities, pipeline and revenue by program.
A good fit when you have
- Enterprise software and SaaS companies selling to buying committees
- Industrial and technology companies with long sales cycles
- Marketing leaders who need pipeline numbers finance will accept
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
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.
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.
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
Pricing
Start with a 3-week fixed-fee pipeline diagnostic, credited to your first month. Paid media management is 10% to 15% of ad spend with no media markup. Programs are scoped to your accounts, goals and budget in the proposal. See all pricing
Your team
The senior team on this work
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.
Senior Manager, Digital Performance
Twenty years of paid search and SEO growth for major Canadian brands in finance, retail and telecom, including value-based bidding at enterprise scale.
Senior Web Developer and AI Solutions Architect
Builds the sites, tracking and AI workflows behind client programs, from headless architecture to Claude implementations.
Insights
Read before you decide
AI agents for paid media teams: pacing, search terms, builds and ad QA with a person on every change
Which paid media work B2B teams should hand to AI agents first, how each agent works, and where a person must approve before budgets, bids or ads change.
How to choose a Google Ads agency for enterprise B2B: what the Partner badge does not tell you
What enterprise B2B teams should expect from a Google Ads agency: offline conversions from the CRM, value-based bidding, high-intent search structure and pipeline reporting. What the Google Partner badge measures, and the questions to ask before you sign.
How to choose a LinkedIn Ads agency for enterprise B2B: 10 questions and a scorecard
How enterprise B2B teams should choose a LinkedIn Ads agency: what LinkedIn does not do for you, 10 questions to ask, a weighted scorecard, red flags and how to run a paid pilot.
Why real-time, cut-to-date ad budget pacing matters for enterprise teams
Cut-to-date pacing compares ad spend with what should be spent by the hour the data was pulled. Here is why enterprise teams, public and private, need it to avoid overspending and underspending, and how to forecast month-end spend and conversions.
How to manage ad budgets across Google, LinkedIn and Microsoft when spend reaches six figures a month
Why ad budgets break across Google Ads, LinkedIn Ads and Microsoft Ads at six or seven figures a month, and the controls that keep campaigns on plan.
What B2B marketing agencies publish on pricing: a snapshot of seven price lists for 2027 planning
Published B2B agency prices from their own sites: Refine Labs from $14,000 a month, Gripped from £3,500, Sagefrog from $4,950, Powered by Search from $6,000, HawkSEM at 10% to 30% of ad spend. How to compare them.
Free tools
Size the opportunity before you call us
Attribution models simulator
See how one deal’s credit shifts across five multi-touch attribution models.
Open the tool →Paid media to revenue scorecard
Pipeline-to-spend, cost per SQL, ROAS and CAC against enterprise benchmarks.
Open the tool →CAC payback and LTV:CAC calculator
Customer acquisition cost, payback months, LTV:CAC and the SaaS magic number in one view.
Open the tool →Pipeline gap calculator
How much pipeline marketing needs each quarter to hit the number.
Open the tool →Next step
Where to go from here
Related services
- Account-based marketingCampaigns for sales-approved target accounts, by tier and buying role.
- Paid mediaLinkedIn, Google, Microsoft, programmatic and intent platforms managed against pipeline.
- RevOps and marketing operationsCRM, attribution, routing and dashboards your sales and finance teams trust.
- Conversion rate optimizationLanding page, form and demo-flow tests that produce more qualified conversations.
FAQ
B2B demand generation: common questions
Related services
What does a B2B demand generation agency do?
It plans and runs the programs that create qualified pipeline: account-based marketing, paid search and social, content and conversion work, plus the CRM tracking that shows which programs produce meetings, opportunities and revenue.
How is PlanConversion different from other demand generation agencies?
One senior team runs ABM, paid media, CRM attribution and CRO together against one pipeline target, and reports from your CRM rather than ad dashboards. The founder led marketing in-house at Coveo, Assent and Nakisa, so programs are built the way enterprise marketing leaders are measured.
How fast will we see pipeline?
Attribution can be live in 14 days. First qualified opportunities typically appear within 60 to 90 days of launch.
Do you work with companies outside Canada?
Yes. PlanConversion is based in Montreal and runs programs in English and French for companies across Canada and the US.
Do we have to sign a long contract?
Focused programs start with a 6-month term, then run month to month. Integrated programs use a 12-month statement of work with a 90-day exit after month 6.
Before you commit
See how we think before any contract.
Book the pipeline plan, run the numbers yourself, or read how we worked with a named enterprise client. No contract, no sales script.
30 minutes
Get your pipeline plan
A working session with a senior strategist on the gap between your pipeline target and today, and the programs that close it first. No account access needed.
Get the plan Self-serveRun your numbers first
Free calculators for the pipeline gap, CAC payback and Google Ads budget. The headline answer needs no form.
Open the tools ProofRead the KNIME case study
How a named enterprise software client moved paid media from lead volume to CRM-verified lead quality, and the method behind it.
Read the case