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Account-based marketing
Campaigns for sales-approved target accounts, by tier and buying role.
Demand generation for industrial technology
In short
PlanConversion runs demand generation for industrial technology, electrification and automation companies, including work with ABB Canada. Programs reach engineers, plant and operations leaders, distributors and procurement with ABM, search and LinkedIn, and track demand through distributor and direct channels into the CRM.
Last updated
Clients
Who we reach
The buying committee
Programs are built around every role that influences the decision, not just the person who fills in a form.
- Design and project engineers
- Plant and operations leaders
- Electrical contractors and distributors
- Procurement and sourcing
The challenge
What makes demand generation hard here
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.
Plays
What we run
Specification-intent search
Search campaigns built around product specs, standards and applications, separated from support queries.
Segment ABM
1:few campaigns for verticals such as utilities, data centres, commercial buildings and OEMs.
Partner-aware tracking
Lead and opportunity tracking that credits distributor and contractor channels.
Answer-ready product content
GEO for the technical questions engineers ask AI assistants.
Services
Most-used programs in this industry
Paid media
LinkedIn, Google, Microsoft, programmatic and intent platforms managed against pipeline.
RevOps and marketing operations
CRM, attribution, routing and dashboards your sales and finance teams trust.
Generative engine optimization
Get cited and recommended accurately by ChatGPT, Perplexity, Gemini, Claude and Google AI Overviews.
FAQ
Common questions
How do you measure marketing when distributors close the sale?
We track demand through to the partner channel with source fields, partner-level reporting and offline conversions, so marketing gets credit for distributor-closed pipeline.
Does LinkedIn work for engineers?
Yes, when targeted by job function, skills and account lists, and paired with technical offers rather than generic brand messages.
