Over the last year, our primary focus at Conversion has been getting AI to do the manual work of marketing automation. The work that eats most of a MOps team’s day. Building the emails. Assembling the segments. QAing the nurtures. Watching the sync logs. Chasing down why a UTM broke.
Teams have adopted this paradigm faster than we expected. For many of our customers, the work that used to consume half a MOps week now runs on its own. Over the coming year we expect agents to absorb most of what remains of the repetitive work across MOps and the wider marketing stack.
Which surfaces a better question. As more of that work automates, the highest-leverage thing a marketing team can do is decide how to spend the time it gets back.
In our experience, that time goes into three places:
- What channels and campaigns you prioritize
- Which new creative bets you take
- How you understand what is working and what is not
The third is the hard one, and it always has been the hardest thing in B2B marketing. Not because the data is missing. Every one of these events is recorded somewhere. They sit across five systems in five different shapes, and by the time anyone assembles them into an answer, it is no longer clear what worked.
B2B makes it worse than anywhere else. A single deal can carry fifty touchpoints across a buying committee of eight people over nine months, and plenty of what moved it happened somewhere you will never instrument. So most teams end up running on a fancy, over-explained version of gut feel.
Today we ship Mosaic, attribution and reporting built natively into Conversion.
Nobody likes attribution
We have spoken with hundreds of B2B marketing teams over the last four years. One of our favorite questions to ask is how they handle attribution.
Almost every team responds the same way. The sigh, the shift in the room, the face that says please ask me something else.
Attribution is the most reliably hated category in B2B software. Almost nobody uses their tool well. Almost nobody trusts what the output is. Some of the strongest marketing teams we talk to have stopped using one entirely, or will tell you flatly that it is not worth the time it costs them.
That is a problem with the software, not with the idea.
Here is what happens today. Your activity leaves the platform that created it and lands in a second system, which rebuilds your buyer journey out of UTM parameters, exports, and scheduled syncs. Marketo Measure installs a managed package in your Salesforce org to do it. Reconstruction loses data on the way, so the model hands back a version of your program you do not recognize, with credit sitting in places you know it does not belong. Getting a straight answer takes a ticket and a week. Leadership asks a simple question and nobody can answer it with confidence.
So the team stops trusting the tool, and eventually stops asking it anything.
A different starting point
Mosaic starts from a different premise. You should be able to ask your marketing data a question and get an answer, and the data underneath should already be sitting there ready.
Describe the report you want.
- “Cost per opportunity by channel last quarter with spend alongside it.”
- “Which campaigns influenced our enterprise closed-won deals?”
- “What changed in paid social between Q2 and Q3?”
Mosaic answers your query with the first-party touchpoints Conversion already recorded. Filter it, switch the model, group it a different way, save it to a dashboard, export it.
And when you want to check the work, you can look straight to the data behind it. Every number drills into the underlying touchpoints and the accounts they came from, so every piece of data is immediately verifiable.
Why this works now
Two things had to be true.
The data had to be first-party and in one shape. Conversion sent the email, hosted the form, recorded the campaign membership, tracks the sessions, and syncs Salesforce bidirectionally. Those touchpoints exist as native records in a single schema, so there is no reconstruction step and no managed package. A touchpoint lands and attribution reflects it in seconds, with no nightly job in between.
And AI had to be good enough to make that context queryable. Marketing teams have been sitting on the raw material for a decade. What was missing was any way to interrogate it without an analyst in the middle. Mosaic resolves every question against one semantic model, the same set of tables, measures, and definitions that produces every report in the product, which is why two people asking the same question two ways get the same number.
Attribution was never really a modeling problem. It was a context problem.
How it works
Touchpoints are captured automatically. Web sessions, ad clicks, page visits, form submissions, marketing email clicks, and campaign membership for webinars and offline programs like conferences and dinners. Having one schema, one set of definitions, and nothing you need to install standardizes reporting.
One interaction produces one touchpoint. A single email click generates a click event, a session, a page view, a form submission, and a campaign status change bundled together. Systems that count each of those separately reward the number of tools you own rather than what the buyer did. Mosaic collapses them into one Email touchpoint to reflect what actually happened. Channel follows the interaction, not the destination, so a blog post reached through a Google ad stays Paid Search.
Channel rules you configure once. Ordered and first-match, with a live tester so you can paste in a URL and referrer and see exactly which rule fires and what it produces. Paid rules evaluate before organic ones, so paid traffic cannot quietly classify as organic. AI Search ships as a default channel with ChatGPT, Perplexity, Claude, Gemini, Copilot, and Grok as subchannels, because a growing share of first touches now arrive that way and most teams have no visibility into how many.
Five pre-built attribution models, or your own. First Touch, Last Touch, Linear, Position-Based, and Time Decay, plus the ability to build a custom attribution model. Set a workspace default and let anyone switch on the fly. Switching changes how credit divides, never which touchpoints were eligible or how they were classified.
Every journey is open. Open any account and see one chronological timeline across every contact on it, from the first anonymous session through closed-won. Select an opportunity and each touchpoint shows its position in the window, the weight it received, and the value that weight earned. Events that got no credit show the reason: outside the lookback, after the goal, deduplicated into another touchpoint, operational email, contact not eligible. When something comes back unattributed, you can see the exact step where it ran out of eligible activity.
Nothing is quietly redistributed. Unclassified activity stays visible instead of vanishing into Direct. Credit that no touchpoint earned is carried as an unattributed residual. Attributed value adds up, and with no filters applied it reconciles to your CRM total exactly.
The self-improving loop
This is the most important part of having Mosaic and Conversion working together in harmony.
Marketing leaders cannot build better campaigns if they do not know which campaigns are better and why. Right now that judgment is almost entirely ad hoc.
When the system that runs your campaigns is the same system that measures them, you can verifiably act on this data to improve your marketing. You can put recurring agents on the same attribution data: watching which campaigns are producing and which have gone quiet, catching a channel whose cost per opportunity has moved, scoring leads against what converted rather than a rubric someone wrote three years ago. Instead of remembering to open a report, you get told when something deserves your attention, with the evidence attached.
That closes a loop we have been building toward since the beginning. Orchestration decides what runs. Reporting decides what was worth running. Feed the data back into Conversion and you build a self-improving loop, until you have a marketing system that audits itself and improves on its own results rather than waiting for someone to notice.
We built the orchestration layer first. Mosaic is the self-improving reporting layer. Humans stay where judgment belongs: positioning, narrative, and which bets are worth making.
Get started
Mosaic is available today, natively integrated for teams running Conversion. See how it works.
If you are already on Conversion, talk to your account team about the Mosaic package.
If you are not, book a demo and we would love to show you how it works.
Neil