The Marketo & Iterable replacement for Anaconda's hybrid PLG motion
Anaconda runs enterprise sales-led marketing on Marketo and a 5M+ registered-user lifecycle on Iterable. Conversion replaces both, connects Snowflake and Salesforce directly, and saves your team the manual work that two separate stacks create.
$300K+
Saved annually vs. keeping Marketo and Iterable separately
2 to 1
MAPs consolidated without sacrificing B2B or PLG depth
50M+
Snowflake user records activated natively, no reverse-ETL layer
< 1 hr
Support SLA from a forward-deployed marketing engineer in Slack
Enterprise B2B and open-source PLG, finally in the same platform
Today, Marketo owns enterprise nurture, scoring, and Salesforce sync. Iterable sends one newsletter a month to 1.6M of your 5-6M registered users. Neither talks to the other, and you pay for both. Conversion runs both motions natively, with one data model across Snowflake and Salesforce and one team managing it all.
Salesforce sync, campaign member writes, lead scoring, Marketo Sales Insight equivalent. All in one platform.
Non-marketable contacts free. Snowflake-native segmentation, lifecycle emails, preference center, CAN-SPAM compliance.
Why not just build it on Claude Cowork?
It is a fair question. Anaconda is a Claude Cowork shop, and browser agents are genuinely useful. But GTM infrastructure is not the right place to run them. Here is the honest comparison.
Brittle automation on a legacy UI
Browser agents that drive Marketo break when the page layout changes. GTM infrastructure cannot tolerate that failure mode.
No data integrations built in
A Cowork agent cannot read your Snowflake tables, write to campaign members in Salesforce, or segment across Iterable and Marketo without significant custom engineering.
No governance layer
Every action a browser agent takes is invisible. There is no audit trail, no RBAC, no approval gate before an email ships to 700K contacts.
You still need a MAP underneath
Cowork automates the UI on top of Marketo. It does not replace the deliverability stack, the email builder, the form layer, or the Salesforce sync. You keep paying for both.
Full-time engineering to maintain
A homegrown agent system that touches GTM infrastructure needs a dedicated engineer to write prompts, monitor failures, and rebuild when things break. That is not a marketing tool.
Conversion
Agent-native from the ground up
Agents in Conversion read and write directly through APIs and data connectors, not by driving a browser. Nothing breaks when a UI updates.
Snowflake and Salesforce wired in
Your 50M+ user records in Snowflake and 800K contacts in Salesforce are both first-class data sources. Agents segment, score, and sync across all of it.
Human-in-the-loop by default
Every agent output starts as a reviewable artifact. Nothing ships until someone on your team approves it. The audit trail is automatic.
Replaces Marketo and Iterable
Conversion is the MAP, the workflow engine, and the data layer. You consolidate two contracts into one and stop paying for tools that duplicate each other.
Forward-deployed engineers included
Our team runs the migration, maintains the integration, and is in your Slack. You do not hire a new engineer to keep it running.
Cowork is for productivity. Conversion is for pipeline.
Full Marketo parity and so much more
Marketo is the incumbent for a reason. It runs your GTM heartbeat today and your team knows the UX. On AI, PLG coverage, data activation, and support, here is the honest read.
| Capability | Conversion | Marketo (Adobe) |
|---|---|---|
| AI and automation | ||
| Agent-native, blank-canvas AI | ||
| Self-tuning AI lead scoring | Manual model maintenance | |
| MCP available today | Beta, described as challenging | |
| Build campaign briefs in Claude, push to platform | ||
| Data and activation | ||
| Native Snowflake sync, push and pull | ||
| Activity-log export for multi-touch attribution | Bulk API, manual pipeline | |
| B2B and PLG lifecycle in one platform | B2B only; PLG requires Iterable | |
| Marketable-contacts pricing (non-marketable free) | All contacts count toward limit | |
| Bidirectional Salesforce sync with error visibility | Sync errors often silent | |
| Foundations | ||
| Drag-and-drop email builder | ||
| Progressive profiling and form pre-fill | ||
| Deliverability tooling and IP warming | ||
| Sales rep CRM intelligence view | Marketo Sales Insight | |
| Partnership | ||
| Forward-deployed engineer in Slack | Support tickets, SIs | |
| Migration run in parallel with current stack | ||
| Pricing model | Marketable contacts | All contacts, complex bands |
Full Marketo & Iterable migration DFY
Your Marketo and Iterable contracts both renew in October. The migration runs in parallel so there is no cliff-edge cutover. Our forward-deployed engineers handle the heavy lifting, including replicating the activity-log extraction your data team built on Snowflake.
- Day 0
Connect the stack
Scoped access to Snowflake and Salesforce with credentials you own. Sandbox stood up for your team alongside Marketo.
- Days 3 to 5
Data model live
Your Snowflake user records, Salesforce leads, and enrichment feeds unified into one record per contact. Multi-touch attribution extraction replicated so your homegrown model keeps running.
- Day 60
B2B and PLG workflows migrated
Enterprise nurture, lead scoring, and the registered-user newsletter lifecycle running on Conversion, verified alongside Marketo and Iterable.
- October 2026
Cancel both contracts
Both Marketo and Iterable renewals off the books. One line item, materially less than what you pay today.
Companies with complex data stacks are already running on Conversion
The "Series A risk" question deserves a real answer, not a reassurance. Here are the references available: companies with high security bars, mixed B2B and PLG motions, and enterprise data stacks that look like yours.
Consolidating Plaid's Marketo onto Conversion under enterprise security and compliance requirements. B2B and developer-community motions running side by side on one platform.
Migrated off Salesforce Marketing Cloud and Pardot onto Conversion. Forward-deployed engineers ran the migration alongside the existing stack with no cliff-edge cutover.
Available for you
Frequently asked questions
Pricing is based on marketable contacts, which for Anaconda means roughly the 700-800K records you actively market to, not your full user base. The 5-6M PLG users in Snowflake sit in the platform without charge unless you send them a campaign. That is how the economics work out to materially less than Marketo and Iterable combined.
No. Conversion exports the same activity-log data your team extracts from Marketo today via the bulk API, so the homegrown model your data-engineering team built on Snowflake keeps running without a rebuild. We document the push and pull mechanics in writing and work directly with your data-engineering team to validate the integration.
Conversion connects to Snowflake using credentials you control, with scoped read access to the tables and schemas you define. Write-back requires explicit opt-in on a per-table basis. We provide full written documentation of the push and pull mechanics and will work with your data-engineering lead directly to validate the integration before go-live.
Yes, and that is the recommended path. Your team runs all three in parallel, migrating campaigns in phases with concrete milestones. The October contract expirations are a backstop, not a hard deadline. Our forward-deployed engineers run the migration with you and can hold whatever timeline works.
Marketo's consolidation quote for folding 1.6M PLG contacts in came back too high to take to leadership, and it would still force you to sacrifice the B2C automation depth you use for the newsletter lifecycle. Conversion replaces both without making you choose between B2B automation depth and PLG scale.
Browser agents that drive a legacy UI are brittle. When Marketo's page layout updates, the automation breaks, and GTM infrastructure cannot tolerate that failure mode. More importantly, a Cowork agent cannot replace the deliverability stack, the email builder, the Salesforce sync, or the pricing model. You would keep paying for both Marketo and the agent layer. Conversion is agent-native at the data layer, not on top of a browser.
Let's run this on your data
See Conversion running on your Snowflake and Salesforce in a working session. Our team handles the migration alongside Marketo and Iterable so there is no cliff-edge cutover before October.