One system of record for Avalara's inbound
Growth added systems faster than anyone could connect them, so routing, campaign ops, and reporting each live somewhere else and a person sits in every handoff. Conversion is the agentic marketing automation platform that holds the data in one place and puts agents on the work between the systems.
75%
reduction in MOps time spent on recurring work
10x
faster campaign-to-launch cycle time
4 weeks
average migration, running in parallel with Marketo
SOC 2
Type II certified, with approval-first AI agents
When growth outruns the systems around it
Marketo orchestrates the campaigns. The strain sits in everything around it: routing logic in one place, requests in another, reporting in a third, and manual effort holding the seams together.
Routing built and kept by hand
Tens of thousands of inbound inquiries a month move through logic that lives outside the MAP, assembled over time and maintained by whoever inherited it. Every definition change turns into a project.
Leads fall out over small things
A typo or a missing field is enough to drop someone into the wrong sequence or out of the flow entirely. Nobody catches it until the pipeline number comes up short.
Every ask becomes a ticket
Campaign, reporting, and routing requests all queue up and turn into back and forth. The work is rarely hard. It is spread across systems that do not share a record, so it moves at the speed of the next reply.
Agents in the gaps between your systems
Agents route inbound on the full record, catch the missing field before it costs you the lead, and turn plain requests into drafted work. Every agent is permission-scoped, approval-first, and fully auditable, so your team reviews before anything goes live.
Routing that reads the whole record
Agents route on demographics, engagement, and account context held in one place, instead of a rule tree maintained across tools. When a definition changes, it changes once.
Requests come back done
Ask in plain English and an agent builds the audience, drafts the campaign, and runs pre-send QA. Your team approves the work instead of queueing it.
MOps Intake
Campaign QA
Weekly Performance Digest
Deliverability Watch
Audience Builder
Lead Routing
List Hygiene
Pipeline Reporter
Sync Watchdog
Account Brief Writer
MOps Intake
Campaign QA
Weekly Performance Digest
Deliverability Watch
Audience Builder
Lead Routing
List Hygiene
Pipeline Reporter
Sync Watchdog
Account Brief Writer
Lifecycle Stage Mover
MQL to SDR Handoff
Subject Line Optimizer
Send Time Optimizer
Webinar Follow-Up
Intent Signal Watcher
Churn Risk Notifier
Re-engagement Wrangler
Localization Agent
Nurture Gap Finder
Lifecycle Stage Mover
MQL to SDR Handoff
Subject Line Optimizer
Send Time Optimizer
Webinar Follow-Up
Intent Signal Watcher
Churn Risk Notifier
Re-engagement Wrangler
Localization Agent
Nurture Gap Finder
MOps Intake
Campaign QA
Weekly Performance Digest
Deliverability Watch
MOps Intake
Campaign QA
Weekly Performance Digest
Deliverability Watch
Audience Builder
Lead Routing
List Hygiene
Pipeline Reporter
Audience Builder
Lead Routing
List Hygiene
Pipeline Reporter
Sync Watchdog
Account Brief Writer
Lifecycle Stage Mover
MQL to SDR Handoff
Sync Watchdog
Account Brief Writer
Lifecycle Stage Mover
MQL to SDR Handoff
Subject Line Optimizer
Send Time Optimizer
Webinar Follow-Up
Intent Signal Watcher
Subject Line Optimizer
Send Time Optimizer
Webinar Follow-Up
Intent Signal Watcher
Churn Risk Notifier
Re-engagement Wrangler
Localization Agent
Nurture Gap Finder
Churn Risk Notifier
Re-engagement Wrangler
Localization Agent
Nurture Gap Finder
Approval-first · Permission-scoped · Auditable · SOC 2 Type II
One record per person, across every system
Salesforce leads, contacts, accounts, and custom objects sync natively and bidirectionally, with native connections to Snowflake, BigQuery, Databricks, Redshift, and PostgreSQL when you want warehouse fields in the same place. Routing, segmentation, and reporting all read the same record.
Salesforce
System of record
Conversion
Execution layer
Bidirectional
Configurable conflict resolution
Campaign sync
Members, statuses, and lead assignment
Custom objects
Standard and custom Salesforce objects
Audit trail
Detailed change history on every sync
Connects natively to your stack
The campaign orchestration you already rely on
Programs, nurtures, forms, scoring, and Salesforce campaign sync all work the way your team expects. Consolidating the systems around your MAP does not mean giving up what your MAP does well.
Dynamic Email Studio
Drag-and-drop builder with live CRM and warehouse fields. Hyper-personalize every message with dynamic content blocks.
Query Engine & Segmentation
Trigger workflows from CRM changes, product events, and enrichment data. Build audiences with a powerful query builder.
Campaigns & Folders
Organize and manage campaigns at scale with folders, tagging, and team collaboration.
Real-Time Workflows
Visual workflow builder with branching, delays, and AI-powered actions that trigger in real time.
Forms & Pages
Build branded forms and landing pages that feed directly into your workflows. No need for separate tools.
CRM Sync & Auditing
Enterprise Salesforce sync with bidirectional updates, conflict resolution, and full audit logs.
Reporting
Campaign performance tied to pipeline and revenue by persona, segment, and lifecycle stage.
Liquid Templating
Advanced personalization with Liquid syntax for conditional content, loops, and dynamic blocks.
A/B Testing
Test subject lines, content, send times, and workflows to optimize every touchpoint.
RBAC Controls
Fine-grained role-based access control for teams. Enterprise-grade permissions.
Consolidate without a big-bang cutover
Marketo stays live while Conversion runs in parallel. Our team handles the move, yours keeps shipping, and nothing cuts over until it has been checked against what you run today.
Forward-deployed engineers run it
FDEs migrate your workflows, lists, templates, and scoring models, then QA every component before anything goes live.
About 1-2 hours a week from your team
For roughly three weeks. That's the full time commitment while the migration runs in the background.
Parallel run, zero downtime
Nothing is cut over until every workflow has been verified against the Marketo original. No dark period, no lost sends.
A team that stays embedded
Deployment strategists work inside your marketing org through launch and beyond, with structured workshops in the first weeks and as many as your team wants after.
Used by MOps teams replacing Marketo, Pardot, and HubSpot.
ClickHouse
- Valuation
- $15B
- Employees
- 500+
- Replaced
- Marketo
Plaid
- Valuation
- $8B
- Employees
- 1,500+
- Replaced
- Marketo
Webflow
- Valuation
- $4B
- Employees
- 1,500+
- Replaced
- Iterable
DDN
- Valuation
- $11B
- Employees
- 1,600+
- Replaced
- Marketo
Productboard
- Valuation
- $1.7B
- Employees
- 500+
- Replaced
- Marketo
BuildOps
- Valuation
- $1B
- Employees
- 600+
- Replaced
- HubSpot
ACV Auctions
- Ticker
- NYSE: ACVA
- Employees
- 3,200+
- ARR
- $1B
AMCS
- Valuation
- €2B
- Employees
- 1,300+
- Replaced
- Pardot
Veriforce
- Valuation
- $1.2B+
- Employees
- 1,800+
- Replaced
- Pardot & Marketing Cloud
See it running on Avalara's data
Book a working session with our team. We'll tailor the demo to your stack and show you exactly how the migration would run.
Thanks for filling out the form, we'll be in touch soon!
Frequently asked questions
Every migration is led by a dedicated deployment strategist, with forward-deployed engineers moving your programs, smart lists, email templates, and scoring models. The average timeline is about four weeks, running in parallel with Marketo the whole way, and nothing is cut over until it has been verified against the original.
Yes. Custom objects are first-class: available in segments, personalization, and workflow triggers, with full relationship support. Conversion also connects natively to Snowflake, BigQuery, Databricks, Redshift, and PostgreSQL, where tables and views become usable objects in the platform. Marketing ops configures it in the UI, no engineering tickets required.
The recurring operational work: lead routing, ticket intake and triage, audience building from plain-English requests, pre-send campaign QA, list hygiene, and sync monitoring. Every agent is permission-scoped, approval-first, and fully auditable, so your team reviews anything before it ships.
It replaces the marketing automation platform rather than sitting beside it, and it brings forms, landing pages, email, workflows, scoring, and reporting onto one data model. The platform is built for marketing operations teams at enterprise companies, and common tasks like building emails, creating segments, and launching workflows are straightforward.
Ready to see it on Avalara's data?
Book a working session and we'll show agents routing on the full record, the data model underneath them, and what moving the campaign layer off Marketo looks like.