Conversion is Bloomberg's enterprise replacement for SFMC. Built for speed, AI, and data.
SFMC was built for B2C batch sends. Conversion is built for B2B revenue teams: real-time lead routing to sellers in under two minutes, native account matching without a single line of SQL, and AI workflows that clear enterprise compliance reviews.
< 2 min
Lead-to-seller time
Native ABM
No T-SQL required
3.9M+
Contact scale, ready
SOC 2 Type II
Enterprise-grade security
SFMC's batch architecture costs you pipeline
Every hour a hot lead sits unrouted is an hour a competitor's seller could be on the phone. Bloomberg Industry Group's sellers should not have to wait.
The SFMC problem
Batch windows delay routing by up to an hour
SFMC processes lead queues on a batch schedule. A webinar attendee or LinkedIn form fill can sit unrouted for 15 to 60 minutes while the window runs, and that is before account matching adds more delay.
The compounding factor
T-SQL account matching breaks under volume
Custom SQL jobs that match leads to accounts are fragile, require a developer to maintain, and run on the same batch schedule. Mismatches go unnoticed for days.
Conversion
Real-time routing, zero SQL, under two minutes
Every lead source, On24, LinkedIn, web forms, Google Ads, feeds a single real-time pipeline. Conversion matches the lead to the right account, scores it, and notifies the right seller in Slack and Salesforce before the prospect has closed their browser tab.
62 minutes vs. 107 seconds
The same lead. Two platforms. One outcome is a deal started, the other is a deal missed.
AI with guardrails, not a black box
Bloomberg's audience includes lawyers, regulators, and government officials. Every AI-generated asset, email copy, segment definition, routing decision, goes through a configurable approval workflow before it can act. Nothing sends without a human in the loop.
- Full audit log: who approved what, and when
- Restrict AI by object type, channel, or audience
- SOC 2 Type II certified, already on Bloomberg's procurement list
- GDPR-aligned data handling with field-level controls
Role-based access
Built for B2B, not retrofitted for it
SFMC was designed for B2C retailers. Bloomberg Industry Group sells subscriptions and data intelligence to enterprise buyers. The platform architecture should match the sales motion.
| Feature | Salesforce Marketing Cloud | Conversion |
|---|---|---|
| Lead-to-seller time | Up to 60 min (batch windows) | Under 2 minutes, real-time |
| Account-based matching | Custom T-SQL, batch, error-prone | Point-and-click, runs in real time |
| On24 + LinkedIn integration | Manual export or Zapier | Native, event-driven triggers |
| Warehouse connectivity | Limited, requires IT involvement | Direct read/write, marketer-owned |
| AI content guardrails | None, free-form generation | Approval workflows + full audit log |
| B2B data model | B2C architecture, bolted-on ABM | Account-first by default |
Trusted with mission-critical data
Conversion runs the go-to-market stack for enterprise and public companies with security requirements as strict as Bloomberg's. Once an NDA is in place, we will connect you with customers to hear it first-hand.
$8B+ fintech, running its go-to-market on Conversion under a high security bar.
Replaced a fragmented Marketo and Segment stack with one platform.
From pilot to SFMC replacement in one quarter
We deploy a forward-deployed engineer alongside your team. No big-bang cutover. SFMC stays live until Conversion has proven itself on real traffic.
Day 0 – 14
Connect and configure
- Salesforce, warehouse, On24, LinkedIn integrations live
- Lead routing rules and account matching configured
- SOC 2 docs submitted to Bloomberg procurement
Day 15 – 60
Parallel run
- Speed-to-seller workflows processing live leads
- Sellers receiving real-time alerts from Conversion
- SFMC continues in parallel, no disruption to in-flight sends
Day 61 – 90
SFMC retirement
- Remaining SFMC programs migrated to Conversion workflows
- 3.9M contact database fully reconciled and live
- SFMC contract ended on your schedule
Common questions
Most enterprise teams run Conversion in parallel with SFMC during a 60-day overlap. Data model, segments, and automations migrate first. SFMC stays live for in-flight sends. By Day 90 the majority of teams have retired SFMC entirely and are running fully on Conversion.
Yes, both are native integrations, not Zapier workarounds. On24 attendance and engagement signals arrive as first-class events that trigger real-time workflows. LinkedIn Lead Gen form submissions route through the same speed-to-seller pipeline as web form fills.
Conversion resolves leads to accounts using a configurable matching layer: domain, company name, firmographic enrichment. No custom SQL required. Rules are configured in a point-and-click interface and run in real time, not on a batch schedule. Fuzzy matching handles edge cases automatically.
Every AI-generated asset, email copy, scoring rationale, segment definition, goes through a configurable approval workflow before it can send or route. Administrators can restrict AI actions by object type, audience, and channel. A full audit log captures every AI suggestion, the human who reviewed it, and the final outcome.
Conversion prices on active contacts per month, not total database size. If a contact has not been engaged or matched to an active workflow in the billing period, it does not count. Teams with large historical databases typically pay for a fraction of their raw record count.
See it running on your data
A 45-minute working session with Bloomberg's actual lead sources and Salesforce data. No slides, no canned demo.