The SFMC replacement built to unlock AI for Xero.
Salesforce, Snowflake, and Segment are three separate data silos. SFMC is a forced migration with no AI story. Conversion unifies all three into one record per contact, then puts AI agents on top. Not an add-on. Not a rebrand. A platform built from the ground up to unlock the AI and ML your RFP is asking for.
Conversion, Unified Record 3 to 1
Salesforce, Snowflake, and Segment unified into one record
AI-native
Agents built in, not Einstein bolted on after the fact
90 days
Parallel pilot alongside SFMC, with concrete milestones
< 1 hr
Forward-deployed engineer SLA, in your Slack channel
The data split is not a configuration problem. It is a platform problem.
Segment has product events. Snowflake has behavioral data. Salesforce has the CRM record. No amount of SFMC customization bridges these three silos into one context your agents can act on.
Salesforce
CRM record lives here
Lead scores, opportunity stages, account relationships. The system of record, but isolated from product and warehouse data.
Snowflake + Segment
Product and event data stranded here
Trial activity, feature usage, behavioral signals. Rich data that your MAP cannot see without custom pipelines.
Conversion
One record. Every source. Agents on top.
All three converge into a single unified record per contact, queryable and activatable in-platform, so AI agents act on the full picture.
"Unlocking AI and ML" is the first criterion. Here is what that looks like.
SFMC is not an AI-native platform. Einstein is an add-on with extra cost. Conversion is built from the ground up to run on agents, so the AI is a blank canvas, not a feature bolted on after the fact.
Agents that handle the manual ops
List uploads, exclusion management, campaign scaffolding, routing logic. Describe the work and an agent handles it. The team stops doing ops and starts directing it.
Bring your own LLM, MCP-connected
Swap Conversion's default models for your own approved deployments. Wire external agents into comms workflows over MCP. The open architecture your InfoSec team can actually approve.
Self-tuning AI lead scoring
Scoring trained on historical closed-won and closed-lost data that retrains itself automatically. No static models that drift out of trust and get ignored.
Real-time trigger workflows
Lead hits a score threshold, trial expires, a page visit matches a pattern. Conversion fires the right workflow in seconds, not the next batch cycle.
TOFU lead to personalized comms, fully automated.
A contact sees an ad, converts, and Conversion takes it from there. Score the lead, route to an SDR or nurture, branch on behavior, and send the right message at the right moment. Every step in the workflow reads from the unified record, so the context is always current.
- Ad conversion triggers the workflow in real time
- Enrichment agent updates the contact score from Salesforce and Snowflake
- Branch logic routes MQL to sales or drops into nurture
- Assignment writes back to Salesforce sub-minute
Contact meets criteria
Click to view
Enrichment Agent
Update contact.lead_score
Field branch
Branch on contact.lead_score
Assign to sales
Round robin
Time delay
Wait 3 days
AI your InfoSec and procurement teams can approve.
Every agent action starts as a draft artifact and ships only when a human approves it. You get the throughput of automation with the control a publicly listed, procurement-heavy enterprise requires. Our forward-deployed team walks every requirement through your security review.
Agent drafts
Builds campaign as an artifact.
Human reviews
Team checks before it ships.
Approved and live
Nothing ships without a yes.
Human-in-the-loop by default
Full audit trail on every action
RBAC to object and field
SOC 2 Type II
DPA and sub-processor transparency
Okta SSO and SCIM
PII hashing and on-site processing
Bring-your-own-LLM for AI actions
Conversion vs SFMC vs Braze
The RFP includes SFMC, Braze, and HubSpot. Here is the honest read on the two that matter most, against the criteria that are actually driving this evaluation.
| Capability | Conversion | SFMC | Braze |
|---|---|---|---|
| AI and agents | |||
| Agent-native, blank-canvas AI | Einstein add-on, extra cost | Sage AI, limited | |
| Self-tuning AI lead scoring | Manual + Einstein | ||
| MCP and bring-your-own-LLM | Roadmap | ||
| Agent-to-agent / external agent wiring | |||
| Data and activation | |||
| Native Snowflake activation in-platform | Separate Data Cloud | CDI, limited | |
| MAP and CDP in one platform | Separate products | Partial | |
| Segment consolidation (in-platform CDP) | Separate | ||
| Custom objects and flexible data model | Limited | Limited | |
| Real-time bidirectional Salesforce sync | Batch / complex setup | Weak, no native salesperson | |
| Comms and forms | |||
| Drag-and-drop email with live CRM fields | |||
| Forms and landing pages without custom dev | CloudPages, dev required | Limited | |
| Dynamic liquid personalization | |||
| Lead routing write-back to Salesforce | Partial / SI work | ||
| Partnership | |||
| Forward-deployed engineer in your Slack | Standard support / SIs | CSM, not technical | |
| Migration run in parallel, not rip-and-replace | Partner-led, slow | Partner-led | |
| Pricing model | Marketable contacts | Complex SKUs | MTUs, expensive |
Run it alongside SFMC. Cut over when you are ready.
No rip-and-replace. No forced timeline. A forward-deployed engineer joins your Slack, stands up the sandbox, and runs the migration with you in parallel, so the RFP evaluation has real evidence at 30, 60, and 90 days.
Connect the stack
Scoped access to Salesforce and Snowflake. Sandbox stood up. Your team keeps full control of credentials.
Core programs replicated
Key SFMC journeys rebuilt in Conversion, running in parallel. Agent scoring live on a defined segment.
Full pilot complete
Side-by-side results, Segment data unified, routing write-backs confirmed. RFP evaluation evidence ready.
Security-scrutinized businesses that cleared the same procurement gate.
Plaid, a fintech with one of the most rigorous security bars in enterprise software, consolidated their GTM stack onto Conversion and is running campaigns on unified Salesforce and warehouse data.
Veriforce migrated off Salesforce Marketing Cloud and Pardot onto Conversion with our forward-deployed team. Enterprise security requirements cleared. "Safe" did not mean "right" for them either.
Frequently asked questions
Conversion connects natively to Salesforce and Snowflake and includes a flexible data model with a SQL editor, so warehouse data is queryable and activatable directly in the platform. Product data that today lives in Segment can be unified into the same record, so you are not bridging two separate tools. You get MAP and CDP-style activation in one place.
Conversion writes merge and assignment results back to Salesforce in real time, with sub-minute latency on standard operations. Routing logic runs natively in Conversion workflows, so leads reach your SDRs at the same speed you need, without a separate routing tool in the chain. Every sync mode is configurable per field.
Yes. Conversion supports bring-your-own-LLM for all agent actions, so every AI step runs inside the boundaries your security team has already approved. PII handling is configurable at the field level, including hashing and on-site vs. platform-side processing. Sub-processor gen-AI handling is fully transparent in our DPA.
Yes, and that is how we recommend starting. We stand up a sandbox, replicate real programs alongside SFMC, and give you concrete milestones at 30, 60, and 90 days. You cut over when you are confident, not under deadline pressure from a forced migration.
Conversion is SOC 2 Type II certified. We support Okta SSO and SCIM for provisioning. PII handling is configurable at the field level. Sub-processor gen-AI handling is fully transparent in our DPA, and our forward-deployed team walks your InfoSec and procurement teams through every requirement.
Pricing is based on marketable contacts, the contacts you actually send to. If a contact is in the platform but never marketed to, it does not count. AI usage is unlimited and included, so the number is predictable before you sign.
Let's build the demo your RFP evaluators need to see.
Show us your SFMC replacement scope and we will stand up a working pilot with Salesforce, Snowflake, and Segment connected, and run the performance-capture-to-comms journey on your data.