ABM that doesn't require 5 tools
Legacy MAPs are built around leads, not accounts. Conversion treats accounts as first-class objects with native warehouse data, so you can run coordinated ABM programs without a Frankenstein stack.
What's broken today
The ABM tool sprawl
Intent provider, MAP, CRM, enrichment tool, maybe a CDP. You're paying for 5 platforms and spending half your time keeping data in sync between them.
Lead-centric platforms in an account-centric world
Your MAP thinks in leads and contacts. Your GTM motion thinks in accounts and buying committees. Bridging that gap requires custom fields, workarounds, and constant manual reconciliation.
No account-level measurement
You can report on individual email performance but not on whether an account is progressing through the pipeline. Attribution at the account level requires exporting data and building reports manually.
How Conversion solves this
Accounts as First-Class Objects
Accounts aren't an afterthought bolted onto a lead database. Conversion's data model treats accounts, contacts, opportunities, and custom objects as related entities with full relationship mapping. Segment by account attributes, trigger workflows when account-level thresholds are met, and personalize by buying committee role.
Warehouse Data for Targeting
Firmographic data, product usage signals, intent scores from any provider, and custom account health metrics. If it's in your warehouse, use it to build target account lists, trigger campaigns, and personalize content. No reverse ETL required.
Multi-Contact Orchestration
Coordinate messaging across every contact in a buying committee. Send different content to the champion, the technical evaluator, and the economic buyer within the same account. Trigger account-level workflows when engagement thresholds are met across contacts.
Account-Level Pipeline Reporting
Track account progression from target to engaged to opportunity to closed-won. See which campaigns and touchpoints influenced each account's journey. Report on ABM program ROI tied directly to pipeline and revenue, not just engagement metrics.
Frequently asked questions
Yes. Import lists from CSV, sync from Salesforce account views, or build dynamic target account lists using warehouse data (firmographics, intent signals, product usage). Lists update automatically as account data changes.
Intent signals from providers like 6sense, Bombora, or G2 can be synced via your warehouse or API. Once in Conversion, intent scores are available for account segmentation, workflow triggers, and scoring models alongside your first-party data.
Absolutely. Conversion supports both account-based and lead-based workflows in the same platform. Many teams run ABM for enterprise segments and traditional inbound nurture for mid-market, all from one system.
Marketo requires external tools (6sense, Demandbase) for account-level intelligence, plus custom integrations to push that data back into campaigns. Conversion has native account objects, warehouse connectivity for any data source, and account-level orchestration built in. One platform instead of three.
Run ABM the way it was meant to work
See how Conversion's account-native architecture replaces your ABM tool stack with a single platform.