Companies (also called Accounts) represent the organizations that your contacts belong to. Every contact in Conversion must be associated with exactly one company. This helps you manage customer relationships at both the individual and account level.
When you sync with Salesforce or HubSpot, accounts are automatically mapped to companies in Conversion.
Company profiles
Every company has a profile that stores its base information, variables, and activity.
Base information
At minimum, each company has:
Company name
Domain
These identifiers ensure that all associated contacts are grouped under the right account.
Variables tab
Like contacts, companies also have hundreds of variables available. These can include firmographic data (industry, size, revenue) as well as engagement details.
Favorite variables to show them by default in most views.
Use company variables for segmentation, personalization, and reporting.
Associated contacts
Each company can have many contacts, but each contact belongs to only one company. The Associated contacts section shows everyone tied to that account.
Activity log
A company’s activity includes the combined actions of all its associated contacts. Common activity types include:
Form submissions
Page visits
Ads clicked
Workflows entered/exited
Contacts added to Conversion
This roll-up view helps you understand engagement at the account level, not just the individual level.
CRM syncs
When you connect Salesforce or HubSpot:
Accounts in your CRM sync directly to companies in Conversion.
All leads and contacts in your CRM are stored as contacts in Conversion and automatically linked to the correct company.
Updates flow both ways, so company records stay in sync across systems.
Auto-company creation
When a new contact is added in Conversion without an associated company, we’ll try to match the contact’s email domain to an existing company.
If the domain matches an existing company, the contact is added there.
If the domain does not match an existing company, Conversion will automatically create a new company—as long as the domain is not from a generic email provider (like Gmail, Hotmail, Yahoo, or similar).
This ensures that your account data stays organized and that contacts are never left without a company.
How companies are used
Companies help you:
Run account-based campaigns by segmenting companies with similar attributes.
Personalize messages using company-level variables like industry or account tier.
Report on engagement by account, not just by individual contacts.
Sync seamlessly with Salesforce and HubSpot accounts.
Best practices
Always ensure that new contacts are matched to the correct company domain.
Favorite the variables that matter most to your go-to-market motion (e.g. ACV, tier, or region).
Use company activity to measure overall account health and intent.
Combine company-level segmentation with contact-level personalization for ABM.
What’s next?
After exploring companies, you may want to learn about:
Contacts: See how individuals roll up into companies.
Audiences: Segment both contacts and companies dynamically.
Variables: Understand how to store and use both contact and company data across campaigns.