Concepts
A quick summary of key concepts in Conversion.
Concept | Definition |
Contacts | Person to message |
Companies | Company you're in business with |
Variables | Field that stores information about a contact or company |
Engagements | Logged interaction by a contact, such as page visits, form submissions, or ad clicks |
Opportunties | Potential deal with a customer, synced from your CRM |
Audiences | List of contacts |
Workflows | Automated sequences that string together actions such as sending messages, enriching data, updating records, logical operations, etc. |
Blasts | One-time emails sent to a select group of people |
Terminology Comparisons
What the counterparts to concepts in Conversion are called in other platforms.
CRMs
Conversion | Salesforce | Hubspot |
Contacts | Leads/Contacts | Contacts |
Companies | Accounts | Companies |
Variables | Fields | Properties |
Engagements | Tasks/Events | Engagements |
Opportunities | Opportunities | Deals |
Audiences | Lists | Segments (prev. Lists) |
Workflows | Flows | Workflows |
Blasts | n/a | Regular Emails |
Marketing Automation Platforms
Conversion | Marketo | Pardot |
Contacts | People | Prospects |
Companies | Companies | n/a |
Variables | Fields | Fields |
Engagements | Activities | Activities |
Audiences | Lists | Lists |
Opportunities | Opportunities | Opportunities |
Audiences | Lists | Lists |
Workflows | Smart Campaigns | Automation Rules |
Blasts | Email Programs | List Emails |
Customer Engagement Platforms
Conversion | Customer.io | Iterable | Braze |
Contacts | People | Users | Users |
Companies | n/a | n/a | n/a |
Variables | Attributes/Traits | User Fields | User Attributes |
Engagements | Events | Events | Events |
Opportunities | n/a | n/a | n/a |
Audiences | Segments | Lists | Segments |
Workflows | Campaigns | Workflows | Canvases |
Blasts | Broadcasts | Campaigns | Campaigns |