Concepts
A quick summary of key concepts in Conversion.CRM
Concepts relating to the core objects and data models in Conversion| Concepts | Definition |
|---|---|
| Contacts | Person to message |
| Companies | Company you’re in business with |
| Fields | Field or property that stores information about an object (ex. First Name) |
| Events | Logged interaction by a contact, such as page visits, form submissions, or ad clicks |
| Custom events | Events with custom types beyond the standard Conversion event types |
| Opportunties | Potential or ongoing deal with a customer, synced from your CRM |
| Concepts | Definition |
|---|---|
| Blasts | One-time emails sent to a select group of contacts |
| Workflow emails | Emails sent in workflows |
| Templates | Email templates that can be used to create email blasts or workflow emails |
Workflows
Concepts relating to workflow automations in Conversion| Concepts | Definition |
|---|---|
| Workflows | Automated sequences that string together actions such as sending messages, enriching data, updating records, logical operations, etc. |
| Workflow nodes | The actions in a workflow a contact passing through will take (send marketing email) |
Other
Other important concepts in Conversion| Concepts | Definition |
|---|---|
| Audiences | List of contacts |
| Campaigns | Broad container for a marketing effort, used to group related marketing assets |
| Tokens | Configurable values that can be reused in email content and workflow nodes |
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) |
| Campaigns | Campaigns | Campaigns |
| 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 |
| Campaigns | Programs | Campaigns |
| Workflows | Smart Campaigns | Automation Rules |
| Workflow Triggers | Smart Lists | Automation Rule Criteria |
| 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 |