CaliberMind moves AI-built audiences to market 2x faster with Fivetran Activations

“We didn't want to build another chatbot. We wanted to build an AI experience that understood each customer's business well enough to create the right audience and activate it with confidence. That's what Fivetran Activations makes possible.”
— Andy Hopkins, Senior Director of Product Management at CaliberMind

Enterprise B2B marketing has never had more data — or more pressure to turn that data into measurable business outcomes. Companies like NetApp, Cargill, ADP, Brightly (Siemens), and Airship rely on CaliberMind to unify fragmented sales and marketing data, connect customer journeys from first touch to closed revenue, measure marketing's impact on pipeline, and optimize millions of dollars in advertising spend.

For years, CaliberMind has helped enterprise marketers understand which campaigns influence revenue and which audiences are most engaged. But putting those insights to work was still manual. Marketers often had to export spreadsheets, clean and format lists, and coordinate across teams before an audience reached platforms like LinkedIn or Google Ads. Those steps delayed execution, making it harder to engage audiences at the right point in the buyer journey.

AI changes the stakes for marketing data: it can analyze information and execute decisions far faster than people, but that speed only creates value when it’s working from trusted data and clearly defined business context. At the same time, the rest of the marketing workflow has to keep pace. There’s little value in identifying an audience in seconds if it still takes days to get that audience into a campaign. CaliberMind saw an opportunity to close that gap. As it expanded Agent Cal, its conversational analytics agent, CaliberMind could give its customers a way to use natural language to identify the people or accounts they wanted to reach, then activate those audiences without the legacy data infrastructure that previously slowed them down.

Creating a continuous loop from data ingestion to activation

CaliberMind's journey with Fivetran began in 2020, when it embedded Fivetran's data integration capabilities into the software experience it delivers to customers. Fivetran brings each customer’s data from more than 170 sales and marketing systems — including Salesforce, Marketo, HubSpot, Google Ads, and LinkedIn — into Google BigQuery. This embedded model gives CaliberMind a consistent data foundation across its enterprise customer base without having to build and maintain each source integration itself.

For each customer, CaliberMind ingests only the data needed for analytics and AI, then applies that company's attribution models, custom fields, buyer journey stages, business definitions, and marketing terminology. Fivetran feeds this standardized data into CaliberMind's context layer, giving Agent Cal the foundation to understand company-specific terms like "high engagement" or "ICP account." Marketers can then ask questions in everyday language — such as "Show me accounts with high engagement scores" — and Agent Cal uses that governed context to build the corresponding audience without relying on an analyst or operations specialist.

CaliberMind had initially evaluated Fivetran Activations (previously Census) as the leading audience activation solution for its broad destination support, embedded experience, SSO, and enterprise security. Fivetran's acquisition of Census strengthened the combined offering: CaliberMind could extend the same embedded model across both sides of data movement, bringing customer data into CaliberMind with Fivetran and sending audiences back into marketing tools like LinkedIn and Google Ads with Fivetran Activations.

Together, these capabilities create a continuous loop from ingestion to activation. Fivetran unifies customer data, CaliberMind adds the data engineering and modeling layer as well as business context and the 360 degree buyer journey intelligence that powers Agent Cal, and Fivetran Activations delivers the resulting audiences to campaign platforms. Instead of targeting people based only on activity within a single marketing platform, CaliberMind customers can build and activate audiences using signals from across the buyer journey — including marketing interactions, sales conversations, events, CRM data, and marketing automation data.

Accelerating marketing campaigns with AI and Fivetran Activations

For CaliberMind's customers, the result is a shorter path from identifying an opportunity to getting an audience into market. Audience activation is now 2x faster, and a campaign-ready audience that could previously require approximately 4 hours of manual work can now be built in under 25 minutes. By removing that latency, marketers can run more targeted campaigns each quarter and engage audiences with real-time buyer signals, creating more opportunities to convert pipeline into closed revenue.

The impact extends beyond speed. CaliberMind and Fivetran are helping customers:

• Reduce reliance on technical teams: Marketers can query data and build audiences independently, with hundreds of users now engaging with CaliberMind at some large enterprise customers.
• Lower martech costs: The combination of analytics, audience segmentation, and activation provides a lower-cost alternative to standalone account-based marketing platforms.

For CaliberMind, embedding Fivetran also creates a significant build-vs.-buy advantage:

• $400K in estimated annual engineering capacity: Fivetran frees the equivalent of 2 engineering FTEs to focus on Agent Cal and product innovation instead of maintaining ingestion and activation infrastructure.
• Up to 12 months of estimated roadmap time saved: Rather than spending that time building and maintaining data movement infrastructure, CaliberMind has reinvested it directly into developing and improving Agent Cal.
• Supports customer renewal and expansion: Agent Cal builds audiences from 360-degree engagement data, while Fivetran Activations sends them directly to campaign destinations. This shortens time-to-value in a way CaliberMind says contributes to customer retention and growth.

“We’ve spent years helping B2B marketers understand which interactions actually influence revenue. With Fivetran Activations, those learnings can now inform the next most valuable engagement along the buyer journey for each unique audience. That gives us the foundation to build the closed-loop marketing experience we’ve wanted for years — where every campaign makes the next one smarter.”
— Nadia Davis, VP of Marketing at CaliberMind

Looking ahead, CaliberMind plans to expand Agent Cal with new AI skills and activation workflows. Fivetran will remain integral to that growth on both sides of CaliberMind's platform: bringing in the customer data that powers its analytics and AI, while Fivetran Activations delivers the real-time audiences that power live campaigns across marketing tools. For CaliberMind, that means continuing to expand its customer-facing AI capabilities without needing to build the underlying data infrastructure; for its customers, it means a continuous loop from buyer journey intelligence to campaign execution, where each campaign can inform what marketers do next.

[CTA_MODULE]