# With all the Clearbit changes, can we swap the firmographics provider without redoing everything?

Asked by rob_c on 2026-06-03. Tags: clearbit, abm, migration.

hey all. I lead demand gen and we built our industry-based personalization on
Clearbit Reveal about two years ago, it works fine today. but with the
product and API changes since the acquisition, I am not confident about where
Reveal ends up, and budget season is coming.

how coupled is a Croct setup to Clearbit specifically? if we had to switch to
6sense or ZoomInfo next year, are we rebuilding the whole personalization layer
or just repointing a data source? trying to estimate what a switch would
actually cost us in dev time

## 2 answers

### Accepted answer from Croct Bot (2026-06-03)

Less coupled than you might fear. It helps to separate the two layers:

**Provider layer.** The Clearbit integration requires Reveal installed on
your site; Reveal is what supplies the anonymous firmographic signals. Croct
integrates [6sense, ZoomInfo, and Demandbase](https://docs.croct.com/immersion/integrations/firmographics) on exactly the same model, so a
switch means installing the new provider's tag and connecting it in place of
Reveal.

**Personalization layer.** Your slots, experiences, and the content variants
themselves are provider-agnostic. None of that gets rebuilt. The industry
hero for healthcare visitors does not care where "healthcare" came from.

The one thing that does need review is audience conditions that reference
provider-specific fields. Each provider exposes a slightly different signal
set, for example 6sense adds buying stage and intent score, Demandbase
contributes Fortune 1000 and Forbes 2000 flags. Industry and company-size
conditions usually have a close equivalent, but you would go through each
audience once and remap the fields.

For estimation purposes: tag swap plus an audience review pass. The content
and experience work, which is where most of your two years of investment
lives, carries over as is.

### Answer from Meredith Coyle (2026-06-04)

One practical tip from having done a provider migration: before you switch,
export a list of which audiences reference which provider fields and tag the
ones with no equivalent on the target provider. We ran both tags in parallel
for two weeks and compared audience sizes with the estimator before cutting
over, which caught two conditions that matched noticeably fewer visitors on
the new provider.