• Edward Masson

    Edward Masson

    Sr. Director Global Marketing
    Operations, Veracode

  • Jaime López

    Jaime López

    Director of Product
    Excellence, Ververica

  • Arun Sharma

    Arun Sharma

    Sr. Technical Solutions
    Architect, Grazitti Interactive

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Only 2–5% of leads ever convert into paying customers across industries.
While both interest and intent exist, somewhere between handoffs, scoring, 
and follow-ups, the momentum fades.

When every lead comes at a price, these gaps can quietly stall growth. That’s where automation flips the script. It connects the dots your teams can’t always see to keep every touchpoint active and every opportunity within reach.

Join us for an expert-led conversation on how marketing automation bridges the gap between lead generation and conversion. Learn how to spot the friction in your marketing funnel and turn potential into revenue.

About the Webinar

Even high-intent leads can lose momentum when scoring, routing, and nurturing aren’t tightly coordinated. This session explores how
automation brings structure and precision to lead management, helping teams convert demand and drive growth. 

Here’s what you’ll learn:

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Common lead management pitfalls and process breakdown

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How automation improves lead scoring, routing, and follow-up speed

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Building smarter, nurturing, & personalized workflows for faster conversions

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Measuring and optimizing conversion performance with data-driven insights

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+ Live Q&A to help you identify and fix conversion gaps in your own funnel

Save Your Spot

Guest Speakers

Edward Masson

Edward Masson

Sr. Director Global Marketing Operations, Veracode

Edward is a strategic marketing leader with over 15 years of experience in B2B SaaS, specializing in demand generation, marketing operations, and technology enablement. He focuses on building data-backed frameworks that enhance efficiency, improve funnel performance, and drive predictable growth. A 4x Marketo Engage Champion, Edward is recognized for his ability to align strategy with execution to help marketing teams operate smarter and scale faster.

Jaime López

Jaime López

Director of Product Excellence, Ververica

Jaime has over a decade of success transforming marketing at top B2B and SaaS companies across global markets. He is known for deep technical expertise at the intersection of AI, data science, and marketing operations and leads a cross-functional team spanning product marketing, technical architecture, and field CTO responsibilities. An internationally-recognized public speaker, Jaime has spoken at leading conferences, including Dreamforce, Salesforce Connections, Avaus Expert Talks, VML Connected Brands, Power-Gen Europe, and more.

Arun Sharma

Arun Sharma

Sr. Technical Solutions Architect, Grazitti Interactive

Arun is a marketing technology expert with nearly 18 years of experience. He has worked across multiple domains, helping organizations streamline lead management processes, strengthen CRM ecosystems, and build marketing operations designed for scale. His expertise spans marketing automation, demand generation, and technical solution architecture. Arun is known for translating complex marketing technology into practical, business-focused outcomes. This approach has enabled him to help teams improve operational efficiency and build systems that support consistent growth.