Convera
Overview
Convera is a global cross-border payments provider, enabling access to over 140 currencies across 200+ countries and territories while serving customers across industries. That scale makes lead management uniquely complex, with prospects entering from dozens of sources worldwide and no consistent way to capture, qualify, or route them to the right teams.
Services
Website
Brief
In Q4 of 2025, Convera partnered with Lighthouse Creative to re-architect its end-to-end lead flow across Pardot and Salesforce, resetting how leads are captured, qualified, and handed to sales. This partnership meant creating a new decision matrix for how the business defines a qualified lead, building the infrastructure to support those decisions, and enabling a global sales and marketing organization of 850+ to work within the new system.
The scale of the project
19
Contributors
Marketing, RevOps & dev
7
Business Systems
Reconfigured end to end
17
Sprints
Across 37 milestones
357
Tickets
Delivered across all sprints
9
Delivery Tools
In the project stack
The approach
The program began with a full audit of Convera’s Pardot and Salesforce ecosystem. This surfaced gaps between documented process and system configuration, data quality and sync issues, as well as unclear lead definitions and constraints in scoring, reporting, and email infrastructure.
Aligning Pardot and Salesforce
Convera runs a bi-directional sync between Pardot and Salesforce, owned respectively by marketing and revenue operations, which sit in different parts of the organization.
Before this project, those teams operated largely in isolation. Lighthouse mapped a shared process across all three groups and resolved a sync error backlog that had grown into the thousands. The result is a lead ecosystem where marketing, RevOps, and development now work from the same playbook.
Rebuilding how leads are scored and graded
The foundational piece of the project was replacing Convera’s lead scoring and grading model. The prior system was rudimentary and largely unused — meaning sales had spent years fielding low-quality leads with no consistent filter.
Lighthouse rebuilt both halves of the model. Lead grading (A through F) reflects fit and whether a prospect matches Convera’s ideal customer profile. Lead scoring shows engagement and how a prospect interacts over time, signaling readiness for a sales conversation.
Only leads with an A or B grade now sync to Salesforce for seller visibility; everything else stays in Pardot as a nurture cohort. The result is a system that sales teams can trust and a clear, defensible answer to what ‘sales-ready’ means at Convera moving forward.
Launching real-time enrichment
With a clean, well-scored database in place, Convera turned to reducing friction at the point of conversion.
Lighthouse evaluated and launched real-time lead enrichment through ZoomInfo, triggered at form completion. Prospects now see shorter forms, while enrichment fills in the missing data behind the scenes — ensuring leads are graded, scored, and routed to sales within 1 hour of submission instead of waiting on delayed batch processing.
The results
79%
Fewer hard bounces
On a dedicated Pardot IP
$100K
Tech cost savings
And counting
94+
Forms & automations
Deprecated
5
Email templates
Consolidated from 1,000+
850+
Sellers & marketers
Enabled on the new system
Cleaning up campaign operations
Years of legacy Pardot automations and processes had built up, slowing both technology performance and the team supporting it. Lighthouse migrated Convera to a dedicated Pardot IP with a structured warming period, cutting hard bounces by 79% and spam complaints to zero.
The team also cleared out unused and duplicative forms and automations inside the legacy Pardot system, and retired Convera’s third-party email builder in favor of native Pardot capabilities.
Across the cleanup, Convera:
- Deprecated 94+ unused or duplicative Pardot forms and automations
- Reduced tech costs by $100K+ by moving off the email builder
- Consolidated over 1,000 email templates into 5 brand-safe templates
Maintaining and documenting the system
Together with this work, Lighthouse introduced ongoing lead hygiene practices to keep the database clean and support more advanced marketing segmentation in the future.
Every process, decision, and system change was also documented in a centralized knowledge base, which now serves as the source of truth for Convera’s internal enablement team to train the global sales and marketing organization.
From documentation to enablement
Technical documentation became the foundation to inform user-facing materials, which the enablement team then turned into training programs for each function. The result was five structured trainings covering the lead flow end to end, curated for and rolled out across Convera’s Brand and Growth teams.
What began as a series of behind-the-scenes technical fixes became a process the business could actually own — which teams can run, develop their own trainings on, and build on top of as the company continues to scale.
