Life Sciences Marketing Group: Using AI, Automation for Improved Lead Generation and Content Strategy

AI-enabled CRMs and automation are improving lead generation, providing deeper organizational and contextual insights.

This webinar will explore how AI can be used to better understand buyer intent and provide better customer service, using real-world HubSpot examples.

As AI increasingly becomes the starting point for how people gather information, it must be part of the marketing conversation. When applied thoughtfully, AI can help marketers better understand who they’re talking to, tailor messaging precisely, and deliver more relevant, timely communications—without sacrificing trust or compliance.

This webinar will also examine how marketers must evolve their websites and content strategies to serve two audiences: humans and AI. With fewer website clicks because prospects are relying more heavily on AI overviews, marketers must provide information-rich content, discoverable in the right places, and commit to inbound marketing across multiple channels, including blogs, podcasts, white papers and video.

Meet the speakers

Greg Boone is the CEO of Walk West, an integrated marketing and branding agency based in Raleigh, NC. He is an accomplished executive, tech strategist, and AI thought leader, ushering in a new era of growth and innovation at his agency. Throughout his career, he has delivered solutions for well-known brands such as Lenovo, Toshiba and Velcro.

He focuses on integrating AI-powered marketing, automation, and emerging technologies to enhance client engagement, foster meaningful connections, and drive business growth. Greg serves as a board member for Wake Tech Community. Greg earned a Bachelor of Science degree in computer science from N.C. Agricultural and Technical State University, graduating summa cum laude.

Aaron Mazze is the Founder and Principal of Inveniv, a North Carolina–based marketing consultancy serving life sciences, biotechs, CDMOs, and advanced therapy organizations. He works with emerging and growth-stage companies to translate complex science into clear brand positioning, scalable marketing systems, and commercialization strategies that drive measurable growth. His work has supported companies from early development through acquisition, accelerating growth and aligning marketing with measurable business outcomes.

Aaron serves as an International HubSpot Ambassador, runs the North American Partner User Group, and is an advisor on AI-enabled CRM and revenue strategies. He is also an active member of Google’s Small Business Advisory Council, working on new solutions for Google Workspace. As an active member of the marketing community, Aaron also hosts two industry podcasts, The Sound of Inbound and PartnerBio.