How Galley Solutions Boosted Lead Quality and Cut Spam Leads by 100%
100%
Spam leads prevented
30%
Lift in qualified leads
1 hr saved
per rep, per demo
About Galley
Galley Solutions is the creator of the industry’s first Culinary Resource Planning (CRP) platform, purpose-built to streamline operations for large commercial kitchens. Galley centralizes everything from recipes to purchasing, procurement, inventory, and production—all within a unified, digital hub. With expanded visibility from ramped‑up SEO and paid media campaigns, their inbound funnel began growing—fast—but the growing traffic came with its own set of growing pains
The Challenge
As Galley scaled its inbound marketing efforts, poor form data quality quickly became a bottleneck. HubSpot’s out‑of‑the‑box forms started getting flooded:
Bot‑generated spam was rampant, overwhelming the team.
There was no effective way to pre‑qualify leads before routing them to sales.
The manual cleanup and routing process was slow and developer‑dependent, draining time and resources
Ian Christopher, Co‑founder & Head of Marketing, recalls:
“We were kind of helpless to omit the spam.”
They needed a solution that could squash spam, surface only legit prospects, and eliminate the need for manual triage.
The Solution
Enter Surface Labs. Galley replaced every form on their site with Surface Forms, unlocking immediate and measurable impact:
“For the first time in our marketing history, we’re doing real qualification at the form level. It’s changed how we run our inbound funnel.”
With Surface:
100 % spam prevention—despite a spike in traffic and spam, Surface stopped every bot in its tracks
Deeper lead qualification—built‑in decoy submissions, multi‑step flows, and discovery questions filtered out low‑intent inquiries before they even hit sales.
Time savings—sales reps now receive well‑qualified leads, saving over an hour per opportunity.
Seamless HubSpot integration—structured, clean data flows directly into their CRM, giving Galley full control over data and routing
The Results
Bad signup prevention via stricter validation and email/data restrictions.
Personalized onboarding triggers based on form responses.
Faster freemium‑to‑paid conversions, thanks to richer, structured qualification data earlier in the funnel
“Surface Forms feels like an enterprise-grade solution for form experiences. To us, it's the full package—structured data, better UX, and full CRM control.”
We also asked Ian, "why choose Surface over Typeform and other form tools?"
"We used Typeform in the early days. It was great—but you can tell when a company outgrows it. Surface gives us the mechanics we liked from Typeform, but with enterprise-grade control over brand, format, and functionality."
From demo booking to freemium signup, Surface has become Galley’s go-to form experience platform.
It blocks spam, qualifies better, saves time, and pushes structured data directly into HubSpot—without needing engineering involvement.
"Honestly, Surface just works. It’s been a huge boost to our inbound engine—and we’re just getting started."
Loved by top marketers
"We feel pretty embedded in Surface, especially since we did the PLG stuff there. I would consider Surface to be like a pretty core part of what is running our website, which is a good thing."
Maddy Fennessy
Growth Marketing Lead
“If we turned off Surface tomorrow, we’d lose a lot of inbound. We’re almost entirely inbound-driven, so Surface is a critical part of how we operate.”
Shubh Agrawal
San Francisco
"We actually saw that 37% more users on average converted with the new form that they built for us"
Alexandra Doan
San Francisco
"We’re growing at the speed of light, and Surface is one of the few vendors keeping up with us. I'd pay whatever it takes to solve this problem—and Surface solved it."
Pujun Bhatnagar
CEO
“Whenever I had a feature request, the Surface team would update me throughout the process and follow up after launch to make sure everything was working correctly. It really feels like a white-glove experience.”
Angela Kou
Chief of Staff
"We used Typeform in the early days. It was great but you can tell when a company outgrows it. Surface gives us the mechanics we liked from Typeform, but with enterprise-grade control over brand, format, and functionality."
Ian Christopher
CEO
