"We applied the new custom built Surface Lab form on our main paid search landing page and we actually saw that 37% more users on average converted with the new form that they built for us - versus - the control original page form that we had."
— Alexandra Doan, Growth Marketing Ops at Nextiva
About Nextiva
Nextiva is a leading cloud communications and collaboration platform that provides cutting-edge solutions to businesses. Their services empower companies to streamline communication and deliver exceptional customer experiences. As a pioneer in their field, Nextiva continuously seeks innovative tools to optimize their marketing efforts and drive better ROI from campaigns.
The Challenge
Nextiva's marketing efforts, particularly on PPC landing pages, faced a common yet critical challenge:
Low Conversion Rates: Despite significant investments in campaigns, conversions remained below target levels.
Unqualified Leads: Manual lead management efforts were inefficient, with a significant percentage of leads being unqualified or spam.
Fragmented Tools: Nextiva needed a unified platform to manage, track, and nurture inbound leads seamlessly.
Missed Engagement Opportunities: Delayed follow-ups meant losing leads that could have converted with timely communication.
To remain ahead of competitors, Nextiva needed a partner that could provide a comprehensive, AI-driven solution for their lead management challenges.
Why Nextiva Chose Surface Labs
In November 2023, Nextiva turned to Surface Labs, the ultimate inbound lead conversion platform, to solve these pain points. Surface Labs' unique combination of AI-powered workflows, customizable forms, and intelligent lead scoring provided the perfect fit for Nextiva's needs.
The platform offered:
Ease of Integration: Compatibility with existing CRMs, including HubSpot.
On-Brand Customization: Multi-step forms designed to maintain Nextiva’s brand integrity.
AI Automation: Automated workflows to engage leads at the right time via email/SMS.
Advanced Lead Filtering: AI to detect and remove spam, ensuring only qualified leads reached the sales team.
How Surface Labs Delivered
Surface Labs transformed Nextiva's lead generation with AI-driven workflows, personalized forms, and real-time lead scoring, creating a seamless and scalable approach to convert visitors into high-quality leads. Here are some key strategies and solutions that drove these results:
High-Converting Multi-Step Forms: Surface Labs designed intuitive, brand-aligned forms that improved user experience and reduced drop-offs. These forms collected significantly more email data by cutting down the number of fields in the form while also improving form conversion rates.
Intelligent Lead Scoring: Our algorithms scored leads in real-time, filtering out spam and repeat entries. Sales teams could now prioritize high-value prospects without the noise.
Automated Lead Engagement: Surface Labs introduced lead-engagement workflows that automated follow-ups via email for a subset of , ensuring Nextiva engaged leads at the most opportune moments. The workflows also enabled routing leads directly to the right sales representatives, reducing response times.
Insights and Analytics: With the Surface Tag, Nextiva tracked user interactions across 30+ landing pages, gaining actionable insights to optimize campaigns further.
Key Results
📈 70% More Emails Collected
Nextiva’s PPC landing pages became high-performing assets, collecting significantly more emails thanks to optimized forms and workflows.
🚀 37% Lift in Conversions
Real-time A/B testing and advanced personalization drove a substantial increase in lead-to-customer conversions.
⚡ Automated Engagement
Surface Labs’ AI agents automated repetitive tasks, enabling sales teams to focus on closing deals rather than chasing leads.
✅ 30+ Pages Tracked
The Surface Tag empowered Nextiva with critical analytics across all landing pages, refining their marketing strategies.
Nextiva’s Success Story
Surface Labs transformed Nextiva’s inbound marketing by introducing a holistic, AI-powered solution. With cleaner lead pipelines, enhanced workflows, and actionable analytics, Nextiva achieved tangible results in a short time frame. Here's what makes Surface Labs stands out:
Seamless Integration: Easy to connect with CRMs and tools like HubSpot.
First-Party Data Collection: High-quality data that complies with privacy regulations.
Dynamic Personalization: Real-time adjustments to forms and workflows based on lead behavior.
Scalable Automation: Effortlessly handles growing lead volumes without compromising quality.
