How Kintsugi Prevented Fake Leads from Spamming their Sales Calendar.
11K+
Leads captured
82%
De-anonymized leads
91%
Leads enriched automatically
About Kintsugi
Kintsugi is transforming how fast-growing businesses handle sales tax. Their software platform automates everything from real-time nexus monitoring to registration, filing, exemption certificates, and voluntary disclosure agreements. After growing from 3 to 57 employees in under a year, the team needed to scale fast—without letting inbound chaos slow them down.
The Challenge
As Kintsugi ramped up its go-to-market motion, the sales team hit a painful blocker: inbound spam.
"People were spamming our ‘Book a Demo’ button—and it wasn’t just noise, it was causing real chaos for our sales team," said Pujun, CEO of Kintsugi. "We knew we had to fix this if we wanted to keep scaling."
The team evaluated every vendor from Chili Piper to HubSpot. But none solved the root issue: how to intelligently filter inbound leads, route real ones quickly, and eliminate low-intent noise.
The Solution
Kintsugi chose Surface to power their entire inbound funnel—forms, enrichment, lead routing, partial submission capture, and A/B testing.
"Surface was the only product that solved the problem properly. Every other platform had big promises—but Surface actually delivered."
With Surface:
Spam and nefarious bookings were filtered out automatically
Lead data was enriched in real time to qualify and route faster
Partial form submissions were captured and followed up with
A/B tests on the form drove more conversion lift
Customer support exceeded expectations at every turn
The Results
Cleaner inbound pipeline: Spam bookings dropped dramatically
Faster qualification: Sales team focused only on high-quality leads
Conversion lift: A/B testing and partial form captures helped unlock more demos from existing traffic
"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."
Surface didn't just help Kintsugi grow. It gave them control.
"For PLG-driven teams like us, Surface is a gem. You’re missing out if you’re using anything else. It’s one of those products you don’t realize how badly you need—until you have it."
"We wouldn’t be the company we are today without Surface Labs. From form performance to customer support, it’s just chef’s kiss."
— Pujun, CEO at Kintsugi
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
