How Numbers Station Boosted Pipeline by 30% with Surface Labs
30%
Increase in pipeline
95%
leads enriched automatically
About Numbers Station
Numbers Station helps companies integrate AI agents into their data pipelines, transforming how structured data is used in product development and analysis. As an early-stage startup with a focused team and a high-growth mindset, every lead counts—and knowing who’s visiting their site became a key growth lever.
The Challenge
Before Surface, Numbers Station faced a common GTM blind spot: they had no visibility into who was browsing their website unless a visitor explicitly filled out a demo form.
"Unless someone scheduled a demo, we had no idea who they were. We were flying blind."
The result? Lost pipeline, missed opportunities, and a sales team forced to rely solely on inbound form submissions.
The Solution
Surface changed the game by giving the team full visibility into site activity and partial engagement:
Visitor de-anonymization unlocked emails and phone numbers for previously invisible leads
Partial form capture allowed outreach even when visitors didn’t finish submitting
Slack alerts pushed new leads directly to the AEs in real-time
Lead enrichment helped qualify and sort high-intent visitors from noise
"The first thing our AEs do every morning is check the Surface Slack channel. We’re booking 1 out of every 3 qualified leads that come through there."
The Results
30% increase in pipeline from leads who didn’t submit a form
Refined ICP based on real visitor data, not assumptions
Higher ROI on paid and organic traffic now that every visitor counts
"Surface has saved us time, sharpened our targeting, and significantly increased our pipeline. As a small team, that impact is massive."
Jake and team are excited about upcoming Surface features like:
Automated follow-up for partial leads
Smarter lead scoring
Better spam filtering and qualification tools
“Time is money for us. Anything that gets us to quality leads faster is huge—and Surface keeps delivering.”
"We’re booking meetings with people who never filled out a form—Surface made that possible. It’s been a real unlock for our GTM team."
— Jake Van Asten, Head of GTM at Numbers Station
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
