How Quilter AI Uses Surface to Qualify Leads, Reduce Manual Work, and Find Alpha in B2B Marketing.

Quilter AI is a cutting-edge platform focused on transforming underwriting in insurance. As a category-defining company with a highly specific Ideal Customer Profile (ICP), Quilter needed more precision in its demand gen programs than traditional platforms could offer.

Before Surface, Quilter's "Request a Demo" workflow was wide open. Anyone could book a meeting:

• •There were no guardrails to ensure fit.
• •Calendars filled up with unqualified prospects.
• •Data was duplicated and fragmented across tools.

"We were asking for the same info twice — once in the form, and again in the scheduler," Darin recalls. "Plus, there was no logic layer. Everyone just got the link."

The result? Lost pipeline, missed opportunities, and a sales team forced to rely solely on inbound form submissions.

Surface Forms now powers the critical conversion points across Quilter's funnel:

• •Pre-Qualification for Demos: Instead of letting anyone book, leads must complete a form that dynamically qualifies them. If they're a fit, they can schedule. If not, they get a thoughtful off-ramp with relevant resources.
• •Data Enrichment & Deduplication: Whether a lead uses a corporate email or a Gmail address, Surface pulls in firmographic data via ZoomInfo or Apollo to auto-enrich leads behind the scenes.
• •Consolidated Lead Intelligence: Surface serves as Quilter's de facto master lead dashboard — qualifying, syncing to HubSpot, and auto-filling calendar fields — with zero extra clicks.

"Now we have all our leads flowing through Surface. It's not just a form anymore — it's where marketing ops happens."

Surface has turned into Quilter's lead ops layer. They're starting to think of it as the place where anonymous traffic becomes qualified pipeline.

Darin envisions a future where Surface doesn't just qualify leads — it helps nurture and route them intelligently, too. Partial form fills, for instance, could trigger personalized follow-ups using tools like n8n + Surface.

"Surface has turned into our lead ops layer. We're starting to think of it as the place where anonymous traffic becomes qualified pipeline."

• •Higher Lead Quality: Only qualified leads reach the sales team, and the experience is better for both sides.
• •Less Manual Work: No more stitching together Excel/Airtable sheets. Surface pushes clean, enriched data to HubSpot and the scheduler automatically.
• •Smarter Funnels: Surface enables new workflows for free signups, newsletter access, and gated content — all with enrichment and lead scoring built in.