How Valley Uses Surface to Convert More Inbound, Improve Lead Quality, and Reduce Funnel Complexity
30% Increase
In Inbound Signups
15% Increase
In Demos Booked
150+
Inbound Demos Per Month
About Valley
Valley is building flexible tools for modern revenue and operations teams for LinkedIn outreach automation. The company has grown without relying on paid ads, influencers, or agencies and instead grown through organic and sales led strategies.
As inbound demand scaled, Valley focused on building a clean, high-quality funnel that prioritized lead qualification, enrichment, and routing. Today, inbound is a core growth channel for Valley, supported by systems designed to convert traffic efficiently without adding operational complexity.
The Challenge
Valley’s inbound demand was growing quickly, but the systems behind it weren’t keeping up.
All inbound traffic came from organic channels such as SEO or the founder’s personal brand on LinkedIn. As traffic increased, so did form submissions, but many of those leads were either unqualified or difficult to act on. Conversion rates weren’t where the team wanted them to be, and there was no centralized way to enrich, score, or route leads based on fit.
Before Surface, Valley relied on static website forms and embedded HubSpot calendars. The experience wasn’t seamless for users, and it limited the team’s ability to control how inbound leads were qualified and handled.
“Inbound was growing pretty rapidly for us, but it became annoying. We didn’t have enough control over qualification, enrichment, or routing — and conversion rates weren’t where we wanted them to be.”
Shubh Agrawal
Head of Growth, Valley
Valley needed a better way to turn inbound traffic into qualified conversations - without adding complexity or overhead.
One issue the Valley team was facing was the lack of UI cleanliness, being an industry disruptor meant they needed their funnel to reflect their position in the market.
The Solution
Surface Labs gave Valley a single, unified system to manage inbound from start to finish.
Instead of relying on static forms, Valley implemented Surface Forms to create a more engaging, gamified experience that encouraged more visitors to start - and complete - the process. Abstract, intent-based questions helped qualify leads before asking for contact details, increasing engagement at the top of the funnel.
Surface also enabled Valley to capture partial form submissions, enrich leads automatically, and route them based on fit — even when a visitor didn’t fully convert.
“Surface dramatically increases the likelihood of a lead giving you their email. Even if they drop off midway, you still have interest data you can act on later.”
The result was a higher-quality inbound funnel with better data, better control, and higher conversion rates
Implementation
Valley implemented Surface Forms across their website and inbound touchpoints as their default conversion layer.
“I always prefer a Surface form over a typical input box. It looks better, feels more premium, and actually gets people to continue through the experience.”
On the backend, Surface became the central hub for inbound data:
Form submissions and partial responses are sent to Slack in real time
Leads are enriched and scored via webhooks
Data flows into Valley’s CRM and email workflows automatically
This setup eliminated the need for multiple disconnected tools and reduced the operational burden of maintaining a fragmented stack.
Key Results
Surface Labs became a core part of Valley’s inbound growth engine.
Inbound demos increased from ~120/month to 150+ consistently
30% lift in inbound conversions
Higher lead quality through enrichment and scoring
Reduced tooling costs and operational overhead
“Surface is our cohesive inbound stack. Website visitors, partial submissions, enrichment, source tracking — it all lives in one place.”
During Juicebox’s Series A announcement, the team captured thousands of inbound leads without a single missed submission.
Conclusion
Today, Surface Labs sits at the center of Valley’s inbound motion.
From website visitors and partial form fills to enriched lead data and booked meetings, Surface enables Valley to treat inbound as a true growth engine — not just a passive channel.
“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
Head of Growth, Valley
As Valley continues to scale, Surface provides the flexibility to experiment, qualify demand intelligently, and convert inbound interest into revenue — without adding unnecessary complexity.
Customer Stories
Learn from the best marketing teams
Galley Solutions Boosted Lead Quality and Cut Demo Prep Time with Surface.
30%
100%
37%
70%
"We actually saw that 37% more users on average converted with the new form that they built for us."
Alexandra Doan
Growth Marketing Ops, Nextiva
5.8k+
7K+
Juicebox Scaled Viral Inbound Demand with Surface Labs
11k+
82%
Kintsugi Prevented Fake Leads from Spamming their Sales Calendar.
30%
95%
Numbers Station Boosted Pipeline by 30% with Surface Labs.
Resources
Templates, guides, and insights that drive results
Struggling to convert website visitors into leads? We can help
Surface Labs is an applied AI lab building agents that automate marketing ops — from lead capture and routing to follow-ups, nurturing, and ad spend optimization — so teams can focus on strategy and creativity.
