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.
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.
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
Why They Chose Surface
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.
How Surface Delivered
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
