Primitive 01
Leads
The people and accounts you want to reach, with their identity, intent, history, fit, and outcomes.
What is Surface?
A marketing system that learns from revenue.
Surface connects buyer signals, campaign execution, and revenue outcomes, then uses what works to run better campaigns.
The fundamental primitives
Surface starts with Leads and Context.
Give Surface these two things and it can build almost any campaign at lightning speed, then learn from the result and improve the next one.
Primitive 02
Context
Your product, positioning, audience, playbooks, permissions, content, and revenue data.
Leads tell Surface who matters. Context tells it what to do. Every campaign adds new signal, so the system keeps getting better.
What makes it super
Infrastructure, intelligence, and execution in one system.
Most tools do one. Surface does all three, which is what turns a stack you operate into a system that operates itself.
01 · Infrastructure
One system of record
Buyer signals, enrichment, and campaigns in one place, from first touch to opportunity.
02 · Intelligence
It reads and decides
Surface interprets every signal and chooses the next account, message, and play.
03 · Execution
It runs the campaign
Surface builds campaigns, routes leads, and reports what worked.
The details
Frequently asked questions
Who is this for?
Surface is for B2B revenue teams that want to create more pipeline without adding disconnected tools or headcount. It gives founders, growth and demand generation teams, content and paid media teams, GTM engineers, and sales leaders one system for buyer intelligence, campaign execution, conversion, and revenue feedback.
Can't we already do this in our CRM?
Your CRM stores form data, ownership, and outcomes. Surface enriches the signals around those records, qualifies buyers with evidence, routes the right next step, and feeds the result back into the CRM. It acts on the data without replacing the system of record.
How is Surface different from marketing automation?
Traditional automation follows predefined branches using the fields it already has. Surface agents can research missing context, make evidence-backed decisions inside your rules, and coordinate campaigns, lead workflows, routing, and measurement across the stack.
Does Surface replace our existing marketing stack?
No. Surface connects to the systems your team already uses, including your website, CRM, scheduling, enrichment, analytics, and publishing tools. Your existing records, permissions, and ownership rules remain in place.
Why not just run campaigns from Claude?
Claude can help you think, research, and create inside a conversation. Surface gives that work the connected operating layer it needs to run in production: live buyer and revenue context, governed workflows, permissions, publishing, attribution, and feedback from every result. You can still work from Claude through Surface MCP, while Surface executes across your stack and preserves the context for the next campaign.
Where should we start?
Start with one measurable workflow, such as improving inbound conversion, qualifying and routing leads, or launching content faster. Once that workflow is producing results, Surface can expand across the rest of the marketing system.
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