Case Studies / Surface Labs
Surface Labs
Account-based SDR programme, outbound follow-up overhaul, and paid acquisition plan for a Y Combinator (S23) AI marketing-ops platform.
OVERVIEW
Surface Labs is a Y Combinator (Summer 2023) company building an AI marketing-ops platform that helps B2B teams capture and convert more of the leads that reach their forms. Working with Growth Architects Group, SA Media built the account-based SDR programme, outbound follow-up system, and paid acquisition roadmap behind Surface's 90-day go-to-market, turning a strong product story, you are losing half your leads to form drop-off, into a repeatable pipeline motion.
THE BRIEF
Surface had a sharp problem to sell and a clear buyer, but its outbound motion needed structure: who to target, how to open the conversation, and how to follow up without losing momentum. The brief was a 90-day plan that gave the SDR team a precise target list, scripts, and cadences, and a paid roadmap ready to scale the angles that worked.
OUR APPROACH
- 01
ICP and technographic targeting. We defined four ICPs, led by Series A to C B2B SaaS teams and digital agencies, and targeted accounts by the tools they already run, from HubSpot, Marketo, and Pardot forms to Typeform, Chili Piper, Qualified, and RevenueHero, identified through technographic data.
- 02
Account-based SDR programme. We wrote the BDR SOP: two cold-call scripts, a six-step call, email, and LinkedIn cadence, follow-up email scripts, objection-ready product and pricing overviews, and testimonial video scripts to support every conversation.
- 03
Segmented prospect lists. We built three 100-person target lists covering US marketing VPs, US sales VPs, and senior marketing leaders, giving the SDR team 300 unique decision-makers to work from.
- 04
Outbound follow-up overhaul. We designed a five-to-seven touch follow-up sequence, value-first, pain point, social proof, objection handling, and break-up, with three A/B test approaches and segment-specific messaging by company size, tool stack, and role.
- 05
Paid acquisition roadmap. We mapped a Meta-to-LinkedIn test-and-scale plan built on the partial-fill story, with retargeting of form starters and lookalikes built from demo bookers and customers.
SERVICES DELIVERED
KEY RESULTS
S23
Y Combinator Batch
Summer 2023 AI marketing-ops platform
300
Decision-Makers Sourced
Three segmented SDR lists
2
Cold-Call Scripts Written
Inside a full BDR SOP
5-7
Touch Follow-Up Sequence
With three A/B test approaches
LAUNCHING OR SCALING A TECH COMPANY?