Stop Spamming, Start Selling: Redefining Leads with Surfe

In the latest H2H Sales Automation Podcast, Bart Kowalczyk, CEO of AutomateNow, sits down with Marta El Bay, Head of Partnerships at Surfe, to challenge one of the biggest myths in sales: that more leads equal more sales.

Recorded live at HubSpot’s Inbound 2025 Conference in San Francisco, the conversation dives into the new reality of B2B selling — where access to data is easy, but strategy and qualification are what truly drive conversion.

  • 20 min

Ep 26 - Marta El Bay: Stop Spamming, Start Selling: Redefining Leads with Surfe

H2H Sales Automation Podcast

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Why the “Lead” Is Dead

“Everyone’s chasing leads — but what we really need are qualified leads,” says Marta.

As automation and AI tools make it effortless to pull thousands of contacts from LinkedIn, many sales teams fall into the “spray and pray” trap — sending the same pitch to everyone and wondering why no one replies.

Marta explains that Surfe, a leading enrichment tool that connects LinkedIn data directly into HubSpot, gives teams the power to understand who to contact and when to reach out. But without a clear ideal customer profile (ICP) and sales process, even the best tools can’t save you.

“Surfe is an accelerator,” Marta adds. “If your strategy is wrong, it’ll just accelerate the wrong strategy.”

From Leads to Qualified Conversations

Modern sales success requires a data-driven approach. Marta shares how Surfe’s own team shifted from mass prospecting to targeted outreach:

• They analysed their existing customers to define clear verticals and company sizes.

• They ranked and enriched contacts using intent data — identifying who’s ready to buy.

• They aligned AEs and SDRs around those territories and ICPs.

The result? A refined process where sales reps engage at the right time with the right message.

Bart and Marta are recording the podcast in San Francisco

Strategy First, Tool Second

Bart points out a common misconception: “People think tools like HubSpot or Surfe will fix their pipeline. But without a strategy, even the best tool just adds noise.”

Marta agrees, recalling customers who expect instant results:

“Some clients think that adding leads equals closing deals. But we remind them — a fool with a tool is still a fool.”

True sales automation means combining data insights, qualification frameworks, and personalised human outreach. Tools help scale that, not replace it.

What’s New at Surfe

Marta also gives a sneak peek into Surfe’s upcoming innovations:

• Intent Data Integration — helping teams know when a company is ready to buy.

• Smart Recommendations — AI-powered lead scoring that ranks CRM contacts by relevance and similarity to past wins.

• Conversation Tips — suggesting best talking points and contacts for outreach.

These enhancements transform Surfe from a simple enrichment tool into a sales intelligence engine built for HubSpot users.

Being Human in a World of Automation

As Bart wraps up, he asks the signature H2H question: how do you stay human in sales today?

Marta’s answer is clear:

“Don’t automate everything. Keep what matters human — conversations, discovery, empathy. Automate the admin, not the relationship.”

From personalized LinkedIn messages to thoughtful timing, she reminds us that AI supports great sellers — it doesn’t replace them.

Key Takeaways

• Stop spamming — qualify before you contact.

• Define your ICP and buyer journey before automating.

• Use enrichment tools like Surfe to enhance strategy, not replace it.

• Combine intent data and AI for smarter outreach.

• Keep human connection at the heart of every sales motion.

Ready to scale your sales automation the smart way?
Book a call with Bart Kowalczyk or listen to the full episode on
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