--- title: "Stop Spamming, Start Selling: Redefining Leads with Surfe" description: Why leads aren’t enough anymore. Marta El Bay from Surfe explains how data, intent, and strategy define modern sales success. --- [AutomateNow Blog | Clarity-Led Growth for Modern Businesses ](https://www.automatenow.uk/blog) # [Stop Spamming, Start Selling: Redefining Leads with Surfe](https://www.automatenow.uk/blog/why-leads-arent-enough-anymore.-marta-elbey-from-saarf-explains-how-data-intent-and-strategy-define-modern-sales-success) Written by [Bart Kowalczyk](https://www.automatenow.uk/blog/author/bart) | 11 December 2025 09:41:49 Z In the latest *H2H Sales Automation Podcast*, Bart Kowalczyk, CEO of AutomateNow, sits down with [Marta El Bay](https://www.linkedin.com/in/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. ### **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](https://33rcg.share.hsforms.com/2hv86cDT4SgSMGcjC6GUayQ), 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](https://33rcg.share.hsforms.com/2hv86cDT4SgSMGcjC6GUayQ) 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](https://www.linkedin.com/in/bartkowalczyk/) or listen to the full episode on > 🎧 [Spotify](https://open.spotify.com/show/2mdzwCWwPahBwkZWY94bvN) | 🍏 [Apple Podcasts](https://podcasts.apple.com/us/podcast/h2h-sales-automation-podcast/id1643480476) [View full post](https://www.automatenow.uk/blog/why-leads-arent-enough-anymore.-marta-elbey-from-saarf-explains-how-data-intent-and-strategy-define-modern-sales-success) ```json { "@context" : "http://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Bart Kowalczyk" }, "dateModified" : "2026-03-17T18:02:37.740Z", "datePublished" : "2025-12-11T09:41:49Z", "headline" : "Stop Spamming, Start Selling: Redefining Leads with Surfe", "image" : { "@type" : "ImageObject", "height" : 960, "url" : "https://automatenow.uk/hubfs/Marta%20El%20Bay%20and%20Bart%20Surfe%20recoding%20podcast.jpg", "width" : 1280 }, "mainEntityOfPage" : "https://www.automatenow.uk/blog/why-leads-arent-enough-anymore.-marta-elbey-from-saarf-explains-how-data-intent-and-strategy-define-modern-sales-success", "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "height" : 60.0, "url" : "https://automatenow.uk/hubfs/automatenow_logo_color-2.png", "width" : 87.40516 }, "name" : "AutomateNow Blog" } } ```