How GrowthSpree Rebuilt Playment's Funnel to Grow SQLs 7X
A full-funnel rebuild — digital infrastructure, top-of-funnel paid and SEO, and mid-funnel nurturing — that grew sign-ups 3X, MQLs 5X, and SQLs 7X through online channels.
The Mission
Playment is a fully managed data labeling platform generating training data for computer vision models at scale. To grow, it needed a real online demand engine — one that could attract, track, qualify, and convert leads across the entire funnel.
The Challenge
Playment was starting close to zero on growth infrastructure. There was no system to manage and track leads and customer journeys, no behavioral data to point the way forward, no top-of-funnel marketing generating leads, and no middle- or bottom-funnel strategy to convert MQLs into SQLs.
Key Challenges Identified
Our Strategy
Rebuild the growth engine end to end. First, lay the digital infrastructure — CRM, analytics, and attribution — so every lead and journey becomes trackable. Then open top-of-funnel demand across paid search, LinkedIn, and SEO. Finally, add mid- and bottom-funnel nurturing and scoring to convert MQLs into SQLs. The throughline: rely on data, experiment constantly, and follow the funnel to find gaps and low-hanging fruit.
The GrowthSpree Approach
GrowthSpree built the full stack and the full funnel. We set up HubSpot as the primary CRM, integrated with Salesforce and PersistIQ, and configured GA/GTM goals and events, Google Search Console, Hotjar, and conversion tracking — so every important user action became measurable.
On that foundation, we ran top-of-funnel acquisition across Google AdWords, LinkedIn Ads, LinkedIn automation, and SEO — using lead magnets like a Cost Calculator and A/B-tested creative — then built lead scoring and nurturing drips to move prospects from MQL to SQL.
How GrowthSpree Saved the Day
Digital Infrastructure
HubSpot as primary CRM, integrated with Salesforce and PersistIQ, plus GA/GTM goals and events, Google Search Console, Hotjar, and conversion tracking — with dashboards and form workflows that made every lead and journey trackable.
Top of the Funnel
Targeted Google AdWords and LinkedIn Ads with Cost Calculator lead magnets and A/B-tested copy, LinkedIn automation via Expandi to create prospects and convert them to MQLs, and a full SEO overhaul with CRO informed by Hotjar.
Lead Nurturing
A lead-scoring engine in HubSpot (source, company size, revenue, web and content engagement), PersistIQ nurturing drips, promotional email, and remarketing — built to move mid- and bottom-funnel prospects from MQL to SQL.
Our Plan of Action: Build, Open, Convert
Lay the infrastructure, open the top of the funnel, then nurture qualified demand into sales-ready pipeline.
Lay the Digital Infrastructure
Set up HubSpot as primary CRM (integrated with Salesforce and PersistIQ), GA/GTM goals and events, Search Console, Hotjar, and conversion tracking — building dashboards and form workflows so every lead and journey was measurable.
Open the Top of the Funnel
Launched targeted Google AdWords and LinkedIn Ads with Cost Calculator lead magnets and A/B-tested copy, LinkedIn automation via Expandi to create prospects and run InMail drips, and a full SEO overhaul: technical fixes, meta updates, Hotjar-informed CRO, and a forward content calendar.
Nurture MQLs into SQLs
Built lead scoring in HubSpot and layered PersistIQ nurturing drips, promotional email, and remarketing campaigns to advance mid- and bottom-funnel prospects from MQL to SQL.
The Results: A Funnel That Compounds
Across the rebuilt funnel, sign-ups grew 3X, MQLs 5X, and SQLs 7X — while organic channels delivered 3X more conversions, a 6.3% CTR lift, and email open rates reached 95%.
Performance Breakdown
How growth compounded down the funnel, and the engine that produced it.
Frequently Asked Questions
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