Client Success Story

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.

7X
SQLs
5X
MQLs
3X
Sign-Ups
Playment logo
Playment
Managed data labeling for computer vision
Founded
2011
Headquarters
Bangalore, Karnataka
Company Size
11–50 employees
Category
Data Labeling (Computer Vision)

Playment × GrowthSpree — At a Glance

Client Playment — managed data labeling platform for computer vision, founded 2011, Bangalore
Problem No growth infrastructure — no lead tracking, no behavioral data, no top-of-funnel demand, and no MQL-to-SQL nurturing
Result 7X SQLs, 5X MQLs, and 3X sign-ups, all through online channels
Scope Full-funnel rebuild: infrastructure, paid, SEO & nurturing
  • GrowthSpree grew Playment's sales-qualified leads 7X, marketing-qualified leads 5X, and sign-ups 3X through online channels.
  • The rebuild started from near zero, laying HubSpot, Salesforce, PersistIQ, GA/GTM, Search Console, and Hotjar before running any demand.
  • Top-of-funnel demand ran across Google Ads, LinkedIn Ads, LinkedIn automation, and SEO, using lead magnets like a Cost Calculator.
  • Organic channels delivered 3X more conversions and a 6.3% CTR lift after a full SEO and CRO overhaul.
  • Lead scoring plus PersistIQ nurture drips lifted MQL-to-SQL conversion, with email open rates reaching 95%.

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

✕No digital infrastructure to manage and track leads and customer journeys.
✕No behavioral data, so no clear, forward path for growth.
✕No top-of-funnel marketing driving lead generation.
✕No mid- or bottom-funnel strategy to lift MQL-to-SQL conversion.

Baseline: Where Playment Started

Baseline snapshot — before the full-funnel rebuild
Spend / demandNo top-of-funnel marketing was running — there was no paid or organic acquisition generating leads at all.
CAC / lead economicsNot measurable — with no tracking or attribution in place, cost per lead and lead economics couldn't even be established.
Conversion (MQL to SQL)No mid- or bottom-funnel process existed, so marketing-qualified leads weren't being converted into sales-qualified leads.
Tracking & infrastructureNo digital infrastructure — no CRM, no analytics or attribution, and no behavioral data to guide growth decisions.

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.

Strategy at a Glance

Campaigns

Top-of-funnel demand across Google AdWords, LinkedIn Ads, LinkedIn automation (Expandi), and a full SEO overhaul with a forward content calendar.

Landing pages & CRO

Cost Calculator lead magnets, A/B-tested copy and creative, and Hotjar-informed conversion-rate optimization across the site.

Nurturing & scoring

HubSpot lead scoring on source, company size, revenue, and engagement, plus PersistIQ nurture drips, promotional email, and remarketing to move MQLs to SQLs.

Tracking

HubSpot, Salesforce, and PersistIQ with GA/GTM goals and events, Google Search Console, Hotjar, and conversion tracking — so every action was measurable.

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.

Full Tracking Stack
HubSpot · GA · Hotjar

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.

Multi-Channel TOFU
Ads · LinkedIn · SEO

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.

MQL → SQL
Scoring + Nurture Drips

Our Plan of Action: Build, Open, Convert

Lay the infrastructure, open the top of the funnel, then nurture qualified demand into sales-ready pipeline.

1

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.

2

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.

3

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

7X
SQLs
5X
MQLs
3X
Sign-Ups

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%.

The Business Impact

What the full-funnel rebuild delivered where it counts — pipeline, qualified demand, acquisition efficiency, and the engine that converts it.

Pipeline — SQLs 7X sales-qualified leads, a sales-ready pipeline built from zero growth infrastructure.
Demand — MQLs & sign-ups 5X MQLs and 3X sign-ups feeding the funnel, so the top and middle grew together, not just the top.
CAC — organic efficiency 3X more organic conversions and a 6.3% organic CTR lift reduced reliance on paid acquisition.
Revenue engine — nurture 95% email open rate powering the lead scoring and nurture drips that convert MQLs into SQLs.

Performance Breakdown

How growth compounded down the funnel, and the engine that produced it.

Funnel Growth by Stage
The deeper the funnel stage, the larger the lift — a sign the whole funnel, not just the top, was working.
Sign-Ups
3X
MQLs
5X
SQLs
7X
Growth multiple at each funnel stage versus the pre-engagement baseline.
The Full-Funnel Engine We Built
Demand was opened at the top, qualified in the middle, and converted at the bottom.
Top of Funnel
Google Ads · LinkedIn · SEO + lead magnets
↓
Middle of Funnel
Lead scoring + nurture drips
↓
Bottom of Funnel
MQL → SQL · 7X SQLs
Built on a full tracking stack: HubSpot, Salesforce, PersistIQ, GA/GTM, and Hotjar.
Funnel growth and organic results in text (chart data)
MetricResult vs baseline
Sign-ups3X
MQLs5X
SQLs7X
Organic conversions3X
Organic CTR lift+6.3%
Email open rate95%

Frequently Asked Questions

Playment grew SQLs 7X, MQLs 5X, and sign-ups 3X, alongside 3X more conversions from organic channels, a 6.3% organic CTR lift, and a 95% email open rate — all through online channels.
Playment had no digital infrastructure to manage and track leads and customer journeys, no behavioral data to guide growth, no top-of-funnel marketing for lead generation, and no middle- or bottom-funnel strategies to lift MQL-to-SQL conversion.
By laying digital infrastructure first (HubSpot, Salesforce, PersistIQ, GA/GTM goals and events, Search Console, Hotjar, conversion tracking), then opening top-of-funnel demand via Google AdWords, LinkedIn Ads, LinkedIn automation, and SEO, and finally adding lead scoring and nurturing drips to convert MQLs into SQLs.
Tools included HubSpot, Salesforce, PersistIQ, Expandi, GA/GTM, Google Search Console, and Hotjar. Channels spanned Google AdWords, LinkedIn Ads and automation, SEO, and email nurturing — with lead magnets like a Cost Calculator.
Playment is a fully managed data labeling platform founded in 2011 and headquartered in Bangalore. It generates training data for computer vision models at scale.
By tracking every important user action, opening top-of-funnel demand, and layering lead scoring plus nurturing in the middle and bottom of the funnel, prospects are qualified and advanced systematically. For Playment, this lifted MQLs 5X and SQLs 7X.
A marketing-qualified lead (MQL) has shown enough interest and fit — through engagement and lead scoring — to be worth nurturing, while a sales-qualified lead (SQL) has been validated as ready for a sales conversation. For Playment, MQLs grew 5X and SQLs grew 7X after the funnel rebuild.
Through a full SEO overhaul — technical fixes, meta updates, a forward content calendar, and Hotjar-informed conversion-rate optimization — which delivered 3X more organic conversions and a 6.3% organic CTR lift.

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