About GovWell
GovWell is the AI operating system for modern government: permitting, code enforcement, planning, and licensing. Their platform replaces the paper-heavy, manual processes and the legacy SaaS systems that slow down municipal and county operations. Based in Manhattan, the company has been growing fast through field marketing and direct outbound to government officials.
“What I wanted to build on the marketing side was getting leads higher in the funnel, nurturing them so they had a warm hand off to business development, and going back to folks who’d dropped out of our process.”
Jason Ginsberg, Head of Marketing
Jason joined as Head of Marketing in late 2025. He brought a growth marketing background from a previous software company where he ran lifecycle campaigns on Klaviyo. At GovWell, the sales engine was already running. What they needed was a marketing platform that could scale alongside it.
Outgrowing the Stack
GovWell’s growth had outpaced its marketing infrastructure. The BD team was running outbound through Outreach, customer support used Intercom for in-app messaging, and Salesforce held all contacts. The pieces were there. What was missing was a unified platform to tie them together, run lifecycle emails and lead scoring, and capture the inbound interest the website was already generating.
Leads were already coming in through gated content on the website, but with no system to act on them, they were sitting untouched in Webflow.
“We’ve got a lot of governments we work with who love our platform, so we’ve been capturing case studies and customer spotlights on our website. The problem was that people were giving us their email in Webflow to read these resources, but that was it. We wanted to do something with that signal instead of letting it sit there.”
Jason Ginsberg, Head of Marketing
Choosing Conversion
To address these opportunities, Jason chose Conversion. What stood out to him was how quickly the platform could integrate with GovWell’s existing stack: Salesforce as the CRM, Gong for call intelligence, Starbridge for public-sector enrichment data, without requiring a massive implementation project.
Within the first week, Jason’s team and their Conversion deployment strategist started configuring Salesforce field mapping, sync rules, and form setup while GovWell simultaneously redesigned their website. The two projects ran in parallel.
“The Conversion rollout moved in lockstep with our website redesign, which was exactly the right timing. The new site is live, the infrastructure’s behind it, and now we can start nurturing the leads coming in.”
The Platform in Practice
The more Jason dug into the platform, the more use cases he found.
“Every time we dig into the platform, we find another use case worth building. It’s not just solving the priorities I came in with, it’s expanding what we can reasonably take on this year.”
Forms and lead capture from Webflow
Jason’s first priority: stop dropping warm website leads. He installed Conversion’s Form SDK script in Webflow’s site settings himself, created the first form on the demo page, and had submissions flowing into Conversion within the first working session. No engineering dependency. Data pipes into Salesforce in real time.
Demo walkthroughs driving automated follow-up
GovWell hooked up the live demo walkthroughs on their website, built in Navattic, directly into Conversion. Now anytime someone watches that content, the platform triggers follow-up emails automatically. No manual list pulls, no lag between interest and outreach.
Data cleanliness that fixes a direct mail headache
GovWell runs significant direct mail campaigns. The process is not always easy: downloading reports from Salesforce, manipulating the data to fix addresses and job titles, then uploading to a mailing platform. Conversion’s enrichment and normalization writes clean data back to Salesforce automatically, so the next mail export starts clean.
Salesforce as the shared system of record
GovWell runs everything account-based: accounts and contacts, no lead objects. Conversion’s bidirectional sync means marketing operates on the same data as the BD and Sales teams. Enriched and normalized fields write back to Salesforce, giving sales the information they need without marketing having to spend time in Salesforce, and giving marketing instant access to the account and contact data they need to act on.
The Team Ramps Up
Within weeks, GovWell’s marketing team was building inside Conversion without hand-holding, setting up their first email flow, designing templates, and taking ownership of workflows without waiting on Jason.
“The real signal for me has been how quickly the team picked it up. My team is building email flows, setting up audiences, and managing their own workflows in Conversion. I’m not the bottleneck, which is exactly what I wanted from a platform at this stage of our growth journey.”
The team mapped out every planned nurture flow, its marketing goal, and its priority. They created audiences for exclusion lists so workflows wouldn’t overlap. Email templates were being ideated, designed, and sent out of Conversion with custom headers, footers, and button styles.
What’s Next
With forms live and data flowing, GovWell is building out its first high-impact nurture workflows. Next on the roadmap: building out a new customer newsletter, piping product usage data into the platform for champion identification and upsell campaigns, and standing up lead scoring that combines marketing engagement signals with public-sector enrichment data.
GovWell is growing fast, and the marketing function is scaling alongside it. For Jason, Conversion is the platform that keeps pace.
“The pace of the team and the design of the product is what sold me. I can tell it’s being built quickly and thoughtfully. That’s what I want behind my marketing stack as we grow.”