Outbound was a gamble nobody really tried to optimize

When Ido stepped into his role as CMO at Unipaas, he needed to get lead generation working for the embedded payments platform. The company had tried outbound before, but it hadn't worked. Looking closer, Ido found the real problem: nobody had really tried to do it the right way.

Past attempts were all over the place and got dropped before they could work. The team had sent emails, but there was no real strategy, no smart targeting, and no commitment to making it better. For a fintech company in the embedded payments space, a complicated and technical market, this basic approach was never going to work.

"Outbound was a gamble we took," Ido explains. "Nobody really tried to do it. When I stepped in as the new CMO, you need to experiment with some channel."

As an seasoned marketer, Ido knew what it takes to make outbound work: deep work on messaging, careful targeting of the right people, and technical tools that most teams don't have in-house. This outbound thing is a combination of art and science, and Ido knew that to succeed, you have to really focus on your strategy, your messaging, your targets, your personas.The challenge wasn't just about strategy. Ido needed someone who could handle the technical side of tools like Clay, which takes real expertise to set up and run properly. Building this in-house would mean hiring expensive people and spending months training them, resources Unipaas didn't have.

That's when Ido found Workflows.io on LinkedIn. After talking with them and going through the sales process, he liked their approach and knowledge. But what really won him over was their LinkedIn presence.

"Your LinkedIn authority is your strongest point," Ido notes. "Look at them on LinkedIn. You’ve shared so much free knowledge on LinkedIn that gave us conviction to pick you and not someone else."

Workflows.io helped strategize and build Unipaas's entire outbound strategy from general execution

Workflows.io didn't just send email campaigns. They became Ido's strategic partner in building a complete outbound system from scratch.

The work started with deep strategy sessions. Rather than jumping straight into sending emails, the Workflows.io team spent real time understanding Unipaas's business, who their ideal customers were, and what messaging would connect in the fintech space. This groundwork made everything else work better.

"I knew that it requires a lot of investment," Ido recalls. "And from what I saw, they hadn't made this investment before. So that's when I decided, let's invest and experiment in this channel."

1. Clay Implementation and Expert Management

Workflows.io set up and ran Clay, building smart workflows for finding prospects, enriching data, and targeting the right people automatically. This wasn't just basic setup. It was expert-level work that would have taken an in-house team months to figure out.

Finding someone that knows Clay well enough to run it properly is not easy. The team's skill with Clay was really valuable. They built systems that automated complex targeting, pulled prospect data from multiple places, and kept everything clean and usable.

2. Tool Selection and Guidance

Workflows.io helped Unipaas navigate the crowded landscape of GTM tools and intent signals. Rather than throwing money at every tool on the market, they strategically selected and integrated the right stack for Unipaas's specific needs.

For list building, Workflows.io used Discolike, Ocean.io, and Clay AI to create highly targeted account lists. They implemented RB2B and Albacross for website visitor tracking to capture intent signals from anonymous traffic. LinkedIn Sales Navigator was used to find LinkedIn followers of target companies, identifying warm connections and potential champions. Trigify was set up for monitoring key buying signals and company changes. And n8n tied it all together with custom automation workflows.

But the real value wasn't just picking tools. It was understanding which signals mattered for Unipaas's market and how to combine them effectively. The team built a system where multiple intent signals fed into Clay, got scored and prioritized, and then triggered the right outreach at the right time.

3. Complete Strategic Oversight and Optimization

Beyond the technical work, Workflows.io owned the strategy completely. They kept refining who to target, tested different messages, and improved things based on what was working. This constant testing meant the program got better every week.

4. A Partnership That Actually Matters

What made Workflows.io different was that they truly cared about results. They didn't wait to be told what to do. They found opportunities, suggested improvements, and treated the success of the program like it was their own.

"I think you remember the feedback I gave you," Ido emphasizes. "You’re on top of it, trying to always help, and you actually care. That's what I was looking for."

The result was a total change. Outbound went from a failed experiment to a reliable way to generate pipeline, one that didn't need much day-to-day management from Ido's team.

A 40% pipeline increase with a complete system now in place

Since working with Workflows.io, Ido has turned outbound from a failure into a steady source of leads. The numbers tell the story:

Key Results:

- 40% increase in qualified pipeline from 8 leads to 14 leads per quarter

- Reply rates consistently above benchmark at 5-10% in a hard-to-reach market

- Complete system in place with Clay workflows, targeting strategy, and messaging all working

- No need to hire specialists with no in-house Clay expert or outbound manager needed

The pipeline growth is really impressive considering where they started. Unipaas went from basically no real outbound to a system that brings in qualified leads every quarter.

From the leads generated through outbound, Ido is satisfied. The company got a good result, and it's hitting the target.

Even better, Ido now has what every CMO wants: a system that works and doesn't need constant attention. The infrastructure is built, the strategy works, and everything runs smoothly, letting him focus on other ways to grow.

Looking ahead, Ido plans to keep working with Workflows.io as they improve targeting and reach new market segments.

"They're doing a great job for us. And I enjoy working with them. So that's why I recommend working with the Workflows.io team."