Freckle needed to increase traffic generation and pipeline quality

After raising a $4M Seed round led by Gradient and 1984 Ventures, Freckle needed to enter hyper-growth mode. Freckle had a great reputation for such an early-stage company, so they launched with some momentum in the market, despite not having a GTM team to coordinate the motion.

Nathan Merzvinskis, CEO and Founder at Freckle, saw the momentum but also recognized a critical gap. Freckle had no control over who entered their pipeline. Only 17% of the inbound leads were ICP fits.

Freckle had a previous outbound motion they pressed pause on whilst they updated their positioning. So reactivating it months later meant catching up to a game that had grown more complex. Nathan needed a team that understood outbound systems, could move fast, and would work as an extension of his team.

The content challenge was different but equally critical. Nathan was already working with a content agency, but they lacked GTM industry nuance. Without deep expertise, they couldn't help him articulate his perspectives authentically.

Nathan had followed Workflows' content and resonated with their GTM perspective. When he saw them launch the same week he was reactivating outbound, the timing aligned perfectly. Consolidating both services under one roof with a team that understood GTM made sense.

I wanted to bring in a team that knows this game inside and out and that I could work closely with as an extension of our team. That led me to Workflows.

Nathan MerzvinskisFounder at Freckle

Workflows rebuilt Freckle's outbound program and content engine for scale

Workflows rebuilt Freckle's entire outbound motion from scratch. Everything was greenfield - prospecting, CRM setup, and multi-channel sequences across email and LinkedIn.

The team tested multiple ICP segments: RevOps leaders, marketing execs, sales leaders, and founders. Through structured testing, they quickly identified the segment that consistently produced the strongest results.

"One of the key insights was viewing outbound as a tip-of-the-spear experimentation engine," Nathan explains. "We could quickly get feedback on which audiences our messaging resonated with and test different approaches."

But the most significant insight came from rethinking outbound entirely. Rather than treating it purely as an outbound sales motion, it was positioned as outbound marketing: a brand awareness engine that would complement Freckle’s growing content presence.

After one week of starting the collaboration, Workflows started shipping content pieces that captured both Nathan’s voice, and Andy Toizer’s, Freckle’s Head of Growth.

With Workflows’ expertise in the GTM space, they were able to translate the Freckle team’s perspectives into compelling content, without losing nuance or authenticity. A good example of this was the 2-post series about Freckle’s Pickleball campaign in San Francisco.

Multiple people commented that there was a discernible difference in Nathan's content from roughly a few months prior - the exact moment Workflows took over.

• Post 1: 60 Custom Pickleball rackets gifted to 60 top GTM teams in SF Results: 119k impressions, 860 likes

• Post 2: Campaign and in-person tournament recap Results: 25k impressions, 317 likes

Workflows felt like an extension of the team. We had a Slack channel, weekly huddles, debriefs - all very tightly managed, which is very helpful when it's something you're not entirely owning yourself as a founder.

Nathan MerzvinskisFounder at Freckle

Freckle saw 42% MoM growth in the first 6 months of partnering with Workflows

Since partnering with Workflows, Freckle was able to turn both outbound and content into viable growth engines. Both channels working together created a flywheel effect that drove significant growth. These two channels don't just run in parallel; they compound. Here's how it plays out: Journey 1: Outbound → Content → Conversion

Prospect signs up to Freckle from an outbound email. They automatically receive connection requests from Freckle's team, and start seeing Freckle's content while they test the tool. The growth team flags them as high-priority and offers hands-on support, they convert to paid.

Journey 2: Content → Outbound → Sales Call

Prospect sees Nathan's content, hits follow, and starts seeing Andy's posts too. A few days later they engage with a post. That engagement triggers an automated outbound sequence. Sales call booked.Unsurprisingly, many of these plays were managed through Freckle’s actual product.Here's a snapshot of results from the first 6 months:

Metrics like these are made possible through product-market-fit and an intricate growth system. Powered by AI, but run by humans.

I’d recommend Workflows to anyone who needs to level up their content and/or outbound game and wants to do that in a way where they're essentially getting an additional co-founder building systems.

Nathan MerzvinskisFounder at Freckle