UniPaas needed to validate outbound as a real growth channel

As Unipaas grew, the team evaluated outbound as a potential lever for building the pipeline. However, earlier attempts had not produced meaningful results.

When Ido Dubovi, VP Growth & Partnerships, stepped in to lead the marketing function, he was responsible for continuing and optimizing lead generation for the embedded payments platform. As part of that work, he reviewed how outbound had been handled. After a closer look, Ido believed the real gap was that the right investments had never been made to execute effectively.

"When I stepped in, I made experimentation a priority,” Ido explains. “Outbound was a natural place to start given our target customers and sales motion.”

Ido knew what it takes to make outbound work: deep work on messaging, careful targeting of the right people, and technical tools that many teams don't have in-house. “Outbound is a combination of art and science. Many teams over-invest in tooling and under-invest in message-market fit at the right moment,” Said Ido. “To succeed, you also have to really focus on your strategy, your messaging, and your personas.”

Finding people who truly know how to build and run outbound systems is hard, and having the right expertise matters more than just saving time. For that, Workflows was a strong fit for the task.

Before working with Workflows, outbound had been tried, but had not produced meaningful results. We wanted to experiment to see whether it could actually work with the right investments and execution

Ido DuboviVP Growth & Partnerships

Workflows turned outbound into a focused, system-led motion

The collaboration began with in-depth sessions where both teams aligned on a clear outbound strategy. Workflows spent real time understanding Unipaas’ business and who their ideal customers were.

To build the outbound funnel, Workflows identified companies for the ICP across multiple data sources. As targeting was both specific and unforgiving, each account went through multiple layers of qualification to ensure it matched Unipaas’ model before ever entering a campaign. This helped narrow the ICP further and avoid wasting effort on accounts that looked relevant on the surface but weren’t a real fit.

Together with Workflows’ guidance, the teams structured the entire outbound flow end-to-end. From sourcing and qualification to persona mapping and automation between tools, Workflows built as a single, integrated system.

Delivering this level of execution wasn’t just a matter of time - it depended on deep proficiency with outbound tools, massaging, and systems.

The Workflows team has been a valuable partner. I enjoy working with them and would recommend them without hesitation.

Ido DuboviVP Growth & Partnerships

Unipaas scaled marketing-sourced pipeline by 40% with a structured outbound system

Teaming up with Workflows didn’t just help Unipaas launch outbound. It gave the team a structured, measurable system they could evaluate with confidence. What began as an experiment quickly became a repeatable motion built on clear targeting and disciplined execution.

Here’s a snapshot of the results so far:

Looking ahead, Unipaas plans to keep scaling this outbound motion with Workflows, leveraging the system to explore opportunities and drive ongoing growth.

Workflows helped us turn outbound into something we could trust.

Ido DuboviVP Growth & Partnerships