Quick Definition
Multichannel outbound is an outbound approach where prospecting is coordinated across multiple channels (email, phone, social, etc.) rather than relying on a single channel. Multichannel outbound recognizes that different prospects prefer different channels, and coordinating across channels increases the likelihood of engagement. Multichannel outbound is a key component of modern sales engagement and account-based marketing.
Why It Matters
Multichannel outbound is important for B2B companies because it increases the likelihood of engagement by reaching prospects through their preferred channels. Different prospects prefer different channels: some prefer email, some prefer phone, some prefer LinkedIn. By coordinating across channels, you increase the likelihood of engagement and response.
How It Works
Multichannel outbound works by coordinating outreach across multiple channels in a structured sequence. For example: Day 1: LinkedIn connection request. Day 3: Email. Day 5: Phone call. Day 7: LinkedIn message. Day 10: Email. The sequence is designed to reach prospects through multiple channels, increasing the likelihood of engagement. The sequence should be personalized and provide value at each touch.
Real-World B2B Example
A B2B SaaS company uses multichannel outbound to reach prospects: they create a 7-touch sequence over 14 days (LinkedIn connection, email, phone, LinkedIn message, email, phone, LinkedIn message). They track engagement across channels and find that multichannel sequences generate 2x more replies than email-only sequences. They optimize their sequences based on data and improve reply rates by 50%.
Common Use Cases
- Increasing engagement and reply rates
- Reaching prospects through their preferred channels
- Complementing single-channel outreach
- Improving sales engagement effectiveness
- Coordinating outreach across channels
Common Mistakes to Avoid
- Not coordinating across channels (just sending email and LinkedIn)
- Not personalizing each touch
- Not tracking engagement across channels
- Using too many touches (annoying prospects)
- Not optimizing sequences based on data
Frequently Asked Questions
What channels should you use for multichannel outbound?
Common channels include: email, phone, LinkedIn, and sometimes direct mail. Choose channels based on your ICP and their preferences. Most B2B multichannel outbound uses email + phone + LinkedIn.
How many touches should you use in multichannel outbound?
Typical multichannel sequences use 7-12 touches over 14-21 days. The exact number depends on your ICP, ACV, and goals. Track engagement and optimize based on data.
How do you coordinate across channels?
Use a sales engagement platform (Outreach, Salesloft, Groove) to coordinate sequences across channels. Track engagement across channels and optimize based on data. Personalize each touch and provide value.