Quick Definition
Multichannel sequencing is the practice of coordinating a planned series of sales touches across multiple channels (email, phone, social, etc.) rather than relying on a single communication method. Multichannel sequencing is a key component of modern sales engagement and outbound marketing. By coordinating across multiple channels, you increase the likelihood of engagement by reaching prospects through their preferred channels. Multichannel sequencing is similar to sales sequencing but specifically focuses on coordinating across multiple channels.
Why It Matters
Multichannel sequencing 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 sequencing works by coordinating a sequence of touches 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 sequencing 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
How is multichannel sequencing different from sales sequencing?
Sales sequencing is the structured scheduling of multiple sales touchpoints. Multichannel sequencing specifically focuses on coordinating across multiple channels. Multichannel sequencing is a subset of sales sequencing focused on multichannel coordination.
What channels should you use in multichannel sequencing?
Common channels include: email, phone, LinkedIn, and sometimes direct mail. Choose channels based on your ICP and their preferences. Most B2B multichannel sequencing uses email + phone + LinkedIn.
How do you coordinate across channels in multichannel sequencing?
Coordinate across channels using: sales engagement platforms (Outreach, Salesloft, Groove), tracking engagement across channels, optimizing based on data, personalizing each touch, and providing value.