Reaching potential customers requires a sophisticated approach that spans multiple channels. A well-crafted multi-channel prospecting sequence can significantly improve your conversion rates and help you connect with prospects more effectively.
Let’s dive into how you can create sequences that actually convert.
Understanding Multi-Channel Prospecting
Multi-channel prospecting involves reaching out to potential customers through various communication channels in a coordinated, strategic manner.
According to McKinsey, companies with strong omnichannel customer engagement retain on average 89% of their customers, compared to 33% for companies with weak engagement.
Essential Channels for Modern Prospecting
A successful prospecting sequence typically includes:
- Email outreach
- LinkedIn engagement
- Phone calls
- Social media interactions
- Direct mail
- Video messages
Creating Your Sequence Strategy
The key to an effective sequence lies in the timing and coordination of your touchpoints.
Research shows that it takes an average of 8 touches to generate a conversion, with response rates increasing by 160% when using three or more channels.
Sample 14-Day Sequence Structure
| Day | Channel | Action |
|---|---|---|
| 1 | Introduction email | |
| 2 | Connection request | |
| 4 | Phone | First call attempt |
| 7 | Value-add follow-up | |
| 10 | Video | Personalized message |
| 14 | Content engagement |
Example Multi-Channel Prospecting Sequence
A well-structured multi-channel prospecting sequence can significantly improve your chances of connecting with potential customers. Here’s a detailed breakdown of an effective 14-day sequence that combines various communication channels.
Day 1: Initial Contact
- Send personalized email introducing yourself and your company
- Connect on LinkedIn with a custom connection message
- Follow prospect’s company on LinkedIn
Day 3: Social Engagement
Focus on building visibility and credibility through social platforms:
- Like or comment on prospect’s recent LinkedIn post
- Share relevant content that addresses their industry pain points
- Send second email with valuable industry insights
Day 5: Direct Outreach
- Make first phone call attempt
- Leave voicemail if no answer
- Send follow-up email referencing the call
Day 7: Value-Added Touch
Focus on providing tangible value to your prospect:
- Share case study via email
- Send relevant industry report through LinkedIn message
- Engage with their company’s social media content
Day 10: Second Direct Contact
- Second phone call attempt
- Send LinkedIn InMail with meeting proposal
- Follow up with email containing specific value proposition
Day 14: Final Attempt
Make your final outreach compelling and action-oriented:
- Send “break-up” email
- Final phone call attempt
- Share one last piece of valuable content via LinkedIn
Key Tips for Success
To maximize the effectiveness of your multi-channel sequence:
- Personalize all communications based on prospect research
- Vary message timing to avoid appearing automated
- Track engagement and adjust approach accordingly
- Maintain professional persistence without being pushy
- Focus on value-adding content rather than sales pitches
Remember to document all interactions in your CRM and be prepared to adjust the sequence based on prospect engagement and response patterns. This template serves as a starting point and should be customized based on your specific industry and target audience.
Best Practices for Each Channel
Email Outreach
Keep emails concise and personalized. Studies show personalized email subject lines increase open rates by 26%.
Focus on value proposition and clear call-to-actions.
LinkedIn Engagement
Start with meaningful connection requests and engage with prospects’ content before direct outreach.
LinkedIn reports that personalized connection messages receive 85% higher acceptance rates.
Phone Calls
Time your calls strategically – Tuesday through Thursday between 10 AM and 4 PM typically yield the best response rates.
Always have a clear agenda and value proposition ready.
Measuring and Optimizing Performance
Track these key metrics to evaluate your sequence effectiveness:
- Response rates per channel
- Conversion rates at each stage
- Time to first response
- Overall sequence completion rate
- Cost per acquisition
Common Mistakes to Avoid
- Overwhelming prospects with too many touchpoints
- Using generic messaging across channels
- Poor timing between touchpoints
- Lack of personalization
- Inconsistent messaging across channels
Frequently Asked Questions
How many touchpoints should a prospecting sequence have?
Most effective sequences contain 8-12 touchpoints spread across 2-3 weeks, depending on your industry and target audience.
What’s the ideal time between touchpoints?
Generally, allow 1-3 days between touchpoints, with longer gaps (4-5 days) as the sequence progresses.
Should I use the same message across all channels?
While maintaining consistent themes, adapt your message to suit each channel’s unique characteristics and best practices.
How do I know when to end a sequence?
Set clear exit criteria: either a response (positive or negative) or completion of all planned touchpoints.
Tools and Technology
Consider these popular tools for managing multi-channel sequences:
- Outreach.io for email and phone sequences
- SalesLoft for multi-channel orchestration
- HubSpot for integrated marketing automation
- LinkedIn Sales Navigator for social selling
Summary and Key Takeaways
Creating effective multi-channel prospecting sequences requires careful planning, consistent execution, and continuous optimization. Remember these key points:
- Coordinate touchpoints across channels strategically
- Personalize messages for each channel while maintaining consistency
- Track and measure performance to optimize results
- Use appropriate tools to automate and scale your efforts
- Always provide value in every interaction
By following these guidelines and continuously refining your approach based on data and feedback, you can create prospecting sequences that consistently deliver results and drive meaningful conversations with potential customers.
