Mastering multichannel strategy: How to actually win in B2B sales outreach

Let’s face it: relying on a single outreach channel in B2B today is like showing up to a Formula 1 race on a scooter. You’ll be visible, but not in a good way.

The top-performing sales teams don’t choose between email, LinkedIn, or calls. They combine them. They layer them. They orchestrate them. And they do it with one goal: to stay relevant and resonate across every touchpoint.

Multichannel isn’t a buzzword. It’s the way modern buyers expect to be engaged.

Why is a multichannel strategy flipping the B2B game?

Here’s what the numbers don’t lie about:

• It takes an average of 18 phone calls to connect with a buyer.
• SMS open rates hover around 92%, but the conversion cliff is steep.
• 80% of decision-makers prefer direct messages to cold calls.
  
  

So no, there’s no magic channel. But there is a magic formula: hit the right person on the right channel with the right message, at the right time.

In B2B sales outreach, success isn’t about volume—it’s about orchestrating your multichannel strategy intelligently.

Viktor Hatfaludi – B2B Sales Expert

The three pillars of a winning multichannel strategy

1. More doors = more opportunities

Each channel gives you a shot at earning attention. Use LinkedIn for visibility. Email for depth. Phone for urgency. Even direct messages or Twitter is a surprise.

You’re not just playing the odds. You’re consistently creating more opportunities to engage with your audience.

2. Personalization that doesn’t break the process

Personalization at scale isn’t a myth—it’s a mindset.

Tools like La Growth Machine let you automate without losing the human touch. You can personalize based on behavior (e.g., “opened email but didn’t click”), persona (CMO vs RevOps), or even timeline (re-engage after 30 days of inactivity).

The point isn’t to look personal. It’s to be relevant.

3. Trust comes from consistency

Outreach fatigue is real. So is ghosting. But when you show up consistently, across platforms, with value, not just follow-up spam, you build familiarity.

Multichannel is how you stay top-of-mind without being annoying.

Why go multichannel? Here’s what it unlocks

Here are the genuine benefits of implementing multichannel outreach with La Growth Machine:

• 40% less time spent on manual prospecting when using multichannel workflows with LGM
• 3.5x higher reply rates compared to single-channel campaigns
• Fewer bans, blocks, and blacklists thanks to channel rotation and brilliant timing
  
  

LGM doesn’t just let you send emails. It lets you:

• Sequence LinkedIn, X (Twitter), email, and voice messages into a single flow
• Enrich leads automatically with job data, emails, LinkedIn URLs etc.
• Trigger personalized messages based on prospect behavior (clicked, ghosted, opened, ignored)
• A/B test across every channel to find what works
  
  

Native integrations: HubSpot, Pipedrive, Breakcold
Custom connections: Zapier hooks for Salesforce, Folk, and anything with an API

Anatomy of a high-performance multichannel sequence

Let’s analyze a real multichannel outreach campaign that delivered exceptional results:

Phase 1: Initial engagement

The campaign began with 250 targeted prospects. Instead of jumping straight into messaging, the team first focused on strategic LinkedIn post engagement—likes, thoughtful comments, and visibility-building interactions.

Result: 206 qualified leads identified based on their reactions and profile visits.

Phase 2: Channel diversification

Once intent signals were clear, outreach tactics were adapted:

• Cold email sequences were triggered for the 201 contacts who didn’t open the first email.
  
• Phone calls were used to follow up with the 27 who opened but didn’t respond.

Phase 3: Cross-platform nurturing

For those still unresponsive, the strategy expanded:

• Followed 204 prospects on X (Twitter)
• Sent 203 LinkedIn connection requests
• Reengaged 190 contacts with well-timed email bumps

Phase 4: Advanced engagement

At this stage, the team increased the intensity for high-potential leads:

• A second round of phone outreach (117 calls)
• “Intro follow-up” emails sent to 133 contacts
• LinkedIn profile visits to re-signal interest (186 profiles checked)

Phase 5: Final touchpoints

To close the loop, the team delivered soft, low-friction nudges:

• A casual “Breakfast Email” for 130 non-responders (light, value-based message sent early morning)
• LinkedIn voice notes to 18 connected profiles for a more personal approach
• X/Twitter favorites for 179 pending connections to keep visibility up

The beauty of today’s workflow is : once it is a little bit of work up front, especially for those who might not be familiar with tools like Clay… But once you get it done, it does work on autopilot.

Kevin Patrick – Co-Founder @ Astris Partners

Smart timing makes or breaks it

In multichannel outreach, timing is just as important as messaging. Rather than using a one-size-fits-all cadence, adjust your follow-ups based on how engaged your leads are.

Here’s a simple framework to guide your timing:

• Highly active leads (frequent LinkedIn interactions): wait 3 days before following up
• Moderately active leads: space your next touchpoint by 7 days
  
• Low or inactive leads: extend the window to 14 days to avoid fatigue

Effective multichannel outreach isn’t about being everywhere–it’s about being there at the right time, with the right message, through the right channel.

Viktor Hatfaludi – B2B Sales Expert

Choosing your channels: audience first, always

Start with your audience:

• Who are you targeting (title, seniority)?
• How do they behave (social lurker, inbox opener)?
• What kind of message are you sending (simple ask, deep pitch)?
  
  

Examples:  A CMO might engage with a smart LinkedIn comment. An Ops lead may prefer a no-fluff email. An SDR leader? A Loom video might do the trick.

Check what worked in past campaigns. Let performance, not habit, guide your playbook.

How to measure what works

Track these key metrics :

• Channel-specific reply rates
• Cross-channel attribution: Where did the convo really start?
• Time to first response
• Total conversion to an opportunity or a meeting
  
  

The secret sauce? Build reporting into your flow. Don’t make it an afterthought.

Multichannel strategy that doesn’t suck

Multichannel isn’t about doing more. It’s about doing the right things, in the right way, at the right time.

• Lead with relevance, not frequency.
• Stack channels strategically, not randomly.
• Use data to power personalization, not guesswork.
  
  

When you get this right, your prospecting doesn’t just convert better. It builds genuine relationships.

And that’s the whole point, isn’t it?

Takeaways

A successful multichannel strategy isn’t about multiplying touchpoints at all costs—it’s about making the right ones, at the right time, on the proper channels.

Here’s what to keep in mind:

• Combine channels based on data and audience preferences
• Use automation smartly, keeping personalization at the center
• Adapt timing to each lead’s level of engagement
• Track cross-channel performance to optimize continuously

Ready to upgrade your B2B sales outreach? Start by reviewing your channels and spotting opportunities to streamline, enrich, or better coordinate them.

Remember, the goal of your multichannel strategy is to be exactly where your leads need you to be, when they need you to be there.

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