Table of contents
Are you still doing email-only outreach? If your answer is yes, it might be time to rethink!
Prospecting has never been easy; you have to know who to talk to, when to reach them, and how to contact them! And to truly excel at generating leads and driving growth, a multichannel approach is not only beneficial, it is essential.
But don’t panic! La Growth Machine has you covered! 🙂
Over the course of this article, allow me to convince you not only of the promise of multichannel (3.5x response rate), but also that La Growth Machine is the best tool for you to adopt this approach.
Ready? Let’s go 👇
Which channel to start with?
A recurring question that gets asked a lot when it comes to multi-channel prospecting is ‘Do I start by email or LinkedIn?‘
It’s a perfectly reasonable question! And the answer is… 🥁🥁🥁
You guessed it, it depends! 🤦
So what should you consider before making your choice? Mainly three things:
- What is your primary source of leads?
If your primary source of leads is searching for them on LinkedIn, then that means you have the ability to reach 100% of your leads through LinkedIn. But the amount of information you have can vary.
If your source is an internal database (your CRM for example), chances are most of the information you’ll have is:
- A combination of: First Name + Last Name + Company Name
- And/or Email address
Fortunately, LaGrowthMachine is able to identify a LinkedIn profile based on the combination of FirstName + LastName + CompanyName, but you’ll probably have more info to start with by using their email.
This will give you a good amount of data to work with to personalize your LinkedIn connection request messages, voice messages, emails, follow-ups, etc.
- Where is your lead most active/likely to respond?
Don’t blindly follow recommendations. Know your audience.
For example, software developers may have profiles on LinkedIn, but they are not very active or responsive there. It’s probably not the best channel to start with, but it can be a good fallback.
Tech founders are often on LinkedIn daily and are very active. This is probably the best channel to start with, if not Twitter.
Following the two examples above, ask yourself:
- Where is my audience most active on a daily basis?
- Where am I most likely to build a relationship with them?
The rest should follow!
- What’s your channel enrichment rate?
In a growth marketing context, let’s say you’re reaching out to freelancers identified through LinkedIn. Most of them do not have a professional email, so your conversion rate will be very low. So it doesn’t make sense to prioritize email enrichment.
However, if you’re targeting the leaders of the tech companies mentioned above, this may be an ideal situation to use enrichment to fill out their LGM profile. This will allow you to contact them more easily and with more personalization in your outreach.
LGM’s multi-channel prospecting campaign:
Consider this:
- You’ve already done your segmentation, you know who you’re targeting, who your persona is, their pain points, and how they value your product. (If not, I highly suggest you follow our ultimate guide on segmentation – 👈 Follow the link)
- You’re applying an account-based marketing campaign using Sales Navigator
Expert Tip 🧠
Account-Based Marketing or ABM for short is the process of searching for your leads at the Account level using Sales Navigator instead of the lead level.
The idea is that you first start by looking up the companies that match your ICP.
Then reach out to the people working in those companies.
This gives you a much cleaner, much more reliable list. I can’t go into the intricacies of why as this is not the topic of the article. I highly recommend you read our full guide on properly building an ABM strategy with Sales Navigator.
- So, leads are now coming in from LinkedIn search results.
- Enrichment rate comes in at a good 60%
- Leads are active and likely to respond on LinkedIn
Expert Tip 🧠
With these numbers, it would make sense to start on LinkedIn, right?
Well, yes and no.
‘But why would it make sense for me to start with Email?’ In one word: Volume!
By starting with email, you can use LinkedIn as a fallback for people who didn’t respond via email, as well as people for whom La Growth Machine didn’t enrich emails.
You’ll benefit from two daily volume capacities:
- 200-300 emails/day
- 80-120 connection requests/day on LinkedIn
For a total of 280-320 new leads activated per day. Even more if you’re willing to take risks. Versus the 80-120 leads per day that you will activate using LinkedIn first.
Doing volume will help you connect with more people faster, but be smart about it. Segment and focus your efforts for the most impact.
All right, now that you have all that in mind, here’s a campaign you can easily duplicate:
Why it works:
For one, the campaign works so well thanks to the copywriting.
It may seem quite standard to you, but don’t worry, it remains super effective because it is personalized, straightforward, and establishes immediate relevance.
In my experience, these are the 3 traits of copywriting that gets the best results in the end!
Each message offers a clear value proposition, showcases real-world examples of how the company has benefited similar clients, and incorporates social proof to establish credibility.
The campaign also uses our patented multi-channel approach that we all love and cherish and for which I explained the benefits above 👆. With an additional Call action button that enables you to directly call your leads from within LGM using Aircall or Ringover!
The flow from email to call is logical, it offers an opportunity for engagement at each stage.
When to use it:
It is perfect for B2B prospecting and overall lead generation, especially when dealing with high-value clients or complex sales cycles.
It’s not made for closing or feedback collection. With this campaign, I’m handing you a way to grab those pesky leads stuck in the middle of your funnel (MOFU).
It’s particularly useful for engaging decision-makers who need a strong value proposition backed by real-world examples to make informed decisions.
My personalized approach is there to build credibility and open up a conversation at each stage, with a logical flow from email to call.
As you’ll see it, at no point do I make a full sales pitch or force my way in. I’m just asking if the person I’m talking to has the problem that I’m offering a solution for.
This makes it ideal for different stages of the early sales cycle, ensuring continuous engagement.
Who can use it:
This campaign is aimed at :
- Sales of all types :
- – Business Development Representative
- – Sales Representatives
- Founders of startups / SMEs who act as sales representatives for their own companies.
⚠️ These targets should be working in a company offering a digital solution (SaaS)
La Growth Machine uses a multi-channel approach. Logically, we consider multi-channel automation on active leads on LinkedIn and/or email.
Happy selling! 🙂
Comments