Multi-channel outbound

Multi-channel outbound is prospecting that uses email, LinkedIn, and phone together, aimed at the same person about the same thing, in a planned order over a few weeks.

The phrase gets used to mean "we'll hit them from every direction," which is exactly what doesn't work. Three channels shouting the same pitch at once is three times as annoying as one.

What works is one conversation across three channels. The email goes first and carries the reason: the lease, the posting, the deadline. The call, two days later, opens with "I sent a note Tuesday about the Ridge Rd buildout," so the prospect either remembers it or asks what it said. The LinkedIn connection request lands in between, and gets accepted because the name is familiar. Eight touches, three channels, three weeks, one subject.

An example

Day 1, email about a company's new supply chain manager posting. Day 2, LinkedIn connection request to the hiring manager. Day 3, a call that references the email. Day 5, a reply to the first email with one useful detail. Day 7, a LinkedIn message if they connected. Day 9, a second call, voicemail if no answer. Day 12, a last email asking whether to close the file. Day 14, a final call. Then the company goes back into monitoring.

Why email goes first

Because a call with no context is a cold call, and a call that follows an email about the prospect's own situation is a follow-up. Same phone, same rep, different reception.

Related terms

Outbound prospecting · Cold email sequence · Appointment setting · Sales development representative (SDR)

If you want this run for you, see our outbound agency, or outbound for contract manufacturers.