Multi-Channel Outreach: Beyond Email for B2B SaaS

Relying solely on email for B2B outreach is no longer enough. Decision-makers are flooded with emails and have learned to ignore most of them. A multi-channel approach significantly improves response rates and demo bookings.

Why Multi-Channel Matters

Studies show that using multiple channels together increases response rates by 3-5x compared to email alone. Each channel reinforces the others, creating multiple touchpoints that build familiarity and trust.

Channel 1: Email

Still the foundation of B2B outreach, but must be used strategically:

• Highly personalized, not generic blasts
• Concise and value-focused
• Sent at optimal times
• Part of a sequence, not one-off

Channel 2: LinkedIn

The #1 social platform for B2B. Use it for:

• Connection requests: Personalized with mutual connections or interests
• InMail: For prospects you can't connect with directly
• Engagement: Comment on their posts before reaching out
• Content sharing: Position yourself as a thought leader

Channel 3: Phone Calls

Often overlooked but highly effective when done right:

• Call after initial email and LinkedIn outreach
• Keep calls brief and value-focused
• Have a specific reason to call
• Leave strategic voicemails that reference other touchpoints

Channel 4: Direct Mail

Physical mail stands out in a digital world:

• Use for high-value accounts
• Send something useful, not just promotional
• Time it with digital outreach
• Include a clear next step

The Ideal Sequence

Here's a proven 14-day, multi-channel sequence:

Day 1: LinkedIn connection request
Day 2: First email
Day 4: LinkedIn message (if connected)
Day 6: Phone call + voicemail
Day 8: Second email
Day 10: LinkedIn engagement (comment/share)
Day 12: Phone call
Day 14: Final breakup email

Coordination is Key

Reference other touchpoints in your outreach:

• "I left you a voicemail yesterday..."
• "Following up on my LinkedIn message..."
• "Tried reaching you by phone and email..."

Measuring Success

Track metrics by channel and holistically:

• Response rate per channel
• Time to response
• Demo booking rate
• Channel attribution
• Cost per demo by channel mix