In a B2B world saturated with messages, relying on a single prospecting channel (such as email or LinkedIn) is no longer enough. To capture the attention of your prospects, you need to increase your points of contact without becoming intrusive. That's the whole point of multichannel prospecting.
A well-designed multichannel sequence allows:
- Significantly increase your response rate
- To bypass silences on certain channels
- To create a progressive mental presence in the prospect's mind
- Maximize opportunities while respecting the cognitive load of your target audience
But for it to be effective, it must be structured intelligently, the right messages must be chosen at the right time, and channels must be synchronized seamlessly.
Here is a comprehensive guide to designing a high-performance multichannel sequence, step by step.
1. Why switch to multichannel prospecting?
The majority of B2B professionals receive the following every day:
- Dozens of commercial emails
- Automated LinkedIn messages
- Calls without context
Result: they filter, ignore, or delete.
Multichannel prospecting allows you to:
- Reach out to prospects where they are most active
- Create a sense of presence without pressure
- Strengthen credibility through controlled repetition
- Adapt the message to the channel used (email = long; LinkedIn = concise; phone call = direct)
It does not mean "making more noise," but rather better coordinating your contacts.
2. Channels to integrate
Here are the most commonly used channels in a B2B multichannel sequence:
- Email: perfect for detailing a proposal, introducing a client case study, or providing a resource
- LinkedIn: excellent for establishing human contact, confirming interest, or subtly following up.
- Phone call: ideal for breaking the silence and quickly qualifying
- Personalized video: a differentiator, especially in highly competitive contexts
- LinkedIn voicemail/voice message: less commonly used, therefore more memorable
- Reminder via CRM notification or manual follow-up: useful for following up after an unanswered expression of interest
3. Structure a sequence lasting 10 to 14 days
An effective sequence relies on a subtle alternation of channels and a progression in the message. Here is an example of a 12-day structure:
- Day 1: Initial email, personalized and with a clear value proposition.
- Day 2: Visit the LinkedIn profile, followed by a connection request.
- Day 3: Follow up with a short email providing social proof or a key figure.
- Day 4: Simple and personal LinkedIn message after accepting the connection request.
- Day 5: Quick call if signs of interest are detected (clicks, visits, interactions).
- Day 7: Valuable email with useful content (study, guide, video, relevant article).
- Day 9: New LinkedIn message, gentle follow-up with a contextualized angle.
- Day 11: Second call, or voicemail if the prospect remains silent.
- Day 12: Final email, also known as a "break-up email," leaving the door open for the future.
This frequency allows you to remain on the prospect's radar without creating saturation. It must, of course, be adapted to your target audience, their role (operational, management), and their sector.
4. Principles to follow in a multichannel sequence
a) Message synchronization
Each point of contact should flow naturally:
- Never duplicate the same message on two channels.
- Use one channel to follow up on another: e.g., "I sent you an email on Monday" on LinkedIn.
b) Consistency in tone
Maintain a unified, professional, and human voice across all channels. Even if formats vary, the style must remain aligned with your positioning.
c) Progression in content
Start with a problem/solution approach, then add:
- Case study or testimonial
- Value-added content
- Proposal for a meeting
- Exit message
d) Automate without disembodying
Use tools such as:
- Lemlist / LaGrowthMachine: for managing multichannel messaging
- Clay / PhantomBuster: to enrich and detect signals of interest
- Pipedrive / HubSpot: to track follow-ups and centralize interactions
But always keep some manual customization for key messages, especially LinkedIn and calls.
5. Examples of messages according to channel
📩 Introductory email (Day 1)
Subject: [First name], an idea for your sales teams
Hello [First name],
I noticed that you are developing your sales force in [sector/identified issue].
At [your company], we help organizations such as [customer example] automate and structure their prospecting to generate more qualified appointments.
If this is something you are interested in, would you like to discuss it?
Have a great day,
[Signature]
💬 LinkedIn message (D4)
Hello [First name],
Thank you for connecting. I saw that you are in the process of structuring your sales organization—this is something we deal with on a daily basis at [your company].
I would be happy to share some customer feedback with you if you are interested.
📞 Call script (Day 5)
Hello [First name], I'm calling to follow up on my messages.
I'm working with [target persona] on [identified issue], and I wanted to see if this applies to you as well.
Would it be possible for us to discuss this for 10 minutes?
6. Analyze and improve your sequence
At the end of your sequence, analyze the results:
- Which channels generated responses?
- When did the prospect respond?
- Which message worked best?
- Which channel was useless or too intrusive?
Try different ones:
- Contact orders
- Types of messages
- Alternative channels (voicemail, video, etc.)
Each sequence is a learning opportunity. It is not a fixed format, but an evolving framework that can be adapted according to targets and feedback from the field.
In summary
A successful multichannel sequence relies on:
- An intelligent sequence of touchpoints
- Editorial consistency across every channel
- A controlled pace (neither too fast nor too slow)
- The ability to personalize key moments
- Precise management of response and engagement data
In an increasingly competitive B2B market, the real difference is no longer made by a single message, but by the quality of the relationship you build with your prospects.
