Introduction
By 2025, B2B prospecting will have changed dramatically. Forget about rigid sequential campaigns, where an email was followed by a reminder and then a phone call. Today's decision-makers are mobile, connected, multi-screen, and highly sought after. They switch from their CRM to LinkedIn, from a video call to a story on their phone, filter unknown calls, and scan generic emails at a glance.
In this context, traditional methods have become ineffective, even counterproductive. To generate real engagement, prospecting must adapt to the behavioral rhythm of the prospect, creating a fluid, progressive, and contextualized multi-channel interaction journey.
At Scal-IA, we have made this approach a methodological pillar. Through automation, AI, and rigorous orchestration, we deploy intelligent multichannel campaigns that radically transform our clients' business performance.
1. Changing habits: why single-stream recycling no longer works
The digitized daily life of the B2B prospect
Today's decision-makers operate in a fragmented, multitasking environment:
- He reads his emails between meetings on Google Meet.
- He checks LinkedIn first thing in the morning, on his phone, while commuting, or in waiting rooms.
- He ignores voicemails, but is happy to comment on a post relevant to his industry.
- It filters unknown calls, unless they come at a strategic moment (e.g., after visiting your website).
The result: a "one channel, one message" approach to prospecting no longer has any impact. To maximize your chances of capturing attention, you need to meet the prospect where they are, when they are receptive, with the right format and the right message.
The classic "Email > Follow-up > Call" model is dead
This model has long been the norm. But today:
- He lacks responsiveness to signals of engagement.
- It does not capitalize on detected behavioral opportunities (clicks, likes, visits).
- It leaves too much to chance, whereas intelligent orchestration makes it much easier to predict the moment of activation.
2. The three pillars of an effective multichannel strategy
a) Narrative consistency
A strong common thread = a powerful message.
Each channel (email, LinkedIn, phone call, WhatsApp, video) should tell part of the same story. A common mistake is to treat each point of contact as an independent attempt, disconnected from the previous ones.
For example: an email about issue X, followed by a LinkedIn message about product Y = confusion = disengagement.
At Scal-IA, we build comprehensive campaign narratives, including:
- A clearly identified issue identified upstream
- A consistent value proposition throughout all interactions
- A gradual increase in commercial discourse
b) Good timing
Pacing the sequences = respecting the prospect's attention span.
Multichannel marketing is not an excuse to over-engage. It is a delicate balance between:
- Regular presence to stay on the radar
- Intelligent spacing to avoid rejection
- Dynamic adaptation based on prospect behavior
Examples:
- A prospect who opens but doesn't click: we space out and rephrase
- A prospect who likes a post or accepts the connection: we bring the follow-ups closer together.
- A prospect who ignores all interactions: put on hold, passive nurturing, or disengagement
c) Continuous customization
Each interaction should helprefine your knowledge of the prospect andtailor subsequent points of contact. This is where AI comes into its own: it collects, cross-references, and feeds data back into campaigns.
Example:
- The prospect comments on a LinkedIn post about tech recruitment?
- → Next email: direct reference to this issue + customer case study in this area
3. Recommended technology stack (by Scal-IA)
Here are the tools we recommend for running a high-performance multichannel campaign:
FunctionRecommended toolsSmart email sequencesLemlist, Instantly (A/B testing + AI personalization)Automated LinkedIn engagementPhantomBuster, TexAu (profile view, likes, messages)Global orchestrationLaGrowthMachine(multi-channel management, AI, scoring)Personalized content & videoRepliQ, Tella, Fireflies (video pitches + voice analysis)CRM & signal centralizationHubSpot, Pipedrive, Scal-AI stack (clicks, visits, behavior)
Bonus: we also integrate tools such as Clay, Surfe, and ChatGPT API to create sequences that adapt automatically based on detected behavioral signals.
4. Concrete example: an orchestrated multichannel sequence
Here is a typical campaign scenario that we regularly deploy at Scal-AI:
DayActionObjectiveD+0Email 1 – personalized business hookCapture attention with a contextual messageD+1Visit LinkedIn profile + invitationArouse curiosity, create an initial social connectionD+3LinkedIn message related to prospect's newsGenerate authentic interactionD+5Email 2 – expert content (case study, infographic)Add value without selling Day 7 Call with AI script based on persona Turn interest into concrete exchange Day 10 Personalized voice or video message via WhatsApp Create a surprise effect, strengthen the connection
Each contact point is triggered or adjusted according to the previous action:
- No email 2 if email 1 has not been opened
- Priority call if the prospect has clicked twice
- Video message only for leads who have shown strong engagement
5. Results achieved for our clients
Before implementing the multichannel strategy:
- Email open rate: 21%
- Overall response rate: 8 to 10%
- Appointments secured: 3 to 4 per 100 leads
- Average cycle time: 18 to 21 days
After deploying the Scal-AI sequences:
- Overall response rate: 22 to 28%
- Appointment qualification rate: 10 to 14 out of 100 leads
- Average conversion cycle: 11 days
- Improved ROI: 2x to 3x on certain targeted campaigns
🎯 What this changes: more qualified appointments, less wasted time, an approach that is better perceived by prospects (less aggressive, more relevant), and greater alignment between marketing and sales.
Conclusion
Multichannel prospecting is no longer a trend: it is a strategic necessity in 2025. It allows you to create a continuous, subtle, and relevant presence among the most difficult prospects to reach.
But this efficiency cannot be improvised. It relies on meticulous coordination, strong narrative consistency, well-mastered technology, and the ability to learn and adapt in real time.
At Scal-AI, we don't just provide the tools. We build pathways, train teams, manage performance, and turn AI into a concrete lever for conversion.
