Modern prospecting can no longer be reduced to a simple phone call or a single email. Decision-makers are overwhelmed with requests, and capturing their attention requires rigor, creativity, and above all... intelligent repetition. This is where multi-channel prospecting sequences come in, a structured approach that combines different channels (email, LinkedIn, phone, etc.) to maximize the chances of creating a qualified point of contact.
When well constructed, a prospecting sequence allows you to:
- To increase response rates
- To reduce pressure on a single channel
- Adapting to the prospect's preferences
- Save time through automation
- To professionalize your company's image
In this article, we will explore the fundamental principles for structuring a highly effective multichannel prospecting sequence, combining strategy, content, cadence, and tools.
Why adopt a multichannel sequence?
Buyer behavior has changed. Today, a prospect:
- Rarely reads all of his emails
- Does not always answer the phone
- Can interact more readily on LinkedIn
- Needs several contacts to take action
In light of these changes, a multichannel strategy allows you to bypass silos and increase your chances of connecting with customers. It's not about doing more to achieve more, but about doing better by diversifying your efforts in a consistent and targeted manner.
The ingredients for a successful multichannel sequence
1. Clear and precise targeting
Before even thinking about content or channel, you need to know who you are addressing. Your sequence will only work if it is aligned with:
- The right persona (role, challenges, language)
- The right level of maturity (whether or not aware of the problem)
- The right moment (in relation to current events in the sector or company)
Good targeting allows you to personalize messages and adopt a tone that is appropriate for each profile.
2. A defined commercial intention
Your sequence must have a clear objective: to secure an appointment, identify a need, or promote an offer. This goal guides the entire construction of the sequence:
- What messages should be conveyed?
- When?
- On which channels?
Intention precedes action.
3. Alternating formats and channels
Here is a classic combination for a 10- to 14-day sequence:
- Email 1: icebreaker + value proposition
- Day 2 – LinkedIn: profile visit, connection request
- Day 3 – Email 2: Follow up with a different angle (e.g., social proof)
- Day 5 – LinkedIn message: short message related to the connection request
- Day 6 – Phone call: direct contact
- Day 8 – Email 3: sharing content (study, client case study, etc.)
- Day 10 – Call 2 or voicemail
- Day 12 – Final email: exit message ("I won't contact you again")
Each channel plays a role:
- Email allows you to argue your case.
- LinkedIn humanizes the approach.
- The phone creates real contact.
- The content provides food for thought.
4. A well-calibrated pace
A good sequence is rhythmic, but never aggressive. Here are a few pointers:
- Never send two messages on the same day.
- Allow 1 to 3 days between two points of contact.
- Do not exceed 6 to 8 points of contact over 2 weeks to avoid saturation.
- Vary the send time to reach prospects at different times
The idea isto be visible without becoming intrusive.
Building messages for the sequence: 5 best practices
1. Start with the prospect's interest, not yours.
Forget about "I'm reaching out to you..." and opt for a benefit-oriented hook instead:
"I see that you are actively recruiting: how are your sales teams handling prospecting in this context?"
2. Customize as much as possible
Show that you have done your homework. Mention:
- Company news
- A LinkedIn post
- A tool used
- A sentence from their website
3. Vary your approach angles
The same promise can be expressed in several ways:
- The urgency of the problem
- The business opportunity
- A benchmark
- Customer feedback
4. Call for action in a clear but gentle manner
Always offer a simple follow-up:
"Would you like to discuss this for 15 minutes this week?"
5. Work on each word
A good sequence is never rushed. Your emails should be:
- Short (100 to 150 words)
- Airy
- Easy to read
- Without jargon
Common errors in multichannel sequences
- Sequences that are too long (more than 3 weeks) without segmentation: you lose impact.
- Content that is too generic: it gives the impression of mass automation.
- Calls without context: always prepare the call with the available information.
- Lack of tracking: not measuring open rates, click-through rates, response rates, etc.
- No consistency between channels: a different message on each channel creates confusion.
What tools should you use to create and track your sequences?
To effectively manage your multichannel sequences, there are specialized tools available:
- Lemlist: personalized sequences, LinkedIn integration, tracking, A/B testing
- LaGrowthMachine: multichannel + intelligent scenarios
- PhantomBuster: LinkedIn automation
- Pipedrive + workflows: CRM tracking + simple automation
- Salesloft / Outreach (for more advanced sales teams)
What matters is not so much the tool, but the quality of the structure, content, and management.
In summary
Today, multichannel sequencing is the backbone of any effective prospecting strategy. It is a well-oiled system that allows you to combine impact, consistency, and adaptability to each prospect profile.
To build it:
- Work on targeting
- Clarifythe intention
- Switch channels
- Set the right pace
- Customize content
- Measure the results
It is this orchestration, both strategic and human, that will allow you to no longer depend on chance when making contact.
