Multi-channel outreach from the pros: 7 experts share proven strategies and tips

In a world of overflowing inboxes and crowded social feeds, how can your outreach stand out? Traditional single-channel approaches often fall flat as prospects tune out repetitive messages. That’s why today’s top sales teams are adopting multi-channel strategies, combining email, LinkedIn, phone calls, and more to connect with leads where they’re most active.

We asked seven industry experts to share their best practices for building multi-channel outreach workflows that keep calendars filled with quality meetings and lead to those satisfying "payment received" notifications for closed deals.

Clément Dumont, The Growth Syndicate

— Which channels have been working best for you in outbound prospecting lately, and what makes them your go-to?

As a starting point, everybody should be channel agnostic. Focus first on nailing down your ICP and understanding their needs and behavior. This will give you the information you need to start prospecting on the channels your audience uses.

Combining channels is key - what works for us:

• LinkedIn ads targeting a small and highly-specific audience creating problem/solution aware ads. The goal is to increase our brand awareness towards this audience.
• LinkedIn messages: Probably the best channel for direct messaging when focusing on B2B C-levels. Be original and add real value.
• Events and meetups: Our audience is asking more and more for quality in-person events.

— With so many outreach channels — email, LinkedIn, phone calls, social media — how do you mix them up to create a sequence that actually gets results?

The secret doesn’t lay in the “what” but in the “how”. There are not 1000 channels in B2B, but there are a number of different angles, cadences and touch points you can use – and nailing those is key. What works for us is focusing on a small target audience, building brand awareness (usually via LinkedIn, Substack and YouTube), giving them time to be familiar with our brand and then moving towards a combination of paid ads, webinars / events and automated + manual LinkedIn outreach.

— When it comes to personalisation, what details really catch a prospect’s attention, and how do you find those nuggets of information?

95% of the prospects will be “out of market”  in the moment you reach out. The goal must be to help them with their problems by adding value and cutting through the noise. The end-goal being top of mind for when they move in the 5% bracket of in-market companies.

Remember that this is not about selling, but rather creating value for them. If you narrow your ICP-focus and build the right content and collateral around that ICP,  then personalization is a lot easier (and less necessary).

— Everyone’s inbox is flooded these days. Do you think it’s still possible to stand out, and if so, what’s your strategy to make sure your messages don’t get lost in the noise?

It starts with value creation and strong brand recognition. Building a thought leadership brand is a force multiplier for everything. It improves open-rates, click through rates and conversion rates across the board. Become a leading, respected expert in your space and you will cut through the noise. No other tactic is close to this effective.

— What’s a common mistake salespeople make when putting together a multi-channel prospecting approach?

Some of the common mistakes I see:

• Working in silos: Leverage different teams to increase chances of success. For example, pull in your marketing team early on, so they can start warming up your list of prospects on different channels.
• Generic messages: I see even experienced BDRs and SDRs writing sequences that “feel” automated. Before running an automated messaging flow, try sending it manually to 10 prospects and see if it feels natural. Iterate manually and then automate what works.
• Quality over quantity: Switch your goals. Move away from “reaching out to 200 companies a week” to “Book 3 relevant meetings” → Value-outreach will take over volume-outreach.

Maryna Nikitchuk, Expandi

— Which channels have been working best for you in outbound prospecting lately, and what makes them your go-to?

A multichannel, allbound approach works best for B2B companies. LinkedIn comes first and now works for us the best, especially after all the email restrictions implied by Google and Yahoo. It’s way easier to get any response. We embedded more calls in the sequences that we previously used.

Our 10-14 step sequence begins with LinkedIn, includes several calls in-between, and wraps up with a breakup email.

Audience segmentation is key here as well. For top-tier accounts, we take an account-based approach, aligning closely with marketing efforts, while for Tier 2, we use a more automated sequence.

— With so many outreach channels how do you mix them up to create a sequence that actually gets results?

LinkedIn is becoming way more powerful especially after privacy restrictions provided by email clients. To succeed, keep your Social Selling Index (SSI) high. It's a criteria for LinkedIn to consider you as a spammer or as a person who builds good connections.

Try becoming a thought leader pumping up your LinkedIn SSI.

— When it comes to personalisation, what details really catch a prospect’s attention, and how do you find those nuggets of information?

Using tools like Expandi, Clay, and other LinkedIn-based platforms, you can develop a structured approach to personalization at both the company and individual levels.

• On a Company level: Focus on events like product launches, feature updates, and funding rounds. These updates are highly relevant and tend to generate engagement.
• On a Contact level: Target recent personal milestones — promotions, new hires, or job changes. It works the best.

Expandi also supports post-engagement campaigns, allowing you to connect with people who have recently liked or commented on posts. This approach adds relevance, as they’ve already shown interest in similar topics.

If you can discover unique personal details, like if the person has a dog and can naturally refer to it, that work fantastic!

Mutual connections are also effective; they’re a positive signal, showing that you’re connected and actively engaging within their network.

Being a part of expert communities where prospects are active also helps build connections based on shared interests and expertise.

— Everyone’s inbox is flooded these days. Do you think it’s still possible to stand out, and if so, what’s your strategy to make sure your messages don’t get lost in the noise?

Simple and obvious advice: make your emails personal as much as you can, tailored, and relevant. The subject line should resonate with the needs and pain points of this particular recipient, aligning with their “jobs to be done.” Your first sentence should be straight to the point and catchy as well.

When someone opens their inbox, two things stand out immediately — the subject line and the first sentence. Make these impactful to capture their interest right away.

— What’s a common mistake salespeople make when putting together a multichannel prospecting approach?

One common mistake is when the steps of an outreach sequence aren’t connected to each other. Salespeople tend to build omni-channel sequences separately for each channel—email, LinkedIn, etc.—but when they try to put it all together, the whole thing simply doesn't match.

Firstly, build the whole logic for a sequence and try to run this through your own understanding of things.

Imagine yourself as the recipient: would you be comfortable receiving these messages? Are they relevant, well-worded, and logical?

One of the biggest mistakes I see is pitching the exact same message or case study across different channels.

Anna Pozniak, NetHunt CRM

— Which channels have been working best for you in outbound prospecting lately, and what makes them your go-to?

It really depends on the market. In the U.S., LinkedIn is now my go-to channel. It's less formal, lets us engage with people, build connections, nurture relationships, and make a direct ask when the time is right. Is it fast? No. But it’s less pushy and more genuine — qualities that resonate well.

I’ve noticed that reaching out to people in shared communities drives a high rate of positive responses. There’s a sense of belonging and shared interests that makes the outreach feel more natural.

For Eastern European markets, messengers are very effective, even in the early stages of outreach. Prospects in these regions appreciate the immediacy that messengers provide.

— With so many outreach channels — email, LinkedIn, phone calls, social media — how do you mix them up to create a sequence that actually gets results?

Nowadays, I use three different channels: LinkedIn, email, and messengers. The mixture of these channels depends on my level of connections.

For solid LinkedIn connections, I’ll often start there. This sets a positive tone and makes future emails or messages feel more natural. From there, I follow up with an email that dives deeper into specific solutions I can offer. If there’s less of a connection or they’re not very active on LinkedIn, I’ll lead with email and then use LinkedIn for quick, casual follow-ups to stay visible.

Messenger apps are particularly effective once the prospect is further along in the decision-making process.

— When it comes to personalisation, what details really catch a prospect’s attention, and how do you find those nuggets of information?

I often look at recent activity, such as LinkedIn posts, which gives valuable information into a prospect’s current interests and priorities.

I LOVE getting messages from sales who scanned my profile and send me something very relevant.

Referencing a recent post or mentioning how my message aligns with their focus shows that I really did my research and helps my outreach to be different.

I take a strategic approach by building connections and developing relationships before direct outreach. This way, when the timing feels right to make a pitch, I’m not a stranger to them.

To be honest, I think while lots of sellers use generic personalization approaches suggested by AI tools, at some point it becomes even easier to personalize beyond surface-level information.

— Everyone’s inbox is flooded these days. Do you think it’s still possible to stand out, and if so, what’s your strategy to make sure your messages don’t get lost in the noise?

Absolutely. Stand out by being direct and relevant. When skimming through emails, it’s easy to spot which ones are just generic, automated messages and which are specifically addressed to me. Instead of using “hacks” in the subject line, be straightforward and show the recipient exactly what they can expect inside.

— What’s a common mistake salespeople make when putting together a multichannel prospecting approach?

A common mistake in multi-channel prospecting is using each channel the same way, sending identical messages across platforms. If a prospect doesn’t reply to a “just following up” email, they’ll often get the same “just following up” message on LinkedIn—as if that somehow adds value. It doesn’t.

Instead, you should layer communication across channels in a single storytelling line, adding value at each interaction to subtly guide the prospect closer to conversion without overwhelming them.

Cristian Dina, Tekpon

— Which channels have been working best for you in outbound prospecting lately, and what makes them your go-to?

Lately, LinkedIn has proven to be the most effective channel for my outbound prospecting. It's not just about sending messages; it’s a platform for building a personal brand, sharing valuable content, and engaging with potential leads in a meaningful way. LinkedIn allows me to nurture relationships over time by showcasing expertise, offering insights, and creating real conversations. It works well because people are more likely to respond when they recognize and trust you, even before direct outreach. For me, LinkedIn is about long-term trust-building, which naturally leads to more fruitful conversations.

— With so many outreach channels — email, LinkedIn, phone calls, social media — how do you mix them up to create a sequence that actually gets results?

I blend LinkedIn with email and in-person meetups to create an effective prospecting sequence. LinkedIn is my primary starting point — connecting with potential leads through content, commenting on their posts, and eventually engaging them directly via messages. Once a connection is established, I follow up with a personalized email for a more formal approach, or, where possible, set up in-person meetings at industry events or meetups. This mix allows me to balance digital interactions with face-to-face networking, creating a multi-dimensional approach that builds stronger relationships.

— When it comes to personalisation, what details really catch a prospect’s attention, and how do you find those nuggets of information?

The most effective personalization comes from showing genuine interest in a prospect’s professional journey. On LinkedIn, I pay close attention to their recent posts, comments, shared articles, or any significant professional updates, such as promotions or company achievements. I also look at mutual connections or events we’ve both attended as conversation starters. The key is to make the prospect feel like you’re truly invested in understanding their specific challenges and goals, rather than just sending a generic pitch.

— Everyone’s inbox is flooded these days. Do you think it’s still possible to stand out, and if so, what’s your strategy to make sure your messages don’t get lost in the noise?

Standing out is still possible, especially if you’re leveraging LinkedIn effectively. My strategy involves creating a consistent presence by sharing insights, commenting thoughtfully on industry topics, and engaging with prospects’ content. When they see me as an active contributor in their field, my messages are less likely to get lost in the noise. By the time I reach out, they often recognize me and are more open to a conversation. Personal branding plays a huge role here — being seen as a trusted voice on LinkedIn ensures that my messages cut through the clutter and resonate with the recipient.

— What’s a common mistake salespeople make when putting together a multichannel prospecting approach?

One common mistake is focusing on short-term wins instead of building a long-term relationship. Too often, salespeople hit prospects hard across multiple channels without first establishing trust. This approach can come off as pushy or impersonal, leading to disengagement. To avoid this, I prioritize building credibility through social selling—engaging authentically on LinkedIn, sharing valuable insights, and networking at events. By the time I approach someone with a business proposal, they already know me, either through shared connections or consistent online presence, and trust is already in place.

Dipak Vadera, Dealfront

— Which channels have been working best for you in outbound prospecting lately, and what makes them your go-to?

Calling & LinkedIn have been working exceptionally well for me. There’s been a shift in the industry, with more people relying on sequenced email outreach and automation, while many are becoming apprehensive about picking up the phone. I’ve personally noticed higher connect rates when calling. Additionally, I’ve spent the past few years developing my personal brand and integrating social selling on LinkedIn into my daily routine. Since many of my ICP are highly active on LinkedIn, it’s become a crucial platform for building relationships and staying top of mind.

— With so many outreach channels — email, LinkedIn, phone calls, social media — how do you mix them up to create a sequence that actually gets results?

The key is not to use every channel at once but to create a sequence that flows naturally, thinking of it as adding layers to a solid foundation. For example, you can start with email as your foundation. This gives you the opportunity to deliver value and outline a plan with next steps (CTA). Then, layer in LinkedIn for engagement: connect with them, share relevant content, and engage with them in a pertinent manner to build visibility and stay at front of mind. Phone calls can be very handy, especially after email touch points, to add that personal touch and urgency.

— When it comes to personalisation, what details really catch a prospect’s attention, and how do you find those nuggets of information?

Effective outreach combines personalisation with relevance. Simply adding personal details without context won’t lead to the desired outcome. My go-to is using sales intelligence tools like Dealfront, which provides over 33 trigger events, such as new job roles, financial shifts, customer wins, partnerships, or website updates. These triggers offer valuable insights that help tailor outreach in a way that resonates with the prospect’s current situation.

— Everyone’s inbox is flooded these days. Do you think it’s still possible to stand out, and if so, what’s your strategy to make sure your messages don’t get lost in the noise?

Absolutely! It’s all about balancing personalisation with relevance. Instead of sending the same cookie-cutter email to everyone, take the time to craft a message that speaks to the specific needs of the recipient. Reference something unique about their business, a challenge they’re facing, or even content they’ve shared, but always tie it back to why it’s relevant to your outreach. Showing that you’ve done your homework makes your message more likely to stand out and be taken seriously.

— What’s a common mistake salespeople make when putting together a multichannel prospecting approach?

A common mistake is assuming that multi-channel prospecting means blasting the same message across every platform. Instead, the goal should be to create a cohesive narrative that adapts to the nuances of each channel. For example, use LinkedIn for brief, insightful interactions, while emails can be more detailed, addressing specific pain points with a bespoke solution. This way, each touchpoint adds value and moves the conversation forward in a more natural, relevant way.

Joran Hofman, Reditus

— Which channels have been working best for you in outbound prospecting lately, and what makes them your go-to?

• LinkedIn. On Linkedin it is easy to connect with the right persona within a company, if you are active on Linkedin it will help you to stay in mind, even though you are not running any messages / sequences. This would probably work the best when you are a founder, c-level or other kind of management role as the acceptance rate will be higher than when an AE does the same thing.
• Events.Even though this isn’t scalable, expensive and takes a lot of time it is where we have been able to build up brand awareness and meet with a lot of prospects & clients. Having the face to face conversations, and show the people behind the brand helps to close deals (faster) and make you more human.

— With so many outreach channels — email, LinkedIn, phone calls, social media — how do you mix them up to create a sequence that actually gets results?

As a small experiment we are sending cold emails towards prospects, while also sending a connection request on LinkedIn. The email contains all the content, with the LinkedIn invite there is no message attached, or sequence going out after they accepted it. As I’m really active on LinkedIn with content, the idea is that they will see our content & have a higher response rate to our emails (as they have seen our name / brand).

— When it comes to personalization, what details really catch a prospect’s attention, and how do you find those nuggets of information?

• For me it is often about — do they even know anything about Reditus or myself? Too often they mention “your industry”, “similar types of businesses” and they would have company names which do not match at all.
• Make sure who you are targeting, and with the current tools on the market you should be able to leverage them to make it feel personal.

— Everyone’s inbox is flooded these days. Do you think it’s still possible to stand out, and if so, what’s your strategy to make sure your messages don’t get lost in the noise?

When I look at my own inbox as a founder, many outbound emails are already landing in my spam. The ones which do reach my inbox often go directly to promotions, as it is super clear it is an automated email.  For me, to open up an email, it needs to trigger me and not let me think I’m just in an email campaign. Once the email is open, it has to be personalised, short, too the point and not asking for meeting. What can you do for me, and where can I find more information?

— What’s a common mistake salespeople make when putting together a multi-channel prospecting approach?

Sending the exact same message everywhere. It’s great that your tool can send messages across different platforms, but if you just send the same message everywhere it is not really adding any value. Personalize the different channels to let me think you actually spend the time to reach out to me.

Thibaut Soyris, SalesLabs

— Which channels have been working best for you in outbound prospecting lately, and what makes them your go-to?

Using a combination of LinkedIn and WhatsApp. I try to catch prospects’ attention with LinkedIn (connection requests, DMs, video) and when they reply, I ask to switch to WhatsApp. Definitely helps accelerate the velocity of my deals.

— With so many outreach channels — email, LinkedIn, phone calls, social media — how do you mix them up to create a sequence that actually gets results?

Some people spend more time on specific channels. For example, I’m always on LinkedIn, but I barely pick up my phone when an unknown number contacts me. The secret is to mix all channels to maximize your replies. Typically, I’ll start with LinkedIn, followed by email.

— When it comes to personalization, what details really catch a prospect’s attention, and how do you find those nuggets of information?

Salespeople have been using AI to create icebreakers for a few months now. And I hate it. What gets you replies from prospects is the intellectual work you’ve put into linking a trigger with your thought process. For example, using a picture a prospect shared about their dogs to mention something personal about your experience with dogs.

Doesn’t need to be linked to what you sell, just needs to prove you’re human.

— Everyone’s inbox is flooded these days. Do you think it’s still possible to stand out, and if so, what’s your strategy to make sure your messages don’t get lost in the noise?

Yes, use channels that are less used. For example, nobody prospects using WhatsApp. It’s a great way to stand out.

— What’s a common mistake salespeople make when putting together a multi-channel prospecting approach?

A big mistake is the focus on automation. Start by doing things manually, see what works and what doesn’t, and then automate.

In today’s fast-paced sales landscape, going multi-channel isn’t just an option—it’s a necessity for reaching and resonating with your audience. These expert strategies provide a strong foundation, but remember, effective multi-channel outreach is always evolving.

To stay ahead and gather even more insights, connect with our featured experts on LinkedIn. They’re constantly sharing valuable tips and industry know-how that can help you refine your approach and stay competitive.

Don’t forget to share this post with friends and colleagues!