Multi-Touch Campaigns

Multi-channel campaigns generate 347% higher ROI than single-channel approaches. After managing campaigns for 100+ enterprise clients, I'm sharing our latest findings on creating sustainable demand generation strategies. Our Battle-Tested Framework: 1. Strategic Channel Integration - Cross-platform data synchronization - Real-time audience segmentation - Machine learning attribution modeling - Behavioral trigger mapping (45+ touchpoints) - Channel performance optimization - Custom audience journey creation 2. Advanced Content Orchestration - AI-powered content adaptation - Channel-specific messaging - Dynamic content sequencing - Engagement velocity optimization - Personalization at scale (99.3% accuracy) - Real-time performance tracking 3. Sustainable Engagement Tactics - Progressive profiling algorithms - Predictive scoring models - Advanced nurture pathways - Automated re-engagement - Loyalty program integration - Customer lifetime value optimization Independently Verified Results (Q4 2024): - Lead quality improved 312% - Average engagement duration: 4.7x longer - Cross-channel conversion: Up 287% - Customer retention: Increased 156% - Cost per acquisition: Reduced 73% - Marketing qualified leads: Up 234% Success isn't about being everywhere - it's about being in the right places with the right message at the right time. Begin with two core channels and perfect their integration before expanding. This approach yielded 89% better results than rapid multi-channel rollouts. What's your biggest multi-channel marketing challenge?

I used to hate not knowing where our next client would come from. So we started launching these creative ABM campaigns every quarter. The aim was simple: Sign more ideal clients. And that’s exactly what happened. Within the first few months, those campaigns got us in the room with brands we’d never been able to reach before. New markets. Big logos. And most of all, great clients. Now we launch one every 6 weeks and follow this 3-step process every time ⤵️ 1/ We made a list of our DREAM clients There are 2 tiers to this list: Tier 1: Major Global Brands These are brands that we know might be a tad out of our reach, but we still shoot our shot. Tier 2: High Chance Brands Brands we know there’s a high probability we’ll sign if we pitch them. We split our efforts 60/40. 60% targeting the global brand. 40% adapting campaigns for our wider ICP. —— 2/ Map Out Creative Campaigns We’ll then brainstorm campaign ideas where we can: A) Add value to them B) Get their attention A great example of this is our Monzo campaign that went viral on LinkedIn… 🏦 Monzo - Created a full Monzo UK campaign strategy - Explained it on a custom-built landing page - Created fake paper wallets with QR code to page on - Mailed them to Monzo HQ in wax-sealed envelopes Value: they received a fully mapped out creative ABM campaign strategy including forecasted impact Attention: It was delivered in wax sealed black envelopes inside paper wallets —— 3/ Use Multiple Channels To Distribute There is no “Silver bullet” marketing channel. They all work. But they also work much better if you use them cohesively. What often doesn’t work is: Day 1: Cold email Day 2: Cold email Day 3: Cold email What does is: Day 1: Cold email Day 2: Get sent a physical letter Day 3: LinkedIn DM Day 4: Cold email (NOTE: this is just an example) You want to increase touch points and use multiple channels. —— It’s very easy to get caught up in the technicalities and intricacies of marketing. But we’ve been able to sign dream clients and have a consistent flow of new customers by going back to the fundamentals. Step 1: Deeply understand your ICP Step 2: Find creative ways to get in front of them Repeat that cycle and you’ll never worry about new customers again.

Is your multi-touch attribution data lying to you? Your MT reporting is probably making everything look good. Here's why: Most companies attribute pipeline/revenue to ALL touchpoints from ALL contacts under an account. Then look at the total # and $ value of opportunities influenced. The result? • High-volume channels look amazing (even when they're not) = volume bias • Every marketing activity appears to influence deals =  if everything is working, is anything 𝘢𝘤𝘵𝘶𝘢𝘭𝘭𝘺 working? There's a better way to analyze MT data (see image): Look at win rates relative to channel/campaign touchpoints. This strips out volume bias and shows you what's moving deals forward vs generating noise. Example: Paid Search: • Influenced ~1400 deals BUT the average win rate of those deals is 20% C-suite dinner: • Influenced 300 deals BUT the average win rate is 40% If you just looked at total influence, you'd think that the dinners are underperforming paid search. But when you look at influence conversion, it tells you the opposite. Linkedin influencers will tell you MT sucks. But it's more nuanced than that. It's actually the way most companies set up their reports misleads them. We need to be smarter about how we leverage the data. ______________ p.s. also worth saying no attribution model, report, or dashboard will be perfect. Each version has pros/cons and tells a different story. The goal is to leverage multiple methods to help triangulate what is working to help make better decisions going forward.

A while back, a client of mine almost gave up on SEO, Ads, and Social Media. They looked at Google Analytics and saw that most of the traffic was "direct" traffic. So they figured that their marketing channels weren't working. BIG MISTAKE After convincing them to use multi-touch attribution tools, the truth was revealed. Their "direct" traffic had already: Found them organically on Google Engaged with partners Opened nurture emails Seen organic content Taken a product tour Visited their Facebook Page Without multi-touch attribution, we would have cut the very channels fueling their growth. Seraphine, a luxury maternity brand, faced the same issue. Pinterest seemed responsible for only 3% of conversions. So they thought about scrapping the channel. But deeper analysis uncovered a 97% blind spot. Pinterest was driving the majority of customer journeys, just not getting last-click credit. When they increased their Pinterest spend 7.5x, revenue jumped 13x, ROAS rose 96%, and CPA improved by 50%. Had they relied on last-touch, they would have cut a winning channel. Your worst-performing channels might be your best. Check the data before you cut.

After 220+ closed deals, here’s one thing I’ve learned: One channel isn’t enough anymore. In 2025, prospects live everywhere - and if you’re only emailing or only calling, you’re invisible. Here’s exactly how to build a multichannel approach that actually works: 𝟭. 𝗦𝘁𝗮𝗿𝘁 𝘄𝗶𝘁𝗵 𝘀𝗶𝗴𝗻𝗮𝗹, 𝗻𝗼𝘁 𝘀𝗽𝗿𝗮𝘆 → Don’t start by sending 100 messages. → Start by finding why to reach out. → Use intent tools, job changes, or hiring spikes to time your outreach. 𝗔𝗰𝘁𝗶𝗼𝗻: Make a “trigger list” - 3 reasons someone might care today, not someday. 𝟮. 𝗪𝗮𝗿𝗺 𝘁𝗵𝗲𝗺 𝘂𝗽 𝗯𝗲𝗳𝗼𝗿𝗲 𝘁𝗵𝗲 𝗰𝗮𝗹𝗹 → Comment on their posts. → React to company updates. → Send a relevant note or insight before you ever call. 𝗔𝗰𝘁𝗶𝗼𝗻: Block 10 minutes daily for “pre-touch” activity on LinkedIn. 𝟯. 𝗖𝗼𝗺𝗯𝗶𝗻𝗲 𝘆𝗼𝘂𝗿 𝘁𝗼𝘂𝗰𝗵𝗲𝘀 𝗶𝗻𝘁𝗲𝗻𝘁𝗶𝗼𝗻𝗮𝗹𝗹𝘆 → Day 1: Personalized email → Day 2: Call → Day 4: LinkedIn message → Day 6: Follow-up with new angle → Day 10: Pattern interrupt (voice note, short video, or DM) 𝗔𝗰𝘁𝗶𝗼𝗻: Create a 10-day cadence that mixes all three — and stick to it. 𝟰. 𝗠𝗮𝗸𝗲 𝗲𝗮𝗰𝗵 𝗰𝗵𝗮𝗻𝗻𝗲𝗹 𝗱𝗼 𝗮 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁 𝗷𝗼𝗯 → Email = insight → Call = connection → LinkedIn = credibility → Video = emotion 𝗔𝗰𝘁𝗶𝗼𝗻: Stop copying the same message across channels. Align tone to medium. 𝟱. 𝗨𝘀𝗲 𝘁𝗲𝗰𝗵 𝘁𝗼 𝘀𝗰𝗮𝗹𝗲, 𝗻𝗼𝘁 𝘀𝗽𝗮𝗺 → Tools like ️Salesforge 🔥 make this easier in 2025 enroll contacts, sequence across channels, and scale what’s working. 𝗔𝗰𝘁𝗶𝗼𝗻: Spend one hour a week reviewing data. If a channel underperforms, tweak your message, not just your volume. The result: - 3x reply rates - More live conversations - Stronger pipeline consistency My take: Multichannel isn’t about doing more. It’s about doing the right thing in more places. Your prospects don’t live in one inbox - so your outreach shouldn’t either. PS. Curious - are you a phone, email or LinkedIn person?

You're trying to reach major donors through one channel only while your competitors are using multiple touchpoints. Guess who's getting the gifts. Let me walk you through what I see happening with most nonprofit communication strategies. You've picked your preferred communication method and you're sticking with it. Maybe it's email because it's efficient and trackable. Maybe it's phone calls because they feel more personal. Maybe it's direct mail because you get good response rates. You've gotten comfortable with this single approach. You know how to execute it well. You measure its success and optimize based on results. Meanwhile, your major donor prospects are getting multiple touchpoints from other organizations. They're receiving personalized letters in the mail, getting follow-up phone calls, being invited to coffee meetings, and seeing social media updates. They're experiencing a coordinated approach that meets them wherever they are. Here's what your competitors understand that you're missing: Different donors prefer different communication styles, and the same donor prefers different channels at different times. Your email-focused approach misses the donors who prefer phone conversations. Your phone-only strategy ignores donors who want written information they can review. Your direct mail campaign doesn't reach donors who expect digital follow-up. The most successful fundraising programs I work with don't rely on single channels. They create coordinated experiences across multiple touchpoints. They send a personalized letter, follow up with a phone call, invite donors to events, and maintain digital presence. They meet donors where they are instead of expecting donors to adapt to their preferred communication style. Your single-channel approach isn't wrong. It's just incomplete. Major donors expect organizations to communicate professionally across multiple platforms. When you only show up in one place, you look smaller and less sophisticated than you actually are. Stop limiting yourself to one communication channel. Start building relationships through multiple touchpoints that reinforce your message and demonstrate your professionalism. Because in fundraising, the organizations that show up everywhere get more opportunities to connect with donors who give everywhere.

I grew a client's pipeline by 300% in 30 days by targeting their first-degree LinkedIn connections. While 90% of sales teams waste time on cold prospects, I generated 20 qualified meetings from my client's existing network. Here's how you can do the same: 1. STOP IGNORING THE GOLD MINE IN YOUR NETWORK Most sales teams completely overlook their most valuable asset = existing connections on LinkedIn. We exported our client's network into Clay and discovered 250+ perfect-fit prospects already connected to their team. No cold outreach needed here, just better organization of who they already knew. 2. FILTER RUTHLESSLY FOR TRUE BUYING SIGNALS Don't waste time on everyone. We built an AI filter system that identified only high-value targets: → Revenue triggers (funding rounds, growth signals) → Decision-maker authority (not just title matches)  → Recent Job Changes or Promotions → Engagement patterns across channels This turned 5,000+ connections into just 267 high-probability buyers ready for outreach. 3. PRIORITIZE PROSPECTS ALREADY SHOWING INTEREST The people already engaging with you convert 10X better than cold outreach: → Profile viewers (they're researching you) → Content engagers (comments, likes, shares)  → Website visitors (showing clear intent) We use RB2B, Common Room, and Trigify.io to identify these signals and prioritize outreach when interest is peaking. 4. BUILD A MULTI-TOUCH WORKFLOW IN CLAY I built a system in Clay that completely transformed their approach: → Monitors every digital interaction automatically → Scores prospects based on actual buying intent → Personalizes messaging based on engagement history → Triggers outreach at the perfect moment 5. REPLACE "COLD OUTREACH" WITH "WARM CONVERSATIONS" For high-value accounts, we implemented a relationship-first approach: → Personalized value-first LinkedIn messages → Strategic content visibility before pitching → Timed outreach based on digital behavior The key is showing you understand their specific challenges before selling. 6. TARGET COMPANIES IN ACTIVE BUYING WINDOWS Companies in transition moments need solutions now: → Leadership changes → New funding → Expansion announcements → Technology migrations We built a real-time alert system that notifies sales teams the moment these triggers happen. ________ TAKEAWAY: Your highest-ROI prospects are already in your extended network. Sales must evolve beyond volume to intelligence. Build systems that identify buying signals and enable personalized outreach when interest is highest. If you found this valuable, connect with me here: Aamir Bajwa.

We cut our cost to acquire in half by adding CTV to our demand mix. Audiences who saw our streaming ads were 2X more likely to engage with demo CTAs when they hit our low funnel and in-market campaigns. Most marketers still measure Connected TV in isolation. They track brand lift, awareness metrics, maybe some engagement numbers. Then they wonder why leadership questions the budget. When we started measuring CTV as part of the connected journey, the data changed everything. Audiences exposed to both consideration messages (upper funnel) and conversion messages (lower funnel) converted at dramatically higher rates with significantly lower acquisition costs. The CTV investment paid for itself through efficiency gains alone. The real challenge is that most teams lack the attribution framework to prove this is happening. To share knowledge, we're doing a live breakdown with Kira Federer, VP of SMB Marketing at Paramount, and Kym Parker, our SVP of Demand Generation. They'll walk through: 📈 The exact multi-touch attribution framework we used to measure CTV's impact 📈 How to structure campaigns when streaming and demand channels work together 📈 Budget allocation strategies based on audience warmth and conversion intent 📈 Testing approaches when you don't have six-figure budgets Real campaign structure. Real measurement setup. Real results you can replicate. If you're running CTV and struggling to prove its value, or you've been hesitant to invest because measurement seems impossible, this will give you a clear playbook. [Link in comments]

How to run LinkedIn outreach like the top 1%: (based on 70k+ campaigns analyzed via Expandi) Here were the common patterns shared by the companies with the highest reply rates: 1. Signals > Lists Reps who contacted warm prospects first beat reps blasting cold names from Sales Navigator. The warm ones were already engaging with the brand. → Stop working a static list. Work a signal graph and contact the warmest first. 2. Account signals > Individual signals One person viewing your profile is a maybe. Three people from the same company viewing your resource is a buying committee waking up. → Read the account, not just the contact. That's where multi-threading starts. 3. Signal-referenced openers > Generic openers Instead of: "Hey John, hope all's well at [Company]" Try: - Job posts → "Saw you're hiring 2 SDRs…" - Page follows → "Saw [company] started following us…" - Post engagement → "Noticed you commenting on [topic]…" → Reference the signal that made them relevant. Every request should feel 1:1. 4. 5-touch sequence > Single request Most replies come early, but the follow-ups lift the whole sequence. - Day 0: like or comment on a recent post - Day 2: connection request referencing the signal - Day 5: value-first message, share an insight - Day 12: follow-up on a trend or mutual connection - Day 20: soft breakup, door left open → Keep each touch short. Reference the last one. Add new value. 5. Value-first > Ask-first Stop pitching a calendar slot in your first message. x "Got 15 minutes to chat this week?" × "Can we hop on a call tomorrow?" ✔︎ "Want me to send the workflow [similar company] used?" ✔︎ "Happy to share what's working right now." → Let them raise their hand first. Earn the conversation. 6. Fundamentals > Fancy tactics Nail the 3 core pillars: 1. ICP → who exactly are you targeting? 2. Offer → what outcome do you deliver? 3. Copy → how do you communicate value? → Depth beats width. Skip the shiny objects. 7. Safety > Volume None of this matters if your account gets restricted. LinkedIn flags automation by velocity, timing, and message similarity. Safety rules: - Stay inside weekly connection limits - Randomized delays, not robotic timing - Warm up new accounts before scaling - Cloud execution, not a browser tab left open → One restriction can stall a sequence for 1 to 2 weeks. Protect the accounts. 8. Tech stack - Expandi (sequencing, signal detection, safety) - Clay (enrichment, intent, personalization) - Apollo.io (data, targeting) Want to run outreach like the top 1%? Check out the LinkedIn outreach cheat sheet below. PS. What signal is getting you the best results on LinkedIn?

Want to significantly improve the performance of the email touchpoints in your multi-touch, multi-channel sequences? Quit measuring the wrong metric. No, I'm not talking about "Open Rates" or "Click Rates" - you should've stopped focusing on those things a long time ago. I mean 𝒕𝒉𝒆 𝒕𝒉𝒊𝒏𝒈 𝒚𝒐𝒖 𝒕𝒉𝒊𝒏𝒌 𝒚𝒐𝒖 𝒘𝒂𝒏𝒕 those emails to do: 𝒆𝒂𝒓𝒏 𝒂 𝑹𝒆𝒑𝒍𝒚. Because that's 𝒏𝒐𝒕 𝒘𝒉𝒂𝒕 𝒘𝒆 𝒔𝒉𝒐𝒖𝒍𝒅 𝒃𝒆 𝒂𝒔𝒌𝒊𝒏𝒈 𝒕𝒉𝒐𝒔𝒆 𝒆𝒎𝒂𝒊𝒍𝒔 𝒕𝒐 𝒅𝒐! Remember the reason we use sequences in the first place - because it takes multiple touches to get a prospect to engage with us, by email, phone, or otherwise. The average number of touches required to start a sales conversation has been tracked by The Bridge Group, TOPO (now Gartner), Outreach, and others for more than a decade. Over that time, the number has steadily climbed to more than 15 touches per prospect (not all of those in a single engagement, or executed exclusively by sales). Point is, we know that sequences work because they earn attention over time. An email's impact isn't measured at a single touchpoint, but in aggregate as part of an unfolding engagement. The goal isn't a first-round knockout. Secondly, we know sequences work because of a "stacking effect" between touches: prior steps increase the likelihood of a reply or connection on subsequent steps. We have even identified powerful touchpoint combinations that produce measurable step-level improvements. Sequence structure isn't random, or at least it shouldn't be. Focus manual effort on the right touchpoints, at the right intervals, over the right period of time. Thirdly, remember what we know about touchpoint performance. Outreach has been tracking this metric for years, and I've seen it play out without exception at more than a hundred companies (as well as had it anecdotally confirmed by scores more): 𝒑𝒉𝒐𝒏𝒆 𝒄𝒂𝒍𝒍𝒔 𝒐𝒖𝒕𝒑𝒆𝒓𝒇𝒐𝒓𝒎 𝒆𝒎𝒂𝒊𝒍 𝒕𝒐𝒖𝒄𝒉𝒑𝒐𝒊𝒏𝒕𝒔 𝒇𝒐𝒓 𝒃𝒐𝒕𝒉 𝒓𝒆𝒑𝒍𝒊𝒆𝒔 𝒂𝒏𝒅 𝒄𝒐𝒏𝒗𝒆𝒓𝒔𝒊𝒐𝒏𝒔 (𝒎𝒆𝒆𝒕𝒊𝒏𝒈𝒔 𝒃𝒐𝒐𝒌𝒆𝒅) 𝒃𝒚 𝒎𝒐𝒓𝒆 𝒕𝒉𝒂𝒏 𝒂 𝟑:𝟏 𝒎𝒂𝒓𝒈𝒊𝒏. We also know that it's easier to say 'No' to a request sent by email than one conveyed in phone conversation. We know it's harder to overcome an objection in an asynchronous channel (email) than a synchronous one (phone). We know that even the most personalized email is less personal than an actual conversation with a human. So, why on earth would we be asking our email touchpoints to be earning replies or booking meetings? Instead, let's ask them to do something much easier: 𝑮𝒆𝒕 𝒐𝒏𝒆 𝒐𝒇 𝒐𝒖𝒓 𝒑𝒉𝒐𝒏𝒆 𝒄𝒂𝒍𝒍𝒔 𝒂𝒏𝒔𝒘𝒆𝒓𝒆𝒅. Want to know what metric you should be looking at to determine the effectiveness of the email touchpoints in your sequences? Measure the Connection and Conversion rates on the phone call touches of your sequences. That'll tell you if your emails work. #measurewhatmatters #sequenceconversion #youredoingitwrong