Multi-Channel Sales Approach

The disconnect between sales managers and reps in 2025 is wild. Manager: "Just pick up the phone!" Rep: *sends 47 emails, 12 texts, 3 LinkedIn messages, and a carrier pigeon* Sound familiar? 😅 After 20+ years in sales, I've watched this communication gap grow wider every year. But here's what both sides are missing: It's not about choosing ONE channel. It's about understanding WHICH channel works WHEN. The most successful reps I've seen? They've cracked the code: **First 24 hours:** • Email → Sets professional tone • LinkedIn → Shows you've done homework • Text → Only if they've given permission **Days 2-5:** • Phone call → NOW it's time (they know who you are) • Voice note → Personal touch that stands out • Video message → Shows real effort **The truth?** Your manager's right - calls DO convert better. You're also right - cold calling blind is dead. The magic happens when you warm them up FIRST. Think of it like dating: You wouldn't propose on the first date. So why are we calling strangers without context? **My top 3 strategies that actually work:** 1. The "Permission Play" End every email with: "Would a quick call tomorrow at 2pm work to discuss?" (They expect it now = higher answer rate) 2. The "Multi-Touch Warm-Up" Email → LinkedIn view → Call within 48 hours (They recognize your name = 3x more likely to answer) 3. The "Context Creator" Reference their LinkedIn post before calling "Saw your post about X, had a thought..." (You're not a stranger = conversation not pitch) Here's the brutal truth: Managers: Your reps aren't lazy. They're adapting to how buyers ACTUALLY buy in 2025. Reps: Your manager isn't wrong. The phone still closes more deals than any other channel. Bridge the gap. Use both. Win more. What's your take - Team Phone or Team Omnichannel? P.S I'm running a FREE 6-week LinkedIn Social Selling Bootcamp starting Monday 15th Sept, grab a free spot here https://lnkd.in/eVmxsMbM

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?

Why Smart B2B Teams Never Bet on One Channel People often ask me this question: What is the best channel for B2B marketing? My answer remains the same: there is no single best channel. B2B buyers do not follow a linear path. They read, watch, ignore content, and then return weeks later. According to Gartner, B2B buyers interact with 6 to 10 sources before they engage with sales. Additionally, Demand Gen Report indicates that multichannel programs drive engagement up to 3 times higher than single-channel strategies. I learned this the hard way. Early in my career, I focused on one primary channel at a time: first email, then paid ads, then LinkedIn. Results plateaued quickly. My reach was limited, frequency dropped, and the sales pipeline slowed. Everything changed when I shifted my focus from channels to exposure. Here’s how I think about it now: For Brand Awareness: Optimize for reach and repetition using channels like LinkedIn, video, events, podcasts, and public relations.    For Lead Generation: Optimize for capturing interest and intent with paid search, paid social, content syndication, and webinars. For Pipeline Acceleration: Optimize for relevance and timing through account-based ads, sales emails, retargeting, and direct mail. For Renewals, Upsells, and Cross-Selling: Optimize for trust and value with customer emails, in-app messages, enablement content, and executive programs. No single channel works in isolation. Channels work together to compound effectiveness. A LinkedIn ad can warm up the account, making the email outreach more impactful. As a result, sales follow-ups feel more familiar, and deals progress more quickly. This is not theory; I have seen multichannel programs generate more pipeline with the same budget by reallocating expenditure rather than increasing it. If you want to achieve impact in B2B marketing, stop chasing individual channels. Instead, focus on designing exposure throughout the buyer journey. That’s where true growth comes from. #B2BMarketing #DemandGeneration #ABM #GTM #PipelineGrowth #RevenueMarketing #MarketingStrategy

21 high-intent leads in 90 days for a client who had never done outbound in the US before! Here’s how we helped a manufacturing client go from 0 leads to a repeatable system that now drives consistent conversations across the US. 📍Client:  A manufacturing Operations Management platform targeting manufacturing firms in the US. 📍Challenges: * Entering the USA without a prior outbound motion. * Low early traction on senior personas (C-level, VP) and minimal engagement via email; only two early positives from cold calls. * We had to quickly figure out: → What roles respond? → What industries engage? → Which channels actually work? 📍Our approach: We launched a multi-channel appointment-setting campaign: Targeting: → Manufacturing verticals (Chemical, F&B, Consumer Goods, Construction) → Personas in Operations and Continuous Improvement → Roles: Mid-level managers, directors, and C-levels Channels: → Started with LinkedIn, email, and cold calling → After 30 days, we leaned in on LinkedIn-only; it was the only one working Messaging: → No hard-sell pitches → Focused on exploratory, discovery-first conversations 📍Results: In 90 days: Reached 2,718 prospects Generated 21 high intent leads 📍A few observations: ✅ Industry Fit Matters Chemical and Food & Bev manufacturers responded best. Why? These industries often deal with complex processes and legacy systems, so the idea of streamlining operations or improving shop-floor visibility hits home faster. 14 leads and 3 meetings came from just these verticals. ✅ The Right Personas Make the Difference Continuous Improvement and Ops Managers were most open to conversations. They’re hands-on with daily problems and more likely to engage when messaging speaks to solving inefficiencies or removing manual overhead. Senior execs, by contrast, were harder to engage cold, likely due to bandwidth, gatekeeping, and lack of immediate context. ✅ Message Framing Matters When we led with “Can we explore how your team is approaching [X]?” instead of “Let me show you our platform,” …response rates significantly improved. Outbound can work, even in complex, traditional industries. But it has to be channel-aware, persona-specific, and discovery-led. Every market looks tough until you find what clicks. If you’re figuring out outbound for your US GTM, let’s talk - we’ve run this play before.

I've been in content for 11 years and the top 1% of exec-led programs I've seen are multi-channel. Case in point: David James at 360Learning. Here's the setup they used to drive 2M views + millions in pipeline in 18 months: 1. LinkedIn (ignition) The motion started by selecting specific themes, and posting about them twice weekly. Hooks did the heavy lifting, and top posts became source material for everything else. 2. Podcast (depth) Podcasts provide fresh takes and long-form source material. Clips, quotes, and contrarian insights make their way to LinkedIn and email. 3. Nurture campaign (scale) Leads not ready to buy entered a 12-email sequence with David as the voice. High-performing posts were repurposed and pointed to the most relevant assets. 4. Office hours (community + acceleration) A lightweight monthly Q&A invited prospects and customers to bring live problems. In these sessions, David offered practical answers that nurtured, qualified, and sped up deals. 5. Sales conversations (conversion) When buyers were already familiar with David, reps pulled him into late-stage calls. He addressed executive-level challenges and de-risked decisions. Once an executive is publishing consistently, every high-performing post can (and should) be multiplied across channels. That creates a clear path from attention to revenue. 👋 I’m on a mission to master content strategy for B2B execs. I publish my findings weekly. Follow + learn with me in public.

I’ve had over 20M views on my LinkedIn in the last 18 months. When people hear that, they assume that’s why noticed. has grown so fast. But what truly drove growth were these 3 things we’ve been doing in the background ⤵️ 1/ Launching Creative ABM Campaigns (Every 6 Weeks) Every 6 weeks we sit as a team and come up with creative ideas to get the attention of our ideal clients. That has led to us: - Sending 25 wax sealed envelopes to Monzo - Printing a 7-foot sign and hand delivering it - Or even faking a kidnapping (don’t ask) Some have been out there, others more simple. Either way, these have been massively successful for driving new business. —— 2/ Constantly Retargeting With LinkedIn Outreach Anyone who fits our ICP that: - Views my profile - Engages with content - Views our website (we use RB2B to track this) Gets targeted directly with outreach via LinkedIn or email. The views are great for getting attention, but it's this backend system that has drove a disgusting amount of new clients for us over the years. —— 3/ Going Multi-Channel In 2011, Google released a research study that showed prospects (on average) need 11 touch points across 4 channels before they convert to a customer. Over the last year we focused heavily on increasing our distribution channels to get closer to 11 touch points. Now, we target prospects across 5 core channels: - LinkedIn Outreach - Email - Direct Mail - Ads - Social content Going multi-channel has massively increased the avg. size of our pipeline and been a huge factor in our recent growth. ——— Don’t get me wrong, the views on LinkedIn clearly played a part here. But what really drove our growth has been: 1/ Deeply understanding our ICP 2/ Crafting creative campaigns to get their attention 3/ Targeting them across multiple channels Easier said than done, but this is simply what's been working for us. P.S. Do you find posts like this useful? I'm trying to share more behind the scenes insights into what we're doing. Let me know if it's worth me sharing more.

Selling to large companies has become more challenging than ever. Leaders, sales & marketing professionals, and others in key roles work hard to increase revenue to meet year-end goals. To resolve this, solutions like investing in more salespeople and PR, investing in a new cool CRM tool and buying an ABM tool often fall short for one key reason: - They don’t provide an orchestrated approach to complex B2B sales and marketing. 🔹 Hiring More Sales Staff might seem logical, but since recruits absorb time from your rainmakers, it is counterproductive in large, complex B2B deals. Scale, enhance, and enable your rainmakers’ impact instead of adding arms and legs. 🔹 CRMs and Sales Platforms help you store and track data, but they lack the orchestration depth needed to engage and track individual stakeholder engagement across multi-layered organizations. Winning B2B deals today is not just about hunting for more leads. 🔹 PR campaigns can raise visibility, but it is difficult to reach the right decision-makers. 🔹 ABM Tools focuses on specific accounts, which is excellent, but they often miss reaching the specific roles across multiple channels. Advertising towards large companies are costly and you cannot guarantee that you reach all the relevant stakeholders. Imagine a discipline designed into ONE platform where your sales and marketing teams work seamlessly, orchestrating B2B deals. 1️⃣ Consistent Brand Awareness – Position your rainmakers as thought leaders so they’re recognized and trusted within the buying group. 1️⃣ Multi-Channel & Hyper-Targeted Media Engagement – Reach key stakeholders where they are across LinkedIn, Instagram, YouTube, Google, Yahoo, and over a million sites using IP targeting, geo-fencing, retargeting, and more. 3️⃣ Stakeholder Tracking—See exactly who is engaging with your content at both the company and individual levels. This allows your team to prioritize high-potential leads and make the right strategic moves. 4️⃣ High-Impact Moves—Access tailored guidance for each stage of the sales cycle based on insights from some of the world’s best rainmakers and lessons from successes and failures. 5️⃣ Integrated Orchestration – Align your sales, marketing, and messaging to scale your reach—all within one platform. With Megadeals, you’re not just adding more tools but transforming complexity into clarity and guiding stakeholders from awareness to engagement to action. Ready to see the difference? Let’s connect, and I’ll show you how the Megadeals Discipline can drive growth, even in challenging times. 🌐 #Strategy #MediaTargeting, and #StakeholderInsights #Actionableguide #B2B #Sales #Marketing #Megadeals #DealOrchestration #StakeholderEngagement #ABM –> All-in-One Platform for Complex B2B Deals <- 🌐

𝐁𝟐𝐁 𝐥𝐞𝐚𝐝𝐞𝐫𝐬 𝐜𝐨𝐧𝐭𝐢𝐧𝐮𝐞 𝐭𝐨 𝐞𝐱𝐩𝐞𝐫𝐢𝐦𝐞𝐧𝐭, 𝐢𝐧𝐯𝐞𝐬𝐭, 𝐚𝐧𝐝 𝐜𝐨𝐦𝐦𝐢𝐭 𝐭𝐨 𝐨𝐦𝐧𝐢𝐜𝐡𝐚𝐧𝐧𝐞𝐥 𝐬𝐚𝐥𝐞𝐬 𝐚𝐬 𝐭𝐡𝐞 𝐩𝐚𝐭𝐡 𝐭𝐨 𝐬𝐮𝐬𝐭𝐚𝐢𝐧𝐚𝐛𝐥𝐞 𝐠𝐫𝐨𝐰𝐭𝐡. Fueled by rapid integration of digital technologies, #B2B sellers continue to invest, innovate, and experiment with how they present their offerings. Recent McKinsey & Company research shows that five fundamental truths influence success in B2B #sales: ✅ At any given stage of the buying journey, one-third of customers hope for in-person interactions, one-third want remote communications, and one-third prefer digital self-serve options. ✅ Seamless #omnichannel is gold. B2B customers use an average of ten interaction channels in their buying journey (up from five in 2016). They are likely to switch suppliers if they don’t have a smooth experience across these many touchpoints. ✅ #Ecommerce is indispensable. In-person sales is no longer the top revenue-generating channel, with e-commerce accounting for more than 30% of revenues. ✅ Hybrid work works. Companies where employees work in multiple locations (at home, in the office, or at client sites) are more likely to experience 10 percent–plus revenue growth than companies where employees work from a single location. ✅ Gen AI’s got game. Nineteen percent of B2B sales forces are already implementing #genAI use cases and finding success, and an additional 23 percent are in the process of experimenting with it. Data-driven commercial teams that blend personalized customer experiences with gen AI are 1.7 times more likely to increase market share than those that do not. As #B2B buyers become more demanding and technological advancement becomes increasingly critical, following these imperatives will be the key to unlocking growth.