In today’s crowded B2B business world, cutting through the noise to reach potential buyers feels harder than ever. Relevant prospects are overwhelmed with information, do their own research, and engage across multiple communication platforms. The days of relying on cold email blasts or a single channel are fading fast. To achieve sustainable growth, businesses need a smarter, more integrated multi-channel approach.
Traditional, single channel prospecting efforts are no longer enough. Today’s buyer journey is rarely linear. Potential customers might find you through a blog post, research your solution on LinkedIn, check reviews, attend a webinar, and then maybe respond to an email. Research shows that a majority of buyers arrive at initial sales meetings already well-informed. They expect a consistent message and value at every touchpoint. Relying on just one channel means you’re missing opportunities to connect with buyers where they are, potentially losing them to competitors who offer a more cohesive prospect experience. Plus, single-channel campaigns are often less efficient; a multi-channel outreach prospecting strategy can achieve a 31% lower cost per lead compared to single-channel efforts.
Multi-channel prospecting isn’t just about being on multiple platforms; it’s about strategically integrating those channels to create a seamless, relevant and valuable experience for prospects. It acknowledges the complexity of the modern buyer journey and leverages the unique strengths of different communication methods. By thoughtfully combining channels like email, social platforms, content, events and even targeted Phone calls, you increase visibility, build trust over time through relationships and drive more meaningful engagement and conversions. A successful multi-channel prospecting strategy is key.
This article explores six channels you can weave into a robust multi-channel prospecting framework to connect with B2B buyers and fuel your growth engine, supporting your sales goals.
Before we get started, here’s a quick rundown:
Despite the hype around newer channels, email outreach is a B2B staple. 73% of B2B buyers still prefer email from vendors. Its directness, scalability and measurability make it a part of many prospecting strategies. Many marketing teams consider it a efficient way to engage leads and generate revenue. The sheer number of global email users is a testament to its reach. It’s the reliable workhorse that when used correctly as part of a broader sales process delivers consistently.
But sending generic cold email won’t cut it. Today’s buyers expect relevance. The lack of personalization is a major pain point for B2B buyers and generic messages get ignored or marked as spam. While specific percentage increases vary, Personalized emails always show higher open and engagement rates than non-segmented campaigns. Personalized Email Marketing involves going beyond simple mail merge to more advanced techniques using buyer intent signals, website behavior or previous emails and interactions. Tailoring your message, subject lines and even calls-to-action based on the recipient’s role, industry, pain points or stage in the buyer journey turns Cold Emailing into a tool for building relationships.
Crucially email rarely works in isolation. Its effectiveness is amplified when part of a broader multi-channel sequence. Consider a follow up email after a LinkedIn connection request, sharing relevant content discovered through social listening, inviting prospects to a webinar or providing details after an initial phone conversation. Think of email as the connective tissue in your multi-channel prospecting strategy reinforcing core messages and nurturing leads generated through other channels.
When it comes to B2B social platforms, LinkedIn stands alone. With over 930 million members globally, including millions of senior-level influencers and decision-makers, it’s a must-have platform for B2B engagement. Its professional focus makes it the perfect place to find, connect with and build relationships with your target audience. 70% of B2B marketers consider LinkedIn the most effective platform for lead generation and 92% of B2B marketers use it for content sharing. Its targeting capabilities allow you to find prospects based on industry, job title, company size and more.
Effective LinkedIn prospecting goes beyond sending a connection request. "Social selling" means actively listening, sharing valuable content, engaging in relevant conversations and Building relationships before making a direct pitch. Sales teams whose members practice social selling are 45% more likely to meet or exceed their sales quotas. Tactics include:
To justify the time and marketing spend on LinkedIn, track metrics beyond vanity numbers. Focus on:
Mastering channels like email and LinkedIn requires more than just sending messages; it demands a strategy that resonates. We specialize in building integrated outbound sequences that feel personalized, stay on-brand, and consistently generate qualified conversations for B2B sales teams. Get in touch today to see how we help businesses fill their sales pipeline.
Content marketing is about creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience — and ultimately drive profitable customer action. Instead of directly selling, you’re providing solutions, valuable insights and expertise that attract potential clients naturally. It’s a powerful way to build brand awareness, thought leadership and generate high quality B2B leads. 76% of B2B marketers use content to generate leads. Content engagement is often more cost effective than traditional cold outreach methods.
B2B buyers interact with multiple pieces of content before engaging with a sales rep. Your content strategy should cater to different stages of the buyer journey. Popular and effective formats include:
A sporadic approach to Content marketing yields limited results. Consistency is key. Businesses that blog regularly generate more leads. One report found that B2B companies that don’t blog generate 33% fewer leads than those that maintain a consistent blogging schedule. Building a library of valuable content creates compounding returns over time, attracting organic traffic and positioning your brand as a trusted resource for your ideal customers.
Webinars have become a highly effective B2B prospecting tool. 91% of B2B professionals say webinars are their preferred type of content for learning. This channel preference translates into performance, webinars are ranked #2 best performing content format. They offer a unique opportunity to engage a captive audience, showcase expertise, demonstrate products and answer questions in real-time. Plus they can be highly efficient, 75% of marketers say webinars helped lower their Cost-Per-Lead (CPL).
The most successful webinars go beyond a simple slide presentation. Incorporating interactive elements like live Q&A sessions, polls, chat and resource sharing increases attendee engagement and provides a more valuable experience. This interaction not only keeps attendees interested but also provides valuable insights into their challenges and interests, increasing the likelihood of conversion. Webinars are consistently ranked as a top source of high quality leads, often rated as “above average” by marketers. Planning your webinar content around audience interaction is key to maximizing conversion rates.
The value of a webinar doesn’t end when the live session concludes. Recording your webinars allows you to capture leads through on-demand viewing (which often accounts for a significant portion of total views). Plus the recording can be repurposed into numerous other content assets – short video clips for social platforms, blog posts summarizing key takeaways, presentation slides shared on SlideShare, audio podcasts and more. Modern tools leveraging AI can even automate much of this process, saving marketers 4-10 hours per webinar and creating more content from a single event for maximum exposure.
Scaling your multi-channel prospecting shouldn't mean sacrificing quality or drowning in manual tasks. We help B2B businesses implement and optimize their entire outbound engine, from strategic outreach to RevOps automation, ensuring efficient growth and a stronger pipeline. Reach out to the experts at Growth Today and we’ll help you discover the power of personalized automation for your business.
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In an increasingly digital world, the value of genuine human connection cannot be overstated. While digital channels are essential for scale and reach, in-person industry events, trade shows and networking opportunities are crucial for building deep trust and fostering strong, awesome relationships in B2B. Many buyers still prefer in-person business interactions, especially early in the relationship, and interacting with a brand at a live event significantly increases consumer trust and purchase likelihood. These events provide a unique environment to have meaningful connections, understand nuanced challenges and build personal rapport (a real personal touch) that’s hard to replicate online.
Just showing up isn’t enough. Maximize your event ROI through strategic planning and execution:
Events shouldn’t exist in a vacuum. Integrate your in-person activities with your digital strategy. Share updates from the event on social platforms. Follow up digitally with leads you met in person, referencing your conversation. Use the insights you gained from face-to-face interactions to personalize subsequent email outreach or Content marketing efforts. This creates a cohesive prospect experience that bridges the physical and digital worlds.
Cold calling gets a bad rap, but reports of its death are greatly exaggerated, especially in B2B. While it’s tough, strategic phone outreach (cold calls) can still be an effective part of a multi-channel prospecting strategy. Data says the average cold calling success rate (to a meeting or next step) is 4.82% – not bad compared to some digital ad conversion rates. Plus 57% of C-level executives and VPs prefer to be contacted by phone first and 37% of B2B companies still use it in their prospecting efforts.
The key to making cold outreach work in 2025 isn’t volume, but relevance and personalization. Blindly dialing down a list is inefficient and ineffective. Spend time researching your relevant prospects beforehand – understand their company, their role, recent news or potential challenges. Reference this research in your opening to show you’ve done your homework. Timing is also critical; use buyer intent signals to prioritize outreach when a prospect is more likely to be receptive. Tailor your pitch, avoid generic cold sales pitches, is crucial. Consider Warm calling where initial contact or value has been established through other channels first.
Most importantly, cold outreach shouldn’t be your only channel touchpoint. It’s most effective when part of a multi channel sequence. Send a personalized email or LinkedIn message before calling. Use phone calls to follow up on webinar attendance or content downloads. Position the phone call as one thoughtful step (cold call steps) in a broader engagement strategy rather than an interruption. Think of it as part of a larger cold prospecting sequence example.
Reaching and engaging B2B buyers today requires more than a single channel sales approach. It requires a strategic multi-channel prospecting framework that uses the strengths of email, social platforms, content, webinars, events and even targeted phone outreach (and sometimes direct mail).
It’s not just about using these channels, but about weaving them together with channel diversity. Success is about understanding your buyer journey, personalizing your communication across touchpoints and having Consistent Messaging and a valuable experience no matter where the interaction occurs. A sales engagement platform can help manage these complex sequences.
Take the time to review your prospecting efforts. Where are the gaps? Which channels are working in isolation? How can you better integrate your business outreach to reach buyers where they are and guide them through their buying process? By building a multi-channel prospecting strategy you’ll be able to make authentic connections, increase conversion rates and drive B2B growth in a competitive market.
Building and scaling a truly effective multi-channel prospecting engine requires dedicated strategy and execution. At Growth Today, we partner with B2B businesses like yours to build human, on-brand outbound systems – from hyper-targeted lists and strategic email outreach to impactful LinkedIn Ads and RevOps automation – all designed to generate meaningful opportunities and fuel your growth.
Reach out to discuss how we can help your GTM team scale with automation and expertise.
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