Not long ago, reps could hit quota with a cold call and a follow-up—but today’s outbound email sequence must be part of a broader, smarter system. But things have changed. Calls go to voicemail. Emails are buried under newsletters and spam. The same old tactics just aren’t landing anymore.
Modern multichannel sales isn’t about choosing between phone or email—it’s about creating a presence across the most popular B2B outreach channels, maximizing every opportunity to connect and convert.
Why Single-Channel Outreach No Longer Works
Relying on just one channel, such as email, falls short in this new reality. Even the best email might get buried under a flood of newsletters, promotions, and internal threads.
Calls aren’t any better. Most go unanswered. Caller ID filters, robocall flags, and general phone fatigue mean even the most persuasive script may never be heard. And if the rep doesn’t follow up elsewhere, that first call is likely the last.
That’s why companies are turning to a multichannel outreach strategy—a smarter, more adaptive way to meet buyers where they are. SalesAR helps teams implement high-converting multichannel systems that boost visibility, increase replies, and consistently drive results.
What Is Multichannel Outreach?
Multichannel sales strategies involve utilizing multiple communication platforms—such as email, phone, LinkedIn, and SMS—to engage prospects based on their preferences and behaviors. It’s not about spamming. It’s about showing up in the right places with the right message.
Among the most popular B2B outreach channels, top-performing teams use a mix of:
- Email: Still the go-to for many B2B conversations. Great for detailed follow-ups and value-packed intros.
- Phone calls: Direct and personal, but most effective when used after some initial context has been established.
- LinkedIn: Ideal for soft-touch engagement, thought leadership, and light prospecting.
- SMS: Quick, casual, and increasingly effective when used with permission.
- Chatbots: Useful for catching interest while a prospect is already engaged on-site.
Multichannel vs. Omnichannel: What’s the Difference?
- Multichannel means using multiple channels independently. The messaging might be consistent, but the platforms themselves are not necessarily connected.
- Omnichannel is a fully integrated approach where every channel is connected in real time—data, messages, and context move with the buyer.
The Benefits of a Multichannel Strategy
By appearing in multiple locations, sales teams create more opportunities for connection, trust-building, and conversion. Here’s how it makes a difference:
- Increased Visibility: Being active across channels means more chances to catch someone’s eye. Maybe your outbound email sequence didn’t get a response, but your LinkedIn message did. Or a call finally landed after a few soft touches. More channels mean more touchpoints, which leads to increased engagement.
- Higher Response Rates: People have preferences. Some check their email obsessively. Some don’t answer unknown numbers, but will respond to a quick text. Reaching buyers through their preferred platform drastically improves response odds.
Personalization at Scale: A LinkedIn message can reference a recent post. A voicemail can add tone and personality. Multichannel strategies let reps customize outreach without starting from scratch every time.
Building an Effective Multichannel Outreach Strategy
An effective multichannel sales strategy isn’t just about being everywhere—it’s about showing up with intention, using data to guide each touchpoint. Each step helps ensure that outreach is focused, relevant, and effective. Here’s a simple breakdown of how to build a system that works:
- Understand your ideal customer’s behavior
Where do they spend time? How do they like to communicate? A CFO might prefer email. A marketing lead may respond faster on LinkedIn. Map this out before sending anything.
- Choose your channels
Select 2–4 platforms that align with your target audience. Most B2B teams start with email, LinkedIn, and phone. Add SMS or chat if your audience is more mobile-first or responsive to real-time contact.
- Create coordinated, personalized sequences
Don’t copy and paste the same message everywhere. Each channel should feel native and personal. A cold email might include a case study. A LinkedIn message could reference shared connections. A voicemail might highlight urgency or next steps.
- Leverage automation tools
Tools like Outreach, Apollo, and Salesloft help automate sequences while maintaining personalization and customization. This saves time and ensures consistency, without losing the human touch.
- Measure, refine, and repeat
Track open rates, reply rates, call connects, and conversions across every channel. Test different sequences. Double down on what works and adjust what doesn’t. Treat it like a living system—not a set-it-and-forget-it playbook.
Conclusion
Multichannel outreach isn’t a growth hack or a temporary fix—it’s the foundation of modern sales. It’s how trust is built, how relationships start, and how revenue grows in a noisy, fragmented world.
Success now comes from doing one thing well: showing up where your buyer already is—and being worth their time when you do.
