Multi-channel B2B prospecting: combining cold email, LinkedIn and calling

Multi-channel prospecting coordinates cold email, LinkedIn outreach and calling. Its value comes from message continuity, qualification and shared reporting, not a universal multiplier.

Why multi-channel outperforms

Each channel has its strengths and limitations. Cold email is scalable and asynchronous. LinkedIn creates a presence in the decision-maker's network. Calling enables real-time qualification. Combined, they create several points of contact with the same decision-maker · increasing memorability and the likelihood of a response.

The devlo multi-channel sequence

Our sequence model: Day 1 · personalised cold email. Day 3 · LinkedIn connection request with note. Day 7 · follow-up email with case study. Day 10 · LinkedIn message if the connection is accepted. Day 14 · cold call. Day 17 · breakup email. This creates 3 to 4 touchpoints with the decision-maker over 2-3 weeks.

The importance of coordination

Multi-channel does not mean "sending the same thing everywhere". Each channel must have its own message and provide different value. Email educates, LinkedIn creates the relationship, calling qualifies. Coordination is key: if a prospect responds to email, they should be automatically removed from the LinkedIn and calling sequences.

Results observed in our case studies

Our case studies describe targeting, channels and learnings from individual programmes. Historical figures stay within their original scope and are reused only after reconciliation.

The tools you need

For an effective multi-channel campaign: a cold email tool (Lemlist, Instantly, Smartlead), LinkedIn Sales Navigator + an automation tool (Expandi, Waalaxy), a CRM to centralise data (HubSpot, Pipedrive), Clay for enrichment and personalisation. Infrastructure is just as important as messaging.

Conclusion

Multi-channel B2B prospecting is not "aggressive" prospecting · it's a professional, coordinated approach that respects the decision-maker's time by offering value at every point of contact. This has been at the heart of our methodology at devlo since 2020.