Getting your multichannel outreach strategy right can be the difference between hitting your sales targets and letting valuable opportunities slip away. Sales Hacker research shows that multichannel campaigns generate 287% higher response rates compared to single-channel efforts, yet many B2B companies still lack a structured cadence plan. This cheat-sheet gives you a framework to build and optimise an outreach rhythm that engages prospects consistently across multiple touchpoints.
What Is Multichannel Cadence Planning?
Multichannel cadence planning is the process of sequencing communication across different channels to maximise engagement. Instead of relying on email alone, it blends outreach via LinkedIn, cold calls, email, and even direct mail. The goal is to keep prospects engaged without overwhelming them, using the right message at the right time. According to Outreach.io, the most effective cadences usually run for 14–21 days and include 8–12 touchpoints.
Why Single-Channel Approaches Fall Short
Email fatigue is a major issue, with the average professional receiving 126 emails a day (Radicati Group). Open rates for sales emails average just 24%, while response rates often fall below 1%. LinkedIn performs better, with messages achieving 10–25% response rates, but most users check the platform weekly rather than daily, creating gaps in your outreach rhythm. Cold calling still has value, but it is increasingly difficult to execute effectively—ConnectAndSell reports that only 28% of calls are answered. In short, relying on one channel alone leaves too many blind spots in the sales process.
Building Your Multichannel Cadence Strategy
The most effective cadences balance timing, frequency, and channel selection. A simple three-week structure might look like this:
- Days 1–3: Warm up with a LinkedIn profile view and connection request, followed by an introductory email, and then a LinkedIn message if connected.
- Days 4–8: Deliver value through a cold call, an email with industry insights, and LinkedIn engagement such as commenting on their post.
- Days 9–14: Increase persistence with another phone call (leaving voicemail if unanswered), an email featuring a case study, and a LinkedIn message focused on value.
- Days 15–21: Push for a decision with another call, a “break-up” style email, and a final LinkedIn touch.
Salesforce research indicates that it takes around eight touchpoints to generate a qualified opportunity, yet nearly half of salespeople give up after just one attempt. Structuring your cadence ensures consistency and persistence without crossing into spam territory.
Personalisation at Scale
Generic outreach weakens results, but personalisation can be achieved without reinventing the wheel each time. Campaign Monitor data shows personalised campaigns deliver 6x higher transaction rates. Referencing company news, industry-specific challenges, or mutual connections can dramatically lift engagement. Integrating website visitor identification also helps by revealing what prospects are researching, allowing you to time outreach when interest is highest.
Channel-Specific Best Practices
Each channel has its own rules of engagement. For email, keep subject lines under 50 characters, limit body text to 50–125 words, and stick to one clear call-to-action. For LinkedIn, personalise connection requests (up to 300 characters), wait a few days before messaging, and focus on adding value before pitching. Cold calling works best when combined with digital touchpoints—for example, calling within two hours of sending an email can significantly improve pickup rates. And for website visitor identification, use browsing behaviour to prioritise outreach, as companies showing strong buying signals convert 15–20% more effectively (Lead Forensics).
Measuring Multichannel Success
Tracking performance ensures you refine over time. Response rates should average 8–12% across all channels, with meeting booking rates at 2–4% of total prospects contacted. Monitor which channels are driving the best results and identify the touchpoints where prospects most often engage. A well-integrated tech stack is also essential, bringing together email outreach, LinkedIn automation, call tracking, and website visitor identification into one central view.
Download Your Free Multichannel Cadence Planning Template
To help you put this into action, we’ve created a free cadence planning template that includes a day-by-day schedule, email and LinkedIn scripts, call frameworks, and space to track performance. Designed specifically for UK B2B companies, it provides a structured system to boost engagement and create more qualified pipeline.
Companies adopting multichannel cadences see 91% higher response rates compared to single-channel approaches (DemandGen Report). With the right structure in place, you can turn cold outreach into consistent, meaningful conversations that accelerate your sales process.
