Multi-channel outreach sounds great on paper—hit LinkedIn, email, maybe phone, all humming along in perfect harmony. In reality, it’s a mess of half-finished spreadsheets, “Did you see my last email?” messages, and a lot of guessing. If you’re a B2B team that wants real results without drowning in busywork, this guide is for you.
We’ll walk through a straight-shooting approach to managing multi-channel outreach inside Vinna, a tool that claims to bring order (and a little sanity) to the chaos. You’ll get practical steps, some hard truths, and a few shortcuts learned the hard way. Let’s get into it.
1. Get Your Outreach Channels Set Up (But Don’t Go Overboard)
First, decide which channels actually matter for your audience. Most B2B teams default to email and LinkedIn, maybe calls if you’re brave. That’s usually enough. More isn’t always better—spreading thin leads to more noise and less focus.
What works: - Email: Still king for B2B. Most decision-makers check it daily. - LinkedIn: Good for warming up contacts and staying visible, but don’t expect magic. - Phone: Use it for high-priority leads or follow-ups. Not everyone picks up, but it cuts through clutter.
Be skeptical of: - Mass blasts on every channel. You’ll burn through prospects and get ignored. - Over-customizing every message. Personalization matters, but not at the cost of speed.
In Vinna:
- Connect your team’s email accounts and LinkedIn profiles.
- Set up calling integrations if you actually plan to use them—otherwise, skip it.
Pro tip: Start with two channels. Master those before adding more.
2. Build a Clean, Actionable Contact List
Garbage in, garbage out. If your contact list is outdated or full of random job titles, you’ll waste time and annoy people.
Here’s what actually matters: - Accurate data: Name, company, role, correct contact info. - Segmentation: Group contacts by industry, deal size, or whatever makes sense for your team.
In Vinna: - Import your contacts (CSV, CRM sync, or manual entry). - Use tags or lists to sort by priority or outreach stage. - Ditch contacts who bounce or never engage—don’t cling to dead leads.
What to ignore:
Chasing every possible lead. Focus on the ones that match your ideal customer profile.
3. Map Out a Simple, Repeatable Sequence
Forget those 12-step “omnichannel cadences” you see in sales blogs. Most prospects don’t want to hear from you that often, and your team can’t keep up anyway.
A practical sequence: 1. Day 1: Email intro 2. Day 3: LinkedIn connection request (with a short note) 3. Day 6: Follow-up email 4. Day 10: Optional call or LinkedIn message
That’s it. If they don’t bite after this, move on for now.
In Vinna: - Use sequence templates or build your own. - Set realistic gaps between steps—don’t spam people every day. - Automate what you can, but review before sending to avoid embarrassing mistakes.
What doesn’t work:
- Overly long sequences. You’re not nurturing, you’re nagging.
- “Just checking in” or “bumping this up” messages—add value or don’t send it.
4. Personalize Without Burning Out
Personalization is important, but not every message needs to be a mini-essay. Focus on relevance, not flattery.
How to keep it real: - Use custom fields (like name, company, role) so messages don’t feel robotic. - Reference a recent event or mutual connection if it’s easy to find. - Have a few templates for different industries or pain points—don’t rewrite from scratch.
In Vinna: - Set up dynamic fields in your templates. - Use snippets for common intros or CTAs. - Spot-check your outreach before launching a sequence—automated mistakes are worse than being generic.
Pro tip:
If you wouldn’t respond to your own message, rewrite it.
5. Track What’s Working (and Drop What Isn’t)
You don’t need a 50-page dashboard. Focus on a few metrics: - Open rate: Tells you if your subject lines and timing work. - Reply rate: The only metric that really matters. - Booked meetings or demos: The end goal.
In Vinna: - Use the built-in reporting to see how each channel and sequence performs. - Compare results by segment—maybe your LinkedIn approach works for tech, but email is better for finance. - Kill off underperforming sequences quickly. Don’t “let it run” if it’s flopping.
What to ignore:
- Vanity metrics like total sends or “impressions.” If it doesn’t move the needle, move on.
6. Collaborate With Your Team (Without Making It a Slog)
Outreach shouldn’t be a solo sport, but nobody wants more meetings or endless comment threads.
How to keep it simple: - Assign contacts or accounts to specific reps—no stepping on toes. - Share best-performing templates and scripts. - Drop quick notes or @mentions in Vinna when context is needed—don’t over-document.
In Vinna: - Use shared sequences and template libraries. - Set up alerts for handoffs or when a lead responds. - Avoid duplicating outreach. Nothing worse than two people pitching the same prospect.
Pro tip:
Have a quick weekly huddle to share what’s working, then get back to selling.
7. Stay Compliant and Respectful
B2B outreach gets a bad rap because of spammy tactics. Don’t be that team.
What to watch: - Know the basics of GDPR, CAN-SPAM, and LinkedIn’s messaging limits. - Always offer a clear way to opt out—even if you’re not legally required. - Don’t use “trick” subject lines or misleading intros. It backfires fast.
In Vinna: - Set up automated unsubscribe handling. - Limit daily sends to avoid getting flagged. - Keep a suppression list of folks who ask not to be contacted.
What doesn’t work:
- Ignoring opt-outs or changing sender info to dodge filters. It’s short-term thinking and risky.
8. Review, Iterate, and Keep It Manageable
No system is perfect out of the gate. The best outreach teams tweak as they go.
How to not overthink it: - Review results every 2-4 weeks. Small, regular changes beat big overhauls. - Archive sequences that aren’t working. Don’t be sentimental. - Stay focused—don’t chase every new channel or trend.
In Vinna: - Clone and edit sequences based on what’s working. - Keep your contact lists tidy. Quality over quantity. - Remember: Simpler is usually better.
Wrap Up: Don’t Let Complexity Kill Your Outreach
Multi-channel outreach can work for B2B teams, but only if you keep it straightforward and honest. Most teams get tripped up by trying to do too much at once or buying into hype about “AI-powered personalization” that just makes things weird.
Start with the basics in Vinna: a couple of channels, a clean list, and a sequence you’d respond to yourself. Measure what matters, drop what doesn’t, and keep adapting. The goal isn’t to look busy—it’s to actually connect with people who want to hear from you.
Now go make some noise (the good kind).