So you want your B2B campaigns to actually get noticed—across more than just email. Good plan. But let’s be honest: “multi-channel” is one of those buzzwords that sounds fancier than it is. At its core, it just means you’re reaching people wherever they pay attention. Tavus makes that a lot easier, but it’s not magic. This guide is for marketers, SDRs, or anyone in B2B sales who wants to use Tavus to build real engagement—not just spray out messages and hope for the best.
Let’s skip the fluff and get into what actually works.
Step 1: Define What “Multi-Channel” Means for You
Before you even log into Tavus, get clear on which channels actually matter for your audience. Don’t just tack on LinkedIn or SMS because some playbook says so.
Ask yourself: - Where do your decision-makers actually respond? - Which channels fit your offer and your brand? - What do you have the bandwidth to manage well?
Most common B2B channels: - Email (still the workhorse) - LinkedIn messages or InMail - SMS (use with caution—can feel spammy fast) - WhatsApp (works for some, not most in North America) - Direct mail or calls (old school, but sometimes effective)
Pro tip: If you can’t track it or personalize it, it’s probably not worth including.
Step 2: Get Your Audience and Messaging Straight
Multi-channel only works if your message is tailored. Blasting the same generic pitch everywhere? That’s how you get ignored on every platform.
How to prep: - Build or import your contact lists. Clean up duplicates and old data. - Segment your audience by role, industry, or buying stage. - Write short, direct messages for each channel. (What works on email probably won’t fly on LinkedIn.)
What to avoid: - Don’t write a “master” message and just reformat it for each channel. Start from scratch each time. - Don’t over-segment—keep it simple unless you have real differences between groups.
Step 3: Set Up Your Campaign in Tavus
Now open up Tavus and get your hands dirty. Tavus is built to make personalized video campaigns easy, but there are still some pitfalls.
3.1. Create a New Campaign
- Choose “Multi-Channel Campaign” in the dashboard.
- Name it something you’ll recognize later (not “Spring Push V2” or “Test Final Final”).
3.2. Record or Upload Your Video Template
- Tavus lets you record a base video, then personalize it for each contact. Keep it under 60 seconds.
- Leave pauses or use prompts for where names or company details will go. Don’t overdo the personalization; first names and company names are usually enough.
- Test your video with a colleague before you move on. Awkward pauses or robotic reading kills engagement.
3.3. Set Up Channel Integrations
- Connect your email provider (Gmail, Outlook, etc.).
- Link your LinkedIn account if you want to send DMs or InMail. (You may need to authenticate and set permissions—Tavus will walk you through it.)
- For SMS, double-check compliance and opt-in requirements. This is where people get burned by spam reports.
- If you’re using other CRMs or tools, set up those integrations now.
What’s worth skipping: If a channel integration is buggy or you don’t have time to monitor replies, leave it out for now. Better to do two channels well than four poorly.
Step 4: Map Out Your Touchpoints
Don’t just blast every channel at once. Multi-channel is about sequence, not spam.
How to set a sequence: - Day 1: Send personalized video via email. - Day 3: Follow up on LinkedIn with a short, non-pitchy message (“Saw you got my video—would love your thoughts”). - Day 6: SMS nudge (if you have permission). Keep it brief and not pushy.
Tips: - Leave at least 48 hours between channel touches. - If someone replies on any channel, pause the sequence for them. - Track open and reply rates per channel. Tavus offers analytics—use them to see what’s actually working.
What doesn’t work: Blasting identical messages on all channels in the same day. You just look desperate.
Step 5: Personalize Without Overcomplicating
Tavus is great at auto-personalizing videos, but don’t let it get weird.
Keep it simple: - Use first names, company names, maybe a line about their industry. - Avoid awkward, robotic insertions (“Hi, Steve, from, Acme, Incorporated, I wanted to…”). - Preview a few sample outputs before you hit send. You will catch something cringey.
What to ignore: Fancy “hyper-personalization” tactics—like referencing someone’s dog’s name from LinkedIn—often fall flat and can even come off as creepy.
Step 6: Test, Tweak, and Launch
Before you launch to your full list: - Send test messages to yourself and a few colleagues. - Check how videos display on each channel (email thumbnails, LinkedIn previews, etc.). - Make sure all links and CTAs work.
If something feels off, fix it before you scale. Broken personalization or bad video quality can tank your whole campaign.
Step 7: Monitor and Iterate
This is where most people drop the ball. Multi-channel campaigns are not “set it and forget it.”
- Watch your Tavus analytics for open rates, video views, replies, and click-throughs.
- Look for drop-off points. Are people opening but not watching? Watching but not replying?
- Tweak your sequence, timing, or messaging based on what you see. Shorten videos if people don’t watch to the end.
- Shut down channels that aren’t working. More isn’t always better.
What to skip: Don’t obsess over vanity metrics like “impressions.” Focus on replies, meetings booked, or whatever your real goal is.
Pro Tips (from hard-won experience)
- Keep your videos short. Nobody in B2B wants a 3-minute pitch.
- Don’t try to automate relationship-building. Use automation for efficiency, but make sure real humans are ready to jump in when someone replies.
- Don’t burn your list. If a channel isn’t working, or people ask to be left alone, listen.
- Always have a clear CTA in every message—what do you want them to do next?
The Bottom Line
Multi-channel sounds impressive, but the basics win: right message, right person, right time. Tavus can save you a ton of time and make personalized video easy—but only if you keep things simple, watch your results, and adjust as you go. Start small, learn fast, and don’t let the tech distract you from the actual goal: starting real conversations.