If you’re running B2B campaigns, you already know single-channel blasts don’t cut it anymore. Your prospects are dodging emails, ignoring LinkedIn, and screening calls. If you want to actually move deals forward, you need to reach people where they are—and that means multiple channels, working together.
This guide is for marketers and SDRs who want to use Xfactor to run legit multi channel campaigns that actually help their pipeline—not just check a box. We’ll skip the fluffy “omnichannel is the future” talk and get right to the how-to. If you’re ready to set this up, here’s what you need to do.
Step 1: Get Clear on Your Audience (and Don’t Skip This)
Before you even log in to Xfactor, nail down who you’re targeting. Sounds basic, but it’s where most flops happen. If you try to “go multi channel” with a giant, generic list, you’ll just annoy people in more places.
Do this: - Build a focused segment—job titles, industries, company size, pain points. - Pull a clean list. Don’t just import every lead you’ve ever scraped. Quality over quantity. - Have at least a rough idea of why these people should care about what you’re offering.
Pro tip: If you’re new to this, start with one ICP (Ideal Customer Profile). Get it right, then expand.
Step 2: Map Out Your Channels and Touchpoints
Multi channel doesn’t mean “blast everyone everywhere.” It means using the right mix of channels for your audience.
What really works: - Email: Still the backbone, but open rates are dropping. - LinkedIn: Great for B2B, but don’t spam connection requests. - Phone calls: If you’re selling high-ticket, don’t be afraid to pick up the phone. - Other channels: SMS, direct mail, retargeting ads—use sparingly and only if you’re sure it’ll add value.
Ignore: TikTok, Instagram DMs, or any channel your buyers aren’t actually using for business. You’re not selling sneakers.
Example sequence: 1. Day 1: Email intro 2. Day 2: LinkedIn profile visit 3. Day 3: LinkedIn connection request (personalized) 4. Day 5: Follow-up email with value add 5. Day 7: Phone call 6. Day 10: Breakup email
Don’t overthink it. Two to three channels, five to eight touches, spaced over two weeks is plenty to start.
Step 3: Set Up Your Campaign in Xfactor
Now, log in to Xfactor and get your hands dirty. Here’s how to avoid the usual pitfalls.
3.1. Create a New Campaign
- Hit “Create Campaign.”
- Name it something specific (e.g., “Q2 SaaS CFOs - Outbound Multi Channel”).
- Pick your target segment from Step 1.
3.2. Build Your Sequence
Use Xfactor’s sequence builder to lay out your touchpoints. Don’t just copy the default template.
- Drag in channels in the order you planned (email, LinkedIn, call, etc.).
- Set delays between steps. Don’t hammer prospects every day—leave breathing room.
- Personalize where you can. Xfactor lets you add dynamic fields (like first name, company, pain point). Use them, but don’t get cute. Nobody’s fooled by “Hey {{first_name}}, I love what you’re doing at {{company}}.”
3.3. Assign Owners and Set Cadences
- If you’ve got a team, assign steps (e.g., SDR does the call, marketer sends the email).
- Use Xfactor’s scheduling tools to make sure you’re not hitting someone with three messages in one day.
Watch out: Automating everything sounds nice, but don’t let it get lazy. Review every touchpoint before you set it loose.
Step 4: Write Messages That Don’t Suck
Multi channel doesn’t mean multi-spam. Each message should feel like it came from a real person who’s done their homework.
Tips for each channel:
- Email: Short, specific, no fake urgency. One clear CTA.
- LinkedIn: Personal, relevant, not a pitch in the first message.
- Phone: Know what you want to say, but don’t read a script. Be ready to add value, not just “check in.”
- Follow-up: Reference previous touches (“Saw you connected on LinkedIn, wanted to follow up…”).
Avoid: Gimmicky subject lines, “Just bumping this up,” or canned messages. People spot automation a mile away.
Step 5: Test Before You Blast
Don’t send your first campaign to your entire list. That’s how you end up in spam folders and on block lists.
Do this instead: - Run a small pilot (20-50 leads). - Watch for bounces, unsubscribes, angry replies. - Check if the messaging lands and if the sequence feels natural.
Tweak as needed. If nobody replies, it’s not because “email is dead.” Something’s off—fix it.
Step 6: Launch, Monitor, and Adjust
Once your pilot works, roll out to larger segments. Xfactor gives you dashboards—use them, but don’t get obsessed with vanity metrics.
What matters: - Replies, not just opens - Actual meetings booked - Positive responses (not just “unsubscribe” clicks)
What to ignore: Open rates (they’re inflated by privacy settings), clicks with no replies, and any metric that doesn’t tie back to pipeline.
If something flops: Pause, rewrite, and try again. Multi channel is about persistence, not just volume.
Step 7: Stay Human, Even at Scale
The temptation with tools like Xfactor is to automate everything and never touch it again. That’s how you end up annoying your best prospects.
Keep it real: - Review replies yourself (or have someone you trust do it). - Pull out hot leads for personal follow-up ASAP. - Don’t be afraid to break the sequence if someone asks for a call or demo.
Pro tip: Your best results come from mixing automation with real human effort. Automation should tee up conversations, not replace them.
What Works, What Doesn’t, and What to Ignore
Works: - Tight targeting, real personalization, and following up across two or three channels. - Short, direct messages with a clear ask. - Actually calling people (seriously, it still works).
Doesn’t work: - Over-automated, generic spam across every channel. - Chasing every new channel just because it’s trendy. - Ignoring replies because you’re “too busy” (what’s the point?).
Ignore: - Vanity metrics. - Overly complicated sequences. - Hype about “AI-powered, intent-driven, hyper-targeted” anything—if it sounds too good to be true, it probably is.
Final Thoughts: Keep It Simple, Iterate Fast
Multi channel campaigns in Xfactor can help you fill your B2B pipeline, but only if you keep things grounded. Start simple. Focus on your audience, keep your messaging human, and don’t be afraid to adjust when something’s not working. The best campaigns aren’t the most complicated—they’re the ones you actually learn from and improve over time.
Now get out there and try it. You’ll get better with each round.