If you're in B2B marketing and tired of juggling LinkedIn, email, and a spreadsheet graveyard, this one's for you. Multi-channel campaigns sound great on paper—reach people everywhere!—but in reality, it’s easy to end up with scattered messages, spotty data, and wasted hours. This guide shows you how to actually run coordinated, trackable campaigns using Goprospero, with a focus on what works, what to skip, and how to keep your sanity.
What “Multi-Channel” Really Means (and Why Most Teams Get It Wrong)
Let’s clear the air: “multi-channel” isn’t just blasting the same message everywhere. It’s about reaching your prospects where they actually pay attention—but with a plan that makes sense. In B2B, that usually means a mix of:
- Email sequences
- LinkedIn outreach or ads
- Phone calls (yes, these still work)
- Maybe SMS, webinars, or direct mail if you’re feeling ambitious
The trick is coordinating these, so you’re not spamming people or doubling up. Most teams struggle here, either because their tools don’t talk, or because nobody’s really steering the ship.
Goprospero pitches itself as a way to manage all this in one spot. The reality? It can help, but only if you set things up right and avoid some common traps.
Step 1: Get Your House in Order Before You Build Campaigns
Before you touch any software, get clear on two things:
- Who are you targeting? (Not just “CMOs.” Be specific.)
- What do you want them to do? (Book a call? Download something? Just reply?)
Sloppy targeting is the #1 reason multi-channel campaigns flop. Don’t skip this. Build a tight prospect list—pull it from your CRM, LinkedIn, or wherever, but clean it up. If your data’s trash, your results will be too.
Pro tip: If you’re getting pressure to “go broad” or recycle old lists, resist. Quality beats quantity every time, especially in B2B.
Step 2: Setting Up Channels in Goprospero
Inside Goprospero, you’ll create a campaign and choose which channels you want to use. The interface is pretty straightforward, but a few honest notes:
- Email: Easy to set up. You can personalize at scale, but don’t get lazy—personalization tokens aren’t magic.
- LinkedIn: Integration is hit-or-miss. Sometimes LinkedIn changes things and breaks the sync. Double-check before launching.
- Phone/SMS: Only use if you actually have consent and phone numbers. These channels annoy people fast if you mess up.
- Tasks: You can assign manual tasks (like “Check in with this lead”) if your campaign needs a human touch.
You don’t have to use every channel. In fact, most effective campaigns use just two or three. Don’t force it.
Step 3: Build (and Sequence) Your Multi-Channel Flow
Here’s where most people trip up: Sending everything at once, or with no logic behind it.
In Goprospero, you can build sequences like:
- Day 1: Personalized email
- Day 3: LinkedIn connection request
- Day 6: LinkedIn follow-up message (if connected)
- Day 8: Phone call task (if qualified)
- Day 12: Breakup email (“Should I close your file?”)
A few real-world tips:
- Spacing matters. Don’t pile on messages—give people time to breathe.
- Conditional logic is your friend. If someone replies to an email, don’t send them the next LinkedIn message. Goprospero can handle basic branching, but don’t expect miracles.
- Keep your messages short and relevant. The more channels you use, the more likely people will see you as spammy if you’re not careful.
What usually doesn’t work: Automated LinkedIn messages that sound like robots. If you can’t make it sound human, cut it.
Step 4: Actually Personalize (Don’t Just Fake It)
Goprospero lets you use custom fields from your contact lists. That’s great, but if all you do is drop in “Hi {FirstName},” you’re not personalizing—you’re mail-merging.
What helps:
- Reference something specific to the person or company (industry news, recent funding, etc.)
- Keep your tone natural. If you wouldn’t say it on the phone, don’t email it.
- Avoid canned pitches. People spot them a mile away.
Goprospero’s templates are a time-saver, but tweak them for each campaign. The few minutes you spend here pay off with responses.
Step 5: Launch, Monitor, and Adjust—Don’t “Set and Forget”
Once you launch, don’t vanish. Goprospero gives you dashboards for opens, clicks, replies, and so on. Here’s how to actually use them:
- Watch for early red flags: If open rates tank, your subject lines stink or your emails are going to spam.
- Replies matter more than clicks: In B2B, a single good reply beats 100 opens.
- Check channel performance: If nobody engages on LinkedIn, maybe skip it next time.
What to ignore: Vanity metrics like “impressions.” They don’t mean much in B2B unless you’re doing brand ads.
Pro tip: Once a week, go through your campaign stats. Kill what’s not working, double down on what is. Don’t wait for a quarterly review; things change fast.
Step 6: Keep Your Team (and CRM) in the Loop
This is where campaigns go to die: Marketing runs a campaign, sales has no clue what’s going on, and leads slip through the cracks.
Goprospero integrates with most major CRMs. Set up the sync before you launch, not after. Make sure replies, tasks, and outcomes flow back to your main system.
- Assign clear owners: Who’s following up on warm replies?
- Document your process: Even a simple checklist beats “I thought you had it.”
If your CRM integration breaks (it happens), export your leads and update things manually. Annoying, but better than radio silence.
What Works, What Doesn’t, and What to Skip
Works:
- Tight, targeted lists and clear messaging
- Two or three coordinated channels (not five)
- Actual personalization, not just “{FirstName}”
- Fast follow-up on engaged leads
Doesn’t Work:
- Huge, untargeted blasts (“Spray and pray”)
- Over-automation—people spot it and tune out
- Ignoring your data because you’re “too busy”
Skip:
- The latest “AI” features unless you see proof they help your results
- Multi-channel for the sake of it—sometimes one well-run channel is enough
The Real Key: Simplicity and Iteration
Multi-channel campaigns aren’t magic. The real trick is keeping things simple, tracking what matters, and being ready to adjust. Start with a tight list and two channels. See what happens. Keep what works, drop what doesn’t, and don’t be afraid to change it up.
Most teams get lost chasing shiny features or copying what big brands do. Don’t. Focus on your audience and message. Iterate fast. That’s how you actually get better B2B engagement—and stay sane in the process.