If you’re in B2B sales, you already know that keeping up with prospects across channels can feel like juggling knives. Email, phone, LinkedIn, SMS—one missed message and the whole thing drops. This guide is for salespeople, SDRs, and managers who want to use Attention to actually get a handle on multi-channel outreach—without losing your mind or becoming a robot.
Let’s get into it.
Why Multi-Channel Even Matters (And When It Doesn’t)
Let’s be honest: “multi-channel” gets thrown around like it’s a magic word. The truth? Using every channel just because you can is a fast track to burning out your prospects—and yourself. The goal isn’t to blast messages everywhere. It’s to meet people where they actually want to talk.
When it works: - You’re dealing with busy execs who ignore emails but check LinkedIn. - You’ve sent two emails into the void—time to try a call or text. - You want to stay top of mind without being annoying.
When it doesn’t: - You’re spamming the same pitch across every channel. - Your team is drowning in context switching and manual tracking. - You don’t have a system to keep it all straight (hint: that’s where Attention comes in).
Step 1: Set Up Attention for Real-World Outreach
Before you start, get clear on what channels you’ll actually use. Attention supports email, phone, and LinkedIn, and can track SMS and meetings. Don’t try to boil the ocean—pick 2–3 channels your prospects actually use.
To get rolling: - Connect your work email and calendar to Attention. - Sync your LinkedIn (if that’s part of your outreach). - If your team uses a dialer, integrate it—otherwise, you can log calls manually. - Set up your basic sequences: think a mix of emails, a LinkedIn touch, and maybe a call.
Pro tip:
Don’t obsess over getting every whiz-bang integration right out of the gate. Start with the basics, then add channels as your process matures.
Step 2: Map Your Prospect Journeys—Don’t Wing It
This is where most people get lazy. Randomly pinging prospects on every possible channel isn’t a strategy—it’s a mess waiting to happen.
How to do it in Attention: - Define your ideal sequence for each persona. For example: - Day 1: Email intro - Day 3: LinkedIn connect - Day 5: Follow-up email - Day 8: Phone call - Use Attention’s sequence builder to set this up. Each touchpoint can be assigned to a specific channel. - Set realistic timings. If your industry hates calls, don’t force them in.
Things to ignore: - Don’t try to create a unique sequence for every single prospect. Have 2–3 templates and tweak as you go. - Don’t over-automate. You still need to sound like a human being.
Step 3: Actually Track the Whole Conversation (Not Just Your Outbox)
Here’s where most tools—and teams—fall down. It’s easy to see what you sent. It’s much harder to see the whole story: who replied, how, and when.
With Attention, you can: - See all prospect interactions in one timeline—email, LinkedIn, calls, and notes. - Get notified when a prospect replies on any channel (and triage accordingly). - Know if a teammate already reached out, so you don’t double-up.
What works: - Use the activity timeline to prep before every call or follow-up. No more “Hey, did someone already send this...?” - Lean on Attention’s reminders to avoid letting threads go cold.
What doesn’t: - Relying on your memory or sticky notes. You will drop balls. Guaranteed. - Ignoring replies on “secondary” channels—lots of people will reply where you least expect.
Step 4: Keep Messaging Consistent (But Not Robotic)
Multi-channel is only effective if your messaging doesn’t contradict itself or sound like it’s coming from three different people. Attention helps by giving you templates, but you need to use your head.
Tips for consistency: - Use templates for structure, but personalize the opening line every time. - Reference previous touches (“Saw you didn’t have time to reply to my email, so wanted to try here.”) - Keep tone and value prop consistent, even if the channel changes.
What to avoid: - Copy-pasting the exact same message across every channel. People notice, and it’s lazy. - Overly formal language on informal channels (like LinkedIn messages that read like legal briefs).
Step 5: Prioritize and Iterate—Don’t Just “Set and Forget”
The biggest myth in sales tech is that you can automate your way to success. The best teams use tools like Attention to prioritize what matters and iterate quickly.
How to stay on top: - Use Attention’s dashboard to see which prospects are actually engaging. Focus your time there. - Regularly review which channels are getting replies (and which are just noise). - Drop dead-weight steps from your sequences. If no one ever answers calls, cut them.
Pro tip:
Block 30 minutes a week to review and tweak your sequences, templates, and channel mix. You’ll spot patterns you’d otherwise miss.
What About SMS, WhatsApp, and the “Next Big Thing”?
Here’s the straight talk: Every year, someone claims the next channel is going to change everything. Most of the time, it just adds clutter. Attention can track SMS and custom activities, but unless your prospects ask for it, don’t be the person sliding into their texts uninvited.
Stick to the basics until you see real demand for a new channel. More isn’t always better.
Common Gotchas (And How to Avoid Them)
- Not documenting touchpoints: If it’s not in Attention, it didn’t happen. Don’t trust your memory.
- Over-automation: If your outreach feels robotic to you, it definitely does to your prospects.
- Channel overload: More channels = more complexity. Use only what works for your buyers.
- Ignoring signals: If a prospect replies on one channel, don’t keep pestering them everywhere else.
A Simple System Wins—Every Time
The best sales teams don’t try to out-hack the system. They use tools like Attention to keep things organized, stay human, and iterate over time. Pick a few channels, track everything, and keep your messaging tight. That’s it.
Start simple, pay attention (no pun intended), and tweak as you go. Over time, you’ll figure out what actually works for your market—and you’ll spend less time drowning in tabs and more time closing deals.