If you’re running B2B campaigns, you’re juggling a lot: emails, LinkedIn, maybe even SMS or cold calling—all while trying to actually get results, not just check boxes. You’ve probably heard about “multichannel orchestration” until your head spins. But here’s the thing: the real challenge is less about fancy buzzwords and more about wrangling your tools so you can just get the message out and know what’s working.
If you’re using Zymplify, this guide will show you—step by step—how to schedule and manage multichannel campaigns that actually move the needle. No fluff, no grandiose claims, just what you need to know.
Why Multichannel? (And When to Skip It)
Before we get tactical, let’s clear the air: running campaigns across multiple channels isn’t magic. It’s just practical. People don’t all live in their inboxes, and LinkedIn messages alone rarely crack the code.
Here’s when multichannel makes sense: - You’re targeting cold or lukewarm B2B leads who need nudges in more than one place. - Your sales cycle is long or complex. - You want to hedge your bets—if email bounces, maybe LinkedIn lands.
But don’t force it. If you’re just starting out or your audience hates unsolicited DMs, keep it simple. More channels = more moving parts and more ways to annoy people if you’re not thoughtful.
Step 1: Get Your List (and Your Data) in Order
No software can save a messy list. Before you touch Zymplify, make sure: - Your lead data is clean—no duplicates, no obvious spam traps. - You have the right contact info for each channel (email, LinkedIn, phone, etc.). - You’ve got clear segmentation: Who’s a decision maker? Who’s just noise?
Pro tip: Don’t overcomplicate segmentation. Start with broad buckets (industry, job title, company size). You can always get fancier later.
Step 2: Map Out Your Campaign Sequence
Zymplify calls these “Workflows.” Don’t let the name intimidate you—it’s just a series of steps that send messages across different channels.
Here’s what to sketch before you build: - Which channels? (Email, LinkedIn, SMS, calls—pick only what you’ll actually use) - What’s the order? (e.g., Email → LinkedIn connect → Email follow-up) - What’s your timing? (How many days between touches) - What’s your main call to action?
Write it on a whiteboard, notebook, napkin—whatever. The point is to avoid building a Rube Goldberg machine in the app.
What to skip: Don’t try to hit every channel for every lead. More steps = more dropoff (and more unsubscribes). Two or three touches per channel, max.
Step 3: Build Your Workflow in Zymplify
Now, jump into Zymplify and build what you just mapped out. Here’s how:
a) Create a New Campaign
- Go to Campaigns > “Create Campaign.”
- Name it something obvious. (Seriously, don’t call it “Q3 Outreach 2” if you want to find it later.)
b) Add Your Audience
- Import your cleaned-up list.
- Zymplify lets you segment on the fly, but don’t rely on this for big batches—do your homework first.
c) Add Channels (Steps)
- Email: Write short, relevant messages. Avoid templates that sound like everyone else’s.
- LinkedIn: If Zymplify’s LinkedIn automation is enabled, keep it personal. These touchpoints are easy to mess up—don’t blast connection requests with the same pitch as email.
- SMS or Voicemail (if you use them): Only if you have permission and the relationship is warm enough. Otherwise, skip.
- Calls: Use as a follow-up, not a cold opener unless you know your audience.
For each step: - Choose your trigger (e.g., “2 days after previous step”) - Set conditions (e.g., “Only send if not responded”)
d) Schedule Your Steps
- Don’t stack everything in one week. B2B buyers have lives.
- Space out touches: 2–4 days between steps is a good rule of thumb.
- Avoid weekends and holidays—Zymplify lets you set blackout dates.
Pro tip: Always test your workflow using a dummy contact before going live. It’s embarrassing to find out your “personalized” email says “Hi {FirstName}” after you hit send.
Step 4: Personalize at Scale (But Not Too Much)
Zymplify gives you merge tags (like {FirstName}, {Company}), but don’t get carried away. You can’t automate genuine insight.
What works: - Personalizing based on segment (e.g., referencing a pain point for SaaS companies) - Calling out recent company news, if your data supports it
What to ignore: - Cramming a dozen merge fields in an email. It looks robotic, not personal. - Overpromising what your automation can do—no software can fake real research.
Reality check: The point is to sound like you did your homework, not that you ran a mail merge.
Step 5: Monitoring and Adjusting Your Campaigns
Once your workflow is live, don’t just watch the open rates and call it a day. Zymplify gives you dashboards for each channel—use them.
What to track:
- Deliverability: Are your emails landing or bouncing?
- Open/click/reply rates by channel and step
- LinkedIn connection acceptance
- Actual replies (not just opens)—this is what matters
What to ignore:
- Vanity metrics (e.g., “impressions” that don’t lead to engagement)
- Overanalyzing tiny differences between steps—focus on big dropoffs
When to intervene:
- If a channel is underperforming, pause it. No shame in pulling back.
- If a step gets high unsubscribes, rewrite or remove it.
- If you get actual replies, pause automation for that contact and handle it manually.
Pro tip: Zymplify can auto-pause sequences for leads who reply. Make sure this setting is on—you don’t want to keep spamming someone who already wrote back.
Step 6: Keeping Your Team (and Data) Sane
A lot of B2B teams get tripped up not by the software, but by poor handoffs and unclear data.
Do this: - Make sure sales and marketing agree on lead definitions. (Otherwise, your “hot” leads go nowhere.) - Set up clear owner fields in Zymplify so you know who’s responsible for follow-up. - Regularly export results—don’t trust any system as your only source of truth.
What to skip: Endless meetings to “align” on messaging. Build, launch, review, and fix as you go.
Step 7: Avoiding the Biggest Pitfalls
Here’s what trips up most teams using Zymplify for multichannel campaigns:
- Trying to automate too much: If your whole campaign feels like a robot wrote it, response rates tank.
- Ignoring unsubscribes and complaints: B2B lists are small—burning a dozen contacts can hurt for years.
- Forgetting compliance: If you’re touching EU data, get your ducks in a row for GDPR or risk headaches.
One more thing: Don’t treat Zymplify as a silver bullet. It’s a useful tool, but it won’t fix bad messaging, sloppy data, or a weak offer.
Keep It Simple and Iterate
You don’t need a 12-step, 4-channel extravaganza to succeed. Start with one or two channels, a clear message, and a tight follow-up schedule. Watch what works, cut what doesn’t, and don’t be afraid to pull the plug on a dud campaign.
Multichannel campaigns in Zymplify aren’t rocket science, but they do require discipline. Simple, honest outreach beats complicated automation every time. Start small, learn fast, and you’ll see real results—without the headaches.