3 min read

Omnichannel outreach and why you need that.

Ann
February 6th, 2020

Single-channel Outreach

If you are in the field of sales you know for sure what Outbound/Outreach is. In case you are not, it stands for cold prospecting through different channels (i.e. LinkedIn, Email Sequence, Twitter and etc.) to get a meeting and convert a prospect into a lead/client.

5 years ago, personalizing an email with the {{first name}} or {{company name}} was enough to stand out in a crowd of others that did not add in these {{variables}}.

Fast forward to today and now everyone is doing it and you are back to square one when it comes to standing out. Of course, more {{variables}} in general plus more {{variables}} that are relevant to your solution, your prospect or target account will do the trick and increase conversion.

Why? It’s simple: you shoot an email with a lot of personalized data which makes it feel like the message was written by hand and not automated.

Such an approach should get you to 0.8% — 2.6% conversion rate, depending on your:

1) ICP, SOM/TAM;
2) Quality of a list;
3) Your product; and
4) Sales Velocity itself.

Have a look at this article to know how to define your ICP or Ideal Customer Profile.

How do you know what’s working? Simple. When people reply with /“I normally don’t reply to emails like this but…”/ or /“thanks for taking the time to research and do your diligence but we don’t have a need at this time. Check back in next year”/ you know you are on the right track!

Nevertheless, can you do better? Yes, you can.

Omnichannel Approach

Let’s take a step back: you do 1k leads a month and your conversion is somewhere between 0.8% — 2.6%. In the meantime, some leads will bounce (in a perfect world it’s 5%, which is 50 leads) and some emails will not hit inbox because of a Google SMPT or else (5–10%).

Combining deliverability and bounce issues you may lose 10–15% at least, means 100–150 leads, means 0.8–2.6 opportunities.

So the question is, how can you minimize a rate whereas prospects will never see you emailing them?

Well, you can start your outreach sequence with LinkedIn/Twitter or similar. The beautiful thing is in case you could not generate an email of your sweet spot — you can try him through LinkedIn at least.

Moreover, as soon as there is an action on your first step, i.e. connection accepted, your profile has been viewed, etc. — you may throw them into different buckets of the second step — email cadences:

  1. (Ld) IF profile was viewed — use sequence 1;
  2. (Ld) IF connection accepted — use sequence 2;
  3. (Twitter) IF you were followed — use sequence 3;
  4. etc.

That’s not the end. As soon as you have a volume, and prospects are getting cold — you can filter down prospects by “those who viewed/opened 3+ times” and nurture them. It should be useful to squeeze your pipeline for another couple of appointments.

Depending on what solutions you sell, you may reach at least 2% of the appointment rate. For Quilqy campaign, I have reached 2%+ using up to 4 channels, using each as a different step in my whole omnichannel game.

Anyway, the world is your oyster and you can play with steps in a variety of ways. But if you want to play in an A-league you must squeeze your pipeline as far as you can using different outreach channels.

Reporting and Analytics

So you have your data, outreach strategy and processes. How do you measure it? Unfortunately, there is no such tool to keep everything under one roof: Ld/Twitter outreach (with {{variables}}); email outreach; phone outreach, etc (if you find one, feel free to make me wrong — my life will be so much easier 🙂 )

One of the ways to do things is using Zappier, which should help to connect your LinkedIn/Twitter outreach, Email outreach and CRM system to track the data. Unfortunately, LinkedIn and Twitter policies on automation are getting more strict, so in the nearest future, the only way to outreach would be a manual approach.

Final thought

In a modern outreach process, it’s not enough to do simple messaging using one channel. You always want to have skin in the game and do another step further, crafting a complex and relevant outreach process through different channels, combining them, and measuring to see correlations and do adjustments accordingly.

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