Multiply touchpoints with a multi-channel sequence

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As with segmentation, the choice of sequence must be adapted to the habits of your recipients and, in particular, to the channels they use .

1. Favors a multi-channel sequence
When developing your engagement strategy, one of the first questions that arises is whether you should opt for an omnichannel or multichannel strategy .

In general, it is advisable to opt for a multi-channel sequence . By multiplying the touchpoints, you multiply the chances of response and therefore conversion. That is the goal of an automation tool like LaGrowthMachine.

However, it sometimes happens that a target group is not active on LinkedIn , such as retailers, or that it is difficult to enrich profile data with an email address. In these cases, we may prefer to use an omnichannel sequence , either via email or LinkedIn.

Since our use case is targeting C-levels of small start-ups, i.e. hyper-digitalized profiles, the omnichannel sequence fits perfectly.

2. Define the sequence of contact points
Once you've decided whether you want an omnichannel or multichannel sequence, you'll need to define the vp maintenance email list channel through which you'll launch your campaign , and then define the sequence of touchpoints.

In the case of MeltingSpot, we opted for an initial approach via LinkedIn, followed by email.

Campaign chose by LaGrowthMachine for MeltingSpot
LinkedIn's chat feature makes the exchange more informal . It's easier to ask an open-ended question and have a quick chat. It's clearly the ideal channel for forging connections and fostering discussion .

The sequence therefore begins with a visit to the profile that reproduces human behaviour , followed directly by a connection request with an invitation note .

Hello {{firstname}} ,

I help B2B SaaS companies reduce low touch support from their users. {{companyName}} {{customAttribute1}} Interested in discussing the value of a customer community?

Useful tip

You are strongly encouraged to add a direct and transparent invitation note. This will allow you to:

Address 100% of your audience by presenting your value proposition immediately.
Make sure you are targeting the right audience. If there is no acceptance, it means there is no interest, so there is no need to invest more time.
Position yourself as a true expert. You show that you want to provide value to your interlocutor and not waste their time.
If the connection request is accepted, the sequence continues with the sending of two messages at defined intervals. The schedule must be adapted to the objectives of the campaign and the availability of the target . On average, we recommend leaving 4 to 5 days between each contact point.

If you do not receive a response after these two messages, we advise you to try one last approach, either by email or voice message .