How to Convert Leads to Customers Using Multichannel Sales Sequences [+ One Sample Sequence]
There is no one-size-fits-all approach for a successful outbound marketing strategy. In many cases, you need a combination of several marketing strategies running simultaneously or consecutively to achieve your marketing goals. Multichannel sequences operate in a pretty much similar fashion.
Depending on your industry and prospect type, multichannel sales sequences involve using the right combination of different channels that your prospects are the most receptive to in reaching out to them. In this piece, we’ll delve deeper into what multichannel sequences entail and how to convert leads to customers using multichannel sales sequences.
What are Multichannel Sales Sequences?
Multichannel sales sequences or multichannel marketing refers to a strategic approach used by businesses or marketers to engage potential customers across multiple marketing communication channels in a coordinated and structured manner. It involves creating a series of targeted messages and touchpoints delivered through various channels such as email, phone calls, social media, direct mail, and more to ignite the interest of the prospect in what the company is offering.
In multichannel sales sequences, the primary aim is to build relationships with prospects, nurture leads, and guide them through the sales process until they make a purchasing decision. By using multiple channels, marketers significantly increase the chances of reaching their target audience and capturing their attention quicker. Did you know that 72% of prospects prefer to connect with brands through multiple channels before making a purchase?
While email marketing, LinkedIn Inmails, and phone calls remain some of the most effective cold outreach and follow-up methods, not everyone will answer their phone or reply to your email every time. So, in multichannel marketing, each channel serves as a complementary component, reinforcing the message, creating a seamless customer experience, and guiding leads to make their first purchases.
How Does it Work?
Converting leads into customers using multichannel campaigns involves implementing a strategic approach that combines various communication channels and tactics. Because multichannel sequences target customers online and offline, it allows you to reach even more perfect buyers.
Here's a quick step-by-step guide on how to convert leads to customers using multichannel sales sequences:
Understand your target audience
You need a deep understanding of your target audience's needs, pain points, and preferences. You need to also find out which outreach channel they use the most. This makes it easier to tailor your multichannel sales sequences to their specific interests.
Build a comprehensive buyer's journey
Map out the different stages a lead typically goes through before conversion. Identify the touchpoints and interactions the prospects have with your business along the way. This information will help you determine the most effective channels and messages for each stage of the sequence.
Segment your leads
You want to break up your leads into categories based on demographics, preferred social media or hangout platform, interests, behavior, engagement level, or any other relevant criteria. This segmentation will enable you to personalize your sales sequences and provide targeted content to each group.
Develop compelling content
Create engaging and insightful content that aligns with your leads' needs at each stage of the buyer's journey. Be sure to address their pain points and provide valuable solutions to commonly asked questions. You can do this via blog articles, short videos, case studies, ebooks, whitepapers, webinars, or email newsletters. Ensure the content is tailored to the specific channel and format you plan to use.
Implement a multichannel approach
The success of any multichannel campaign depends on the efficacy of the channels you use. Be sure to use as many channels as you deem effective to reach your leads and stay top-of-mind. Some effective channels to consider include email marketing, social media platforms, website retargeting, direct mail, phone calls, live chat, and events. Determine which channels work best for your target audience and adjust your strategy accordingly.
Craft a sequence of touchpoints
Develop a sequence of touchpoints that spans multiple channels and delivers relevant content to your leads. For example, you might start with an introductory email, followed by retargeting ads on social media (e.g., LinkedIn), a personalized video message via email, and a phone call from a sales representative. Each touchpoint should build upon the previous ones and provide value to the lead.
Personalize and automate
Another effective tool you want to add to the mix is automation. But you need to accompany that with personalization to get the best results. You can leverage marketing automation tools to personalize and automate the delivery of your messages across multiple channels. You can also utilize the data you gather to customize the content, timing, and channel of each touchpoint.
Monitor and measure results
Regular tracking allows you to monitor the performance of your multichannel sales sequences. Track key metrics, such as open rates, click-through rates, conversion rates, and revenue generated. Analyze the data to identify areas of improvement and optimize your sequences accordingly.
Continuously refine and optimize
Based on the insights gained from monitoring and measuring, refine your multichannel sales sequences to improve their effectiveness. Test different variations, messages, channels, and timing to identify what resonates best with your leads. Remember to adapt your strategy based on your target audience's preferences and the changing landscape of marketing channels.
Provide exceptional customer experiences
Once a lead converts into a customer, ensure they have a positive experience with your business. Deliver on your promises, provide excellent customer service, and continue engaging with personalized content to foster long-term relationships and encourage repeat business.
Sample Multichannel Sales Sequence
Here's an example of a multichannel sales sequence for a software product:
1. Initial Email
The sequence begins with an introductory email sent to a carefully curated prospect list (i.e., people who have shown interest in the software). This email should provide an overview of the product's features and benefits, along with a call-to-action to schedule a demo.
Subject: Introducing [Software Name]: Revolutionize Your [Prospect's Industry] Effortlessly
Hi [Prospect's Name],
I hope this email finds you well. I wanted to introduce you to [Software Name], a powerful solution designed to transform the way [Prospect's company] operates. I've been following your company's success for a while, and I’m confident that [Software Name] can revolutionize your operations.
[Software Name] offers a wide range of features, including [Feature 1], [Feature 2], and [Feature 3]. These capabilities enable businesses like yours to streamline processes, enhance productivity, and drive growth effortlessly. I'd love to schedule a brief custom demo to showcase how [Software Name] can specifically address your unique needs.
Are you available for a quick call next week? Please let me know a date and time that work best for you. Looking forward to connecting soon!
2. Follow-up Call
A few days after the first email, a sales representative can follow up with a phone call to discuss the prospect's needs in more detail, answer questions about the software, and address any concerns they have.
Stage 2: Follow-up Call
[Sales Representative]: Hi, [Prospect's Name]. This is [Your Name] from [Your Company]. How are you today?
[Prospect's Name]: I'm doing well, thank you. How about you?
[Sales Representative]: I'm great, thanks for asking. I wanted to follow up on our previous email regarding [Software Name]. I hope you’ve been able to check out the software. Is this still a good time to talk?
[Prospect's Name]: Yes, of course. I'm still interested in learning more about [Software Name].
[Sales Representative]: Fantastic! During our initial chat, you mentioned [Prospect's Pain Point]. I wanted to provide more information on how [Software Name] can specifically address that challenge. Our software offers [Key Feature 1], [Key Feature 2], and [Key Feature 3], which have proven to be highly effective in helping businesses like yours overcome [Prospect's Pain Point].
[Prospect's Name]: That sounds interesting. Can you elaborate more on [Key Feature 1]?
[Sales Representative]: Certainly! [Key Feature 1] allows you to [Provide a concise explanation of the feature]. This feature streamlines [Specific process] and helps you achieve [Desirable outcome]. It has been well-received by our customers in the [Prospect's Industry] and has led to significant cost savings and improved efficiency.
[Prospect's Name]: I see. Interesting. Can you provide me with some additional resources and customer testimonials that I can share with my team?
[Sales Representative]: Perfect. I'll send those right away to your email address. Is there any specific timeframe you have in mind for making a decision or scheduling an actual demo?
[Prospect's Name]: Let's aim to reconnect next week Tuesday by 2 pm.
[Sales Representative]: Absolutely. That works for me. I’ll be in touch.
3. Social Media Engagement
Your sales team can also connect with them on social media platforms to stay on their radar. They can share relevant content, comment on the prospect's posts, and engage in conversations related to the industry or the prospect's challenges.
Subject: Connect with [Software Name] on LinkedIn
Hi [Prospect's Name],
I noticed your recent post about [industry topic], and I couldn't agree more. [Industry challenge] is something we've been working on addressing with [Software Name]. I believe our expertise in this area could be valuable to your business.
Let's connect on LinkedIn, where we can share insights, industry news and engage in meaningful conversations. I look forward to staying connected and exploring ways we can collaborate for mutual success.
Feel free to connect with me here: [LinkedIn Profile URL].
4. Personalized Video
Send out a personalized video message to the prospect. In the video, you can demonstrate how the software can solve their problem and showcases its user-friendly interface.
Subject: Discover How [Software Name] Can Transform Your [Prospect's Business]
Hi [Prospect's Name],
I wanted to take a moment to send you a personalized video message showcasing the capabilities of [Software Name] and how it can revolutionize your business. In the video, I'll demonstrate how our software addresses the pain points you shared with us.
Please click on the following link to watch the video: [Video Link].
After viewing the video, I'd love to hear your thoughts and discuss any questions you may have.
Looking forward to our conversation!
5. Direct Mail
To create a tangible impact, you can send a well-crafted direct mail package to the prospect's physical address. Include a personalized letter, the product brochure, and a special offer or time-limited discount code to encourage them to make a purchase decision.
Subject: Special Delivery: [Software Name] Package Inside!
Hi [Prospect's Name],
I hope this mail finds you well. I wanted to send you something special to show our appreciation for your interest in [Software Name]. Inside this package, you'll find detailed brochures about the software, along with a personalized letter explaining how it can revolutionize your [Prospect's Industry].
[Software Name] has been trusted by numerous companies in the [Prospect's Industry] to streamline operations, boost efficiency, and drive growth. Here, you’ll see a comprehensive overview of the features and benefits of the tool, along with real-life case studies showcasing the impact it has made for businesses like yours.
Let me know if you have any questions. I'm here to assist you in any way I can.
Looking forward to the opportunity to support your business!
6. Webinar Invitation
Invite the prospect to attend a live webinar or online event where they can learn more about the software's advanced features and see real-life case studies.
Subject: Join Our Exclusive Webinar: Discover the Power of [Software Name]
Hi [Prospect's Name],
I wanted to extend a personal invitation for you to join our exclusive webinar, where we'll dive deep into the capabilities of [Software Name] and explore how it can help your business thrive in the rapidly evolving [Prospect's Industry].
During the webinar, you'll also have the opportunity to ask questions and interact with other industry professionals who are considering implementing [Software Name] in their organizations.
Webinar Link: [Webinar Registration Link]
Spaces are limited, so make sure to secure your spot today by registering through the provided link. Looking forward to having you join us!
7. Final Follow-up
The sequence concludes with a final email or phone call, offering a limited-time promotion or discount to encourage the prospect to make a purchasing decision.
Subject: Limited-Time Offer: Special Discount on [Software Name]
Hi [Prospect's Name],
I wanted to reach out one last time to inform you about an exclusive opportunity. We are offering a special discount on [Software Name] for businesses in the [Prospect's Industry].
By implementing [Software Name], you can unlock significant operational efficiencies, increase productivity, and drive revenue growth. This limited-time offer provides a [percentage] discount on the regular pricing.
To take advantage of this offer, please contact me directly. I'm here to support you throughout the entire process and ensure a seamless implementation of [Software Name] in your organization.
Throughout the multichannel sales sequence, the sales team tracks and analyzes the prospect's responses and interactions. This data helps them assess the effectiveness of each channel and adjust their approach accordingly to optimize conversions and close sales.
Interested in knowing how to incorporate multichannel sales sequences in your B2B marketing campaigns? We’re happy to show you how our tool, grobot implements multichannel sales sequences effectively.