How to Build a Multi-Channel Outbound Sequence on Lemlist

Sales reps are trying to sell their products or services to prospective leads consistently. To establish a connection with these leads, sales representatives can either rely on marketing teams to deliver inbound leads or they can find prospects through cold calling, cold emails, and texting (SMS).

Add multi-channel outreach, and you can maximize the reach to your target audience by showing up on different platforms. Multi-channel outreaches usually lead to an increase in ROI by an average of 25%.

Lemlist is one of the cold outreach software, which helps you not only send cold emails but also connect with your target audience via LinkedIn.

How can a multi-channel outbound sequence facilitate your SaaS growth?

Fundamentally, using multiple communication channels to reach out to prospects increases your chances of connecting with them. Here are some further reasons why you should not ignore multichannel outreaches.

1. Broader, more accurate reach – Using multiple channels enables us to communicate with decision-makers in their desired way and gives us more opportunities.
2. Actionable analytics (and customer insights) – Multi-channel sales outreach gives data on where prospects are most engaged and suggest the channels that need an upgrade or change.
3. Take advantage of the capabilities diverse channels have to offer – Utilizing the multichannel marketing approach, you may take advantage of different channels’ capabilities while identifying those circumstances where it falls short.
4. Utilize multiple channels to engage with a single lead – One of the major advantages is how each channel works together throughout a single campaign. For instance, you can send emails to leads you connect with on LinkedIn and establish the context of the conversation without much hassle.

What is Lemlist?

Lemlist is an AI-powered email marketing tool that allows you to automate outreach campaigns and create highly personalised email campaigns. You may segment your audience, customise your emails, and monitor your performance with Lemlist to see what’s working. It functions as a sales engagement platform that automates follow-ups for you. As a result, you can concentrate on your primary sales activities while leaving the follow-ups to Lemlist.

Lemlist not only helps you to create a relationship with your target audience on various platforms, but also guides you to generate leads across several channels, including LinkedIn, cold email, and cold calls. In the process, it enables you to grow your LinkedIn network and transform your profile into a lead-generation tool as well.

How to build a multi-channel outbound sequence using Lemlist?

In this article, we are going to make your life a bit easier by demonstrating how you can create an outbound sequence in multiple channels by using Lemlist and reach a wider range of your target audience!

1. Defining Your Target Audience

The first step towards defining your target audience is to create an Idea Customer Profile (ICP). ICP is a hypothetical description of the kind of organisation that would benefit most from your products or services. Giving your consumers greater value will increase the value you receive in return. Here are some ideas for how to make your company’s ICP as relatable as possible:

A. Make a list of your top customers –  Try to include customers who contribute the most revenue, receive the greatest value from you, and have been loyal to you for the longest. These are the kinds of customers you should search for more frequently.

B. Explore their attributes – Attempt to learn the fundamentals of their business, such as its industry, size, and revenue. Then try to dive deep by understanding their social characteristics and if they have added any new features to their solutions. You can also conduct a call or interview to learn more about them if you require more in-depth information.

C. Identify the common characteristics – Look for patterns among your best clients that are repeated from one account to another. These qualities are the ones you should look for in potential new clients to make sure they turn out to be your best customers as well.

The above steps were overall research on what kind of company you want to acquire as your customer. However, that is not enough. You need to dive deep into the persona of the individual or buyer in the company who is going to opt for your solution. A buyer persona is a thorough profile of a member of your target audience. While fictional, it is based on extensive study and can help to enhance your outreach personalization. Let’s see some quick steps on how you can create this!

• [ ]undefinedBuyer profile – Try to pinpoint the professional background (job title, job role, etc.), demographics (location, age, etc.) and interests of the buyer that you are trying to target. You can easily get such information from the LinkedIn Profile of your ideal buyers, or the information from your website’s google analytics account.

How to find the professional background of your ideal buyer?

• [ ]undefinedKnow the objectives and goals of your buyer – After you know the precise objectives of your target, you can provide them with a unique value by explaining how your product will help them reach those objectives. This may be determined by looking at their LinkedIn comments and reviews, the queries they post in the social media groups they are a part of, etc.

• [ ]undefinedHow did they learn about you and choose to acquire your solution? – Once you know the type of content, social media platform, or outbound technique your target customer is most responsive to, you may reach out to them there, increasing the likelihood that they will respond. On your website, you can monitor their behaviour to learn what drove them to make a purchase.

• [ ]

  undefinedWhat might prevent them from buying your solution? – It’s crucial to know what might prevent your target market from buying your product. This will enable you to anticipate their objections and persuade them to set aside their concerns in order to try your product.

  
  

Creating tiers for your buyer personas is the final stage in defining your target audience. This stage is essential because it enables you to determine which objectives will yield the greatest profits and where you should concentrate your efforts. These tiers can be used to determine where to focus your personalization and lead-generating efforts.

2. How to Build a Lead List that You will Target in Your Outbound Sequence?

After you have defined your target audience, you can make a list of the people whom you would like to reach out to through your outbound sequence. This will not only make you more efficient at work, but a smart and targeted lead list is essential to your outbound sales process. Your sales pipeline is built on this lead list.

A lot of your valuable time will be used up manually creating this lead list. Hence, in order to assist you, we will cover the top 3 tools that will enable you to create these lead lists in just a few minutes!

• Apollo – Apollo is a comprehensive sales intelligence and engagement tool for SaaS companies that equip firms with all they need to prospect, enrich leads, and connect with potential clients effectively. Apollo makes it simple to centralise your sales efforts and prevent tool exhaustion. A good value for money is also obtained with this tool. With 250 million (and increasing) contacts, it also boasts the largest lead database among all sales lead creation solutions. You may also add a lot more information to your existing lead data (from CRM, marketing platforms, etc.) as well as generate new lead lists here with just one click. Apollo usually provides valid work emails for ~75% of the leads that you identify in their filters.

• Lusha – With information from over 100 million business contacts and 15 million enterprises, Lusha is a powerful lead-generation tool. The platform also has tools that can help you convert leads into customers, such as enriched data for more precise sales outreach.  Lusha is a fantastic option for mid-market enterprises wanting to build their operations by increasing their sales pipeline because of its extensive set of features and dedication to 85% – 90% accurate data gathering. Additionally, the Lusha platform was created with simplicity of use in mind, making it easy for sales teams to pick it up in just a few clicks.

• ZoomInfo – Any professional marketer looking for new potential clients will find ZoomInfo to be a great resource. The email search engine on the platform offers extensive data on more than 150 million professionals. Additionally, marketers can be over 95% precise in their targeting of key demographics with ZoomInfo’s data enrichment technologies. The ZoomInfo platform is an advanced software that has made a name for itself as a leader in the field of sales intelligence. However, because it is a relatively complex platform, customizing and integrating it into your current processes might be somewhat challenging.

3. How to Create Your Multi-Channel Sequence using LinkedIn and Cold Emails?

With Lemlist, you can integrate multiple platforms to reach out to your target audience. In this article, we will discuss how you can create a multi-channel sequence by using LinkedIn and Outbound Cold Emails.

Step 1 - Visit and invite your leads on LinkedIn – You may connect to your leads on LinkedIn directly from your Lemlist Dashboard after you’ve connected LinkedIn with your Lemlist account. You should start by going to the ‘Sequence Stage’ of the campaign you are creating or any existing campaign you wish to alter. From here, you may access your lead’s LinkedIn page and send them an invite.

This step gives your future messages some context, makes individuals interested in your profile if you haven’t already connected, and demonstrates that you did some preparation. But be mindful of your daily LinkedIn invite restriction of 20. Aim to get at least 20% of the connection requests accepted. If you’re falling short of it, you should upgrade your LinkedIn profile and audit the audience you are reaching out to.

Step 2 – Send a message on LinkedIn – You can also send customised messages to your leads on LinkedIn within the “Sequence Stage” exclusively. Since you don’t really need to give much information when engaging with people on a networking platform, you can start your communication with a LinkedIn message. But if you want to share information about yourself with them, it’s advisable to leave a LinkedIn message as a follow-up to any email that you have already given.

Also, be sure to wait 5–6 days before entering a message after sending an invite. So your potential customers have time to accept your invitation! They won’t receive your message otherwise.

Step 3 – Set up cold email sequences – You can start cold emailing your leads once you have connected with them on LinkedIn. The biggest benefit of this is that you are no longer absolutely unknown to them, increasing the likelihood that they will open your emails.

Another benefit of using cold emails in multichannel sequences is that you may use immense personalization, but the entire process is automated. Therefore, you’re working quickly while still attracting leads.

In order for your leads to remember you, it is crucial to follow up with them using cold emails. For this reason, you should at the very least create two cold email steps.

Don’t forget to keep some details in mind to prevent your emails from ending up in spam –

a. Do not send more than 100 – 200 emails per week. Open rate should be more than 50%. Reply rate should at least be 10%.

Step 4 – Reminders – Lemlist will alert you when it’s time to engage with someone’s LinkedIn or Twitter post if you add a reminder to your campaign. This will enable you to establish a strong bond with your leads and win their confidence. To simplify the procedure, you could provide the link to the post, the suggestion for a remark, or the actual comment in the “Instruction” area.

4. Things You Should Keep in Mind while Writing Copies for Your Cold Emails.

Every cold email starts with some basic principles. But, the best writers and cold emailers master the art of catching a reader’s attention and providing value. You must conduct in-depth market research on your target audience and have a firm grasp of the essential elements of email copy in order to write a cold email that converts well. To generate interest in your solutions, you must not only make your email content interesting but also informative. With these emails, you need to demonstrate to your target audience how you are qualified to address their issues and simplify their lives.

Let’s look at some crucial points that you need to bear in mind when composing these cold emails.

A. Subject Line – One of the first things a receiver observes about your email is the subject line. ~50% of recipients only consider the subject line while deciding whether to open an email. As a result, your email subject line should grab the reader’s attention right away. Personalize the subject line by using the name of your recipient or the name of their company, a connection you have, a fascinating fact about them, or a particular problem that they face. And, keep it short.

B. Opening Lines – What persuades a reader to continue reading are the opening lines. Your introductory paragraphs need to grab the reader’s attention and facilitate interaction. More importantly, it should provide context for your main email body and explain to readers why they should care about your cold sales email/why you have reached out. Do not send cold emails without any context or observations.

C. Main Body – The primary body of your cold email should fulfil all of your prior promises and assertions. Tell them how the observation is tied to the problem you are solving, how your plan will help them, and how it has worked in the past for other companies. Try not to include any images in the first email that you send. Showcase your value proposition, or what you can accomplish for the recipient.

D. Call to Action – As soon as a lead has finished reading the email’s content, you need to make it clear what they should do next: book a meeting with you, go to your landing page, read a case study, or watch a brief video. A crystal-clear call to action encourages readers to interact with your material more and drives them towards conversion. Keep in mind that each email should only contain one CTA. CTAs that are overused might confuse readers and reduce engagement.

E. Use as much Personalization as you can – You can add some personalizations to your emails to make your potential leads feel more connected or make them more interested in opening your email. For eg: Adding their first names, company names, adding the sender’s name, etc. when you are sending the email it will automatically take the first name of your Potential Leads as mentioned in your uploaded lead list.

F. Add minimal links to your email body – You cannot cover every topic in one simple email. This is why attaching links is important so that any lead who is interested in your solution can get to know more from these links. Another purpose that these links solve is the fact that you can track the leads who are clicking on these links. This would not only help you to see who is interested in your solution but also measure which email copy is working for your leads. But make sure you are not overwhelming recipients with links. Adding too many links also lands your emails in spam.

How to Launch Campaigns on Lemlist?

You can start a campaign on Lemlist in just 10 minutes. Let me guide you a bit to make this process extremely simple for you.

A. Click on ‘Create Campaign’ and upload the lead list under ‘Leads’ that you have created and added to your Lemlsit account. Remember, two campaigns cannot have the same leads.

B. Then set up a name for your new campaign under ‘Settings’ and check out all the other features. You can alter these according to the goals and objectives of your campaign.

C. Under ‘Sequence’ create your multi-channel sequence using LinkedIn and cold emails steps as explained above.

D. Under ‘Schedule’ select the timezone for which you want to launch your campaign.

E. Lastly, ‘Review’ all the emails, and check if all leads are added, sequences are in place, and personalisations and links are working.

F. And there you go, you are all ready to launch your campaign!

How to Measure Your Performance on Lemlist?

With Lemlist, you can not only create a multi-channel outbound outreach but also get feedback on how your outreach is working and if you need to make any changes or improvements.  You can also see exactly how your campaign performed and figure out what was most effective. Let’s see how this is done!

A. Per Channel Statistics – Get data for each of your Email steps, LinkedIn steps, Call steps, Manual tasks, and API Call steps for your multichannel sequences.

B. Per Step Statistics – This section contains a breakdown of the stats for your sequence, allowing you to see how well each step performed. You may assess the effectiveness of your A/B testing here as well. Here, you may also keep tabs on your campaign activities, lead analysis, etc.

C. Review your campaign’s negative metrics – Here, you may see the negative aspects of your statistics, such as failed, bounced, and unsubscribed attempts, among others.

D. Receive an overview of your team’s performance – Depending on the timeframe you select, you’ll get an overview of the activities of your various campaigns each day or each week. It lists all the actions that your leads have taken, arranged by stat (sent, opened, clicked, replied, interested).

E. The best method for measuring the performance of the Lemlist campaigns is to use its webhook. Setup webhook for events like emailsSent, emailsOpened, emailsReplied, emailsClicked, linkedinReplied, linkedinSent etc., and pipe those events to a data warehouse like Google BigQuery via pipedream or n8n. You can connect your data warehouse to a BI tool like Google Data Studio and bam! You can build all potential analytical cuts you want.

Interested in empowering your SDRs with a robust outbound infrastructure? Speak to Our Outbound Expert to Get a More Clear Picture of Building a Multi-Channel Sequence on Lemlist!

This article was originally posted here.