If there’s one thing every company under the sun is fighting for, it’s leads. After all, sales are a numbers game. The more leads you can get as a business, the more sales you’ll make.
A few years back, B2B prospecting consisted of cold calling. In 2025, as cold calling is becoming an obsolete marketing tactic (maybe because 97% of consumers ignore cold calls), getting leads has become increasingly challenging for many Australian businesses.
This means that companies have to use various channels to reach potential leads to get a sale. So, what is multi-channel outreach and how does it work for B2B prospecting strategies?
Understanding the Power of Multi-Channel B2B Prospecting Strategies
Statistics prove that multi-channel B2B prospecting strategies get better results than one-channel ones.
50% of marketers who implement multi-channel outreach in their B2B prospecting strategies claim they usually hit their targets. Moreover, companies with a strong multi-channel B2B prospecting strategy say their annual revenue rises at a yearly rate of 9.5% and a decrease in cost per contact at a yearly rate of 7.5%.
These numbers confirm one thing: with powerful multi-channel B2B prospecting strategies, companies can maximise their reach, improve engagement rates, and significantly boost their chances of converting prospects into customers.
But what does multi-channel outreach entail? There are three main lead generation techniques: cold email campaigns, telemarketing, and social media outreach, with LinkedIn being the go-to social media platform for B2B companies.
Cold Emailing: Creating Effective Cold Email Campaigns
Cold email campaigns are replacing cold calling, with B2B companies leveraging this channel to reach prospects in a more scalable and less intrusive way. A successful cold email strategy focuses on personalisation, clear value propositions, and strong call-to-actions.
Let’s take a closer look at building an effective cold email strategy.
Crafting Compelling Subject Lines and Copy
The most important element of a successful email campaign is its subject line. A compelling subject line that generates curiosity and doesn’t feel intrusive–or like spam–can single handedly increase your conversion rates.
But as important as the subject line is, the content of your campaign is just as crucial. The copy of your email campaign should convey the main benefit of your proposition. In short, it should answer the question: what’s in it for them and why should they pay attention to your email?
Implementing Automated Follow-up Sequences
Most B2B companies send a large volume of cold email campaigns, so sending each one manually and following up on it is highly unmanageable. That’s why most companies resort to automated follow-up sequences, where each prospect receives timely, pre-scheduled emails based on their engagement. With automation, companies can personalise follow-ups at scale and ensure no lead falls through the cracks of an unfollowed-up campaign.
Cold Calling: Integrating Telemarketing Best Practices for Maximum Impact
Although cold calling, or telemarketing, isn’t as effective as it used to be a few years ago, it’s still one of the most used B2B prospecting strategies. Yet, in 2025, the rules of telemarketing have changed.
Telemarketing Best Practices in 2025
Telemarketing best practices have come a long way from the impersonal, script-driven calls of its early days. Generic pitches are now obsolete and have been replaced by personalised, research-driven conversations that hit the nail on the head when it comes to the prospect’s needs, desires, fears, or frustrations.
With AI and advanced CRM tools, companies can now leverage specific prospect data to make their cold calls feel more personal, as long as they’re staying compliant with privacy regulations.
Synchronising Cold Calling with Cold Email Campaigns
Synchronising cold calling with cold emailing is one of the most leveraged B2B prospecting strategies of modern marketing. Being one of telemarketing best practices, this approach reinforces the relationship with the prospect by establishing not one but two points of contact. And the more points of contact, the more likely the response. So, when executed effectively, this outbound sales strategy can significantly increase engagement and drive more conversions.
LinkedIn Prospecting: Leveraging LinkedIn for Multi-Channel Outreach
LinkedIn has become the go-to social media platform for B2B prospecting strategies and personalised lead generation techniques. With LinkedIn, companies can reach decision makers directly without going through a company chain of command, which often leads to higher conversion rates.
Building a Strong Social Selling Presence
The key to LinkedIn prospecting and lead generation techniques is a strong presence on the platform. For LinkedIn, content such as thought leadership and case studies tend to yield the best results for B2B prospecting strategies, as the decision makers are looking for deep insights and real-world examples that address their challenges and goals.
Thought leadership positions your company as an authority in the industry, while case studies provide tangible proof of your success, which translates into stronger trust and credibility among prospects.
Advanced LinkedIn Search and Connection Strategies
Another element of LinkedIn prospecting besides content is knowing how to leverage the ins and outs of the platform effectively. Using advanced LinkedIn search and well-defined connection strategies allows businesses to narrow their targeting (through filters or LinkedIn Sales Navigator) and forge genuine relationships with prospects (through personalised connection requests and messages).
Creating a Unified Multi-Channel Outreach Campaign
As we’ve stated above, having multiple contact points with prospects leads to better conversions. In fact, according to the Sales Prospecting Research by the RAIN Group, it takes an average of 8 points of contact with the prospect to get a sale.
Timeline and Touchpoint Orchestration
Effective multi-channel outreach relies on orchestrating touchpoints to complement one another, creating a seamless journey for the prospect. For instance, an initial cold email can be followed by a LinkedIn connection request and a phone call timed to follow up if they don’t respond.
Measuring Cross-Channel Performance
When you implement your multi-channel B2B prospecting strategies, you’ll want to know how each channel is performing in the context of the bigger picture. So, you’ll want to measure your cross-channel performance and track the response rates, conversion rates and overall ROI for each channel.
This way, you’ll be able to pinpoint which channel is working best overall or which channel is better for each stage of your outbound sales strategy.
Create Your B2B Prospecting Strategy with Us
Looking to outsource multi-channel outreach? At J2 Group, we help Australian businesses grow with omnichannel B2B prospecting strategies. Our Melbourne-based team offers services like personalised lead generation, outsourced SDR services, managed appointment setting and professional telemarketing.
If you’re looking for a team of professionals to help you find new customers and close more deals, contact us.
