Outreach - Brief guide - 1 minute read
How to build a multichannel outbound campaign
Coordinate channels around one account strategy and one clear reason to engage.
Published by Fraser, which provides a managed AI SDR service.
Start with the account problem
A sequence should begin with a credible reason the account may care now. Public hiring, expansion, funding, technology changes and active procurement can make an approach timely.
Give each channel a role
Email can carry detail, LinkedIn can establish familiarity, phone can resolve uncertainty and forms can reach teams without a published address. Avoid hitting every channel at once.
Follow up with new value
A useful follow-up adds an observation, a relevant proof point or a simpler question. It should stop for opt-outs, complaints, hard bounces and do-not-call requests.
Learn by segment
Compare angles by company size, role, industry and trigger. A message that works for an owner-led business may fail with a buying committee at an enterprise account.
Frequently asked questions
- Should the first message contain a link?
- Usually no. Fraser starts with a relevant question and introduces a link after interest or in a later approved step.
- Can I approve the whole campaign?
- Yes. You can approve defined audiences, messages, channels and limits, or review each external action.
Put Fraser to work on your sales process
Our team sets up and runs Fraser for you — from prospect research and campaign writing to outreach, follow-up and reporting.
Start with a free strategy call to discuss your market and goals.