Executive Summary
RevConnect, a B2B SaaS company offering revenue management solutions, struggled to break through crowded inboxes with email-only outreach. Despite having a strong product, the sales development team faced low response rates and struggled to secure meetings with decision-makers.
By shifting from a single-channel (email-only) strategy to a multi-channel outreach approach—combining email, LinkedIn, and phone touchpoints—RevConnect tripled its booked meetings in just three months.
Company Background
RevConnect helps mid-market and enterprise finance teams optimize revenue recognition, compliance, and forecasting. With a target audience of CFOs, VPs of Finance, and Controllers, reaching busy executives required persistence and creativity.
The company’s outbound sales team consisted of 10 SDRs tasked with generating qualified meetings for account executives.
The Challenge
Before adopting multi-channel outreach, RevConnect SDRs relied heavily on cold emails. This approach caused several issues:
- Low reply rates: Cold email response rate averaged just 4%.
- High competition: Prospects’ inboxes were saturated with sales pitches.
- Missed opportunities: SDRs had no consistent LinkedIn or phone follow-up strategy.
- Slow pipeline growth: Meeting volume wasn’t keeping pace with revenue goals.
The team needed a new approach to stand out and increase meaningful prospect engagement.
Objectives
RevConnect leadership set three clear goals:
- Increase meeting bookings by 2–3x within one quarter.
- Create consistent multi-touch, multi-channel workflows.
- Improve overall response rates while keeping outreach personalized.
Approach
The SDR team launched a structured multi-channel outreach strategy built on a sequence of 8–10 touchpoints across email, LinkedIn, and phone.
1) Email + LinkedIn Sequences
- SDRs paired initial cold emails with LinkedIn connection requests.
- Follow-up LinkedIn messages referenced prior emails, creating continuity.
- Personalized touches used data enrichment (job role, company size, funding news).
2) Phone Integration
- Added phone calls on days 3, 7, and 14 of outreach sequences.
- SDRs left short, professional voicemails and followed up with an email referencing the call.
3) Content Sharing
- Shared relevant case studies and blog posts on LinkedIn rather than only pitching.
- Built credibility by offering value before asking for time.
4) Automation & Tracking
- Used an outreach platform to orchestrate multi-channel sequences and track engagement.
- SDRs received alerts when prospects opened emails or viewed LinkedIn profiles.
Implementation Timeline
- Week 1: Train SDRs on new outreach playbooks and messaging templates.
- Week 2–3: Launch pilot with two SDRs, test sequences across three industries.
- Week 4: Roll out multi-channel sequences to full SDR team.
- Week 5–8: Monitor metrics, optimize messaging, and add content assets into flows.
- Week 9–12: Scale across all target verticals.
Results
In just 12 weeks, RevConnect achieved impressive results:
- Meetings Booked: 3x increase compared to email-only outreach.
- Response Rate: Improved from 4% → 13% (↑ 225%).
- LinkedIn Engagement: Connection acceptance rates averaged 42%.
- Pipeline Growth: Outbound-sourced opportunities increased by 68%.
What Changed in Practice
- SDRs no longer gave up after one or two unanswered emails.
- Prospects saw SDR names across multiple channels, improving familiarity.
- Calls plus LinkedIn touches created more urgency than email alone.
Lessons Learned
- Persistence pays off. Multiple touchpoints across channels increased visibility.
- Channels work better together. Email, LinkedIn, and phone reinforced each other.
- Value before pitch. Sharing useful content built trust with cold prospects.
- Consistency is key. Structured workflows prevented SDRs from dropping follow-ups.
What’s Next
- Expanding sequences to include personalized video outreach.
- Testing direct mail touchpoints for enterprise accounts.
- Using intent data to prioritize prospects already researching revenue software.
Customer Voice
“When we were only sending cold emails, we felt invisible. Adding LinkedIn and phone into the mix changed everything—suddenly prospects recognized our names and were more willing to respond. Multi-channel outreach didn’t just get us more replies, it got us the right kind of meetings.” — SDR Manager, RevConnect
Bottom line: By embracing multi-channel outreach, RevConnect transformed its outbound strategy, tripled booked meetings, and built a stronger pipeline—proving that in today’s sales environment, email alone isn’t enough.