Definition
What is Multichannel Outreach?
The short answer
Multichannel outreach is contacting prospects through several coordinated channels, usually email, LinkedIn and phone, as one planned sequence in which each touch builds on the last.
Key figure
60/40
Why it matters
Different buyers answer different channels, which is why coordinated sequences reach more of a buying committee than any single channel.
Put it to work
Where multichannel outreach matters on a program.
Research
What the research says
60/40
The B2B buying journey shifted from a 70/30 to a 60/40 split between independent research and seller engagement, and buyers still averaged 16 interactions per person with the winning vendor.
6sense, 2025 B2B Buyer Experience Report, Nov 2025. More than 4,000 buyers across North America, EMEA and APAC.
10
B2B customers use an average of ten interaction channels in their buying journey, up from five in 2016. At any stage, a third want in person, a third remote and a third digital self serve.
McKinsey, B2B Pulse 2024, Sep 2024. Ninth edition of the survey; about 30,000 respondents globally since 2016.
Related terms
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