The Outreach Fix: Multi-channel outreach

In this Outreach Fix episode, we tackle the big question: is multichannel outreach too much?

Sopro’s Kit Smith and Rob Harlow examine why so many multi-channel campaigns fail and what it takes to get them right.

With more channels and more decision-makers than ever, outreach can quickly feel overwhelming or intrusive. But when it’s done correctly, multi-channel delivers better results, better response rates, and a smoother sales journey.

Kit and Rob explore how to strike the right balance between persistence and relevance. They cover everything from targeting strategy to timing, and share practical examples of what good (and bad) multichannel looks like in action.

What you’ll learn:

• Why some outreach feels like spam, and how to avoid it
• How intent signals can guide more natural conversations
• What roles to target (and when to back off)
• Why email alone isn’t enough and what to add to the mix
• How to balance automation with the human touch

Key takeaways:

• Multichannel needs strategy: Blanket campaigns don’t work. Success depends on reaching the right people, at the right time, on the right channels.
• Natural beats persistent: Treat outreach like a conversation. Intent signals – like website visits or job changes – should guide your next step.
• Influence the whole buying group: You might email the sales director, but your ads should speak to the CFO too. Each role needs a tailored approach.
• It’s not creepy if it’s earned: When outreach is grounded in prior engagement it feels relevant, not invasive. That’s what builds trust and gets responses.