ABM Multi-Channel Orchestration Guide for Sales Teams
Email alone doesn't work. A cold email has a 2% open rate on average. Even if it opens, you're competing for attention.
The same is true for calls. Ads. Content. No single channel wins business.
What wins business is orchestration. You touch an account across multiple channels simultaneously. Email plus ads plus content plus calls plus events. The prospect hears your message from multiple angles. They remember you.
This is multi-channel ABM orchestration.
The Multi-Channel Opportunity
Most companies operate in silos. Email marketing runs their email program. Paid ads runs ads. Sales runs calls and emails. Content marketing publishes content. Events are separate.
No one is orchestrating across channels.
When you orchestrate, the results multiply.
A prospect gets an email on Monday. They ignore it. On Tuesday, they see a targeted ad on LinkedIn. On Wednesday, they read an article on your website addressing their pain point. On Thursday, they get a call from your sales rep. They remember your company from the ads and content. They take the call.
If you'd only done email, they would have ignored it. But orchestration across channels creates a unified experience that's hard to ignore.
The Orchestration Framework
Multi-channel orchestration has four components.
Audience definition: Who are you targeting across channels?
Message consistency: What's the message across channels?
Channel selection: Which channels matter for this audience?
Timing and sequence: What's the order? What's the frequency?
---Step 1: Define Your Target Accounts and Personas
You can't orchestrate if you don't know who you're targeting.
Define your target accounts (your TAL). Define the personas at each account (VPs of Sales, CMOs, CFOs, etc.).
For each persona, understand their media consumption. Do they spend time on LinkedIn? Do they read industry blogs? Do they attend conferences? Do they respond to calls? Do they watch videos?
A VP of Sales might spend a lot of time on LinkedIn, read sales blogs, listen to sales podcasts, and take calls from vendors. A CFO might rarely spend time on social, read finance publications, and only respond to formal email.
Your channel strategy should match their media consumption.
Step 2: Define Your Core Message
What's the core message you're trying to communicate to your target accounts?
"Fast-growing SaaS companies like you are struggling to accelerate sales. We help you close deals faster by making reps more efficient."
This message is consistent across channels. But how it's expressed changes by channel.
Step 3: Identify Your Channels
What channels make sense for your target accounts?
Email: Scalable, trackable, direct. Works for most B2B audiences.
LinkedIn ads: Best for targeting decision-makers by job title, company size, industry.
Display ads: Build awareness by showing your brand repeatedly across the web.
Content (blog, guides, webinars): Builds credibility and provides value.
Calls: Direct conversations. Works best for warm introductions.
Events: In-person or virtual events create stronger relationships.
Direct mail: Unusual, but stands out when everyone else is digital.
Podcast sponsorships: Reaches engaged audiences interested in your space.
Pick 3-4 channels that match your audience and your budget.
---Step 4: Map Your Sequence
Create a sequence that touches the account across your channels.
Example sequence over 6 weeks:
Week 1: - Monday: Personalized email to decision-maker - Wednesday: LinkedIn ad (retargeting to email recipient) - Friday: Second email
Week 2: - Monday: Call attempt (sales) - Tuesday: LinkedIn ad - Thursday: Email
Week 3: - Monday: Content offer (download a guide) - Wednesday: Ad - Friday: Call attempt
And so on for 6 weeks.
This sequence gives you multiple touches across multiple channels. The prospect hears from you via email, LinkedIn, and calls. This creates familiarity and increases response.
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Each channel tells part of the story.
Email: Addresses a specific pain point. "SaaS teams struggle to close deals faster. Here's why."
LinkedIn ad: Awareness and familiarity. "See how SaaS teams accelerate growth."
Content: Value. "5 Ways to Accelerate Your Sales Cycle."
Call: Direct conversation. "Hey, I saw you downloaded the guide on sales cycles. Want to talk about how we help companies like you accelerate?"
Each touch reinforces the core message but adds a piece. The prospect gets a sense that your company understands them and can help.
Step 6: Align Your Tech Stack
You need tools that can orchestrate across channels.
A CRM tracks all interactions: emails sent, calls made, content downloaded, ads shown. This creates a unified view of the customer journey.
A marketing automation platform like HubSpot orchestrates email and content offers.
An ad platform like LinkedIn Ads or Google Ads shows ads based on account and behavior.
A sales engagement platform like Outreach orchestrates calls, emails, and touchpoints.
Ideally, these tools integrate so you see the complete picture in your CRM.
---Step 7: Measure Multi-Touch Attribution
Single-channel attribution won't work for multi-channel orchestration. A deal closes and you don't know if it was the email, the ad, the content, or the call.
Use multi-touch attribution. Give credit to multiple touchpoints. If a customer had 10 touchpoints before closing, all 10 contributed.
Track these metrics: - Accounts touched: How many accounts did we touch across all channels? - Accounts engaged: How many showed engagement (opened email, clicked ad, downloaded content, took a call)? - Conversion rate: Percentage of engaged accounts that became opportunities/customers. - Influence by channel: Which channels contributed most to revenue?
Orchestration Mistakes
You over-touch. You touch an account so many times that they get annoyed. 6 touches over 6 weeks is good. 20 touches is harassment.
You use the same message on every channel. Your email says the same thing as your ad. Tailor each channel.
You under-invest in channels. You send emails but don't run ads or create content. Multi-channel means multiple channels at scale.
You don't coordinate timing. You send an email Tuesday and run ads starting Thursday. Coordinate so they reinforce.
You don't measure results. You're orchestrating across channels but don't track which channels contribute most. Measure and optimize.
Budgeting for Multi-Channel
Multi-channel orchestration requires budget across channels.
Example allocation for a 100-account TAL over 6 months: - Email: Relatively cheap. Maybe 5K in tools and 20K in labor. - LinkedIn ads: Maybe 10K (assume 100 per account touch) - Content creation: Maybe 15K (guides, webinars) - Paid search: Maybe 5K - Calls/sales: Bundled in sales salaries
Total: Around 55K for a 6-month program for 100 accounts. That's about 550 per account.
If you close even one 150K deal from this, you're cash flow positive immediately.
---Start with Email Plus One
You don't need to orchestrate across 10 channels. Start with email plus one other channel.
Email plus LinkedIn ads is a powerful combination. Email gets your message in front of them. LinkedIn ads reinforce awareness.
Email plus calls is another good combination. Email warms them up. Call closes them.
As you get good at this, add more channels.
Orchestration Is a Discipline
Multi-channel orchestration requires discipline. You have to plan sequences. You have to coordinate across teams. You have to measure results.
But when you get it right, the results are powerful. Prospects that would have ignored an email respond because they've heard from you multiple times across multiple channels.
Ready to orchestrate your ABM across channels? Book a demo to see how Abmatic AI coordinates multi-channel campaigns.
