Building a Multi-Channel Approach to Appointment Setting

The days of relying on a single communication channel for appointment setting are gone. Decision-makers are bombarded with messages across multiple platforms, making it essential to develop a coordinated multi-channel approach to break through the noise.
Our research with B2B companies shows that organisations using three or more channels in their appointment setting efforts achieve 40% higher response rates than those using a single channel.
Why Single-Channel Approaches Fail
Traditional single-channel appointment setting faces several challenges:
Different prospects prefer different communication methods – some respond to calls while others prefer email or social media
Decision-makers are overwhelmed on popular channels, making it harder to stand out
Single touchpoints are more likely to be missed or forgotten in busy schedules
Each channel has inherent limitations in conveying certain types of information
These limitations result in lower connection rates, extended sales cycles, and missed opportunities.
Core Channels for Effective Appointment Setting
A robust multi-channel approach typically includes:
Telephone
Despite predictions of its demise, telephone contact remains effective for appointment setting. Voice communication allows for:
Real-time conversation and rapport building
Immediate clarification of questions
Tone and enthusiasm that written communication cannot convey
The key is to use calls strategically rather than as the sole contact method.
Email
Email provides several advantages:
Allows prospects to respond at their convenience
Enables sharing of detailed information, links, and attachments
Creates a written record of communication
Can be forwarded to other stakeholders
Personalised emails that offer clear value perform significantly better than generic templates.
Social Media
Professional social networks, particularly LinkedIn, have become essential for B2B appointment setting:
Provides context about the prospect’s role, interests, and recent activities
Offers multiple engagement options (connections, comments, direct messages)
Allows for relationship building before direct outreach
Social selling techniques that focus on providing value before asking for meetings show 40% higher success rates.
Emerging Channels
Beyond these core channels, several emerging methods show promise:
Video Messages
Personalised video messages create a human connection while offering the convenience of asynchronous communication. They are particularly effective for high-value prospects.
Text Messaging
When used appropriately (and with permission), text messaging can be effective for specific situations such as meeting confirmations or rescheduling.
Direct Mail
In a digital world, physical mail stands out. Targeted direct mail followed by digital outreach shows a 27% higher response rate than digital-only approaches.
Building an Effective Sequence
The power of multi-channel appointment setting comes not just from using multiple channels, but from using them in a coordinated, strategic sequence:
Research and Preparation
Before any outreach, thorough research should be conducted to understand:
The prospect’s role and responsibilities
Recent company developments
Industry challenges relevant to the prospect
The prospect’s preferred communication channels (when possible)
Initial Engagement
The first touchpoint should focus on establishing relevance rather than requesting a meeting. This might include:
Connecting on LinkedIn
Sharing relevant content
Commenting thoughtfully on the prospect’s posts
Value-Based Outreach
Subsequent touchpoints should demonstrate value and build credibility:
Personalised email with insights relevant to the prospect’s situation
Direct mail with high-value content
Social media engagement with additional resources
Direct Contact
After establishing presence and value, direct contact can be made:
Phone call referencing previous touchpoints
Personalised video message
Direct meeting request with clear agenda and value proposition
Follow-Up
Consistent, value-added follow-up across multiple channels:
Email with additional information relevant to previous conversations
Brief phone check-in
Continued social engagement
Implementation Considerations
When implementing a multi-channel approach, several factors should be considered:
Channel Coordination
All channels should present a consistent message while leveraging the unique strengths of each medium. Communication across channels should be coordinated to avoid overwhelming prospects.
Timing and Cadence
The optimal sequence typically includes 8-12 touchpoints over 3-4 weeks, with appropriate spacing between contacts. The specific timing should be adjusted based on prospect engagement.
Content Customisation
Content should be tailored for each channel while maintaining message consistency. What works in an email may need adjustment for social media or phone conversations.
Measuring Success
To evaluate the effectiveness of a multi-channel approach, track:
Response rates by channel and sequence position
Appointment conversion rates
Meeting show rates
Opportunity conversion from meetings
Time to appointment
These metrics should be used to continuously refine the channel mix and sequence for optimal results.
A well-executed multi-channel appointment setting strategy creates multiple opportunities for connection, reinforces your message, and meets prospects where they are most receptive. The re