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Top Omnichannel (IES - Identify, Educate, Sell) Outreach Strategies

Below are the notes I normally use when molding a successful outreach strategy. This is an aggressive strategy, so we may need to dial it back.

IES – Identify, Educate, Sell

Methodically "identify" ideal prospects using clear buyer personas and firmographic criteria, "educate" them through coordinated omnichannel outreach, and "sell" by presenting compelling, well-timed offers aligned to where they are in their sales cycle.

Buyer Personas

  • Demographics (age, gender, job title)
  • Psychographics (goals, values, interests)
  • Behaviors (how they research or buy)
  • Challenges and pain points
  • Motivations and decision drivers

Firmographic Attributes

  • Industry classification (e.g., NAICS/SIC)
  • Company size (e.g., employee count)
  • Annual revenue
  • Geographic location
  • Ownership type / legal structure
  • Years in business/company age
  • Growth indicators/trends
  • Sub-industry / secondary industry classification
  • Business model (e.g., B2B, B2C)
  • Market focus / key clients
  • Competitive position
  • Office locations / geographic footprint
  • Market capitalization / financial scale (for public companies)
  • Customer base size

Reverse Search

  • Technology Utilized
  • Open Positions for Hiring
    • Indeed
      • Go to Indeed, enter the software or service you sell, see what companies are looking to hire for that service, then go to ZoomInfo or Apollo to find the contacts that run that department, push them to HubSpot or Salesforce, and begin your outreach cadence.

Best Practices

  • Personalization over automation — use dynamic fields (company, role, pain point)
  • Mix timing — alternate morning and afternoon sends
  • Human tone on LinkedIn and SMS
  • Call voicemails reference specific prior touch (email/LinkedIn)
  • Track everything — opens, clicks, replies, meetings booked

Top Level Segments

  • Active Customers
  • Non-active customers
  • Active prospects
  • Non-active prospects

Secondary Level Segments

  • Corporate Departments (HR, Legal, Accounting)
  • Match product offering by department
  • Match specialty service offering by department

Suggested Cadence by Day / Channel / Action

Week 1 — Awareness & First Touches
  • Day 1: Email 1: Intro + value proposition (short & personalized)
  • Day 2: LinkedIn: Connect request with a one-line note
  • Day 3: Email 2: Follow-up + relevant stat/case study
  • Day 4: SMS: Short value message (if opted in/appropriate)
  • Day 5: LinkedIn: Like/comment on a recent post
  • Day 6: Call: Voicemail if no answer — mention email & LinkedIn
  • Day 7: Day off: (No outreach; let inbox breathe)

Goal: Get opening replies or LinkedIn accepts

Week 2 — Value Reinforcement
  • Day 8: Email 3: Share a resource (whitepaper/ROI calc)
  • Day 9: LinkedIn: Inbox Message offering help or asking a quick question
  • Day 10: Call: Direct touch — reference email + LinkedIn
  • Day 11: Email 4: Pain-point focused message
  • Day 12: SMS: Friendly nudge w/ key benefit
  • Day 13 LinkedIn: Share relevant industry content
  • Day 14: Review: Analyze engagement data + adjust templates

Goal: Encourage engagement, responses, and open dialogue

Week 3 — Booking Meetings
  • Day 15: Email 5: Clear CTA to book a meeting (Calendly/Timeblock)
  • Day 16: Call: Follow-up after email — ask about meeting time
  • Day 17: LinkedIn: Send a short value follow-up
  • Day 18: Email 6: Quick case study + meeting offer
  • Day 19: SMS: Simple ask: “Best time for a quick call this week?”
  • Day 20: Call: Last attempt before break week
  • Day 21: Day off: Rest — let cadence reset

Goal: Convert interest into meetings

Week 4 — Break and Last Attempt
  • Day 22: Email 7: “Check-In — Still Relevant?”
  • Day 23: LinkedIn: Interactive comment or poll engagement
  • Day 24: Email 8: “Final Outreach” with value recap
  • Day 25: Call: Final voicemail with polite close
  • Day 26: SMS: Brief and courteous final ask
  • Day 27: LinkedIn: Share top content with tags
  • Day 28: Email: 9 Optional: Offer a special incentive/insight
  • Day 29: Review: Final metrics and follow-ups
  • Day 30: Break: Evaluate next 30-day plan

Goal: Capture dormant replies and prepare for the reboot.

Track & Optimize

  • Key Metrics
  • Email Open Rate
  • Reply Rate
  • Meetings Booked
  • LinkedIn Accept/Reply Rate
  • Calls Answered
  • SMS Responses

Ongoing Tasks

  • Adjust and tweak messaging/cadence schedule as needed
  • Continue to scrub and verify emails, validate domains, and update data on an ongoing basis
  • Put highway lanes up for auto-suggestions, i.e., last contacted > 7 days ago
  • Continue to enrich contacts and companies based on domain, i.e., employee count, HQ location, annual revenue, public, private, market segment in real-time
  • Continue to hyper-personalize messaging and outreach based on enriched data

Notes of Interest

  • Only have business emails allowed to submit forms
  • Use Microsoft Outlook or Google email extensions to auto-create contacts
  • Target your go-to markets first (healthcare/construction/real estate)
  • Tell the objections to the prospect to take away the power
  • Drive a sense of urgency with value
  • Focus on your top 3 bread and butter services