A multi-channel outbound sales campaign is one defined list of B2B accounts worked through a fixed sequence of phone calls, emails and LinkedIn touches, with every outcome logged in one CRM. The phone carries the cadence because it is the only channel that can get a live answer on the first attempt; email and LinkedIn put a name and a reason in front of the prospect between calls. Below is a working example: the list, a 15-business-day sequence, the arithmetic behind it, and the US and Canadian rules that apply.
What a multi-channel outbound campaign is, and what it is not
It is not omnichannel marketing. There are no ads, loyalty apps or SMS promotions here, and nobody on the list has opted in. Outbound means you chose the accounts, you are contacting people who did not ask to hear from you, and you have to earn a conversation quickly and politely.
Every campaign that works has the same five parts:
- A list built from a written ideal customer profile, with a named person at each account.
- Channels chosen because you have the data to use them: a phone number, a business email, a LinkedIn profile.
- A sequence that says which touch happens on which day, and when to stop.
- One message about one problem, repeated in a form that suits each channel.
- One record of every touch and outcome, so nobody calls a person who replied by email yesterday.
Start with the list, not the channels
Most weak campaigns are list problems. Define the target in B2B terms: industry, company size, geography, the job title that owns the problem, and a trigger that makes the timing plausible (a new location, a hiring push, a contract renewal window). Age, gender and income are consumer targeting and have no place in a B2B list. Our guide to building an ICP covers this step in detail.
Then check data coverage per contact. If a contact has no working phone number, the call steps are skipped and the sequence is weaker for that person. A smaller list where every contact has a number, an email and a profile will usually beat a larger one full of gaps.
What each channel is for
| Channel | Job in the cadence | Strength | Limit |
|---|---|---|---|
| Phone | Hold the qualifying conversation and book the meeting | Live, two-way, and you learn why a prospect says no | Most labor per touch; depends on working numbers |
| Put the offer in writing so it can be read later or forwarded | Cheap to send; gives the call something to refer to | Easy to ignore; carries legal requirements in both countries | |
| Show that a real person with a relevant reason is behind the call | The prospect can see who you are before answering | Slow and low-volume when a person does it properly by hand |
An example 15-business-day cadence
This is a template to adapt, not a rule. It uses ten touches per prospect: five calls, three emails and two LinkedIn touches.
| Business day | Channel | What happens |
|---|---|---|
| 1 | Call 1, then Email 1 | Call first. If there is no answer, send a short email that names the problem and says you will call again. |
| 2 | LinkedIn 1 | Connection request with a one-line note. No pitch. |
| 4 | Call 2 | Different time of day than Call 1. |
| 6 | Email 2 | One specific example of the problem and one question. |
| 8 | Call 3 | Leave a voicemail that points to Email 2. |
| 10 | LinkedIn 2 | If connected, a short message. If not, skip it. |
| 12 | Call 4 | Try the main line and ask for the right person if the direct number has not answered. |
| 14 | Email 3 | Close the loop: say this is the last note and leave a way to reply later. |
| 15 | Call 5 | Final attempt, then record a disposition. |
Four rules keep the sequence honest:
- Any reply on any channel stops the sequence. A person takes over from there.
- Any request to stop contact ends every channel, not just the one it arrived on.
- Every touch is about the same problem. Three channels with three different pitches read as three strangers.
- Every prospect ends with a disposition: meeting booked, not a fit, wrong person, call back later, or no contact after the full sequence.
For what to say once someone picks up, see our post on cold calling strategies rather than a repeat of it here.
The arithmetic: how many prospects one caller can carry
The call steps set the capacity of the whole campaign, so start there. The example below is hypothetical arithmetic built on Munzai’s standard dedicated SDR workload of 80 to 110 dials a day, roughly 1,700 dials a month.
- 1,700 dials a month divided by 5 call attempts per prospect is 340 prospects taken through the full cadence each month.
- Prospects who answer early leave the sequence, so the real number of prospects worked is somewhat higher.
- Across Munzai’s 2026 campaigns, 35% to 48% of dials are answered. Applied to 1,700 dials, that range is 595 to 816 answered dials a month. This is arithmetic on an aggregate range, not a forecast for your list.
An answered dial is not a booked meeting. From January to August 2026, across all Munzai clients, 69,722 connected calls produced 7,585 scheduled follow-ups, 5,780 high-quality leads and 1,953 meetings and conversions. That works out to about 36 connected calls for each meeting or conversion, and almost four scheduled follow-ups for each one. The follow-up count is the argument for a sequence: one conversation is seldom the whole job. Your own ratios will depend on your offer, your list and your market, so treat these as context and not as a promise.
Compliance basics for the US and Canada
Cold outbound does not run on opt-in consent, but it is regulated. This is a summary to take to your attorney, not legal advice.
Calls
- United States, Do Not Call: the FTC’s Do Not Call Q&A for telemarketers says most sales calls made to a business are exempt from the Do Not Call provisions. The FTC’s guide to complying with the Telemarketing Sales Rule notes two limits: calls selling nondurable office or cleaning supplies are not exempt, and neither are calls that pitch employees at work on something for their personal use.
- United States, TCPA: FCC rules at 47 CFR 64.1200 restrict calls to cell phone numbers made with an automatic telephone dialing system or a prerecorded voice unless the called party has consented, and require prior express written consent when those calls are telemarketing. If your list includes mobile numbers, have a person place each call and do not use prerecorded messages. Ask counsel about state rules for the states you call into.
- Canada: the National Do Not Call List site states that the National DNCL Rules do not apply to telemarketing calls made to a business consumer.
- Both countries: keep your own suppression list. When someone asks not to be called again, record it that day and honor it on every channel.
- United States: the FTC’s CAN-SPAM compliance guide says the law makes no exception for business-to-business email. Requirements include accurate header information, a subject line that is not deceptive, a valid physical postal address, a clear way to opt out, and honoring opt-outs within 10 business days. The guide lists penalties of up to $53,088 for each email in violation, and says both the company whose product is promoted and the company that sends the message may be held responsible. That last point matters if you outsource.
- Canada: Canada’s anti-spam legislation (CASL) is stricter. Section 6 prohibits sending a commercial electronic message unless the recipient has consented, and requires the message to identify the sender and include an unsubscribe mechanism. Under section 10(9), consent can be implied where the recipient has conspicuously published the address without a statement that they do not want unsolicited messages and the message is relevant to their business role. Unsubscribe requests must take effect within 10 business days. Have counsel confirm how your Canadian list qualifies before you send.
What to measure each week
- Phone: dials, answer rate, conversations with the right person, meetings booked.
- Email: delivered, replies split into positive and negative, opt-outs.
- LinkedIn: connection requests accepted, replies.
- Campaign: meetings held per 100 prospects worked, and which channel produced the first response.
Change one thing at a time: the list segment, the opening line or the call window. If you change all three in the same week, you will not know which one moved the numbers.
Running it in-house or with Munzai
You can run this cadence with your own team if someone can protect a block of calling time every day. If nobody can, the calls are the first thing to slip, and the campaign turns into an email sequence.
Munzai runs the two human channels in this cadence. We are a Pakistani company and say so openly: our SDRs are in Pakistan, work US and Canadian business hours, call from local numbers, and calls are recorded. That location is the reason for the price. A dedicated SDR is $1,800 a month for a 40-hour week, month to month with 10 days’ notice and no setup fee, with activity logged in your CRM and a weekly funnel report. LinkedIn outreach is run by people, not automation tools, at $1,200 a month per seat. Calls plus one LinkedIn seat comes to $3,000 a month.
If you would rather test before committing, the pay-as-you-go SDR starts at $399 for 150 leads. You supply the script and the list, every lead is dialed twice (300 dials for that package), and in 5 to 7 business days you get a dispositioned file with call notes, a summary and a 30-minute debrief. It is a cheap way to find out whether your list answers the phone before you build the full sequence around it.
Want this cadence run on your list? Contact Munzai with your target accounts and we will tell you plainly whether a dedicated SDR, a LinkedIn seat or a $399 test is the right first step.
