21-day B2B multichannel sequence template
Twelve email, LinkedIn and phone steps, ready to paste into your sequencing tool.
A multichannel sequence is a planned series of touchpoints (email, LinkedIn, phone) sent to the same prospect over a set period, until they reply or you decide to stop. This template covers 21 days and 12 steps, each with its goal and a short sample message.
Channels alternate so that every touch adds something new: an email that asks a question, a LinkedIn connection that makes your name familiar, a call that allows a real conversation. The samples use a fictional company (Nexa) and a fictional contact (Claire): replace them with your own accounts and, above all, with a real fact about each prospect. You are free to reuse and quote this template with a link to the source.
| Day | Channel | Action | Goal | Sample message |
|---|---|---|---|---|
| Day 1 | View the profile and follow the company page | Show up in their notifications without asking for anything | No message at this step. | |
| Day 1 | Email 1: one verifiable fact and one question | Open the conversation on a specific context | Hi Claire, I saw Nexa is hiring three sales reps in Lyon. How are you organizing their prospecting while they ramp up? | |
| Day 2 | Connection request, with no note or a short one | Create a second touchpoint | Hi Claire, I follow sales teams at SaaS companies in Lyon closely. Happy to connect here. | |
| Day 4 | Phone | Call 1, then a 20 second voicemail if no answer | Confirm you have the right person and test interest | Hi Claire, it's Paul from [Company]. I emailed you about your sales hires. Do you have two minutes? |
| Day 5 | Email 2: follow-up in the same thread, with a useful resource | Add value without asking for a meeting again | Here is the onboarding outline we use for new SDRs. It might help with your three new hires. | |
| Day 7 | Message once the connection is accepted | Move from connection to conversation | Thanks for connecting. Your post on sales cycles resonated: do you mostly sell to SMBs or mid-market? | |
| Day 9 | Phone | Call 2, at a different time of day | Reach the person at another moment | Hi Claire, following up on the team you're building in Lyon. Is now a good time? |
| Day 11 | Email 3: new angle or use case | Switch angles if the first two emails did not land | A different question: on Monday morning, how do your SDRs know which accounts to call first? | |
| Day 14 | Comment on a recent post, then send a short message | Stay visible by adding a point of view | After a thoughtful comment on their latest post: "Happy to help if prospecting comes back on your radar." | |
| Day 16 | Phone | Call 3 | Last attempt at a live conversation | Hi Claire, last call from me. Is this a priority for this quarter or more for next year? |
| Day 18 | Email 4: a closed question that is easy to answer | Get a reply, even a no | Am I reaching the wrong person? If so, who handles prospecting at Nexa? | |
| Day 21 | Break-up email | Close the loop politely and leave the door open | I'll close this on my side. If prospecting comes up again, this thread stays open. |
How to adapt the sequence
Treat this template as a starting point. Keep its logic (alternate channels, change angles, close cleanly) and adjust the pace and content to your market.
The most useful rule: every message should make sense on its own. A prospect who only sees your third email should still understand why you are writing.
- Short sales cycle (small businesses): compress the sequence to 14 days and keep the same steps.
- Enterprise accounts: space out the touches and reach several people in the same account rather than chasing one person.
- No reliable phone number: replace calls with a LinkedIn voice message or an extra email with a fresh angle.
- Persona rarely active on LinkedIn: keep the connection request, drop the comment step.
- First line: always personalize it with a real fact (a hire, an appointment, a launch). The rest of the message can stay templated.
- Length: write emails that read easily on a phone screen, with a single question per message.
When to stop
A sequence stops as soon as the prospect reacts, whatever the reaction. Sending automated follow-ups to someone who has already replied damages the relationship and your sender reputation.
If the 21 days end without a reply, do not restart the same sequence. Move the account to a watch list and come back only with a new reason.
- Positive reply: remove the prospect from the sequence and hand over to a sales rep for a real conversation.
- Negative reply or "not now": stop, log the reason and any follow-up date in your CRM.
- Request not to be contacted: stop immediately on every channel and record the objection.
- Bounced email or contact has left: stop, then find the right person or the contact's new role.
- New signal while on the watch list (funding, new appointment, hiring): this is the right time to reach out again, with a first message that mentions the signal.
Start from a buying signal (warm outbound)
Warm Outbound means creating, detecting and acting on moments of commercial warmth, to turn cold prospecting into warmer sales conversations. Applied to this template, it means a sequence does not start because a contact sits in a list, but because something is happening at their company.
The signal is the common thread: it gives the reason for the first email, the angle of the call and the topic of the LinkedIn message. Without a signal, the sequence stays cold, however well it is written.
In Prosperian, the agent detects these signals, drafts the messages and orchestrates email, LinkedIn and phone; the sales rep takes over as soon as a conversation starts.
- Sales hiring: talk about how the new team will ramp up.
- Funding round: talk about the growth targets and hiring plans that follow.
- New decision-maker: talk about their first priorities in the role.
- Product or offer launch: talk about the new audience they need to reach.
Your next customers are already out there. Let the agent find them.
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