Multi-Touch Outreach Sequence Strategy

Overview

A structured 20-day, multi-channel outreach sequence designed to "weaken resistance" and convert cold prospects into booked meetings. Rather than relying on a single touchpoint, the approach layers phone calls, email, and LinkedIn engagement to build familiarity and create multiple opportunities for a prospect to respond.

This strategy was defined during internal sales planning and is the standard outreach model for targeted campaigns. See ^[1] for how prospects enter this sequence.

Pre-Outreach Preparation

Before initiating any contact, spend 2–3 minutes reviewing the prospect's LinkedIn profile to gather personalizers:

Education and alma mater
Previous employers and career trajectory
Recent posts, comments, or shared content
Any notable achievements or role changes

This brief research step allows the first call or email to feel informed rather than generic, increasing the likelihood of engagement.

The 20-Day Sequence

Week 1 — Initial Contact

Day	Action
1	Phone call — attempt to reach the prospect directly
1	Voicemail — leave a brief, personalized message if no answer
1–2	Email #1 — introductory email referencing the call; use a HubSpot template

Week 2 — Follow-Up and LinkedIn

Day	Action
7–8	Phone call #2 — second attempt to reach the prospect
8	Email #2 — follow-up email, light variation on the first
8–9	LinkedIn connection request — send a personalized connect request

Note: Jacob's LinkedIn profile should reflect his current role at Asymmetric Applications Group before outreach begins, so prospects can verify identity when they receive the connection request.

Week 3 — Soft Engagement

Day	Action
14–15	LinkedIn engagement — comment on a recent post the prospect made, or react to shared content

This touchpoint is intentionally low-pressure. The goal is to appear in the prospect's peripheral awareness without another direct ask.

After the Sequence: Nurture or Convert

Once the full sequence is complete, prospects fall into one of two paths:

Path A — Engaged Prospect

If the prospect responds at any point and expresses interest, the goal is to set a meeting with a senior team member. The sequence pauses and the prospect moves into active pipeline management in HubSpot.

Path B — Unresponsive Prospect

If the prospect completes all touchpoints without engaging, move them to a nurturing list. Do not write them off entirely.

Send a series of 10–15 nurturing emails over time (e.g., thought leadership, white papers on relevant pain points)
Monitor for re-engagement signals: email opens, link clicks, white paper downloads, or website visits
Any engagement event triggers re-entry into the active outreach queue

Handling Objections Mid-Sequence

If a prospect responds but pushes back (e.g., "we're not interested right now"), offer a soft exit:

Acknowledge their position
Offer to send a relevant resource (e.g., a white paper on the pain point you were calling about)
Move them to the nurturing list rather than closing the record

This keeps the door open without burning the relationship.

Tooling

Tool	Role
HubSpot	Sequence enrollment, email templates, task scheduling, nurture workflows
LinkedIn	Connection requests, post engagement, profile research
Clay	Contact enrichment — phone, email, LinkedIn URL pulled before sequence begins

Sequence templates and call scripts are maintained in HubSpot. See ^[2] for the current template library.

Key Principles

Persistence over intensity. Spread touches across 20 days rather than front-loading. The goal is sustained presence, not pressure.
Personalization at the top. The pre-call LinkedIn review is the highest-leverage personalization step — it costs 2–3 minutes and meaningfully improves call quality.
Nurture is not failure. Moving a prospect to nurture is a deliberate strategy, not a write-off. Re-engagement signals are actively monitored.
Iterate based on feedback. After working the list for a day or two, review what objections are coming up and adjust scripts accordingly.

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