Stop trying to be everywhere (2-3 channels is plenty)

Hey [Name],

Every ABM guide shows the same overwhelming diagram:

Email! LinkedIn! Direct mail! Webinars! Podcasts! Display ads! Retargeting! Events! Social media! Content syndication!

You know what happens when you try to be everywhere?

You end up being nowhere, doing nothing well, and burning out by week 3.

Here's the truth: Most successful ABM campaigns use 2-3 channels max.

The rest is just marketing theater to justify bigger budgets.

Pick Your Channels (The Smart Way)

Ask three questions:

1. Where does your buyer ACTUALLY spend time?
(Not where you think - check their LinkedIn activity)

2. What can you ACTUALLY execute well?
(Not aspire to - what you can sustain)

3. What's worked before?
(Check your CRM, not your assumptions)

The overlap? That's your channel mix.

For most B2B: Email + LinkedIn + maybe one other thing.

That's it.

My Dead-Simple Campaign Sequence

Week 1-2: Warm-Up

• Day 1: LinkedIn profile views
• Day 3: Engage with their content
• Day 5: Email with specific trigger
• Day 7: LinkedIn connection request

Week 3-4: Follow-Up

• Day 10: Follow-up email (different angle)
• Day 12: LinkedIn message
• Day 14: Call attempt

Week 5-6: Hail Mary

• Day 21: Break-up email
• Day 23: Final LinkedIn attempt
• Day 28: Add to nurture

8-10 touches. 3 channels. Actually manageable.

Channel Combos That Work

The Classic (Email + LinkedIn)
- Why: Everyone has both
- Success rate: 8-12% meetings
- Effort: Low

The Executive Play (Email + Direct Mail + Phone)
- Why: Gets past gatekeepers
- Success rate: 15-20% meetings
- Effort: High

The Digital Native (LinkedIn + Ads + Email)
- Why: Multiple touchpoints
- Success rate: 10-15% meetings
- Effort: Medium

Pick ONE combo. Master it. Then maybe add another.

Why Your Beautiful Orchestration Failed

Let me guess:

1. Planned elaborate 12-week campaign
2. Week 1 went okay
3. Week 3 you're behind
4. Week 5 abandoned half the channels
5. Week 8 back to just email

The problem isn't you. It's the plan.

Complex fails because:

• Too many moving parts
• Life happens
• Hard to track what works

Simple succeeds because:

• You can actually do it
• Easy to stay consistent
• Clear what's working

Channel Reality Checks

Email:
- Open rates lie (thanks Apple)
- Send when YOU actually will
- 2-3 touches max before pivoting

LinkedIn:
- 30% connection rate is good
- InMail expensive and ignored
- Comment first, connect second

Phone:
- 2-5% will answer
- Leave voicemails anyway
- Call after email opens

Direct Mail:
- $50-100 per touch
- Use after digital engagement
- Can work brilliantly OR fail spectacularly

The Only Integration That Matters

Email: "I'll send a LinkedIn request too in case this gets buried"

LinkedIn: "Sent you details via email"

Phone: "Following up on my email and LinkedIn message"

That's the orchestration. Simple.

Your Channel Audit

Pull your last 10 closed deals:

• First touch channel?
• What got the meeting?
• Total channels used?

I guarantee:

• 80% came from 2-3 channels
• Fancy stuff rarely mattered
• Simple beat complex

When to Add Channels

Add a new channel only when:
✓ Current channels are working
✓ You have bandwidth
✓ Clear evidence it'll help
✓ You can sustain 90 days

Never because:
✗ Vendor pitched you
✗ Competitor is doing it
✗ You read a blog
✗ You're bored

Your action items:

1. Pick 2-3 channels based on where buyers actually are
2. Create simple sequence (10 touches max over 4 weeks)
3. Run for 10 accounts before adding complexity
4. Track which channel gets responses

Tomorrow: Direct mail that doesn't make you look desperate.