Why an Omnichannel Approach is Essential for Prospecting
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Frequently Asked Questions
What is omnichannel prospecting for agencies?
Omnichannel prospecting means reaching potential clients across multiple channels simultaneously, including email, LinkedIn, phone, and direct mail, rather than relying on any single method. For agencies, it means a prospect might receive a personalized email, see a relevant LinkedIn post, and receive a phone call as part of the same coordinated outreach sequence. The goal is to create multiple points of contact that build familiarity before a formal conversation ever happens.
Why is omnichannel prospecting more effective than email alone?
Email alone is increasingly insufficient because inboxes are saturated and open rates continue to decline. When a prospect sees an agency’s name across multiple channels, in their inbox, on LinkedIn, and in a trade publication, it builds recognition and credibility that a single-channel approach can’t replicate. Omnichannel prospecting dramatically increases the odds that a prospect actually registers your agency’s existence before you ask for a meeting.
How many channels should an agency use for prospecting?
A minimum of three channels, typically email, LinkedIn, and phone, produces meaningfully better results than one or two. Direct mail has also seen a resurgence because it stands out in a digital-heavy landscape. The specific mix matters less than consistency: each channel should reinforce the same positioning and message rather than operating in isolation.
Is cold calling still effective for agency new business?
Cold calling alone has limited effectiveness, but as part of an omnichannel sequence it remains valuable. A phone call that follows a relevant email and a LinkedIn connection request is no longer truly “cold,” because the prospect has already had multiple exposures to your agency. The combination of digital and phone touchpoints consistently outperforms either channel used alone.
As Vice President of Sales at RSW/US, Lee drives sales efforts to bring ad agencies and marketing services firms on board with RSW, creates content around successful new business tactics and takes part in RSW/US marketing objectives, including social media channels, blog content, webinars, video and speaking engagements. You can find him on LinkedIn (https://www.linkedin.com/in/leemcknightjr) or Twitter (@leemcknightjr).
