Why Multichannel Matters
Single-channel outreach has a ceiling. Cold email alone gets ignored. LinkedIn alone runs into connection limits (25/day).
But when they work together, the math changes:
Prospect sees your name in their email inbox
Then sees your face in LinkedIn notifications
Then gets a personalized connection request
By the time you message them, you're not a stranger
Multichannel isn't about more volume. It's about more touchpoints on the RIGHT prospects.
The Tech Stack
Cold email: Instantly
Handles sending, warmup, and deliverability
$97/mo for the plan you need
LinkedIn outreach: HeyReach
Automates connection requests + message sequences
Works from your real LinkedIn account (no browser extension = no bans)
Email verification: Reoon
Verify emails before sending to protect deliverability
Step 1: Connect the APIs
In Instantly:
1. Go to Settings → Integrations → HeyReach
2. Click "Connect to existing account"
In HeyReach:
1. Go to Settings → Integrations
2. Copy your HeyReach API key
In Instantly:
1. Go to Settings → Integrations → API Keys
2. Create a new API key (Version 2, select all scopes)
3. Copy it into HeyReach's Instantly integration
Both tools are now connected. You can push leads between them automatically.
Step 2: Set Up Automation — Email First, Then LinkedIn
When to use this path: For larger lists where you want to test interest via email before investing LinkedIn connections.
In Instantly → Automations:
1. Trigger: "Campaign finished for lead" + "Lead didn't reply"
2. Action: "Add lead to HeyReach" → Select your LinkedIn campaign list
3. HeyReach campaign auto-starts for those leads
Important: Your Instantly leads MUST have LinkedIn URLs in the data. Without LinkedIn URLs, HeyReach can't find them.
Step 3: Set Up Automation — LinkedIn First, Then Email
When to use this path: For your top 200-300 prospects where LinkedIn's personal touch matters more.
In HeyReach campaign builder:
1. If connection request NOT accepted after 7 days → Add action: "Add to Instantly campaign"
2. The prospect enters a cold email sequence instead
This is the reverse play. LinkedIn first for your best prospects. Email fallback for the ones who don't connect.
Step 4: The Cold Email Sequence (2 Emails)
Email 1 — The Question:
Subject: [their company] + [your company]
"Hey [first name],
I work with B2B [their type] companies that are still relying on referrals for new business.
Most of them have zero outbound infrastructure. Pipeline is unpredictable.
Is that something [company] is dealing with, or have you figured it out?
Either way — curious to hear."
Email 2 — The Bump (3 days later):
"Bumping this up — the question still stands.
If pipeline is running smoothly, happy for you. But if it's still referral-dependent, I've got a 4-channel system that's generated $4.2M in pipeline across 4 agencies.
Worth a conversation?"
Step 5: The LinkedIn Sequence (3 Messages)
Pre-sequence warm-up:
- Day 1: View their profile
- Day 2: Like a recent post
- Day 3: Send connection request
Message 1 — Icebreaker (1 day after acceptance):
"Hey [first name] — thanks for connecting. Does your company run any kind of outbound or systematic pipeline generation, or is it mostly referrals and word of mouth?
Not pitching — just curious, because I see this pattern a lot."
Message 2 — Credibility (2 days later):
"Quick context on why I asked — I run The Demand Department. We build done-for-you pipeline systems for B2B founders. Built the same system for 4 agencies — $4.2M in pipeline, $0 in ads.
Reached out because [specific observation about their business]."
Message 3 — Breakup (3 days later):
"Last one from me — if your pipeline is running fine, I'm happy for you. But if you ever want to see how a 4-channel system works for businesses like yours, I'm around.
Either way, respect your time. Cheers."
Step 6: Exclusion List Management
Critical rule: Never contact the same person on both channels simultaneously.
In Instantly: Exclude anyone currently in a HeyReach campaign
In HeyReach: Exclude anyone currently in an Instantly sequence
Both tools: Exclude anyone who has replied on either channel
Both tools: Exclude anyone who has booked a call
How to manage this:
Export completed leads from each tool weekly
Upload as exclusion lists to the other tool
Or use the API automation to handle this automatically
Step 7: When to Use Which Channel First
Scenario | Start With | Why |
|---|---|---|
Large list (1,000+) | Cold email | Test interest at scale, then LinkedIn for warm ones |
Top prospects (200-300) | Personal touch matters more for high-value targets | |
Prospects who engage with your content | They already know you — capitalize on warmth | |
Prospects with no LinkedIn presence | Cold email | Only option |
Prospects who replied but didn't book | More personal follow-up |
Want Us to Run This For You?
We build done-for-you pipeline systems for B2B founders. 4 channels. Same AI-powered approach. You just take the calls.
→ Follow Tanyo on LinkedIn for more