Multichannel outreach stack for agencies: 4 tools, 1 scalable system

You’re running outreach campaigns and trying to keep your own pipeline alive? Let’s be real — that’s a lot of juggling.

So you either end up hiring more people and bloating your budget…Or try to do it all yourself and burn out your team. The worst part: neither approach scales.

What you actually need is a multichannel outreach system — one that works across LinkedIn, email, and X, without turning your ops into a mess of tabs, tools, and “who’s doing what again?”

This guide gives you the full playbook — pulled straight from agency setups that are working right now.It’s plug-and-play. Built for scale. 

You’ll get the exact tools, workflows, and automations you can steal today to:

• Run 3–5x more outreach efforts without burning out your team
• Sync messaging across LinkedIn, email, and X
• Scale campaigns across multiple clients from one dashboard

And we’re not just talking theory.

You’ll get two full workflows — from lead trigger to CRM sync — using Trigify, HeyReach, Smartlead, and Make.

Let’s go.

Part one: build a scalable multichannel framework

If you just start launching multichannel campaigns without a proper framework, you’ll immediately hit chaos. You see, the problem isn’t the outreach itself — it’s the tracking, the syncing, the “wait, did we already message them?”

Let’s fix that first.

Unify your lead sourcing across channels

First step: kill the chaos.

Start with lead enrichment tools like Clay, Apollo, or Findymail. They’ll help you pull full profiles — LinkedIn, email, X — without jumping across 6 tabs and a panic attack.

Create a central source of truth in Notion or your project management tool of choice. This will help you manage your communication channels and track multichannel sales activity easily.

Each contact record should include:

• Name
• LinkedIn URL
• Email
• X handle
• Status (e.g. “Contacted,” “Replied,” “Booked”)
• Campaign in progress (HeyReach / Smartlead)

⚡ Bonus: Access this ready-made table using this link.
👉 Just click "Create table using template" at the top right of the page, and it’ll instantly copy the full table into your own Clay workspace.Customize it for your agency, track LinkedIn and email campaigns, sync it with your automation tools — and even clone it for client playbooks. 😀

This makes it dead simple for you and your team to know who’s where, what’s live, and what’s next. Do this now and you’ll thank yourself later when Make automates the heavy lifting.  

If you’re using RB2B, you can also check out our RB2B integration guide to sync leads into your system without extra steps.

Map outreach channels by persona

Now let’s talk about not shouting into the wrong rooms. Most teams default to LinkedIn for outreach, but not every lead is going to be there.

Map your channels by target audience and persona to make outreach effective and tailored, especially if you’re targeting both startup founders and enterprise buyers. Match your flow to their habits for more replies, fewer ghosted messages.

I break down more of these flows in our LinkedIn prospecting guide, but here’s what works well across agency campaigns:

Store these flows in your Notion board so your VAs and junior SDRs can follow them without reinventing the wheel.

Just tweak this by industry or geo for bullseye targeting, and if you need a broader approach, go through our full outreach strategies guide. 

Know your multichannel stack

Without the right tools — and a clear understanding of what each tool does — none of this is sustainable or scalable.

Here’s the full outreach stack we recommend — and use ourselves:

‍

This will be your multichannel backbone — everything talks to everything else, and no lead slips through.

Part 2: Execute at scale without getting flagged or banned

You’ve got the tools, the flows, the setup.

Now it’s time to put it all in motion — across LinkedIn, email, and X — without setting off alarms.

Run LinkedIn outreach at scale using HeyReach

You can manage multiple LinkedIn accounts using HeyReach without tripping platform limits, while keeping all replies in one place.

HeyReach account rotation makes outreach safe and you can split campaigns by client or vertical to avoid crossing wires.

Here’s a simple logic setup we use:

⚠️ Heads-up: Don’t use “View Profile” anywhere else in your sequence.
It’s not a vanity move — it’s a signal trigger. When Make sees that trigger, it knows to route the lead into Smartlead for email follow-up.

Send cold emails that feel personal

I know, “cold yet personal, how?.” But trust me, it’s possible (and scalable).

Pull a detail from their LinkedIn activity (social media activity) or company page — something they’ve engaged with, like a post, job change, or funding round.
Then use AI to write a first line that sounds like you typed it — not your SDR, not your VA, not a bot.

Something like:

“Hey Matt — your post about founder-led sales vs. hired guns? Spoke to my soul. Had to reach out.”

It’s easy because you already have the relevant data via Clay and Trigify. Once you’ve written a first line that sounds human, it’s time to make sure it actually lands in their inbox without issues. 

So use Smartlead to:

• Warm up inboxes
• Rotate campaigns safely
• Avoid blacklists

Just remember to sync your messaging across LinkedIn and email so it flows naturally. Consistency across communication channels will improve your conversion rates.

Tap into X, but don’t overdo it

We’ll also use X (Twitter) as part of a multichannel approach to create soft touchpoints. Think likes, retweets, and short replies to recent posts. 

You're building warm touch points before you reach out — not selling yet, just staying visible where your leads already hang out.

You can use tools like Hypefury or TweetHunter to schedule your interactions without adding more to your plate.

Later, as you scale, you can layer additional channels like InMails, phone calls, or SMS follow-ups — but for now, mastering LinkedIn, email, and X gives you more than enough firepower to run clean, scalable outreach.

Part 3: Manage multichannel across multiple clients without losing your mind

It’s one thing to run your own outbound. Or running campaigns on a single channel. It’s a whole different game when you’re managing 5+ client campaigns across LinkedIn, email, and X — each with their own offers, personas, and quirks.

This is where even good systems start to crack — not because your outreach is bad, but because small gaps multiply fast across clients if you don't standardize early.

Here’s how to scale multichannel delivery without scrambling after every "wait, what campaign is live where?" crisis.
Start here 👇

Standardize campaign playbooks

If you're still copying and pasting messages from old threads or recreating flows from scratch like I did before... STOP! 

Store your templates and sequences in Notion — organized by channel and persona.
This will keep your sales teams, your VA (in another time zone, maybe), or even you from doing things last minute. Like a plug-and-play playbook.

Seriously, it makes things so much easier (and fast). Plus, one link, one system keeps everyone on track — with consistent messaging. 

Set up your playbooks like this:

1. Create one Notion page per client or campaign.
2. Add templates and flows under tabs by channel (LinkedIn, Email, X).
3. Share it with your team so everyone’s sending from one single source of truth.

Here’s a real example of how you can set up a client campaign playbook — broken down by channel and step, so your team always knows what to do next. 👇

Track KPIs by channel and client

Scaling outbound sales without insight is just adding noise.

It’s easy to fall into “just ship more outreach” when what actually matters is “optimizing based on performance.”

Tracking performance by communication channels is key to optimizing your sales strategy. Without performance tracking, you’re flying blind because you can’t improve what you’re not measuring. 

Attribution gives you the visibility to:

• Build feedback loops into your system
• Make client-specific decisions
  “LinkedIn is killing it for Client A, but email is outperforming for Client B — so we double down where momentum is.”
• Make the whole system more predictable, measurable, and justifiable (especially when reporting to clients or execs)

Start by tracking these metrics — per channel, per client:

💡Set benchmarks early and review weekly. Use tags in Smartlead and campaign labels in HeyReach to filter performance by persona, channel, or copy variant.

👇 Here’s a real-time example of how you can set up your KPI tracking to keep client campaigns on target:

⚡ Bonus:If you want to skip the setup. Grab the ready-to-use Notion KPI Tracker table.

Once replies come in? That’s where your lead qualification process kicks in — so your team knows exactly who to move forward, and who to filter out.

Then pull it all together using Google Data Studio, HockeyStack, or a Make-integrated dashboard.This way, you’re not just scaling output — you’re scaling what works.

Automate without losing the human touch

I know you’re wondering, “But how do I keep messages feeling human, without hand holding every word?”

And that’s a real concern because most agencies and GTM teams get stuck in the same loop — trying to balance automation and personalization like they’re mutually exclusive.

But not on our watch. And definitely not with this stack.  

Yes. You can automate outreach and still make it feel personal, it just takes structure. The secret isn’t writing more, it’s deciding what level of effort each lead deserves.

A tiered system gives you control, consistency, and delegation — all without compromising quality.

• Tier 1: Fully custom (for top-tier accounts or warm leads)
• Tier 2: Semi-personalized (first line based on role, post, or company signal)
• Tier 3: Clean templates that still sound like a real person wrote them

This tiered segmentation isn’t just theory — real GTM teams like HeyReach’s use this approach every day. 

Ilija, our CRO, structured this internal setup to double conversions. Vuk breaks it down here in one of his recent posts. 👇

Use ChatGPT to generate those Tier 2 intros in bulk based on enriched data from Clay, and let your team plug them directly into Notion or HeyReach.

This way, you’re giving your team a system that keeps things sounding real, even when they’re sending at scale.

📘 You can find playbooks from the post from above in Outbound Outliers.
1. Lead scoring system
2. Relationship first approach

Part 4: Automate your multichannel flow using Trigify, HeyReach, Smartlead, and Make

Alright — time to connect the dots.

You’ve mapped your personas. Your templates are ready. Now let’s make the whole thing run itself.

This is where automation will actually save you hours — not by blasting more messages, but by “moving leads through the right channels based on how they engage.”

We're doing this entire flow with just one Make scenario. No hacks. No duct tape.

Trigger outreach based on social engagement

Set up Trigify with HeyReach to track engagement signals on LinkedIn — likes, profile views, or account-level activity.

Once someone interacts with your content, Trigify fires a webhook.
That webhook kicks off your Make scenario — and sends the lead into a HeyReach campaign.

At this point, the data passed includes:

• First name
• Last name
• LinkedIn URL

You’ll see something like this inside Make when the webhook is triggered.

It’s a simple path: LinkedIn engagement → Trigify webhook → HeyReach campaign

Pro tip: You only need one webhook per trigger — reuse it across campaigns by tagging the source in your Notion board for clarity.

Let HeyReach handle the first touch

Create your HeyReach campaign first — even if it’s just a basic draft — so Make can sync it and start pushing leads automatically.

Inside HeyReach, build this campaign logic:

That “View Profile” action is your pivot point.

⚠️ You’ll only use it here — don’t reuse it elsewhere in the campaign — because this action tells Make: “Okay, we’ve tried LinkedIn. Let’s move to email.”

Enrich and hand off to Smartlead

When the "View Profile" trigger fires, Make captures a second webhook — and that’s your pivot to email.

Here’s what happens next:

1. Enrich the lead’s email using Findymail (or another enrichment tool) to ensure high deliverability for your email outreach efforts
   
   • Post the sender's first name and company domain (website) to Findymail
   • Findymail returns the verified email address

Note: If no email is found, the process stops — Smartlead requires a verified email to proceed.
You can set up a fallback step to retry enrichment later or flag it in your Notion control center for manual review.

You’ll reuse the same webhook URL from earlier — no need to create a new one. Just make sure the “View Profile” trigger sends it again when there’s no reply.

2. Push the enriched lead into Smartlead via API.
   
   • Use Smartlead’s Add Lead to Campaign API endpoint. 
   • You’ll need your Smartlead API key and campaign ID. You can find both under Smartlead → Integrations → API Settings.
   • Include campaign ID and (optionally) any custom variables you want (like LinkedIn profile, previous engagement info.)
   • If you want, reference LinkedIn context inside your email copy using variables — no manual personalization is needed.

Here’s what a lead looks like after it's successfully pushed into a Smartlead campaign — enriched, tagged, and ready to go.

3. Drop leads into a fallback email sequence — not a cold start.
   
   • Because these leads already had LinkedIn touchpoints, your Smartlead sequence should feel warmer, shorter, and more direct.
     
   • Example flow: ➔ Quick bump → Value-driven email → Soft CTA to connect/chatIf you want to personalize further, you can map additional fields like LinkedIn URL or the original post they engaged with — but it's optional.

Set up reply tracking with just two filters in Make

Here’s what makes this flow powerful:

You don’t need multiple Make scenarios or manual triggers. One Make scenario handles all of it — thanks to two filters.

Two filters. One scenario. That’s all you need to keep your outreach flowing in the right direction.

Normally, teams would build two separate Make scenarios for this — one for LinkedIn, one for email. But here, you’re doing it all inside a single flow, thanks to smart filter setup. Fewer moving parts. Cleaner scale.

The result? A single lead experiences:

 → LinkedIn outreach
→ No reply? Email fallback
→ All without you or your team lifting a finger.

This is how you scale multichannel outreach without complexity.

If you want help on LinkedIn outreach, this guide on how to reach out to someone on LinkedIn gives you 11 practical copy examples you can plug in right away.

Track replies and sync all activity to your CRM

By now, you’ve got an automatic system from LinkedIn to email.
Now we’ll make sure every reply, from any channel, lands exactly where it should.

No spreadsheet sleuthing. No "who responded where?" headaches. Just clean tracking, synced back into your CRM — like it should be.

We’ll map replies back to their source and send them to the right pipeline, in just two steps. (And yep — it still runs in one Make scenario.)

Set up webhook replies from both HeyReach and Smartlead

When a lead replies on LinkedIn (via HeyReach) or email outreach (via Smartlead), each tool sends a webhook.

Make uses two simple filters to route replies to the right pipeline. Here’s the logic:

You can reuse the same Make webhook module for both.Smart filtering is what splits the replies correctly — no new scenarios needed.

These identifiers tell Make exactly where the reply came from.Each reply then lands in its own CRM table or pipeline — giving you real-time visibility into the sales process — and nothing gets lost in the shuffle.

Keep replies actionable in your CRM

Replies are just the start — now to make them useful:

• Track exactly where the lead came from and how they responded
• Map replies to the right deal stage or owner
• Keep contact data and conversation history synced
• Enable proper follow-ups, notes, and handoffs

While this setup runs in HubSpot in our demo, you can replicate the same logic in Close, Pipedrive, or Notion— whatever works for your stack.

Example of what a clean CRM handoff looks like:

This beautiful structure gives you:

• Clarity across every campaign
• Attribution that proves ROI
• Cleaner client handoffs and fewer dropped leads

It turns your outreach system from “working” to working on repeat — across teams, clients, and even salespeople who weren’t in the room when you built it.

Part 6: Build a multichannel system you can scale across clients

You’ve built your system, synced it, and even tracked replies down to the last emoji. Now let’s zoom out — and look at what it takes to scale this across multiple clients — without overthinking, overhiring, or losing visibility.

Plus, this gives your team a repeatable playbook they can run without pinging you for every campaign

Templatize sequences by persona and channel

Different personas need different tones, hooks, and cadences — and you’ve probably already dialed that in by now. 

Now take what’s working, templatize it, and tag it.

Create message templates inside Notion or your campaign tools, then:

• Tag by channel (LinkedIn, email, X)
• Tag by persona (founders, marketers, revops, etc.)
• Note variations by industry or geo

Start simple. Pick 4–5 core persona buckets (Startup founders, B2B marketers, RevOps leaders, Sales managers) and tag by role, industry, and geo.
You don’t want your email to a RevOps lead at a SaaS unicorn sounding like it was meant for a solopreneur in Austin. (Trust us, they notice.)

Pro move: Set up your CRM to auto-assign personas based on title or company type. Cleaner handoffs, fewer mistakes.

This gives your SDRs an easy way to plug in high-converting copy — with minimal effort.

Need a refresher on what that sequence logic should look like? Our LinkedIn cold messages guide breaks it down by stage and tone.

Connect tools with Make to reduce manual work

Remember back in Part 4 where we automated LinkedIn and email flow using Make? Now we’ll do the same to streamline syncing and updates.

Here’s an example automation setup:

You’re not building new flows here — just extending what’s already working. Make becomes your always-on project manager, keeping everything in sync while you focus on strategy.

Track, learn, and optimize — at the system level

Now, let’s start spotting patterns.

Inside your reporting dashboard (whether it’s Data Studio, Make, or HockeyStack), track:

• Open rate, reply, and meeting rates by persona and channel
• Performance by sequence variation
• Client-specific anomalies (“X’s outperforming LinkedIn for Client C?”)

Here’s what this tracking would look:

These insights are your campaign GPS — helping you not just optimize what’s running now, but know exactly what to do for the next client before you even start.

👉 Use A/B testing to optimize outreach sequences across channels.

Want to keep this loop tight? Read our lead qualification process to make sure replies are routed right — and high-quality leads don’t slip through. 

Part 7: Use these message templates to launch faster

Your system’s in place. Now it's time to build messages that land. 

Instead of starting from scratch (or worse, winging it), use these plug-and-play templates (for outbound sales and lead generation) to send sharp, scalable messages across LinkedIn, email, and Twitter — without wasting time.

These aren’t just for your agency’s outreach. They work just as well for client campaigns — so you can scale both pipelines without adding hours to your day.

We’ve included two categories:

• For your own agency pipeline
• For your client campaigns

And for each template, we’ll tell you:

• When to use it
• Who it resonates with

For your own agency pipeline

Use these while juggling client delivery and growing your own pipeline — so you stay consistently engaged with potential customers across multiple touchpoints.

LinkedIn connection message

Use for: Cold connects that don’t feel like cold calls
Best for: Relationship-first leads or early trust-building
Template :

“Hi [Name], Just wanted to say hi and that it's great to connect with you.”

Vuk (HeyReach CMO) sends this to every qualified profile he connects with — it gets him ~40% response rate:

Alternative template: 

Use for: Prospects with relevant ICP fit
Best for: Analytical buyers / outbound-savvy operators

Template: 

“Hey {First Name}, saw your team’s ramping GTM at {Company}. Always curious how others are scaling outbound. Mind if we connect?”

Post-connect follow-up (Option A: Results angle)

Use for: Outbound-curious GTM teams
Best for: Data-minded operators or team leads

Template:

“Thanks for connecting!
We help GTM teams book 20–30 meetings/month using LinkedIn + email — without hiring more reps.
Want a quick peek at what that system looks like?”

Post-connect follow-up (Option B: Budget angle)

Use for: Founders / leaner teams
Best for: Cost-conscious or bootstrapped prospects

Template: 

“Thanks for connecting!
We help [ICP] teams scale outbound across different channels — without blowing up budgets.
Want to see what’s working?”

Trigger-based cold email outreach

Use for: Recent activity — funding, launch, team change, etc
Best for: Momentum-driven execs

Template: 

Subject line: Quick idea for [Company]
“Hey [First Name], saw your [trigger].
We've helped similar teams turn that momentum into pipeline — without bloating ops.
Worth a quick look?”

X DM after engagement

Use for: Light-touch warm nudges
Best for: Founders, creators, or brand-led marketers

Template: 

“Hey [First Name], saw your post on [topic] — loved the take.
Curious — are you weaving X into your outreach mix or sticking to LI/email?”

For client campaigns

These templates are plug-and-play — use them in SDR SOPs, VA handoffs, or Notion playbooks. Tag by persona, channel, and trigger for fast reuse.

LinkedIn: Client-side connect request

Use for: Strategic ICP campaigns
Best for: Mid-senior decision makers

Template: 

“Hey [First Name], saw you’re leading [ICP role] at [Company].
We’re working with [industry peers] to help them hit pipeline goals — without outbound chaos.
Would love to connect.”

Email: Simple value-first cold open

Use for: New lead lists or warm intros
Best for: Results-focused ICPs

Template: 

Subject line: [Client name] x [Company]?
“Hey [First Name],
We've helped [ICP] teams in [industry] hit consistent meetings via LinkedIn + email.
Curious if you’re exploring that setup?”

Email: Follow-up

Use for: Quiet leads or cold trails
Best for: Busy execs who showed interest

Template: 

“Hey [First Name],
Just looping back in case this slipped the radar.
Still happy to show what [Client] did to double meetings — without adding headcount.”

X DM: Client-side follow-Up

Use for: After content engagement or event participation
Best for: Brand-aware or community-led buyers

Template: 

“Hey [First Name], just saw your post on [topic] — really liked your POV.
We’re helping similar teams scale outbound in a way that actually sticks. Want a quick look?”

X DM: After engagement

Use for: When a lead likes or replies to your tweet.

Best for: Lightly engaged founders, marketers, creators, GTM leads.

Template: 

“Hey [First Name], saw your post on [topic] — strong take. Curious: you mixing X into your outreach stack yet or sticking with LI/email?”

LinkedIn: Emoji nudge after silence

Use for: When a lead hasn’t replied to your last DM.

Best for: Busy leads who showed light initial interest but went quiet.

No template, just send a👋 emoji. 

We’ve tested this in HeyReach campaigns and it works like a charm.

Pro Tip: Save these in Notion or your CRM — tag by use case, persona, and channel. When you onboard a new client (or hire a new VA), they’ll have everything they need — no Slack ping required.

👉 Set up your first smart campaign in HeyReach here.

Part 8: Position your agency as a multichannel expert

Before you pitch a multichannel strategy to clients, make sure you’re using one yourself because there’s no better proof than showing:

• The same system you’re recommending works! And you’re running it.
• The results your clients want! You’re already getting them.

Build your agency’s pipeline using the workflows in this guide — across LinkedIn, email, and X. Use your own results to answer the question every prospect is thinking:

“If this works so well… why aren’t you using it yourself?” (And then show them the screenshots.)

Here’s how to do it — step by step:

Step 1: Lead with results

Before clients ask, “Can you do this for us?”, show them what you already are.

• Document and share the client campaign that hit 30+ meetings/month
• Screenshot when an SDR ramped in 7 days using your Notion playbook
• Break down the multichannel sequence that got 25%+ response rate

Don’t just say you’re good — show it with data.

👉 Here's an example from Ilija, our CRO, on how consistent engagement, content, and systemized follow-ups drive pipeline — not just cold pitches. (Exactly the kind of proof you want to showcase!)

Step 2: Build your outbound like you build theirs

Your agency pipeline shouldn’t rely on referrals or last-minute posts. Use the same multichannel outreach strategy (from this guide!) to fill your own calendar.

• Run HeyReach + Smartlead campaigns just like you would for a client.
• Use our LinkedIn and email outreach templates from Part 7 to book calls.
• Track it all in the same Notion dashboard or CRM setup.
  

Remember, you are your best case study.

Step 3: Share the system — not just the results

Where most agencies pitch outcomes, stand out by selling the system. (Like us. 😜)

That’s what builds trust.

• Walk prospects through your control center in Notion.
• Show campaign examples with tags, templates, and sequences.
• Break down how your automations sync tools like Clay, Make, and HeyReach.

Give them a peek behind the curtain at your sales process and lead generation flows. Let them see how scalable, repeatable, and plug-and-play your process is.

Step 4: Use your outbound to land new retainers

You don’t need a 5-slide pitch deck or a founder-led sales call.

What you need to consistently close retainers is:

• 1 multichannel system that books the right meetings
• 2-3 live examples showing how it runs (real campaigns)
• 1 confident walkthrough of your setup and results

That’s it.

The same machine you’re using to grow their pipeline? Use it to grow yours — and sell it back as the solution.

Final tip: 💡 Build your “Proof Kit”. Save your results, message templates, and flows as assets. When prospects ask, “How do you work?” — you can say, “Let me show you.”

Build it once. Run it everywhere.

You don’t need more people. You just need a better system.

The multichannel setup you’ve built here isn’t just about sending more messages — it’s about smart scaling:

• Catching leads from LinkedIn, email, and Twitter
• Moving them through personalized, automated touchpoints
• Booking meetings that actually convert to revenue
• And running it all without bloating your team or burning out your budget

Now it’s time to put it to work:

• Launch your own multichannel campaigns first
• Track your results (open rate, replies, meetings booked)
• Fine-tune flows based on real engagement
• Then layer it across client campaigns to multiply your wins

Build it once.
Run it for yourself.
Roll it out for your clients.

(And hey — when you hit that record month without adding a single new hire? Raise a coffee to us and to your multichannel sales success!. 😉)

👉 Curious how real agencies scale multichannel outreach using this system? Book a strategy call — we’ll show you inside.