s e s s e c o r M p B III 7 A t e r a h Diversification P T A key component of Orchestration is using different channels and different people on your team. Buyers will resonate with different tactics, so using more gives you more ways to reach the target. It’s like a stock portfolio: diversification spreads your risk and increases your chance of a response. % According to a recent InfoTrends report, response 9.5 rates jump from 7.9% (email-only) to 9.5% when % the campaigns are multi-channel — that’s 20% % 8.8 more responses! 7.4% 7.9 A C-level executive at a target account might not be returning your SDR’s phone calls because she doesn’t like phone calls. A multi-pronged engagement not only gives you the greatest chance to break through, it helps you discover how each contact prefers to respond, so you can tweak future plans. DIRECT MAIL ONLY EMAIL ONLY EMAIL & DIRECT MAIL MULTICHANNEL Source: InfoTrends 88