The Biggest Mistake Founders Make: Choosing Only One Channel

If you talk to most early-stage founders about sales, the conversation almost always starts the same way:

• “Should we focus on LinkedIn first?”
• “Cold email is scalable, right? Should we just do that?”
• “What about cold calling - does it still even work?”

It’s the wrong question. The mistake isn’t choosing the “wrong” channel. The mistake is choosing only one.

Why One Channel Fails in 2025

Outbound sales used to be simpler. A decade ago, cold email was novel. A smart, well-written message could stand out in a prospect’s inbox. LinkedIn messages weren’t spammed to death, and phone calls were the default way to connect.

Fast-forward to 2025:

• Executives get 50–100 cold emails a day.
• LinkedIn is flooded with automation. You can spot a template DM from a mile away.
• Ad fatigue is real. B2B buyers are scrolling past sponsored posts without even noticing.
• Cold calls are rare. Which ironically makes them powerful again — but only if used right.

If you show up in just one of those places, you’re invisible. Even if your offer is strong, you get drowned out by the noise.

Multi-Channel Is How Trust Is Built

Here’s the thing: buyers don’t wake up thinking, “I hope someone pitches me today.” They’re busy, distracted, and skeptical. For them to take you seriously, they need to recognize your name.

That recognition rarely comes from one touch. It comes from familiarity across channels:

• They saw your thoughtful comment on their LinkedIn post.
• They got an email later in the week with a relevant insight.
• They noticed you viewed their profile or engaged with a company update.
• They got a short, confident call where you sounded like you knew your stuff.

Suddenly, you’re not a stranger. You’re someone they’ve “seen around.” And that’s when they’re more likely to reply.

The LinkedIn + Email Combo

For most startups, the easiest place to start is mixing LinkedIn and cold email.

Here’s what it looks like in practice:

1. Engage first on LinkedIn. Drop a comment that adds value to a prospect’s post.
2. Send a connection request. Make it simple: “Hey [Name], liked your post on [topic], would be great to connect.”
3. Follow up by email. A week later, send a short email that references something relevant — maybe a recent funding round, hiring news, or a pain point you know they’re facing.
4. Circle back on LinkedIn. If they didn’t reply, send a quick nudge in the DMs.

By the time you’ve done this, they’ve seen your name 3–4 times across two different platforms. You don’t feel like a stranger anymore.

Where Cold Calling Fits In

Most reps avoid the phone because it’s uncomfortable. That’s exactly why it works.

Executives aren’t getting 50 calls a day anymore — they’re getting maybe two. Which means you’re more likely to break through. Even 5–10 calls layered into your weekly outreach can dramatically increase the quality of conversations you’re having.

A well-timed call after a LinkedIn touch or email often feels less like a cold pitch and more like a natural continuation of the conversation.

Why Founders Default to One Channel

It’s not that founders are lazy. It’s that focus feels safe.

• Email feels scalable. One tool, one process, one set of metrics.
• LinkedIn feels personal. You can see people engaging with your content.
• Calls feel direct. You get instant feedback.

But focusing on one channel is like playing basketball with one hand tied behind your back. You might get a shot off, but you’re making the game harder than it needs to be.

What to Do Instead

If you’re building outbound for the first time, start small but multi-channel.

• Pick two primary channels (LinkedIn + email is the easiest starter combo).
• Layer in a third channel (calls, events, or retargeting) once you have capacity.
• Map a 3–5 touch sequence that naturally moves between channels.
• Track what actually drives replies, not just what feels comfortable.

Outbound isn’t about volume anymore. It’s about orchestration, making the touches feel natural, timed, and human.

Final Thought

The founders who win in 2025 aren’t asking “Should we do LinkedIn or email?” They’re asking “How do we make these channels work together?”

Choosing only one channel isn’t just a mistake. It’s the fastest way to waste time, burn leads, and stall your pipeline.

Multi-channel outreach isn’t harder. It’s just smarter.

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