Strategy & templates for building momentum inside accounts

What Is Multi-Threading?

Multi-threading means engaging multiple stakeholders across a target account — instead of relying on one champion — to improve influence, coverage, and deal velocity.

Why it matters:

Step 1: Stakeholder Mapping

Title / Persona Role in Decision Pain Point / Priority Tactic
Head of Operations Economic Buyer Efficiency, ROI, visibility ROI case study email + demo invite
Team Lead / Manager Power User Time-saving, ease of use How-to content + feature highlight
IT or Security Lead Gatekeeper Security, integrations, compliance Technical doc + integration FAQs
Champion / Advocate Internal Promoter Excitement, team enablement Early access or personalized help

✅ Tip: Use LinkedIn or tools like Clay, Apollo, or ZoomInfo to identify and segment these contacts.

Step 2: Outreach Channels & Cadence

Channel Purpose Example
Email First touch, value prop, CTA “3 ways your team can reclaim 5+ hours/wk”
LinkedIn Connect Light engagement, social proof “Commented on their post, sent short note”
Retargeting Ads Warm-up across the account Show product or testimonial video
Gifting / Direct Mail Personalization, cut through “Send relevant swag or handwritten card”
Phone / Voicemail Touch point for warm leads “Following up on our async communication email”

✅ Cadence example: Email → LinkedIn → Email → Phone → Break → Follow-up email

Step 3: Personalization Framework

3-Part Message Formula:

  1. Relate – Show you know their role, company, or challenge
  2. Value – Tie your solution to a specific outcome
  3. Ask – Clear CTA (demo, quick call, resource)

Example:

Hi [Name], saw you recently scaled your remote ops team — congrats!

I work with other [Title]s at companies like [peer brand] to reduce meeting overload with async updates. Teams save ~5 hours/week.

Would love to share what’s worked in a 10-min call — interested?