Multichannel prospecting in b2b sales: a critical review of strategies and impacts on qualified lead generation
DOI:
https://doi.org/10.55892/jrg.v8i19.2429Keywords:
B2B sales. Multichannel prospecting. Qualified leads. Social selling. Marketing automation.Abstract
This article presents a critical literature review on multichannel prospecting in B2B sales, focusing on strategies and their impacts on generating qualified leads. Fifteen peer-reviewed studies published between 2014 and 2025 were analyzed, covering topics such as channel orchestration, standardized lead qualification metrics, social selling, marketing automation, marketing–sales alignment, and the digital transformation of sales teams. The results indicate that multichannel prospecting is more effective when combined with clear metrics, technological integration, team coordination, relevant content, and timely approaches. The review identified gaps in the standardization of qualification indicators and in conducting experimental comparative studies between different cadences. It concludes that multichannel prospecting is an essential strategy for B2B companies seeking to increase commercial effectiveness in a competitive, digitally driven environment.
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