It’s easy for marketing to become fragmented.
One part of the team launches a webinar. Another runs a promo. Someone’s writing this week’s newsletter, while the social posts highlight a totally different initiative.
And when you step back, the big picture doesn’t quite add up.
That’s the reality for most teams today:
Only 14% of organizations say they’re running coordinated campaigns across every channel. But there’s no question that they should be:
95% of marketers say multichannel strategies are important for reaching the right audience, and 86% of senior marketers agree that a connected customer experience across all touchpoints is critical.
Coordinated campaigns aren’t just nice to have — they’re what builds brand awareness. When your message shows up across channels with strategic repetition, it earns attention and builds memory.
But in practice, hitting on enough of those touchpoints is harder than it sounds. It typically takes
5 to 12 touchpoints to close a warm lead. For cold leads, that number jumps to 20, 30 — even 50. Piecemeal campaigns and one-off emails just aren’t built to hit those numbers — at least, not in any predictable or scalable way.
We know this from our own experience. As a team, we used to juggle a dozen campaigns at once. We’d promote case studies in one channel, product comparisons in other ways, plus webinars, special offers and entertainment-focused social videos — each with their own messaging and timelines.
The result was a ton of output, but no unified direction. And no clear way to know which efforts were actually moving the needle.
So we made a shift.
Instead of spreading our energy across scattered campaigns,
we started focusing on one high-impact piece of content each week — and promoting it everywhere. We call this a “surround sound” campaign. It’s one message, perfectly aligned across all our channels: Email, organic and boosted social, our online community, and ads on every platform.
That shift gave us measurable momentum.
In this article, we’ll show you what that strategy looks like and how it simplified our workload, strengthened our lead nurture efforts and improved results — and how your team can use it to do the same.
Our shift to “surround sound” marketing wasn’t something we stumbled into — it’s a tried-and-true approach we built alongside Ryan Allis, founder of iContact and SaaSRise and expert on helping brands scale through strategic outbound and lead nurturing.
His philosophy on lead nurture is simple: If you're delivering value, your best leads won't mind seeing you everywhere — they’ll welcome it. He believes in showing up consistently across owned and paid channels, building trust and familiarity with every touchpoint. When customers say, “I saw you everywhere,” that’s not a complaint — it’s proof the strategy worked.
Here’s how we put the strategy into practice.
We use a simple spreadsheet — which you can copy and customize for your own team — to plan and track every weekly message.
➡️ Click to make a copy of our “content machine” spreadsheet to use with your team
This planning step is what makes the rest of the strategy work. It gives us a strong foundation and ensures every piece of content has a clear place in our broader strategy.
We use this same template whether we’re creating a case study, PDF, webinar, article or video podcast. It ensures we’re thinking through the strategy before we start writing and helps keep the copy on track as we write.
📄 Click to make a copy of our “primary content” template to use with your team
We aim to create content about a month ahead of when it goes live (it doesn’t always work out that way, but the earlier we can start the smoother the process.)
