Why Print Still Wins in ABM: The Case for Tactile Outreach

Here at Blox, we love to print stuff. It comes from many, many years of experience our Founder, Chona, has in printmaking. She doesn’t always talk about it, but she earned an honours degree in Printmaking in the early 2000s. But her love for print even precedes that. She remembers as a child observing the wallpaper on her bedroom walls. Both her mom and dad were extremely creative, and their eye for dimension, composition, and alignment reflected in every piece of photography, art, and design that permeated their home. So, as you can see, print is a foundation that has now impacted Blox Communications.

Did you know that print collateral outperforms purely digital outreach in account-based marketing (ABM) because it's harder to ignore, easier to remember, and signals personalization in a way a screen can't? At Blox Communications, ABM-driven campaigns built around printed materials have delivered up to 22x marketing ROI and a 29% conversion rate - compared to the 1-2% typical of broader, untargeted outreach.

Most agencies treat print as an afterthought: a checkbox at the end of a digital strategy. At Blox, it's part of the strategy itself.

What is ABM (Account-Based Marketing), and Why Does Print Matter to it?

Account-based marketing flips the traditional funnel. Instead of casting a wide net and filtering leads down, ABM starts with a short list of high-value prospects and builds specific, high-touch material for each one. It's precision over volume.

That precision is exactly where print earns its place. A broad email campaign can be personalized with a name and a company logo. A printed piece - a custom one-pager, a branded postcard, a sticker sheet built around a prospect's own brand language - says something a digital touchpoint can't: we built this for you specifically, not we built this for everyone on this list.

In a market where the average decision-maker's inbox is already a battlefield, a physical, tactile object that lands on the right desk at the right moment commands a different kind of attention. It doesn't compete with forty other browser tabs. It sits there. It gets picked up. It gets shown to a colleague.

3 Ways Print Collateral Drives Engagement, Awareness, and Conversion in ABM

1 - Engagement: Getting Noticed in a Crowded Inbox

Digital fatigue is real. Decision-makers filter out cold emails and generic ads almost on instinct. A well-crafted printed piece bypasses that filter entirely - it's a physical interruption in a digital routine, which makes it inherently more memorable and more likely to prompt a reply or a follow-up call.

2 - Awareness: Building a Brand Impression That Sticks

Composition, paper stock, finish, the way a sticker peels or a booklet folds open - these aren't decorative details. They're brand signals. A beautifully made piece communicates craft and intention before a prospect reads a single word, building brand awareness faster and more durably than a digital ad impression that disappears the moment someone scrolls past.

3 - Conversion: Turning Attention Into Action

This is where the strategy pays off in hard numbers. ABM campaigns that incorporate printed collateral as a core lever have produced:

• Up to 22x marketing ROI

• A 29% conversion rate, compared to the 1-2% typical of broader, non-targeted outreach

The gap isn't incidental. High-touch, physically delivered material reaches prospects who've already been filtered for fit and value, and it does so in a format designed specifically for them - which is precisely the combination that moves a prospect from aware to engaged to converted.

How Blox Approaches Print in the Sales and Marketing Process

At Blox, every piece of work runs through three pillars: creativity, strategy, and execution.

• Creativity is the spark - the bold concept, the unexpected visual, the line that sticks.

• Strategy is the architecture underneath it - the frameworks that make sure the creative actually moves the needle, not just looks good.

• Execution is where it becomes real, and print lives almost entirely in this third pillar - though a great printed piece has to be designed with intention and built on strategy before it's ever physically delivered.

In practice, that's meant producing an extensive range of materials for ABM and brand-awareness programs: stickers, business cards, service booklets, handbills, accordion flyers, postcards, one-pagers, and individually built ABM pieces designed around specific prospects. It also extends to internal brand tools, like the printed Blox Brand Compass booklet below, a Blox Framework-built ASSET used to align a client’s sales and brand vision, mission, values, and purpose.

Pages extracted from our official Blox Brand Compass built using the Brand Compass Framework.

Why the Print Partner Matters

The strategy behind a piece only matters if the execution holds up - and execution depends on who's running the press. For Blox, that partner is Little Rock Printing.

When you're running a fast-moving company, you can't afford a printer who's inconsistent or slow to communicate. Little Rock has been dependable on every project, with consistently excellent quality, and the team has been genuinely supportive of a small business finding its footing - including a small-business discount that's made it possible to print more, more often, without compromising on quality. That kind of reliability is what makes it possible to run print as a real strategic lever rather than a risk: stickers, business cards, service booklets, handbills, accordion flyers, postcards, one-pagers, and individually built ABM pieces all need to land exactly right, on schedule, every time.

It's less of a vendor relationship and more of a working partnership - one that's become part of how Blox delivers on its promise to clients.

A couple of posters showcasing some print collateral printed by our trusted print vendor Little Rock Printing.

Where AI Fits Into the Print Process

AI integration is one of Blox's three core service modules, alongside brand/marketing and sales process, and it plays a direct role in how printed ABM material is made. AI tools are used throughout the creative process to generate concept variations, draft copy, and build visual mood boards, which dramatically speeds up the iteration cycle. Work that used to take days of back-and-forth now happens in hours.

That speed doesn't replace the craft of print - it feeds it. Faster iteration means more testing, more refinement, and ultimately a stronger finished asset by the time it goes to press. AI gets the idea to the final draft faster. Print is still where the idea becomes real.

Frequently Asked Questions

Does print collateral still work in a digital-first sales process? Yes - particularly in ABM, where the goal is depth of impression with a small number of high-value prospects rather than reach across a large audience. Print's tactile, physical nature makes it more memorable and harder to ignore than digital-only touchpoints.

What kind of ROI can print-supported ABM campaigns deliver? Blox's ABM campaigns that incorporate printed collateral have delivered up to 22x marketing ROI and a 29% conversion rate, compared to roughly 1-2% for broader, untargeted outreach.

What types of printed materials work best for ABM? Materials built specifically for an individual prospect or account tend to perform best - custom one-pagers, branded postcards, sticker sheets, and service booklets designed around a prospect's own brand language, rather than generic, mass-produced collateral.

Does using AI in the creative process compromise the quality of printed materials? No. AI is used earlier in the process - for concept generation, copy drafting, and moodboarding - which speeds up iteration before anything goes to print. The physical production itself (paper stock, finish, construction) remains a separate, craft-driven step.

We hope this post has helped you understand the role print plays in running a consultancy!

Thanks for reading!

Blox

Blox Communications is a creative-technical marketing consultancy based in Langford, BC, helping purposeful organizations modernize their brands, build smarter marketing systems, and integrate AI into their sales and communication.

The 9-Point Channel Strategy

Marketing in an Age of Complexity

Marketing is an environment defined by complexity and constant change.

For example, AI has automated and streamlined processes such as social media management and content creation. Similarly, over the past five years, the world of SEO has shifted away from simply keyword tactics to a more holistic approach involving the rigorous understanding of user intent and experience.

A recent McKinsey study found that 77% of CMOs believe their role has increased in complexity over the past five years, while other research consistently highlights the importance of integrated, customer-centric approaches for increased growth and revenue.

Amidst this frenzy of marketing metamorphosis, we can now say that leaders need more than campaigns. They need systems. They need ways to leverage digital ecosystems while maintaining a hyper-vigilant approach to customer needs and overall growth. That's where the 9-Point Channel Strategy comes in.

Delving, Developing, and Deducing

This complexity was not theoretical for me - it showed up daily during my Longboard days, when I was part of a small yet mighty team.

A few months into my role, I began to dream about creating a strategy that could answer some of the challenges our team was experiencing - a lack of organization due to poor project management skills, limited human resources to handle social media and email marketing tasks, and most importantly, misalignment and miscommunication with leadership, as well as missed opportunities to collaborate with cross-functional departments.

I wrote a business case and presented it to the CEO.

In my study, I explored all the potential projects and campaigns we could launch if only we were more organized and had more structure to our efforts. It was also the catalyst for doubling our team's size. After a quick presentation of my findings, my request was quickly approved. I finally had the go-ahead to develop the strategy that had been rattling about in my brain.

A Holistic View

The lack of a holistic view is one significant challenge that spurred the need to develop the 9-Point Channel Strategy.

In holistic marketing, departments and the strategy work together to accomplish shared goals and support an overarching purpose. A holistic stance paired with a transparent purpose is pivotal to scaling efforts and driving incremental volume and revenue.

It allows you to step back and review your work, gaining a deeper and clearer understanding of how inputs influence outcomes. With this perspective, you’ll be better prepared to make thoughtful, proactive decisions. Once you develop a holistic view, you can begin shaping content and messaging that resonates across physical, emotional, social, and even spiritual dimensions. At its core, this unification can lead to outcomes that stand out and make a lasting impact.

The 9-Point Strategy

The 9-Point Channel Strategy is an integrated approach to channel marketing where the primary goal is to understand your market segments and audience so you can deliver campaigns and projects that will produce results, all while driving your mission and vision forward.

By organizing each channel according to activity and assigning roles and responsibilities to the team (RACI chart), you can plan your delivery and create an inspiring experience that results in alignment between identity, delivery, and experience. This framework provides marketing teams with a structured, repeatable approach to align business goals, customer engagement, and brand growth across traditional and digital channels.

The 9-Point Channel Strategy model resembles a rotary phone because every channel (digit) must be dialled deliberately, in a sequence, and through a central hub (budget + analytics) to connect the organization to its customer outcomes (the call).

Why Structure Matters in Marketing

Most marketing teams suffer from one of two extremes: ad hoc creativity with little consistency, or rigid planning that fails to adapt to market shifts. Neither delivers sustainable growth.

The 9-Point Channel Strategy strikes a balance.

At its core, it emphasizes organization, planning, and resource allocation. These are not administrative details; they are the foundations of scaling. A Harvard Business Review study found that companies that link project management discipline with strategy execution are 70% more likely to outperform their peers.

By organizing around nine integrated channels - SEO/PPC, Content, Swag & Signage, Communications and Relationship Management, Tradeshows & Events, PR & Media, Website & Apps, Email Marketing, and Social Media - companies create a roadmap that both grounds their brand and gives teams the agility to respond to change.

From Brand Awareness to Measurable Revenue

Marketing is not just about visibility. Done right, it drives the business. Done wrong, it can degrade the brand and dislodge the customer journey.

So, it's vital to understand how each channel works singularly and in groups (Channel Groups). Research by Nielsen shows that brands with strong integrated campaigns achieve 31% more effectiveness than those using single-channel approaches.

The 9-Point Channel Strategy is designed to move organizations along this path. It improves:

• Brand Awareness: By consistently activating channels that reinforce identity and voice.

• Customer Engagement: Through storytelling, dialogue, and relationship management across touchpoints.

• Sales Impact: By aligning marketing activity with measurable outcomes such as lead quality, conversion rates, and pipeline growth.

For example, when I applied this framework in past roles, companies saw up to 600% growth in engagement and $25M in new business pipeline opportunities.

It's critical to understand that this doesn't just happen out of sheer application - it's the targeted execution that matters most. It's like a causeway. You can allocate resources to support your teams, all while understanding your business needs more accurately.

Furthermore, the 9-Point Channel Strategy guides the creation of marketing and sales materials, the development of strategic regional campaigns, and the collection of valuable data using the software and tools you have in place. By investing more time into understanding the potential of your market and the journey your clients take, you can influence product development, boost brand recognition, and more.

You will also improve your breadth of knowledge and meet changing client requirements more quickly and effectively. Client satisfaction will rise, as will your future revenue and profitability. Your reputation will grow as you raise awareness for your company and industry.

The Agile Imperative

No framework survives long if it can't adapt. The 9-Point Channel Strategy incorporates principles from the Agile Marketing Manifesto, which emphasizes experimentation, cross-functional collaboration, and responsiveness to change.

Five rules serve as guiding pillars:

1. Focus on client value and business outcomes over activity and outputs.

2. Deliver value early and often, rather than waiting for perfection.

3. Learn through experiments and data, rather than opinions and conventions.

4. Collaborate across functions, not just within silos or hierarchy.

5. Respond to change by following a static plan.

This isn't just philosophy. According to AgileSherpas, 42% of marketers now practice some form of Agile marketing, and those teams are twice as likely to report success as their non-Agile counterparts.

To put agility into practice, leaders need guiding principles that balance flexibility with discipline.

Principles for Execution

To embed agility within structure, leaders must:

• Align closely with internal and external stakeholders through transparency and trust.

• Encourage diverse perspectives to fuel creativity and innovation.

• Operate at a sustainable pace, balancing urgency with long-term growth.

• Empower small, cross-functional teams who are motivated and trusted.

• Continuously refine brand and channel fundamentals—because agility alone is not enough.

The best marketing programs are not built on one-off bursts of inspiration but on disciplined iteration. As Reid Hoffman, LinkedIn co-founder, once put it: "If you are not embarrassed by the first version of your product, you've launched too late."

The Call to Leaders

The 9-Point Channel Strategy is more than a checklist - it is a system for growth in an unpredictable market. By combining structure with agility, organizations can achieve clarity, consistency, and measurable outcomes while staying aligned with their mission, vision, and values.

In an era when customer attention is fragmented and competition is fierce, the companies that win will not be those who do more, but those who do better. Integrated and agile marketing is no longer optional - it is a prerequisite for sustainable success. The 9-Point Channel Strategy offers a path to do just that - driving clarity, consistency, and sustainable growth.

If you’d like to explore how this strategy can work for your business, feel free to reach out to me anytime - info@bloxcommunications.com.

Thanks for reading!

Blox

The Architecture of Bold Marketing

Welcome to our website, and thanks for checking out our first blog post!

Today, I'm going to spend some time describing what we do here at Blox Communications.

So, how did it all come about?

Back in 2005, a few years after university, I partnered with a close friend to start a creative business partnership called Bubbles + Blocks. The venture was a fun-filled experience, where together we led creative direction and strategy for 50+ artists, DJs, and small businesses with branding, design, and musical and artistic consultation. By championing artistic growth and bringing our bold aesthetic to the ‘streets’, we influenced the local creative economy, delivering impactful campaigns, mentoring talent, and driving visibility through community engagement and purpose-driven collaborations.

The reason for our name came about as we were both graffiti artists at the time, and I tended to write in block letters, hence the 'Blocks', while my partner wrote in bubble letters, thus the 'Bubbles'. Our name was also a metaphor for our individual approaches. I was stern and methodical, always concerned with structure and process, while my partner represented the light and fun aspect of our business. Together, we launched an artistic revolution in the small city of Calgary at the time.

Throughout all of this, I maintained my creative moniker - Blox. When the time came to part ways, I wanted to continue my creative efforts, so I casually started Blox Communications. From 2018 to the present, I have explored various creative concepts centred around my 'names' - whether creating bold, fast-forward logos or writing a plethora of articles on my personal blog, Chonablox.

After spending almost 10 years in various marketing positions, I've decided to focus on what I love most - creative strategy and execution. So, the official Blox Communications is born!

At Blox Communications, our specialty lies at the intersection of strategy, brand, and execution - a space where bold creativity meets disciplined frameworks. With a decade of experience in account management and leadership in sales and marketing for B2B/B2C, tech, SaaS, e-commerce, manufacturing, distribution, and sustainability sectors, I've delivered measurable results - 600% engagement growth on social media platforms, $25M in sales opportunities within a single business division, and scalable frameworks that help brands grow with consistency and confidence.

What truly sets me apart is my passionate and dedicated personality. I try to encapsulate this in the Blox Communications ethos, approaching marketing as both an art and a science. The art is in crafting resonant narratives and bold identities; the science is in designing systems and channels that scale with precision. Together, they form the foundation of how I help businesses stand out, connect with their audiences, and thrive.

Here's a bit more about how we work:

1. Strategy a.k.a. The Framework

Our specialty begins with strategy. Chona created the 9-Point Channel Strategy - a holistic, integrated, and omnichannel model designed to unify brand presence across every touchpoint.

• Holistic: A complete wheelhouse where digital and traditional channels complement one another.

• Integrated: Unified, consistent, and repeatable - ensuring alignment across teams, campaigns, and metrics.

• Omnichannel: Being everywhere your audience expects you, leaving a mark that is both bold and measurable.

This framework is not abstract; it's grounded in results. It helps companies move beyond one-off campaigns to an enduring system - one that delivers clout, trust, and demand generation over time. Learn more about the 9-Point Channel Strategy here.

2. Brand a.k.a. Your Presence

Brands often come to me at an inflection point - needing clarity, consistency, or bold differentiation. Here, our specialty is refining what exists or defining what's missing.

• Refining: Elevating an existing presence by sharpening message, positioning, and channels.

• Defining: Building the systems, storylines, and identities that make a company unforgettable.

• Bold & Multifarious: True to the Blox ethos, our work is striking, memorable, and adaptable to any sector or scenario.

This is why I developed the Blox Brand Audit. It breaks down brand presence into three pillars:

1. Understanding the Audience – Needs, Challenges, Pain Points, Problems.

2. Understanding the Marketplace – competitive gaps, industry shifts, and opportunities.

3. Evaluating Brand & Channels – consistency, sharpness, and growth potential.

The audit process creates not only insight but also tactical deliverables - brand stories, taglines, and campaign ideas that transform abstract concepts into articulate, actionable strategies.

3. Execution a.k.a. From Idea to Impact

Execution is where strategy and brand come alive. My approach is meticulous, detailed, and tailored to business needs. Each execution cycle begins with identifying Needs, Challenges, Pain Points, and Problems, followed by aligning solutions through audience insights, competitive analysis, and persona development. Content and communication are two pivotal areas that need to mesh for execution to work.

Execution is guided by three principles:

• The Agile Marketing Manifesto: Campaigns are sustained, disciplined, and resilient. We are inspired by these values and principles.

• Demand Generation: Every touchpoint is aligned to the customer journey - awareness, consideration, conversion.

• Account-Based Marketing (ABM): We specialize in ABM strategies that foster strong, enduring connections with high-value prospects, ultimately converting these relationships into long-term revenue.

Overall, our processes are iterative, data-driven, and enable Tasks, Projects, and Campaigns to adapt and evolve as markets change.

Why It Matters

In today's crowded, complex marketplace, brands don't just compete on visibility - they compete on Clarity, Consistency, and Connection. Our specialty is helping companies sharpen their competitive edge.

• Clarity: Standing out with sharp, succinct messaging.

• Consistency: Aligning voice, tone, and design across every channel.

• Connection: Building trust and loyalty through storytelling and systems.

• All to = Growth: Turning creativity and frameworks into measurable, lasting business outcomes.

Closing Thought

At its core, the architecture of bold marketing is about transforming complexity into clarity and throughout the entire process, keeping bold ideas BOLD. Whether through a rebrand, a campaign, or an entire strategic overhaul, our work ensures that businesses not only grow - but evolve with purpose, precision, and presence.

Let me know if there are any topics you'd like me to tackle! I'm all about the collaborative process, which I've learned is essential in my previous positions. It takes guts, grit, and g̶l̶o̶r̶y̶ consistency to achieve the things we want most in life. Why not apply that mentality to marketing!

Thanks for reading!

Blox