Account-based marketing is built on a simple but demanding premise: when you focus on the accounts that matter most, every interaction needs to hit harder, feel more relevant, and move the buying team forward with purpose. But ABM has quietly developed a measurement problem. Digital touches are trackable but increasingly ignored. Physical touches are impactful but traditionally invisible. And most ABM teams now run into the same wall: they can generate activity, but proving influence inside a buying committee remains elusive.
MARC closes that gap. By introducing a measurable physical video experience into ABM programs, marketers gain something they�ve never had before�a premium, high-attention touchpoint whose engagement can be tracked, analyzed, and tied directly to account progression. It becomes the missing connection between strategy and proof, between aspiration and performance.
This flagship analysis breaks down why measurable physical video belongs at the center of modern ABM, how it solves the blind spots left by digital-only plays, and how leading teams use MARC data to shape pipeline, prioritize accounts, and earn executive credibility.
ABM promises personalization, precision, and relevance. But today�s buying committees are saturated with digital noise. Executives ignore outreach. Marketing leaders are numb to retargeting. Technical stakeholders skim content without retaining it. The very accounts ABM aims to influence are the ones most likely to filter everything out.
This creates a tension: ABM teams plan meticulously while the channels they rely on�email, ads, webinars, content syndication�face diminishing returns. The strategy hasn�t failed; the attention environment has.
What�s missing is a moment of elevated, non-disposable attention�an interaction capable of breaking through the digital haze and anchoring your message in the minds of the people who matter.
That�s where MARC enters the ABM mix.
Before analytics were added to physical direct mail, ABM teams knew that sending something tangible could create impact, but they faced the same questions every time:
Without answers, ABM teams often defaulted back to digital-only approaches, even when they believed a physical experience would be more powerful. The risk was simply too high.
MARC fixes the physical touchpoint measurement problem. Each brochure provides a premium, cinematic video experience�but more importantly, it captures the engagement data that ABM teams have always wanted:
Suddenly, physical ABM isn�t a gamble�it�s a measurable, attributable channel that can stand beside digital in rigor and exceed it in impact.
When ABM teams add MARC into their playbooks, it fills a structural gap digital cannot solve. Here�s how.
Executives rarely click ads or engage deeply with email. But they do respond to premium physical outreach that feels intentional. MARC brochures stand out because they:
When executives watch a MARC brochure, ABM teams can finally measure that moment�and capitalize on it.
Modern B2B deals involve an average of six to ten stakeholders. ABM teams try to influence all of them through layers of content and follow-ups, but digital channels struggle to reveal who is truly engaged.
MARC analytics solve this with:
What emerges is a map of who inside the account is participating�and how seriously.
ABM teams need to know when an account is shifting from passive interest to active evaluation. Digital signals can mislead; a click or a form fill doesn�t always correlate with real intent.
MARC engagement thresholds, however, predictably correlate with real commercial interest:
These signals give sales teams a priority queue rooted in behavior, not assumptions.
MARC becomes the emotional and narrative centerpiece of the ABM journey. Instead of relying on dozens of small touches, ABM teams use MARC to:
Then digital steps back in to reinforce and follow up, not carry the entire journey alone.
Once MARC is integrated, ABM teams gain visibility that changes how they plan, prioritize, and communicate.
MARC data reveals which stakeholders engaged most deeply. This helps ABM teams:
When engagement spreads across roles, job levels, and days, ABM teams know an internal evaluation is underway. This becomes a trigger for sales alignment, SDR outreach, or exec-to-exec engagement.
Replay clusters highlight which parts of the story matter most.
MARC-engaged accounts reliably:
The measurable physical touchpoint makes digital more effective, not less necessary.
| Metric | Digital ABM | ABM With MARC |
|---|---|---|
| Attention Quality | Low-to-medium | High and intentional |
| Measurability | Strong but shallow | Strong and deep |
| Executive Reach | Low | High |
| Buying Committee Visibility | Weak | Strong (multi-viewer) |
| Replay Behavior | Rare | Common, high-value signal |
| Pipeline Attribution | Modeled | Direct |
Through hundreds of ABM deployments, the strongest results appear in three core motions:
For high-value accounts, the first impression matters. MARC consistently outperforms email-based outreach for:
MARC is a powerful accelerant when an account is:
When an existing customer is evaluating renewal, MARC can reframe the value story in a way a QBR deck cannot. It feels fresh, premium, and tailored�raising perceived value and reinforcing relationship strength.
These are the accounts that merit a high-attention touch. Typically:
This is where MARC differentiates. The story doesn�t need to be long�it needs to be compelling. Content that performs best:
MARC engagement data must flow into:
ABM and sales teams should create plays triggered by:
MARC can be attributed to pipeline with rigor:
We�ll show you exactly where MARC fits into your ABM strategy and how to use engagement analytics to accelerate your highest-value accounts.