Types of marketing collateral
- Print: brochures, flyers, catalogs, business cards and trade show material.
- Digital: e-books, white papers, case studies, service pages, newsletters and infographics.
- Sales material: pitch decks, one-page product sheets, price lists, comparison sheets and proposal templates.
- Video and audio: product demos, explainer videos, webinars and customer testimonials.
Collateral for each stage of the buying journey
- Awareness: blog posts, infographics and short videos.
- Consideration: guides, webinars, comparison sheets and case studies.
- Decision: proposals, pricing, demos, testimonials and FAQs.
Tips for effective collateral
- Write each piece for one buyer persona and one clear purpose.
- Focus on the customer’s problem and the results you deliver, with proof.
- Keep the design consistent with your brand guidelines.
- Include a clear next step and contact details.
- Keep it up to date, and track which pieces your sales team actually uses and which lead to deals.
Marketing collateral example
A company that sells solar panels prepares: a one-page product sheet with prices and warranty, a case study with a homeowner’s savings, a 10-slide deck for sales calls, a short video that explains installation and an FAQ page. The sales team uses the same materials, so every customer hears the same story, and the website uses the case study as a landing page.
Collateral by stage of the buying process
| Stage | Collateral |
|---|---|
| Awareness | Blog posts, short videos, infographics |
| Consideration | Guides, comparison sheets, case studies, webinars |
| Decision | Price lists, proposals, demos, testimonials |
| After purchase | Onboarding guides, FAQs, training videos |
Marketing collateral mistakes
- Out-of-date prices and claims in PDFs that are still circulating.
- Inconsistent look and message across items.
- Collateral that talks about the company more than the customer’s problem.
- No plan to share it with sales.
Marketing collateral FAQs
How is it related to a brand book?
The brand book sets the rules, and the collateral applies them. See white papers and brand identity.
Should collateral be public?
Some, such as case studies, should. Some is for sales calls only. See content marketing.