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.