In the present economic climate, which is so competitive, brands have more than just quality products to put out there for success. We see that strategic communication is key in this, which is what marketing material does.
From digital brochures, which may also include interactive elements or info graphics, to very engaging videos that tell the brand story, marketing material is growing at a fast pace to fit in with the wants of today’s consumer.
Also, these materials help companies in what they do, in which they use them to put forth their story, play a role in the purchase decision process, and also to create what we know as brand recognition.
What is Marketing Collateral?
When discussing marketing collaterals, means and mediums matter equally. So, what does marketing collateral mean? In essence, it refers to a broad set of digital or print assets a company creates to communicate its brand, support its sales team, and educate its customers.
These materials can take many forms, from sleek brochures and flyers to detailed white papers and interactive videos. Whether printed or distributed online, the primary role of marketing collateral is to guide potential buyers along the sales journey.
Marketing collateral is any digital or print asset used to promote a brand, educate customers, and support the sales journey.
By combining creativity with strategy, businesses use marketing collateral to build awareness, nurture leads, and close deals.
Why Is Marketing Collateral Important for Brands?
Business marketing collateral plays a pivotal role in strengthening a brand’s authority and trustworthiness. Professionally designed, strategically placed assets ensure consistency in messaging across channels, a factor that can greatly influence buyer decisions.
Marketing collateral helps align marketing and sales teams. It ensures that both teams speak the same language when engaging prospects, making communications more cohesive. And by addressing various stages of the buyer’s journey, from awareness to decision, marketing collateral drives conversion and customer loyalty.
Related Read: What Are Point of Sale Materials (POSM)? A Complete Guide
Types of Marketing Collateral Every Brand Should Use
Effective marketing collateral is not one-size-fits-all. The best brands deploy a mix of materials tailored to different buyer needs and channels.
Here Are the Key Types Every Brand Should Consider:
1. Sales Collateral
Sales collateral is created specifically to assist sales teams during one-on-one engagements with prospects.
When to Use: During client meetings, pitches, or follow-ups.
Examples:
- One-Pagers: Quick summaries of product/service features.
- Product Datasheets: Technical details for buyer consideration.
- Pitch Decks: Presentations for high-level business discussions.
Real-Life Example: A B2B SaaS firm uses a datasheet to highlight the key features of its CRM solution, which the sales team distributes during demo calls.
2. Digital Marketing Collateral
Digital collateral is ideal for attracting, engaging, and nurturing online audiences.
When to Use: In email marketing, lead generation, or content marketing.
Examples:
- eBooks: In-depth guides used for gated content downloads.
- Whitepapers: Research-heavy documents for thought leadership.
- Infographics: Visually appealing data representations.
- Videos: Explainers, testimonials, or how-tos.
Real-Life Example: A health brand offers a downloadable eBook on healthy living tips to collect leads through its website.
3. Print Marketing Collateral
Despite digital growth, print collateral remains relevant for in-person engagements.
When to Use: During trade shows, in-store promotions, or direct mail campaigns.
Examples:
- Brochures: Foldable handouts with key business details.
- Flyers: Single-page promotional content.
- Posters: Large-format visuals for retail visibility.
- Catalogs: Product listings with specifications and pricing.
Real-Life Example: A luxury real estate firm uses glossy brochures to showcase property listings to prospective buyers.
4. Web & Social Media Collateral
Digital-first brands rely on web and social assets to amplify reach and enhance discoverability.
When to Use: For brand awareness, SEO, and customer engagement.
Examples:
- Blog Posts: Optimized articles addressing user queries.
- Landing Pages: Targeted pages to drive specific actions.
- Social Media Graphics: Branded visuals to boost shares.
Real-Life Example: A beauty brand shares before-and-after posts on Instagram to promote new product launches.
How to Choose the Right Marketing Collateral
With so many options available, how do you know which marketing collateral will deliver the best results? Start by considering where your audience is in the buyer’s journey.
For awareness, choose educational content like blog posts or infographics. For consideration, use white papers or videos. When a prospect is ready to buy, sales collateral like product data sheets and case studies is ideal.
Design and tone should match your brand identity. Also, keep format preferences in mind, some audiences prefer reading, while others want to watch or listen.
Marketing Collateral Examples in Action
Let’s Bring These Concepts to Life:
- Sales Collateral Example: A fintech company equips its sales team with pitch decks tailored to different customer segments, leading to a 20% higher close rate.
- Digital Collateral Example: An edtech startup creates info graphics shared via LinkedIn to explain complex topics and boost engagement.
- Print Collateral Example: A beverage brand hands out custom posters at point-of-sale locations to promote its latest summer drinks.
Read Also: How to Use the 4 Ps of Marketing
Conclusion
In today’s multi-channel world, marketing collateral is more than just supplementary material, it’s an essential part of your brand’s voice. Now that you understand what marketing collateral means and how it functions, it might be time to evaluate your current content library.
Ensure your assets are updated, relevant, and aligned with your sales goals. If not, consider developing a fresh, consistent suite of marketing collateral to power your growth.
Frequently Asked Questions (FAQs)
1. What is the difference between marketing materials and collateral?
Marketing materials are a broader term that includes all promotional assets, while collateral specifically supports sales and brand communication efforts.
2. How do you create marketing collateral?
Begin by defining your audience and goals. Choose a format (print or digital), write compelling content, and design it according to brand guidelines.
3. What does brand collateral include?
Brand collateral includes brochures, business cards, presentation decks, and digital assets like email templates and website visuals.
4. What is the difference between marketing and sales collateral?
Marketing collateral focuses on awareness and engagement, while sales collateral is geared toward closing deals and supporting sales reps.
5. What is B2B collateral?
B2B collateral refers to content designed to help businesses sell to other businesses, such as white papers, case studies, and product data sheets.