What is Marketing Collateral
Marketing collateral is the collection of all informational, presentation and persuasive materials that a company uses to communicate with customers and support sales. It can be digital, printed or a combination of both, and covers the entire customer journey – from awareness to decision.
The most common forms of marketing collateral include:
- Brochures and product sheets
- Company presentations
- E-books, white papers, case studies
- Leaflets, infographics, datasheets
- Landing pages and microsites
- References and testimonials
- Sales decks and proposals
- Customised content (e.g. calculators, checklists, demo videos)
Each type of collateral should correspond to a specific stage of the buying cycle and the target persona.
Why marketing collateral is important for B2B companies
- It boosts persuasiveness and credibility
Well-prepared materials demonstrate your professionalism and expertise. - Shortens the buying cycle
It helps decision-makers understand the value of the offer and speed up their decision-making. - Supports sales teams and ensures consistency of messaging
Every team member communicates the same value proposition. - Explains complex products or services
Visualisations, infographics or case studies simplify understanding. - Can be reused across various channels You can
use the materials in emails, meetings, campaigns, on the website and at events.
Practical applications and examples
- AITOM Digital
Creates landing pages with case studies, presentations for sales meetings, e-books for lead generation, and offers tailored to specific sectors (e.g. manufacturing, services, IT). - SaaS company
Has a ready-made onboarding package – a datasheet, white paper and product video – which aids in negotiations and boosts conversion rates during meetings. - Manufacturing company
Uses catalogues, technical specifications, reference sheets and diagrams in both physical and PDF formats – sales representatives hand these over after the first meeting. - Consultancy agency
Uses PowerPoint presentations and PDF documents containing case studies and statistics → supports the closing of deals at board level. - B2B marketplace
Landing pages for different types of customers (supplier / buyer), each with its own persuasive content and CTA.
5 tips for effective B2B marketing collateral
- Tailor materials to each stage of the funnel
Different content works for TOFU (e-book), MOFU (white paper), BOFU (case study or proposal). - Focus on visual clarity and readability
People don’t read – they scan. Pay attention to structure, headings and graphics. - Use evidence: figures, testimonials, quotes, case studies Data-backed
arguments are stronger than general claims. - Ensure brand consistency across all channels
Design, tone of voice, logo and key messages should be consistent. - Update
regularly. Outdated content without current data or references can have the opposite effect.
Related terms
- Sales Enablement – processes and tools to support the sales team
- Lead Nurturing – collateral is used in lead nurturing
- Content Marketing – collateral is a fundamental content format
Further resources
- HubSpot – Marketing Collateral: What It Is & How to Use It
- Canva – Marketing Collateral Templates
- Salesforce – Sales Enablement Content Strategy
Summary
Marketing collateral is an essential tool for any B2B company that wants to sell effectively, consistently and with confidence. It helps salespeople make their case, helps customers make decisions and helps the whole company strengthen its brand. Do you want to create strong collateral materials for your business activities? Please don’t hesitate to contact us.