Marketing Collateral
Marketing collateral refers to the collection of supporting materials and content assets used to promote products, services, or brands. These materials work together to educate prospects, support sales conversations, and reinforce brand messaging across different marketing channels and customer touchpoints.
Marketing collateral serves as the foundation of most marketing campaigns and sales processes, providing consistent messaging and professional presentation materials that help convert prospects into customers.
Types of marketing collateral
Print materials
Brochures and flyers, Traditional printed materials for product information and promotions
Business cards, Professional contact information and brand representation
Trade show displays, Large-format materials for events and exhibitions
Direct mail pieces, Targeted print communications sent to prospects
Digital assets
Website content, Landing pages, product pages, and informational content
Email templates, Branded email designs for campaigns and communications
Social media graphics, Visual content for platforms like Instagram, LinkedIn, and Facebook
Digital presentations, PowerPoint decks and interactive sales presentations
Organizing these digital assets effectively requires proper digital asset management systems to maintain version control and brand consistency.
Understanding digital marketing collateral connects to authentic content creation strategies that build genuine customer relationships.
Sales support materials
Product sheets, Detailed specifications and feature information
Case studies, Success stories and customer testimonials
Pricing guides, Cost information and package comparisons
Proposal templates, Standardized formats for presenting solutions
Video and multimedia
Product demonstration videos, Visual explanations of features and benefits
Customer testimonial videos, Authentic reviews and success stories
Explainer animations, Simplified explanations of complex concepts
Webinar recordings, Educational content and thought leadership
Effective video collateral often incorporates user-generated content examples to add authenticity and social proof.
Strategic importance of marketing collateral
Brand consistency
Marketing collateral ensures consistent messaging, visual identity, and brand voice across all customer interactions and marketing channels.
Sales enablement
Well-designed collateral empowers sales teams with professional materials that support conversations and help close deals more effectively.
Customer education
Educational materials help prospects understand products, services, and value propositions, reducing barriers to purchase decisions.
Competitive differentiation
High-quality collateral positions brands as professional and trustworthy compared to competitors with poor or missing materials.
Marketing collateral best practices
Audience-focused design
Create materials that speak directly to target audience needs, pain points, and decision-making criteria rather than focusing solely on product features.
Clear value proposition
Every piece of collateral should communicate clear benefits and outcomes that matter to potential customers.
Professional presentation
High-quality design, typography, and imagery reflect brand professionalism and build trust with prospects.
Call-to-action inclusion
Include clear next steps and contact information to guide prospects through the sales process.
Digital vs traditional collateral
Digital advantages
- Real-time updates and version control
- Interactive elements and multimedia integration
- Easy sharing and distribution
- Performance tracking and analytics
- Cost-effective production and updates
Traditional benefits
- Tangible, physical presence at events
- No technology requirements for viewing
- Professional handout materials
- Brand recognition through physical items
- Higher perceived value in certain industries
Measuring collateral effectiveness
Usage metrics
Track how often sales teams use different materials and which pieces generate the most engagement from prospects.
Conversion impact
Measure how collateral usage affects conversion rates, sales cycle length, and deal closure rates.
Lead generation
Monitor how downloadable collateral performs as lead magnets and content marketing assets.
Brand awareness
Assess how consistent collateral use impacts brand recognition and market positioning.
Creating effective marketing collateral requires understanding your overall brand strategy to ensure all materials work together cohesively.
SocialRails marketing collateral support
SocialRails helps optimize marketing collateral distribution through:
Social media integration: Share and promote collateral across all 9 supported platforms
Content calendar planning: Schedule collateral distribution for maximum impact
Performance tracking: Monitor how collateral performs across different social channels
Brand consistency: Maintain consistent messaging across all shared materials
Team collaboration: Coordinate collateral creation and distribution across team members