How many pieces of marketing collateral have you received at an event or in your inbox that you immediately threw away or deleted? If you want people to actually read your company’s marketing materials, then don’t offer boring and bland content. Instead, your team can create collateral that is informational AND eye-catching, drawing people in with more specific messaging.

Don’t just produce collateral for collateral’s sake. That glossy brochure isn’t going to do much if you didn’t have a set goal and an audience in mind when you created it. You need to create targeted, specific content that will engage with specific prospects in specific situations. Here’s a guide to creating effective and powerful marketing collateral that won’t be ignored.

What is the goal?

Before you start, you have to really consider the goal of this piece of collateral. During what stage of the buying process should sales reps give this to prospects? If, for example, you’d like to turn an uninterested person into a lead, you’ll probably be handing them a very general piece of collateral explaining what your company does and your value proposition. But if you’re trying to push an interested prospect into agreeing to a demo or a trial, this requires a more detailed and descriptive offer with a very strong call to action. Make sure that all your CTAs are clear and align with the ultimate goal.

Who are you trying to reach?

Another thing you must ask yourself is who will be reading this? What do you want them to understand about your company? If you’d like to target executives rather than line-of-business users, the tone and content should be very different. With executives, you want to give a more high-level look at your product’s ROI, business benefits and financial information. Business users may be more interested in how to install your product, the ease of use, and how it will save them time. Tailoring the content specifically to the audience makes it much more likely that prospects will stop and read it.

Learn More about Effective Sales Prospecting»

What format should it be?

Depending on the sales stage and who you’re trying to reach, you may want to choose a different format for your marketing collateral. Will sales reps be handing this to someone in-person or sending it via email? Do you think it would be more effective as a brochure or maybe a small business card? The length of the collateral should also be determined by who you’re trying to reach. A top-of-the-funnel, more general offer could be a 1-pager or a brochure. A more bottom-of-the-funnel piece of collateral could be a lengthier case study that goes more in-depth about what your product offers.

When will you give it out?

Event-specific collateral is very different than content that you email to prospects. For events, it’s especially important to have well-designed collateral with consistent fonts and branding. However, you don’t want to create different collateral for every single event your company attends – that can get overwhelming. One way to make it easier on yourself is not to include a date or booth numbers on collateral – keep it evergreen so you can reuse it at the next event. Instead, try using stickers with booth numbers or dates to customize each piece. You have a lot more leeway with emailed collateral – you can use any format you’d like as long as you believe it will be effective an appeal to prospects.


Ideally, you should customize your marketing collateral according to who will read it, what buying stage they are in, when they will receive it and the best format for the situation. By following these steps, you will have a much more strategic array of collateral that will gain more positive sales traction.

Recent Posts