Find the Right Collateral Mix

Analyze, create, inform

The messages and the media for marketing collateral are constantly changing, and it’s our job as B2B marketers to remain focused on providing sales teams and customers with the content they need in the formats that are most effective.

Analysts and content creation experts tell us that marketers don’t put enough research and effort into marketing collateral. We need to be conducting regular reviews of marketing assets, weighing existing content with emerging needs. Most importantly, collateral should be aligned with the sales process, buying cycles and related sales and marketing activities.

A recent survey of technology buyers and influencers revealed some interesting findings on how marketing collateral is consumed and its perceived value.

• White papers were said to be the most effective marketing collateral, with most respondents finding them very influential in the purchasing decision.
• Product brochures and data sheets are the most frequently available and consumed type of collateral, yet ranked the least influential in the final buying decision. Brochures are seen as more of a necessary starting point.
• Most respondents prefer to view digital content as opposed to printing it out. This makes it more viral and easier to share.
• Most respondents viewed company collateral before they’d spoken with a sales rep or had any contact. This would indicate that compelling collateral is critical to that ‘first impression.’

The Corporate Capability Brochure
Most B2B companies have a brochure that briefly tells “Who We Are and What We Do.” They’re a basic necessity and can be the key to whether a customer takes that next step or if she’ll be receptive to a follow-up call or email.

What’s wrong with your marketing brochure? Nothing, maybe, but here’s a quick list of pet peeves from buyers and decision makers.

Vague or irrelevant covers. If it doesn’t say or show what your company does, it’s a bad start.

The wrong image. Leave out the world globes, clip art and worn-out graphic treatments. If it looks like you did it at home…

Stock photos. The use of stock or public domain photography that doesn’t support the content, and is over-used and inconsistent, can hurt more than help.

Rhetorical, rather than informative, copy. “Our company is built on strong core competencies that enable the development of a wide choice of product and support solutions to meet the specific needs of our customers."  What? Tell them specifically and briefly what you do. Use attractive, labeled illustrations that show product, target industries, core competencies, and maybe even the faces of your smiling staff. Make a connection.