Sales and marketing both have roles in creating B2B collateral.

The Do’s and Don’ts of B2B Sales Collateral

Print collateral like one-sheeters and brochures are standard for any sales team — and if they’re done well, they can even lay the foundation for a content library. These tools complement your brand’s digital presence and may even be the first thing new customers see, so it’s imperative they’re designed for maximum impact.


Don’t Write walls of text

Your company does a lot, and you to want to communicate all of it. There’s a lot of value that needs to be conveyed, even if you just focus on a single service or product line. But if all you have is a one-sheeter or brochure, space is going to be tight. There’s a content marketing buzzword that applies here: snackable content. For digital media, this means listicles and 30-second videos. It’s a bit different for print collateral, but the idea remains the same. Focus on the main copy points and resist the urge to throw in everything and the kitchen sink.


Do Make it unique

When your sales tools inevitably get thrown in a pile on your prospect’s desk, it pays to be memorable. Your business already has a unique selling proposition — and that’s going to be conveyed through copywriting — but it helps to find creative ways to drive that message home. Play with different shapes and paper finishes to capitalize on overlooked elements. Clever visual cues and unique haptics can only serve to reinforce your brand story.


Do Find a way to engage your audience

The exact call to action will depend on the collateral itself and its place in the sales cycle. But in general, printed sales tools fill a role that’s complementary to digital. Depending on what those digital resources are — whether it’s an app, company blog or landing page — they can direct your prospects toward more information specific to their needs. Sharing this type of useful, compelling information could serve as a critical entry point into your content marketing funnel.


Don’t Feel like you have to reinvent the wheel

Sales collateral has just one objective: to help prospects through the decision making process. Tell a good story, be informative, and be clear. And when possible, work with a B2B brand and marketing agency that specializes in developing sales collateral and messaging (for internal and external use). This is the best way to keep it all cohesive and ensure you are getting the most value out of your sales collateral materials. At the end of the day, we are trying to drive sales, and want to put our best foot forward!


Looking for more ways to stand out from the crowd? Check out our blog – we’re covering everything from design psychology to digital strategy.

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