Free guide · 22 pages · PDF
The Right Marketing Collateral: How to Choose for Each Stage of the Buyer's Journey
Collateral is anything your salespeople hand, send or show a buyer to move a decision forward. Most companies have too much of the wrong kind and too little of the right kind: a glossy brochure nobody reads, and no one-page answer to the question every buyer asks before a site walk. This guide covers sixteen kinds of collateral across the four stages of the buyer's journey, with what each one is for, what to put in it, and examples from commercial service companies, and ends with an audit to find your gaps. It is for owners, marketing leads and sales leaders.
What's inside
- The four stages of the buyer's journey and what buyers need at each
- Awareness: sell sheets, leave-behinds, brochures, guides, white papers, video, landing pages and social graphics
- Consideration: case studies, comparison sheets, infographics and email
- Decision: proposals, pitch decks and the site-walk report
- Loyalty: onboarding kits, newsletters and annual reviews
- What every piece should include, and the most common mistakes
- A collateral audit and a production plan
