How to Create B2B Sales Collateral (With Examples)

Before making any purchasing decision, customers prefer to research the company and the products. Sure, the sales team has to educate the customer. 

But they can educate and build trust with a little help from sales collateral. This content also helps build brand image and establish the brand as an authority.

This article will dig deeper into B2B sales collateral and provide a few tips along the way.

What is B2B Sales Collateral?

B2B sales collateral is used throughout the entire sales funnel to help prospects with their purchasing decisions. The sales collateral is part of both sales enablement and sales support.

Effective sales collateral gives customers the information they need to make a purchase decision. You can use different kinds of sales collateral depending on where the buyer is in their journey.

Different businesses can prioritize specific types of sales collateral to fit their target audience’s needs. For example, brochures are used to share product-related information. Infographics are great for sharing processes and industry data. 

To help salespeople close more deals, it’s necessary to equip them with the right sales collateral. So, whenever a lead requires assistance, they can quickly help with the right information that solves the prospect’s problem.

Why Do You Need B2B Sales Collateral?

Increase conversions: Nurturing leads is easier with targeted sales collateral developed for every stage. The less friction you have for each stage, the easier it gets to close more deals.

Clarify your offerings: Well-designed sales collateral offers comprehensive information about your business or product to potential customers. In addition to communicating its benefits, such collateral generates enthusiasm and motivates individuals to seek further information and possibly decide to purchase the product.

Looks professional: Good quality sales collateral demonstrates the professionalism of your company. A positive brand image makes customers feel at ease when purchasing, as they trust that your products and services will meet their expectations.

B2B Sales Collateral and the Sales Strategy

B2B sales collateral, created in collaboration with the marketing team, plays a pivotal role in supporting the sales strategy and guiding potential customers through the buyer’s journey. It serves as a sales tool to educate, engage, and persuade target customers at different stages of their buying process, based on their unique buyer personas.

Aligned with your marketing team’s efforts, sales collateral incorporates social proof elements to build trust and credibility. Testimonials, customer success stories, and industry endorsements become integral components of the collateral, showcasing the positive experiences and outcomes of existing customers. This social proof reassures potential buyers that your solution is reliable and capable of addressing their pain points.

Sales playbooks provide a comprehensive guide for sales representatives, outlining the appropriate sales collateral for each stage of the sales cycle. These playbooks ensure that the sales team has the necessary tools and resources to effectively engage with target customers and address their specific needs. By aligning the sales collateral with the target customers’ preferences and pain points, sales representatives can deliver a personalized and tailored sales experience.

By leveraging the right sales collateral throughout the buyer’s journey, you can effectively engage with potential customers, build trust, and guide them towards making a confident purchasing decision. The marketing team’s understanding of the target customers’ demographics, preferences, and behaviors becomes crucial in developing impactful collateral that resonates with their needs.

Regular collaboration between the marketing and sales teams is essential in evaluating the effectiveness of the sales collateral. Feedback from the sales team regarding the collateral’s impact on target customers can help refine and enhance the messaging and visual elements. Continuous improvement ensures that the sales collateral remains relevant, impactful, and supportive in driving conversions and boosting sales.

Types of B2B Sales Collateral 

Traditional Sales Collateral

Traditional sales collateral includes materials such as ads and catalogs to help market a product. Examples include:

  • Advertisements: window cards, billboards
  • Catalogs: book or pamphlet containing a list of products, often with pictures and descriptions
  • Sales sheets: basic breakdown of your product or service on one sheet
  • Posters:  features an eye-catching image and message. 
  • Data Sheets: numerical facts and statistics about your products

Digital Sales Collateral

They are designed for online distribution. Common examples include:

  • Videos: explanatory or advertisements videos
  • Product demos: hands-on walk-through of products or solutions
  • Digital communication templates: sales scripts, chat scripts, and email templates
  • FAQ pages: quick searchable answers to frequently asked questions
  • Ebooks: provide educational or informative content 
  • Case studies: success stories from customers
  • White papers: in-depth studies on an industry topic

Examples of B2B Sales Collateral 

Case Studies 

The best way to attract new prospects is by using your company’s success stories to demonstrate your ability to help them with similar goals or challenges. Case studies showcase your expertise with tangible evidence, such as real-life examples, results, statistics, and quotes, to make a persuasive argument to prospects.

Mutiny explains the why behind their buyers’ decisions in their customer stories. 

Tips to Create Case Studies

  • Focus on the customer: The case study should showcase how your product has helped the customer solve their problem, achieve their goals, or increase revenue.
  • Use data and metrics: Quantify the results achieved by the customer to help prospects understand the value proposition of your solution.
  • Use a storytelling format: Engage your audience and make the case study more compelling. Focus on the customer’s journey and how your product was able to help them.
  • Make it visual: Use images, graphs, and charts to make the case study more visually appealing.
  • Include quotes and testimonials: Incorporate quotes and testimonials from the customer to add credibility and validation to your solution.

Product Demos

Product demos are sales collateral showcasing a product’s features, benefits, and capabilities through an interactive demonstration. Demos can be delivered in various formats, including videos, live presentations, webinars, and interactive software.

Intercom’s webinar library contains tips  for customer support and success leaders, illustrating how their product fits into their customer’s daily routine.

In addition to building trust and credibility, product demos can increase engagement and, ultimately, increase sales.

Tips to Create Product Demos

  • Customize for the prospect: Tailor the product demo to the prospect’s specific needs. Understand their pain points and how your product can solve their problems.
  • Keep it simple: Focus on the core features and benefits of the product. Avoid overwhelming the prospect with too much information or technical jargon.
  • Make it interactive: Encourage the prospect to interact with the product during the demo. You want customers to understand the value proposition and how it can benefit them.
  • Address objections: Anticipate objections and address them during the demo. This tactic will help build trust with the prospect and show that you understand their concerns.
  • Provide next steps: End the demo with a clear call-to-action, such as scheduling a follow-up call or providing additional resources for the prospect to review.

White Papers

White papers are informative documents supported by research that assist readers in understanding a complicated problem, making a purchasing decision, or finding a solution.

Sales teams can leverage white papers at various stages of the buyer’s journey, particularly during the consideration phase, to persuade potential buyers that their product or service is the ideal choice.

Hubspot’s State of Marketing Trends Report explains the topic well and highlights the importance of marketing.

Tips to Create White Papers

  • Identify the target audience: Understand who the white paper is intended for and tailor the content accordingly.
  • Provide actionable insights: Inform the reader with insightful information and actionable advice that can be used to solve problems or achieve goals.
  • Use data and research: Use data and research to back up your claims and add credibility to your solution.
  • Make it easy to read: Use clear, concise language and break up the content into sections with headings and subheadings. Use visuals like graphs and charts to make the content more engaging.
  • Include a call-to-action: End the white paper with a clear call-to-action, such as scheduling a call with a sales rep or downloading a product brochure.

Create B2B Sales Collateral That Converts

B2B sales collateral is an essential tool that helps companies increase conversions, clarify their offerings, and maintain a professional image. The different types of sales collateral can be used throughout the sales funnel. With the right approach, sales collateral can become a valuable asset in building trust, establishing brand authority, and closing more deals.

About the Author

Kesar Rana is a SaaS and tech writer. Writing long-form content for B2B brands that produce quantifiable leads. Follow Kesar on LinkedIn and Twitter.