What is the Most Effective Sales Collateral?

In the competitive world of sales, reps are facing increased pressure to accelerate the buyer journey. But beyond cold calls and coffee meetings, what tools can they use to close the deal?

The answer lies in sales collateral: strategic content designed to inform, persuade and convert prospects into customers.

With 79% of B2B buyers stating that content plays a pivotal role in their purchasing decisions, sales collateral is no longer an optional nice-to-have. In this blog, we’ll explore which content actually converts, why it works – and how to make it work for you. 

Whitepapers and Market Reports

At the top of the sales funnel – the awareness stage – prospects are beginning to recognise their pain points and learning that your brand offers a potential solution.  

This is where thought leadership content is king. Designed to educate and inspire, this kind of sales collateral introduces industry challenges while positioning you as a trusted authority on the topic. 

Some of the most powerful thought leadership content includes: 

• Whitepapers – these detailed, long-form guides explain a complex challenge and present a solution or position, combining research, analysis and recommendations to inform, educate and ignite curiosity in potential buyers. 

• Market Reports – also known as industry reports, this kind of sales collateral provides detailed analysis and insights, informing readers about the current state of a specific market or industry. 

These assets are ideal for the awareness stage, building trust with a non-sales approach that shows you understand your prospects, their industry, and their pain points. Reps can use them early to frame the conversation, and marketing teams can use them for lead generation and content campaigns. 

Case Studies and Testimonials

In the B2B world, vague marketing claims rarely shift the dial. This audience demands proof, seeking clear evidence that your product delivers real results, for real people. 

To prove the value of your solutions, look no further than case studies and testimonials: 

• Case Studies - authentic stories, written or filmed, that showcase real client experiences and help prospects to visualise the benefits for themselves. Through a structured narrative, they outline the client’s challenge, the solution provided, and the results achieved. As they illustrate how your product works in practice, case studies are perfect for both the consideration and decision stages of the sales funnel, reassuring buyers and addressing last-minute doubts. 

• Testimonials - short, direct quotes from clients which express satisfaction and endorse your product. Being easy to consume and establishing credibility quickly, testimonials are ideal for placing on sales and marketing assets, proposals and presentations – basically, across every stage of the funnel.

This kind of sales collateral is invaluable. If you can harness the voice of your customers and craft compelling, effective case studies and testimonials, you empower your sales team, equipping them with powerful tools to prove the value of your products. 

Product Explainers and Product Demos

In much the same way as case studies, product explainers and demos are powerful tools for proving the value of your offerings. However, as both are usually delivered in video format, people often get them confused.

Here’s how they differ: 

• Product Explainers – introduce your product in a clear way, serving as both persuasive marketing and effective sales collateral. They often highlight specific use cases or industry-focused applications, helping prospects to recognise their own pain points. As entry-level content, explainer videos are best suited for the awareness stage. 

• Product Demos – break down complexity, highlight key features, and provide step-by-step guidance showing buyers what they can achieve with your products. With their detailed focus, demos are more effective at the consideration stage, when prospective buyers have identified their pain points and are actively seeking a solution. 

These videos offer the perfect opportunity to differentiate your products - either through their simplicity or versatility - and show how they can make life better for your audience. Just remember that each type is suited to distinct stages of the funnel.

One-Pagers and Datasheets

These simple, visual one-page documents summarise product features and benefits, making them ideal for quick consumption. Again, there can be some confusion between the two, so here’s how they differ: 

• One-Pagers - provide a concise, high-level overview of your product. This makes them ideal for sharing at the consideration stage, when prospects need some detail, but don’t want to be overwhelmed with precise metrics and specifics. For best impact, sales reps can use them after discovery calls or in email follow-ups. 

• Datasheets - go a little further, providing technical specifications, detailed features and performance metrics. They help prospects to compare your product against competing solutions and offer the hard data technical teams need to get sign-off. Due to their detailed nature, datasheets are best for the decision stage, and can be even more effective when used alongside proposals, demos or presentations. 

With their bold branding, graphics, persuasive messaging, and social proof like testimonials and client logos, one-pagers and datasheets enable prospects to evaluate their options quickly during the consideration and decision stages – making them essential for communicating value when time is of the essence.

Sales Proposals

Once prospects are fully engaged and prepared to make a decision, they move into the bottom of the sales funnel. At this stage, buyers are seeking detailed answers about the product, its benefits, pricing and ROI. Proposals deliver all of this in a professional, detailed document that addresses any remaining objections - and helps seal the deal. 

A strong proposal typically contains:  

• An executive summary 

• Problem statement 

• The solution (your product) 

• Pricing and packages  

• Social proof (case studies and testimonials)  

• A clear call to action (CTA) 

Proposals are usually personalised to fit the buyer’s persona and industry, showing that you understand their specific needs and pain points. This detailed, customised type of sales collateral packs a powerful punch, bringing together all the essential elements to formalise the offer and drive successful conversions.

Conclusion

Overall, the most effective sales assets are those that educate, differentiate and reassure, striking a balance between trust and hard data. When used strategically at the right stages of the sales funnel, this content equips your team to sell with confidence and transform cold leads into customers much more easily than using the wrong collateral – or none at all.

How digiio can help

With over a decade of experience working with major B2B brands, we’re well-positioned to reshape your approach to sales collateral. Our team is ready to support your goals and create persuasive, eye-catching assets that convert prospects into customers.

Ready to empower your sales team? Contact us to discuss your needs.