Ideas for Marketing Collateral

Ideas for every stage of the buyer's journey.

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Coming up with marketing collateral ideas can sometimes make a marketer lose his sleep. But, ideally, as marketers you need not become anxious about it. We’ve listed below a few ways in which you can come up with ideas to create marketing collateral pieces.

Let us look at an example of how to create marketing collateral for your target audience. Adrian is a 24-year old photographer who lives in suburban London and has a deep interest in travel. He is looking to go on a backpacking trip to Scotland where he hopes to get a few good pictures. His travel budget is about $800 and he hopes to stay in youth hostels that don’t charge a lot. His keywords on Google will be something close to: Best Scotland tour packages under $350. He is looking for a travel agency who can help him plan his tour.

The different stages of the buyer’s journey are:

Stage in Buyer’s Journey



How to let your buyers know you exist?


How to create interest in your solution?


How to get your solution in the consideration set?


How to make the prospect take the buying decision?


How to ensure smooth implementation?


How to increase product adoption/usage?


How to reduce customer churn?


How to create customer advocates?


Let us examine the marketing collateral that can be created for each stage of the buyer’s journey

Awareness Stage

In the Awareness stage, the travel agency should provide Adrian collateral that makes him aware of the different places to see in Scotland, the history of Scotland, the best time to visit during year etc. Travel blogs are an ideal marketing collateral in this stage.

Interest Stage

Adrian now knows what to expect on a tour to Scotland. In the Interest stage, he would need backpack guides, the best spots for photography, the not-so-conventional tourist spots, nightlife in Edinburgh and similar marketing collateral that helps him decide what he wants to do when he visits Scotland. These could be in the form of short videos, or even virtual reality enabled marketing collateral.

Consideration Stage

He has now made up his mind on the dates of his travel and the places he wants to visit. In the consideration stage, he needs the various tour packages available, the prices for them, features available in the youth hostel. He will start considering his various options available to choose one from the best.

Decision Stage

Adrian has now reached the Decision stage. He has shortlisted 3 package tours to choose from. In this stage, user reviews of each tour package along with pictures are a good marketing collateral that will help him decide which one to choose.

Implementation Stage

In this stage, Adrian has made his choice. The best marketing collateral for this stage would be a checklist that he would need ahead of his travel, a welcome kit that includes his travel tickets, hostel booking conformations, passes etc.

Adoption Stage

Adrian has now landed in Edinburgh. The travel agency could mail him tips and tricks around the city, a day-wise planner that he can readily use. These are marketing collateral pieces that show that the travel agency is a step ahead in delivering stuff that will be useful to him.

Retention and Advocacy Stages

Once the tour is over, Adrian can be sent online surveys on his experience with the travel agency. He is so impressed with the agency’s service that he is keen to book his next tour that comes up in 6 months’ time. This time, he is planning on a trip to Ireland. He is happy to avail their services. A monthly newsletter or upcoming offers on their tours can be good examples of marketing collateral. He even invites his friends to try out their services.

Based on the different stages of the buyer’s journey, here is the most suitable marketing collateral list:










How to let your buyers know you exist

How to create interest in your solution

How to get your solution in the consideration set

How to make the prospect take the buying decision

How to ensure smooth implementation

How to increase product adoption/usage

How to Reduce Customer Churn

How to create customer advocates


Training Videos

Buying/Product Guides

ROI Tools

How-to guides

Best Practices

Practitioners Guide



Assessments- eg. Quizzes, Surveys


ROI Case studies

Use Cases

Tips & Tricks

News Letter



Solution Videos

Evaluation Tools

Detailed Assessments

Tool Kits


Feature Updates

Customer Awards



Product Webinars

Products Demo



Upcoming features

Joint Webinars


Educational Worksheets

Case studies

Tailored Workshops


Support guides

Survey - Product Improvements & Road map priortization


Thought leadership



Custom Sales Enablement

Welcome Kit




White Papers

Solution Pages

Data Sheets

Executive Presentations

Quick reference guide





Sales Presentations

Free trials

User Reviews





Press Releases

Sell-in Solution Decks

Product Comparison

Purchasing guides





Tip Sheets

Virtual Events

Product Marketing






Industry Webinars

Physical Events

Sales Enablement







Analyst Reports

Virtual Classrooms






Q&A Forum

Social Proof







Resource Center

Market Research Reports

Pricing Comparisons






Industry Trends

Point of View

Feature Comparison







Experiential- Virtual Reality








Experiential- Augmented Reality








These are some of the types of marketing collateral that we think will work for marketers in any company/industry. Besides these, keeping a tab on social media, competition moves, reading books, blogs etc. are all simple ways of coming up with great marketing collateral ideas. This surely is not an exhaustive list to create marketing collaterals, but we think these are ideal to get you started on the path of creating great marketing collaterals. Here are a few things to keep in mind as you start planning for marketing collaterals for your business:

  • Mend your fences with salespeople (if they’re broken) – Salespeople and marketing teams often don’t see each other eye-to-eye. As marketers, having a healthy relationship with the sales team will give you ample ideas to generate different types of marketing collateral. For example, creating competitor battlecards for salespeople can give them a good idea about their competition and equip them in unique ways to position their product/services to the customer.

  • Speak to Internal Teams – Make sure you speak to internal teams such as engineering, product design, customer support etc. For example, the engineering team might tell you newer insights about how your product/service benefits customers. On the other hand, the product team may tell you unexplored nuances about your product. These insights can later be used while building the marketing collateral.

  • Venture Out as Often as You Can – One of the requirements of being a marketer is to keep searching for an opportunity to leave your desk (even if needs you to fib to your boss). Try and participate in webinars, conferences, gatherings, fireside chats etc. as much as possible. That is because when you go to these places, you’re sure to have interesting conversations with peers and learn how they’re doing it in their organizations. That will open a window of ideas for you to create new marketing collateral. Identify the list of best external forums that you’d like to participate in the beginning of the year and make your travel bookings early.

  • Meet Customers at Every Opportunity – Never let an opportunity to meet a customer pass by. They are the true judges of your product/service. Use the opportunity to get to the bottom of any trouble they’re facing while using your product/service. Its highly likely that others could be facing the same issue. Take notes and then convey your feedback to the respective teams when you get back to office. Ask customers if they’re willing to be advocates of your product (if they’re extremely satisfied using it). There is rarely a high-impact marketing collateral than a customer giving your product a thumbs-up via a video or an acknowledgement on your website.

  • Talk to the Bosses – If you can get executives in your company to open up about what they think of the industry, the operating environment, competition etc., you might get undiscovered secrets. For example, speaking to the Chief Product Officer could tell you the product roadmap, the new features being planned. The CEO might be able to tell you where he/she thinks the industry is headed. These are insights that customers will appreciate. Being alert to vibes from executives could give your newer ideas to create high-quality marketing collateral that is authentic.


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