Free guide · 26 pages · PDF
The Right Marketing Collateral: How to Choose for Each Stage of the Buyer's Journey
Prospects early in the buying process need educational material, while prospects close to a decision need proof and a clear offer. This guide matches common types of marketing collateral to the four stages of the buyer's journey and explains how sales reps use each one. It is for B2B sales and marketing teams deciding what assets to build to support appointment setting and follow-up.
What's inside
- How the buyer's journey works for B2B sales and why collateral should change by stage
- Awareness stage: brochures, sell sheets and leave-behinds, videos, social media graphics, landing pages, guides and e-books
- An example sell sheet laid out in full
- Consideration stage: case studies, infographics and emails
- Decision stage: pitch decks and proposals
- Loyalty stage: newsletters, magazines, annual reports and social media graphics