How to Help Your Sales Team with the Right Marketing Collateral

Workdom Marketing
3 min readFeb 27, 2023

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You’d be forgiven for thinking that marketing collateral is only something that customers get — things like fact sheets or white papers or checklists. But your marketing material can also serve as an invaluable sales tool when used correctly. Here are some of the best uses for your existing content as a sales tool:

Case Studies

Case studies are a fantastic way to give your prospects a real-world look into how your product or service can solve their problem. By showing the results they’ve achieved, you demonstrate not only your credibility as a company, but also the value of your solution in a way that allows your users to visualize their own potential results.

Product Demos

Demos are an invaluable sales tool when used correctly. Rather than just hoping users will sign up for a demo of their own accord, it’s important to remember that people don’t like being sold to, and will hesitate to sign up for a product demo if they think it’s going to be a 30 minute sales pitch. As such, you’ll want to be sure that your product demo addresses the user’s personal pain points rather than simply broadly explaining what your product does.

Whitepapers and Checklists

Whitepapers and checklists aren’t just for downloads. A well-written whitepaper demonstrates the effectiveness of your solution, especially when compared with others in your industry. A combination case study and marketing tool, whitepapers are especially helpful in positioning your company as a thought leader and helping to educate your prospects by going in more detail about how your solution can serve them.

Testimonials

Testimonials can do much more than just showcase your company’s expertise on your website. Testimonials (and their closely-related cousin, social proof) can act as a direct, real-life look at precisely how your product or service helps others, straight from those who have used it. Video testimonials are perhaps the most influential, followed by audio and text, but when used concurrently with the type of content you’re sharing (for example, a testimonial of a user who didn’t know anything about the brand before trying it, and having a fantastic experience as a result) would be well-suited as a way to attract users who are still in the awareness stage of the funnel.

All of these types of marketing collateral can be extremely helpful to your sales team in giving them the freedom and flexibility to draw from multiple different points to better demonstrate your company’s commitment to being the best in the industry. From users that have experienced it to demonstrations that walk the user through it, to white papers that go in detail and case studies that show a sampling of the kinds of results users can achieve, each one of these types of marketing collateral serves a different sales purpose.

Knowing how to use them all together as part of a concentrated and direct marketing plan is part of a well-formed content strategy. Count on the experts at Workdom to help you take the next step in formulating a powerful, results-driven content strategy for your own business. Reach out to us today to learn more about how we can help!

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Workdom Marketing

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