Have you ever created sales or marketing materials that just didn't connect with your audience? You designed a brochure, drafted a sales email, or developed a product guide - but they didn't spark the interest you hoped for. The problem might not be the materials. It could be that they weren't tailored to your customers' buying process.
Understanding the buyer's journey can help you avoid this disconnect. Each stage of the journey—from initial awareness to final decision—requires different marketing collateral. Using the right materials at the right time makes your message resonate. Knowing how customers think when buying helps you craft a better marketing strategy and move prospects closer to becoming paying customers.
In this article, we'll break down the four stages of the buyer's journey—Awareness, Consideration, Intent, and Action. We'll also explore the best marketing and sales collateral for each. Aligning your materials with your customer's needs will help you engage them more effectively and boost your chances of closing the deal.
What is Sales and Marketing Collateral?
In marketing and sales, "collateral" refers to any branded asset used to promote your company, product, or service. These assets can be either digital or printed. Materials could include brochures, sell sheets, webpages, videos, emails, and event banners. Effective collateral communicates product information and reinforces your brand. The goals of collateral include engaging prospects and supporting the buyer's journey. Read more about sales and marketing collateral here.
The Buyer's Journey
Collateral plays a vital role in moving customers smoothly through each stage of the buyer's journey. At every step, well-crafted materials educate and inspire customers. They provide the information needed to move forward. Let's review what buyers need at each stage of the buyer's journey.
Awareness/Interest
Customer’s POV: "I may have a marketing problem and I’m curious."
At this first stage, the customer is just learning of a problem or opportunity. They may not fully understand what they need or how your product or service can help. They are looking for general information and inspiration. So, content that identifies a pain point, sparks interest and introduces them to your brand is best.
Consideration
Customer’s POV: "I need to explore my options and understand how this can help me."
Now that the customer knows they have a need, they are actively researching potential solutions. They want to compare options and gather more detailed information to see how your product or service fits. They need materials that show your value. They’re beginning to form intent but need reassurance that they’re on the right track.
Intent/Evaluation
Customer’s POV: "Is this the right choice for me?"
At this point, the customer is narrowing down their options and needs specific answers. They compare solutions in depth and address any doubts. They want to understand precisely how your product or service stands out. They need resources to help them clarify benefits and address objections. This stage is about earning trust and confidence.
Action/Delight
Customer’s POV: "I feel good about this choice—what’s the next step?"
The customer is ready to buy but might need a final push. They are looking for proof that they are making a good decision. Materials should provide the clarity and encouragement they need to complete the purchase. At this stage, convenience and reassurance are critical.
During the buyer’s journey, collateral isn't just about selling. It's about building a relationship with the customer. It's about making them feel informed, empowered, and confident in their decisions. When aligned with each stage, your collateral can turn interest into intent, hesitation into trust, and prospects into loyal customers.
Marketing Collateral for Each Stage of the Buyer's Journey
When your messaging aligns with what your customers need in the moment, you're more successful in driving conversions. Each type of collateral serves a unique purpose. Intro content sparks awareness. Decision-stage tools close the deal. The key is understanding which assets most effectively guide prospects through their journey.
The Phase 3 Collateral Decision Matrix is a useful infographic that shows the collateral to use at each stage of the buyer's journey. This section will explore in more detail the best examples of collateral for each phase.
Marketing Collateral for the Awareness Stage
This is your opportunity for qualified lead generation. In the awareness stage, customers are beginning to grapple with a problem they need to solve. This is the time to introduce your brand as a credible solution. Let’s review the marketing collateral most appropriate for this stage.
Educational Materials
Educational materials can include articles, checklists, workbooks, and blog posts. This resource should provide practical knowledge and actionable insights. For example, an article might explore industry trends or best practices. A checklist could provide a roadmap to help customers navigate complex issues. These materials should educate potential customers about specific topics. Use these materials to illustrate your expertise in the industry.
Print and Digital Advertisements
Advertising in print and digital channels reaches a broad audience and enhances your brand's visibility. Strategic use of both print and digital ads can boost your campaign's effectiveness by up to 400%. Research shows that digital ads are less memorable than print ads. But they excel at driving action. Their conversion rates are 64% for digital ads and 55% for print. Run ads in relevant print and digital media where your audience is most active.
Web Landing Pages
Landing pages are dedicated web pages crafted to support specific marketing campaigns. They're the destination for visitors who click on ads, promotions, or links shared across various channels. A website's homepage gives a broad overview of your business. In contrast, landing pages focus on a single goal. This makes them great for driving awareness of a specific product or service. Depending on your campaign's purpose, landing pages may include content like testimonials, case studies, or product descriptions. These materials move potential customers deeper into their journey.
Infographics
Infographics are powerful tools that simplify complex information and make it accessible to potential customers. Presenting data, stats, and ideas in a pleasing format grabs attention. It conveys vital messages in an easy-to-digest way. Design your infographic to be shared on social media by optimizing its dimensions and formats for various platforms. Support your product information with relevant data and cite sources where appropriate. This’ll bring credibility to your infographic and establish your brand as a trusted authority.
Event Materials
Many prospects encounter a brand during in-person events like conferences or festivals. Event materials, like branded takeaways, signage, and displays, boost your brand's presence. Making a strong impression that stands out, captures attention, and communicates your brand message is important. Incorporate interactive elements like touch screens or product demonstrations to engage visitors. Design your booth layout for easy navigation and flow, making takeaway materials and your POS area accessible.
Direct Mail
Direct mail is still a valuable tool. It lets you engage potential customers with personalized marketing. Direct mail can deliver a more customized experience by targeting specific demographics, making it more impactful and relevant to recipients. It encourages them to learn more about your business. Personalization is essential. Use the recipient's name and craft content that reflects their interests or pain points. Read more about using direct mail as a lead generation strategy here.
Marketing Collateral for the Consideration Stage
During the consideration stage, customers have moved beyond mere awareness. They're looking for detailed information to help them make an informed decision. They need content that highlights the features and benefits of your product or service. It should address their specific needs, concerns, and pain points. The right collateral provides the guidance and reassurance to narrow their choices and move closer to a purchase.
Brochures and Flyers
Traditionally, brochures were foldable printed pamphlets used for in-person sales interactions. They provide important details about products or services. Today, brochures have evolved into versatile digital resources that can be shared on multiple channels and platforms. These digital versions enable sales and marketing teams to reach a wider audience.
Interactive Content
Dynamic digital tools, like quizzes and calculators, engage potential customers. They offer insights into their preferences and needs. For example, a quiz can help customers assess which product features are most relevant to their challenges. It fosters engagement and connection with your brand. Similarly, calculators allow customers to estimate costs or potential savings. This positions your brand as a helpful resource.
Video Content
Video content is a powerful tool for educating customers and increasing engagement. Wyzowl reports that 91% of people have watched an explainer video to learn about a product or service. Of those, 82% decided to buy after watching it. Explainer videos simplify complex ideas or show product features. They make the benefits easier to grasp. Tutorial videos provide step-by-step guidance on using your product. They help improve trust and loyalty. Learn more about using video for marketing content here.
Newsletters
Email or printed newsletters inform customers about your brand's latest offerings, events, and updates. They're also great for upselling. They promote relevant products, services, or exclusive offers to an engaged audience. Focus on providing information your customers care about. A mix of educational and promotional content keeps the newsletter balanced. Use personalization, questions, or time-sensitive phrases to grab attention. Whether you send newsletters weekly or monthly, establish a regular cadence. Consistency keeps your audience engaged.
Webinars, Podcasts, and Other Online Events
Webinars and virtual events are platforms for sharing knowledge. They showcase expertise and enable real-time interaction. These formats let prospects engage with experts. They can ask questions and gain insights to make informed decisions. Podcasts offer a flexible way to share knowledge and insights, are accessible on the go, and can increase regular engagement. Interviews with experts or happy customers add social proof. They provide diverse views that resonate with your audience.
Marketing Collateral for the Intent/Evaluation Stage
As customers move into the intent and evaluation stage, they actively compare options and seek reassurance about their choices. This phase is marked by a desire for detailed information. Content should outline how your solution is better than the competition and meets their needs. With comprehensive and insightful resources, you can help customers feel informed and satisfied as they move closer to purchasing.
Product Catalogs
Unlike standard brochures, catalogs include detailed product specifications, benefits, and unique selling points. Printed catalogs provide a tactile experience that leaves a lasting impression. They're ideal for in-person interactions, trade shows, or direct mail campaigns. Digital catalogs are easy to access and use. You can share them on websites, social media, and email newsletters. Adding interactive elements like links, videos, and animations can create a more immersive experience.
Product Demos
In-person or virtual product demos showcase the features and benefits of your offerings. They can also effectively address potential objections. By providing hands-on experience, demos allow prospects to see your product in action. This helps them visualize how it can meet their specific needs and solve their problems. Use relatable examples and real-life scenarios. Show how your product can be used in everyday situations. After the demo, reach out to participants. Share resources, like a recording of the presentation, FAQs, or personalized follow-up info.
Testimonials & Reviews
Today's customers seek validation before making a purchase, making social proof essential. When prospects see that others have had positive experiences with your product or service, it alleviates doubts and fosters confidence in their decision. Ask customers to share their experiences through emails, newsletters, or your website. Prompt customers to describe specific benefits or results they experienced with your product.
Marketing Collateral for the Action/Delight Stage
As potential customers reach the action stage of their buyer's journey, they’re ready to make a decision. They’re looking for materials that reinforce their decision and simplify the purchasing process. At this phase, your marketing materials should eliminate all doubts. They should also provide clear instructions on how to proceed. Your collateral should guide customers confidently toward making their purchases.
Proposals, Pitch Decks, and Sales Sheets
Proposals, pitch decks, and sales sheets are persuasive tools for closing the deal. They outline how your product or service can meet the individual needs of one customer. They can also be the start of a lucrative long-term client relationship. Show a thorough understanding of the prospect's challenges and objectives. Include data, case studies, or testimonials that confirm your claims and highlight the value of your offerings.
Point of Sales (POS) Displays
POS displays rely on strategically placed marketing materials designed to capture customer attention. Positioned near checkout counters or high-traffic areas, they encourage impulse buying. Seasonal merchandise, limited-time offers, or best-selling items can be promoted with POS displays. They play a critical role in driving in-store promotions and boosting sales.
Customer Onboarding Kits
Customer onboarding kits ease a seamless transition for new customers as they use your product or service. A good onboarding kit can improve the customer experience. It can also reduce churn and build loyalty. Start with a personalized welcome letter expressing appreciation. Provide an overview of your product, highlighting features, benefits, and use cases. Include detailed specification sheets, tutorials, how-to guides, and a robust FAQ section. Clearly state how customers can reach your support team for help.
Loyalty Programs & Rewards
Loyalty programs foster long-term relationships by rewarding customers for multiple purchases. These programs create value and appreciation, encouraging customers to return and engage with your brand. When thoughtfully designed, loyalty programs cultivate brand advocates who actively promote your business. Points-based systems, tiered memberships, discounts, or exclusive perks are popular loyalty program structures. Go beyond the usual discounts. Incorporate personalized offers, VIP access, or early product release information. Memorable experiences strengthen emotional connections and foster loyalty.
Other Must-have Marketing Collateral For Any Stage
Some marketing materials align with specific stages of the buyer's journey. Others add value at multiple touchpoints. They support long-term engagement, reinforce brand consistency, and nurture customer relationships. Here are examples of marketing materials that work at all stages. They'll help you engage prospects, delight customers, and drive revenue from first contact to post-purchase.
E-books and Whitepapers
E-books and whitepapers are valuable tools for both lead generation and nurturing through targeted follow-up. Unlike shorter forms of content, these long-form pieces let potential customers dive deeper into a topic. They establish your business as a knowledgeable authority. These materials can explore complex topics in ways other content types, like blog posts or newsletters, can’t. They also remain relevant for extended periods, giving your content more longevity.
Case Studies
Case studies show how your products solve real-world problems with concrete examples of success. They prove you can deliver results. Use data to show your products' impact. ROI calculations, before-and-after comparisons, and key metrics enhance decision-making. Testimonials or direct quotes add credibility and relatability, especially when featuring recognizable brands.
Branded Merchandise
Offering practical, high-quality branded merchandise keeps your brand top of mind and creates positive associations. As a promotional giveaway or thank-you gift, merchandise is a tangible reminder of your business. Selecting the right products requires understanding your audience and their preferences. Items should align with both their needs and your brand identity, fostering engagement and loyalty. Thoughtful branded merchandise enhances awareness, supports onboarding, and nurtures long-term loyalty. Read more about the power of branded merchandise on our blog.
Press Kits
Press kits provide journalists, influencers, and media outlets with everything they need to accurately tell your brand's story. A complete press kit includes a company overview, product descriptions, press releases, executive bios, and high-quality images. It may also contain case studies or testimonials for added social proof. Distribute press kits digitally or as physical packets, depending on the outlet. A well-crafted press kit positions your brand as professional, credible, and ready for the spotlight.
Marketing collateral that spans multiple stages of the buyer's journey maintains consistent messaging and builds lasting relationships. These assets provide value at every touchpoint, ensuring your business stays relevant and top of mind. Their flexibility allows them to educate, engage, and nurture customers throughout their journey.
Spanning the Entire Journey
From intent and consideration to decisive action and ongoing engagement, the right marketing materials should inform and inspire confidence and trust. Each piece of collateral—product demo, testimonial, onboarding kit, or e-book—is critical. They should guide prospects through their decision-making process.
As you evaluate your marketing collateral, consider how it aligns with your specific customers' journey. Create a cohesive and engaging experience so that your brand remains top of mind. Strive to nurture leads and delight customers throughout their relationship with your business. Investing in high-quality, relevant collateral isn’t just a marketing tactic. It's a foundational strategy for sustainable growth and success.
How Phase 3 Can Help
Today's marketers face rising demands. They must know, do, and achieve more, often with fewer resources. Managing multiple agencies and vendors complicates matters. It detracts from what truly counts: connecting with customers.
At Phase 3, we simplify the job by offering end-to-end marketing and sales solutions tailored to every stage of the customer journey. We offer a full range of services under one roof. They include creative strategy, public relations, media, print production, fabrication, and promotional products. Whether you need eye-catching event signage, engaging social content, or compelling product catalogs, we bring your ideas to life.
At Phase 3, we’re committed to ensuring your projects are successful from start to finish. Contact us today to learn more about how we can support your marketing needs.