The KAM Coach - Key account management training, consulting and coaching.
Close this search box.

Top 5 B2B Sales Collateral You Need

Learn the top 5 sales collateral items every B2B seller needs to effectively engage modern buyers.
5 b2b sales collateral you need

Today’s sales representatives rely heavily on digital communication to connect with potential clients. But regulations like GDPR have changed the way salespeople can store and share data. Plus, evolving buyer trends mean organizations must constantly adapt their sales techniques just to survive.

As a result, the art of sales has expanded beyond mere pitches and presentations. It now requires strategic communication skills, where well-crafted sales collateral is critical for success.

Studies show that collateral like whitepapers and case studies can significantly influence buyer decisions.

This article will explore the top 5 must-have B2B sales collateral to help you effectively communicate your value and boost success.

1. The Right Website

Your website serves as your virtual calling card, shop window, and first impression for potential clients. Given its visibility, take the time to get your website right. An outdated or poorly designed site can alienate prospects and lose you hard-earned leads.

Start by ensuring your website load speeds are fast. Research shows that slow page response times negatively impact conversion rates.

Then make sure your content is optimized for search with relevant keywords and quality blog posts that attract your ideal buyers.

Include clear calls-to-action on each page, and make key information easy to find so visitors aren’t frustrated.

For SaaS companies, highlight unique features and integration capabilities. Retail sites should showcase products through high-quality images and smart categorization.

Your website is your 24/7 sales rep – give it the strategy and resources needed to put your best face forward.

Custom web design that's out of this world

If your website needs refreshing, then work with Webpop Design. Specialising in bespoke websites, this expert team can help you to find the best style to suit your needs and create custom pages for specific sales campaigns.

2. A Well-Researched Presentation Deck

Impactful presentations can convey your value proposition, credentials, and solutions to potential clients. Use them during sales calls, webinars, or conferences to engage and inform prospects.

Keep presentations focused at 10 slides or fewer. Limit text and instead use compelling graphics, photos, and visuals to tell a story. Make sure to customize each deck for your target audience – executives want high-level insights, while technical teams need more detailed capabilities.

Build in social proof like logos of current clients. And focus on communicating value, not just features. Tools like slide libraries and templates can help you quickly create consistent yet unique decks tailored to each pitch.

With the right presentation, you can influence buyer decisions and boost your sales success.

3. Whitepapers

Whitepapers can establish your company as an industry thought leader by providing educational value to prospects. Focus them on addressing common customer pain points and questions.

Use attention-grabbing titles and introductions to draw readers in. Add charts, stats, and graphics to visualize insights. Establish credibility by citing sources early on.

Consider different formats – problem/solution papers, case studies, research reports – and choose the right one for your goal. Promote your whitepapers across website, email, and social channels. Gating access in exchange for contact information can generate promising leads.

Repurposing existing content like blog posts into whitepapers can save valuable time while still providing an in-depth resource.

4. Customer Reviews

Positive feedback from satisfied customers adds credibility to your claims, and fosters trust with prospects. Online customer reviews in particular have been proven to increase sales.

Make collecting them part of your process.

Solicit video and written testimonials from happy clients and feature them prominently on your website and in other collateral.

Prompt clients to leave reviews on relevant third-party sites. Send personalized emails asking happy customers for a few minutes of their time to write an honest review. Provide direct links to make it easy. Follow up with reminders if needed. Thank customers who leave feedback. Over time, positive third-party validation builds trust and social proof.

Weave key customer quotes, logos, and case studies into your presentations, proposals, emails, and more. They can provide assurance when buyers are evaluating high-cost purchases.

Reviews convert your satisfied customers into sales aids for attracting new prospects.

5. Video Tutorials

Video is a powerful way to engage and persuade potential customers. Viewers retain 95% of a message when delivered through video compared to 10% when reading text. Video also boosts website traffic and SEO.

Product demo videos can strongly influence potential customers by making your offering tangible. Keep them under 2 minutes and focus on key features and value.

Keep them under 2 minutes and focus on key features and value. Note that even simple videos made with basic equipment and software can be effective. Invest your time in creating quality content that speaks to your customers rather than over-polishing the production. Viewers care more about relevant takeaways than flashy effects.

Consider different formats – product walkthroughs, customer testimonials, webinar recordings, etc. Host videos on your website and promote them across email, social media, and presentations.

The real impact lies in relevance. Carefully tailor each video to address your target audience’s needs and pain points. Customized collateral wins more sales.

Why the Sales Perspective Counts

Even if you aren’t directly responsible for producing sales collateral, you play a crucial role in making it as effective as possible.

As the salesperson interacting directly with prospects, you gain invaluable insights into what content resonates and where there are opportunities to improve.

Make it a priority to share feedback with your marketing and content teams. Provide input on topics and formats that interest customers. Flag outdated or confusing collateral. Advocate for more resources to go towards high-performing content types.

The more your team understands target audiences, the better they can tailor future collateral. Turn your sales experience into actionable data to help continuously enhance the resources you use every day.


Related Articles

LinkedIn For Biz Dev: 3-Week Gameplan to Secure 3 High-Value Meetings!

Ready to turbocharge your client relationships and close more deals using LinkedIn?

Join our action-packed workshop and learn a simple 3-week plan with proven steps to help grow your accounts.

📅 This Tuesday, February 27th