Marketing collateral

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Marketing collateral, in marketing and sales, is sometimes considered the collection of media used to support the sales of a product or service. Historically, the term "collateral" specifically referred to brochures or sell sheets developed as sales support tools. These sales aids are intended to make the sales effort easier and more effective.[1] The brand of the company usually presents itself by way of its collateral to enhance its brand through a consistent message and other media, and must use a balance of information, promotional content, and entertainment.[2]


Common examples include:

Marketing collateral differs from advertising in that it is used later in the sales cycle, usually when a prospective purchaser has been identified and sales staff are making contact with them.[4]

Typically these are made to follow the same corporate identity as other corporate publications[5] including:

Physical systems for storing and managing marketing media are known as enterprise content management (ECM) systems.

See also[edit]


  1. ^ Kotler, Philip. "Ending the War between Sales and Marketing" (PDF). Harvard Business Review. p. 5. Retrieved June 18, 2010. 
  2. ^ Hong, Brian. "Finding the Right Balance between Entertainment, Information and Promotional Content". Infintech Designs. Retrieved 30 January 2015. 
  3. ^ Howard, Brandon. "Creating Content That Converts". All My Web Needs. Retrieved 21 January 2015. 
  4. ^ Robins, Will. "7 Steps on How to Market a New Product". Market Brand. Retrieved 10 November 2014. 
  5. ^ "Tips for Creating Effective Marketing Collateral". FertileFrog. Retrieved 10 November 2014.