Types of Marketing Collateral Design You Need to Know

Consider two marketing companies’ email newsletters: Company A sends out emails filled with dense paragraphs and no visuals. Company B’s emails feature well-designed case studies, a professional logo, and easy-to-read bullet points.

Result? Company B’s approach is more likely to impress recipients and improve KPIs like click-through and conversion rates. So, investing in quality marketing collateral design isn’t just a “nice-to-have”; it’s a “must-have.”

As Brian Halligan, CEO & Co-Founder of HubSpot wisely puts it,
“It’s not what you sell that matters as much as how you sell it!”

Marketing Collateral helps:

  • Elevate your brand,
  • Attract your target audience,
  • Drive conversions

In this age of inbound marketing, well-designed collateral acts as a lead magnet, pulling potential clients closer to conversion.

After all, we’re all in the game to get those clicks, sign-ups, and sales, aren’t we?


We have made videos for 150+ B2B & SaaS companies.

Explainer Video, Product Demo, Remote Video Testimonials, and more.

What is Marketing Collateral Design?

Marketing collateral design refers to the visual elements used in marketing materials like brochures, flyers, eBooks, and websites.

Think of marketing collaterals design as the “visual spice” that levels up your marketing game. It’s not just about making things look pretty; it’s about creating a visual language that speaks to your audience.

Marketing collateral is available in two forms:

  • print
  • digital

Imagine you’re at a networking event. Your business card, the brochure you hand out, and even the PowerPoint slides for your pitch are all your supporting materials, helping you make that first impression.

Example: Ever seen Apple’s product brochures? They’re sleek minimalist and instantly tell you that Apple is about premium quality and innovation.

Importance of Marketing Collateral Design

1. The Role of Marketing Collateral in B2B Lead Generation

Marketing collateral is a pivotal tool in the B2B lead generation process. It’s not just an outdated asset or a costly investment; it’s a strategic element that can significantly shorten the sales pipeline.

Marketing collateral includes various digital and printed materials that show a company’s message and offerings. These materials are instrumental in enhancing appointment setting and digital marketing initiatives.

For instance, brochures can offer a comprehensive business overview, while sell sheets can spotlight specific products or services.

2. Why Businesses Should Not Overlook Marketing Collateral

Many businesses underestimate the power of marketing collateral, often due to misconceptions about its relevance or cost. However, it plays a vital role in storytelling, ensuring that your company’s message is neither diluted nor forgotten.

It also aids in standardizing sales pitches and can be adapted for multiple sales scenarios.
For example, a well-designed brochure can serve as an elevator pitch, an email attachment, or a physical copy left at a business.

Moreover, marketing collateral can guide sales conversations, making it easier for sales development representatives to communicate effectively with prospects.

3. Points to Consider in Marketing Collateral Design

  • Consistency is Key: Ensure that your marketing collateral design aligns with your brand voice/ brand guidelines for a cohesive customer experience.
  • Think Like Your Buyers: Always design your marketing collateral with the buyer’s perspective in mind. What problems are they looking to solve? Tailor your collateral to answer these questions.
  • Omnichannel Marketing: This term emphasizes the need for a seamless customer experience across all channels, both online and offline.
  • User Experience (UX) Design: A focus on the user’s overall experience, including ease of use and interaction with your marketing collateral.
  • Content Personalization: Tailoring content to individual user behaviors and preferences, increasingly relevant in digital collateral.
  • Interactive Content: Collateral that allows user interaction, such as clickable infographics or interactive eBooks.
  • Data-Driven Design: Using analytics and data to inform design decisions, ensuring that collateral is not just visually appealing but also effective.
  • Micro-moments: The instances when consumers turn to their devices for quick answers are relevant in the context of mobile-friendly collateral. Your marketing collateral should be designed to provide these quick answers effectively, whether it’s a concise FAQ sheet, a short form video, or a well-crafted tweet.
  • Conversion Rate Optimization (CRO): A focus on design elements that encourage users to take a desired action, like purchasing or signing up for a newsletter.
Buyer's Journey Stage Suitable Marketing Collateral Thought-Provoking Insight KPIs to Measure
Awareness Blog Posts, Infographics, Social Media Posts Use these not just to inform but to challenge common misconceptions in your industry. Page Views, Engagement Rate, Social Shares
Consideration Whitepapers, Webinars, Case Studies Don't just present facts; pose questions that make the buyer consider new perspectives. Downloads, Time Spent, Lead Generation
Interest eBooks, Podcasts, Newsletters Use these to go deeper into topics briefly covered in the awareness stage, sparking curiosity. Subscription Rate, Listener Count, Open Rate
Intent Demo videos, Sell Sheets, Landing Pages Highlight features and unexpected use cases that can solve problems the buyer might not know they have. Conversion Rate, User Interaction, Demo Requests
Evaluation Customer Testimonials, FAQs, Comparison Charts Provide collateral that not only shows how you compare to competitors but also how you complement other services/products the buyer may be using. User Engagement, Click-Through Rate, Time on Page
Purchase Contracts, Pricing Guides, Special Offers Make the final step seamless, but also introduce post-purchase opportunities like advanced features or community engagement. Conversion Rate, Sales Volume, Customer Acquisition Cost
Post-Purchase User Guides, Tutorial Videos, Customer Surveys Use these not only to educate but to inspire the customer to become an advocate for your brand. User Satisfaction, Net Promoter Score, Customer Retention Rate

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Types of Marketing Collateral Design

Before going into the various types of collateral design, it’s vital to mention the importance of brand guidelines. These guidelines serve as your design blueprint, outlining the do’s and don’ts for using brand elements like logos, colors, and typography.

Following brand guidelines ensures consistency across all marketing materials, enhancing brand recognition and trust.

1. Marketing Videos

According to HubSpot, 59% of marketers found video marketing to be somewhat effective for reaching their company’s overall business goals. These videos can also be embedded in landing pages or emails as part of a broader marketing collateral design strategy.

a. Explainer Videos

Making a video for B2B & SaaS products needs a different mindset.

Explainer videos are short videos that describe a product, service, or concept. They can be used on various platforms, from your website to social media channels. Without it, you risk losing engagement and failing to convey your product’s unique selling proposition effectively.

One best practice for explainer videos is to keep them short and focused, addressing a specific problem your target audience faces.

b. Testimonial Videos

Making a video for B2B & SaaS products needs a different mindset.

Testimonial videos feature satisfied customers sharing their positive experiences with your product or service. These videos build credibility and trust by showcasing real-world applications and outcomes.

c. Video Ads

Making a video for B2B & SaaS products needs a different mindset.

Video ads are brief, compelling videos designed to introduce your product or service and prompt immediate action. They are optimized for reach and engagement, making them ideal for social media campaigns and online advertising platforms.

d. Demo videos

Making a video for B2B & SaaS products needs a different mindset.

While demo videos are often used at the bottom of the sales funnel content to help close deals, their role in showcasing the functionality and benefits of a product or service makes them a valuable marketing asset.

They help in decision-making and can be the tipping point that convinces potential clients to commit to your product or service.

2. Case Studies

Case studies serve as testimonials of the B2B world, offering concrete examples of your product’s effectiveness. Without case studies, you miss out on the opportunity to build trust and credibility.

A best practice is to include real metrics and outcomes, showing prospective clients exactly how you can solve their problems.

A case study design service can serve as a part of your marketing collateral design services. The layout and visuals are as important as the content in designing marketing collateral like case studies.

3. Newsletter

A newsletter is a recurring piece of marketing collateral that keeps your audience updated and engaged. It gives you a valuable touchpoint for customer retention and upselling. Best practice involves segmenting your audience and delivering personalized content that adds value.

Newsletters should follow consistent marketing collateral design guidelines to maintain brand identity. They can be designed using specialized marketing collateral design services for optimal impact.

We know how to sell your story using your product UI

4. Blog Posts

Blog posts are integral to content marketing, driving both SEO and audience engagement. Without blog posts, your inbound marketing strategy would lack a critical element.

A best practice is to focus on topics that solve specific problems for your target audience and to include a strong call to action.

For example, a marketing collateral designer could write a blog post about the latest trends in collateral design.

5. Podcasts

A podcast is an audio-based marketing collateral that offers in-depth insights into industry trends or solutions. With a podcast, you can interest an audience that prefers auditory learning.

Podcasts can also feature interviews with industry experts or discussions about a particular topic. Transcripts of podcasts can be turned into blog posts, another form of marketing collateral.

6. Whitepaper

A whitepaper is a comprehensive guide that dives deep into a specific topic, often involving original research. Without a whitepaper, you lack a high-value asset for lead generation. A best practice is to focus on a niche topic where your brand can show its expertise.

A well-designed whitepaper can also be a template for future marketing collateral design. Consider gating your whitepaper to serve as a lead magnet, another form of business collateral design.

7. Research/ Statistics

Research statistics are data-driven pieces of marketing collateral that lend credibility to your brand. Without them, your claims lack the substantiation that many B2B clients require. A best practice is to source your statistics from reputable studies and to cite them properly.

The data should be current, relevant, and sourced from reputable organizations. It can be represented through infographics, which are visually educational and engaging.

8. Infographics

Infographics are visual collateral that distills complex information into an easily digestible format. With infographics, you can attract the visual learners in your audience. They are highly shareable, making them practical for increasing visibility.

A best practice is to keep the design clean and the data points clear and concise. However, infographics require a specialized designer skilled in visual data representation. They can also be repurposed into other forms of marketing material designs.

9. Lead Magnets

Lead magnets are freebies offered in exchange for contact information, serving as a foundation in lead generation. Without lead magnets, your funnel would lack an effective entry point.

For example, a downloadable eBook on B2B marketing strategies can serve as a lead magnet and showcase your expertise in marketing collateral design. A best practice is to offer something of immediate value, such as a how-to guide or a template.

10. Email Campaigns

Email campaigns are targeted sets of emails designed to convert leads. With them, you gain a direct line to your prospects. They are versatile and can include various types of content like case studies, logos, etc.

Personalized and segmented emails often give better results and can be created using marketing collateral templates. A best practice is to automate email sequences based on user behavior, ensuring relevance.

We know how to sell your story using your product UI

11. Sell Sheets

Sell sheets are one-page documents that offer a quick overview of your product or service. Without this business collateral design, your sales team lacks a quick reference guide during pitches.

Sell sheets should be visually appealing and include key features, benefits, and pricing information. They can be created by a skilled marketing collateral designer for maximum effectiveness.

12. Landing Pages

A well-designed landing page can significantly increase conversion rates. Without them, your digital advertising efforts would lack focus and measurability.

Incorporating elements like compelling CTAs and intuitive layouts in your landing page design can further improve its effectiveness. The design marketing collateral, like landing pages, should be A/B tested for optimal results.

13. Banners

Banners should be visually appealing and aligned with the brand’s visual language. Without banners, your online presence would lack the visual appeal to catch a user’s eye. One way is to align the banner design with the landing page it links to, ensuring a cohesive user experience.

Depending on the marketing materials design strategy, banners can be static or animated. The placement of banners is crucial; they should be positioned where they can capture attention without disrupting user experience.

14. Logos

A well-designed logo can make your business memorable. Without a well-designed logo, your brand lacks a recognizable face. A best practice is to keep the design simple and versatile, ensuring it works across various mediums.

Your logo is often the first piece of marketing collateral design a potential client encounters. It sets the tone for all other marketing materials design.

Note: Content Beta has a detailed blog on brand guidelines that will help you understand everything about logos and other elements of branding.

15. Ebooks

Ebooks are digital publications that offer in-depth insights into a specific subject matter. They are excellent tools for lead generation and can be designed with interactive elements, making them a versatile component in marketing strategy.

One best practice is to include actionable tips and insights, making it a must-read for your target audience.

By understanding the unique roles and applications of these types of marketing collateral, you can create a more effective and cohesive B2B marketing strategy.

How to Create Marketing Collateral Design?

Creating effective collateral design is a multi-faceted process that combines strategy, creativity, and data-driven insights. Below is a tactical guide to help you navigate this essential aspect of B2B marketing.

Step 1: Define Objectives & Audience

  • What to Do: Set clear objectives for your marketing collateral. Are you aiming for brand awareness, lead generation, or customer retention?
    Next, identify your target audience and tailor your marketing collateral design to meet their needs and preferences.
  • Example:
    • Objective: Increase lead generation by 20% in Q4.
    • Target Audience: Marketing professionals aged 30-40 in the tech industry.

Targeting tech-savvy professionals – design should be modern and streamlined.

Step 2: Choose Collateral Type & Content

  • What to Do: Decide on the type of marketing collateral you’ll create. It could be a digital eBook, a series of blog posts, or physical brochures. Develop a content outline that aligns with your objectives and includes key messages and CTAs (Call-to-Action).

    A skilled designer should craft the content to ensure it aligns with your brand and objectives.

  • Example:
    • Type: Digital eBook.
    • Content Outline: Introduction, Importance of AI in Marketing, Case Studies, Conclusion, CTA to a webinar.

Step 3: Select a Designer & Draft

  • What to Do: Choose a marketing collateral designer or opt for professional marketing collateral design services. Review the portfolio to assess whether the company has the design capabilities that align with your brand’s needs.
    Create an initial draft of the content and design. Marketing collateral templates can be a useful starting point for this phase.
  • Example:
    • Designer: A freelance designer specializing in tech industry collateral.
    • Draft: A 10-page eBook layout with placeholders for text and images.

Step 4: Branding & Data-Driven Refinements

  • What to Do: Incorporate brand elements like logos, color schemes, and typography into your marketing collateral design. This is helpful for maintaining brand consistency across all types of marketing materials design.
    Use A/B testing to refine elements like layout, color, and CTA buttons. Data-driven refinements are essential for optimizing the effectiveness of your collateral design.

  • Example:
    • Branding: Use company colors and logo.
    • A/B Testing: Test two different CTA buttons (“Learn More” vs. “Join Webinar”) to see which gets more clicks.

Step 5: Finalize, Distribute & Measure

  • What to Do: After stakeholder approval, finalize your marketing material designs and prepare them for distribution. This could be through an email marketing campaign, social media, or printed copies for an event.
    Post-distribution, measure the performance of your marketing collateral using KPIs like CTR, engagement rate, and ROI. These metrics will provide valuable insights for future projects involving marketing collateral design.

  • Example:
    • Finalize: Proofread and make final edits.
    • Distribute: Send eBook via email marketing campaign.
    • Measure: Track CTR, number of new leads, and ROI.

We have made videos for 150+ B2B & SaaS companies.

Explainer Video, Product Demo, Remote Video Testimonials, and more.

Why Choose Content Beta?

In the current saturated market, businesses struggle with creating marketing collateral that not only captures attention but also converts leads into sales.

The time and effort spent on managing multiple design elements—from brochures to videos—can divert your focus from core business activities, affecting your bottom line.

Solution: Content Beta is your all-in-one hub for specialized design and video services, taking the burden off your shoulders.

How We Handle Your Marketing Collateral: With our Creative as a Service (CaaS) model, we offer a dedicated team and project manager to oversee all your marketing collateral needs. From initial concept to final design, we manage the entire process, ensuring consistency and quality across all platforms.

Our quick 1-2 day turnaround for simple tasks means your marketing initiatives never lose momentum. Plus, our flexible pricing and rollover credits ensure you get maximum value for your investment.

Schedule a call with us today.


From blog posts and case studies to landing pages and infographics, each type of collateral serves a unique purpose and offers different opportunities for incorporating design elements.

The role of a marketing collateral designer is crucial in this process, as they bring the visual elements that complement and enhance your content.

Whether you’re collateral design in-house or using external marketing collateral design services, understanding the unique strengths and applications of each type can significantly elevate your marketing efforts.

While this article has covered a broad range of marketing collateral types, several others also play a vital role in a comprehensive marketing strategy. These include:

  • eBooks,
  • Webinars,
  • Press releases,
  • Product catalogs,
  • FAQs,
  • Testimonials,
  • Social media posts and many more.

Each of these additional forms of collateral offers its own set of opportunities for creative and impactful design. By leveraging a diverse mix of marketing collateral, businesses can create a more effective and cohesive marketing campaign that resonates with their target audience.

Frequently Asked Questions (FAQs)

Design plays an important role in marketing collateral as it directly impacts how your brand is perceived. A well-designed piece of collateral can grab attention, keep the audiences interested, and make a lasting impression.

It also aids in conveying your message clearly and effectively, thereby increasing the chances of conversion.

The best practices for designing marketing collateral include:

  • Consistent Branding and Simplicity: Ensure that your branding elements like logos, colors, and fonts are consistent across all collateral.
  • High-Quality Images: Use high-resolution images that align with your brand and message.
  • CTAs: Incorporate clear and compelling Calls to Action (CTAs).
  • Data-Driven: Use A/B testing to refine your designs based on user engagement.

Common mistakes to avoid in marketing collateral design are:

  • Overcrowding: Avoid cramming too much information or graphics.
  • Inconsistent Branding: Failing to maintain brand consistency can confuse the audience.
  • Ignoring the Audience: Design should cater to the target demographic’s preferences and needs.
  • Poor Quality Images: Low-resolution images can make the collateral look unprofessional.

Key elements of effective marketing collateral design are:

  • Visual Hierarchy: Important elements should be more prominent.
  • Balance and Alignment: The layout should be balanced and elements should align well.
  • Contrast and Color: Use colors effectively to create contrast and focus.
  • Typography: Choose fonts that are easy to read and align with your brand.
  • Content: The text should be concise, engaging, and informative.

Collateral design varies by medium. In digital media, the focus is on interactivity, scalability, and multi-device compatibility. Digital designs are optimized for screens and often feature clickable buttons, embedded videos, and responsive design.

Print collateral focuses on tactile factors like paper quality and layout, texture and weight designed for specific physical settings. Each type has its own special design needs.

The software tools commonly used for marketing collateral design include:

  • Adobe Creative Suite: Includes Photoshop, Illustrator, and InDesign.
  • Canva: A user-friendly option for those without design experience.
  • Sketch: Primarily used for UI/UX design but also useful for collateral.
  • CorelDRAW: Offers robust features for vector illustrations.

We have made videos for 150+ B2B & SaaS companies.

Explainer Video, Product Demo, Remote Video Testimonials, and more.

Content Beta