Collateral is marketing material (either digital or printed) that promotes a company’s brand, products, or services. Collateral can inform and educate buyers, support sales, help progress deals, etc.
However, not all collateral is the same. Collateral can be a blog, one-pager, a flier, or even a presentation. In order to really help sales and convert a lead to a customer, you have to understand where assets and collateral fit in the buyer's journey.
Let’s take a look at the buyer’s journey…