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Improve buyer engagement with compelling B2B sales collateral

Sarah Taylor|Updated Jul 25, 2023

Over the last few years, there have been (ahem) a few changes in how B2B sales are conducted... you may well have noticed. With virtual sales and remote interactions the new normal, sales collateral has found itself thrust from what was a supporting role, right up into the limelight - now an absolutely critical element of sales enablement to engage buyers in today's competitive markets.

This new landscape has led to happier buyers, and it saves sellers time and money while increasing their reach and productivity. One of life’s rare win-wins.

Of course, the biggest winners (from the sales side of the fence) will be the businesses that adapt to this shift most effectively.

Harnessing the potential presented by sales collateral helps you do just that.

This guide will talk you through what collateral to use and when to help improve buyer engagement, move your prospects along your sales process faster, and turn more of those wavering ‘Maybe’s’ into confident ‘Yes’s’.

What is B2B sales collateral?

So what is “sales collateral” and what does it look like in the context of B2B sales?

Sales collateral

Sales collateral is the collection of media, documents, and supporting resources used by sales reps to move prospects through the sales funnel. It's the tangible evidence that bolsters your sales pitch, reinforcing your claims and showcasing the unique value your product or service offers. From proposals and business cases to customer testimonials and demo videos, sales collateral is a key player in convincing potential buyers that your best solution is their best option (more on those different types shortly).

Marketing collateral

While marketing collateral and sales collateral work together - and the terms are often used interchangeably - they serve quite different purposes.

Marketing collateral, like blogs, social media posts, or general company brochures, is designed to generate awareness and engagement, catch the eye of potential buyers, and pull them into the top of the sales funnel.

On the other hand, sales collateral is all about consideration and persuasion. It comes into play after a lead has been generated and the prospect is now in the sales funnel. Sales collateral is more targeted, addressing specific concerns or interests that the prospect may have. It's about presenting persuasive arguments, backed by solid evidence, that your solution is the best fit for their needs.

When used effectively, sales collateral can be a powerful tool in a sales rep's arsenal, helping to engage buyers more deeply and guide them towards a purchase decision.

Why is it important?

First, let's consider the virtual selling landscape. More often than not, sales reps aren't physically present with the buyer anymore, making the task of persuading and influencing a more complex endeavor.

A tangible representation of your value proposition

It is here that sales collateral steps in, becoming the tangible representation of your value proposition. A well-crafted case study or an engaging product features video can do the talking for you, keeping the buyer engaged and moving them through the sales cycle, even in your absence.

Stand out from the crowd

With the B2B market more crowded than ever, prospects are constantly bombarded with options, and making your voice heard above the noise is a challenge. Unique, persuasive sales collateral can help your brand stand out, providing compelling reasons why a buyer should choose you over the competition.

The engaging, personalized experience modern buyers demand

And engaging the modern buyer is another challenge altogether. Today's buyers are savvy, doing a significant amount of research before they even consider making a purchase. What they crave is an engaging and personalized buyer’s journey. Tailored sales collateral delivers on both fronts - offering relevant, useful information that speaks directly to each buyer's specific needs and interests.

Equips your buyers to sell your solution to their decision makers- or even sell themselves!

Finally, sales collateral isn't just about impressing your buyer; it's about equipping them to sell your solution internally. Remember, B2B purchases often involve a whole buying committee, each with their own questions and concerns. Effective sales collateral lets them do this and come to a more confident decision in their own time. Qwilr further speeds up the sales velocity with our sign-off, agreement, pricing quote and payment all on one interactive page. You’re ready when they are.

Different types of B2B sales collateral

Sales collateral comes in many forms, each suited to a different stage of the sales process and designed to serve a specific purpose. Here's a rundown of some common types of sales collateral:

Sales proposals

Sales proposals allow your sales team to demonstrate what you offer, your value proposition and proof of your track record. They can act as persuasive pitches that resonate with potential clients, enabling them to inspect and decide further in their own time.

Product Brochures and Data Sheets

These are the bread and butter of sales collateral. They provide an overview of your product or service, outlining features, benefits, and technical specifications.

Case Studies

These provide real-world examples of how your product or service has helped other businesses. They're incredibly powerful as they provide tangible proof of your claims, instantly adding credibility to your offering.


Nothing beats hearing about a positive experience straight from a satisfied customer. The power of social proof adds authenticity to your pitch and accelerates the trust-building process with your prospects.

Business Cases or ROI Reports

These present a compelling argument for your solution, showcasing its financial benefits and return on investment. Especially useful when dealing with decision-makers.

Product Demos or Tutorials

These are often videos that guide prospects through using your product or service. They help the prospect envision how your solution would work in their context and how it could solve their specific challenges.

Webinars and Podcasts

These are longer-form content delving into topics related to your product or industry. They position your company as a thought leader and provide valuable insights to prospects, who increasingly expect their sales rep to act as trusted advisors.

Email Sequences

A series of emails designed to engage the prospect at various stages of the sales process. Whether educational, promotional, or even just ‘check-ins’, each follow-up is an opportunity to provide value and build the relationship.

Using Qwilr, sales reps can efficiently integrate these different pieces of content into customized, dynamic sales proposals - capturing, then keeping, the attention of your buyers with a compelling, streamlined buying experience.

When should you use B2B sales collateral?

Just as a master chef knows when to add the right ingredient, a savvy sales rep understands when to deploy the right sales enablement collateral. The type of content used can and should change depending on the stage of the buyer’s journey.

Let's explore the examples of sales collateral in the context of three key stages: Awareness, Consideration, and Sale.


At the awareness stage, your prospect is just discovering your brand or product. They're likely encountering several other options too, so your collateral needs to be impactful and memorable. The goal here is to educate and intrigue.

  • Webinars and Podcasts: These not only educate but also position your company as a thought leader in your industry.
  • Email Sequences: Initial emails are an excellent way to introduce your offering and provide some high-level value.


Now, your potential customers are actively evaluating your offering against others. They're looking for deeper information and reassurances. The goal in the consideration stage is to prove your worth and fit.

  • Product Brochures and Data Sheets: These give prospects a concise overview of your product, its features, and benefits.
  • Case Studies: These show prospects how others have benefited from your product, providing credible evidence of its effectiveness.
  • Product Demos or Tutorials: These help prospects visualize how your product works and how it could solve their problems.
  • Testimonials: Positive words from satisfied customers can alleviate doubts and build trust in your product.


At this stage, the prospect is close to making a purchase decision, but they may need that final push or reassurance. Here, your collateral needs to provide strong, tangible reasons to choose you.

  • Business Cases or ROI Reports: These make a clear case for the financial viability and benefits of your solution, a crucial factor for many decision-makers.
  • Customized Proposals: This is where Qwilr really shines- if we don’t say so ourselves- enabling you to create tailored sales proposals that address your prospect's specific needs and concerns, and present your solution in the most compelling way possible.

Remember, the right collateral at the right time can significantly enhance your sales strategy, moving prospects smoothly through the sales funnel and closer to that all-important 'yes'.

Who creates B2B sales collateral?

The creation of B2B sales collateral is often thought of as the sole responsibility of the marketing team. While marketing departments, of course, play a crucial role in creating a substantial portion of the collateral, it's important to note the sales teams also have an active part to play.

And so they should, with their in-depth knowledge of the prospect, their priorities, pain-points and their objections. This unique position enables them to create and deliver content most tailored to help the customer through their decision-making process, making it more relevant, persuasive, and effective.

However, this collaboration between marketing and sales isn't without its challenges.

One common source of friction is the need for sales content to stay on-brand. When sales teams create their own collateral, there's always that risk that it deviates from the company's brand guidelines, leading to inconsistent messaging or visuals.

Then there's the time factor. Salespeople are hired to sell, not to spend hours creating sales materials. Yet, the reality is that a significant chunk of a sales rep's time can be consumed in crafting proposals from the content provided by the marketing team. This not only reduces their selling time but can also lead to rushed or sub-par proposals.

Qwilr empowers sales teams to efficiently create engaging, customized sales proposals, fully aligned with the brand's guidelines. This not only minimizes friction between teams but also frees up more time for sales reps to do what they do best - sell.

How to increase the effectiveness of sales collateral

Creating sales collateral is one thing, but ensuring it's effective is another. Here are a few best practices to consider when crafting sales collateral that truly engages and persuades.

1. Personalization

Cookie-cutter sales collateral won’t cut it anymore. Today's buyers expect and appreciate content that speaks directly to their unique needs and challenges. Personalized sales collateral shows you've taken the time to understand their situation, fostering a connection that can drive engagement and trust.

2. Use video content

Humans are visual creatures, and video content caters to this preference. It can communicate complex information in a more engaging and digestible way. A demo video or customer testimonial can breathe life into your proposition and leave a real lasting impression.

3. Interactive content

Interactive content adds a new dimension to your collateral, creating an engaging experience that encourages active participation. This could be anything from clickable infographics to interactive calculators or quizzes.

4. Streamline the process

Instead of inundating the buyer with multiple files and formats, aim to present your collateral in a cohesive, easily accessible way. This not only makes for a better buyer experience but also presents a more professional image.

Now, you might be thinking, “That's all well and good....but it sounds like a lot of work.” And that's where Qwilr steps in.

With Qwilr, sales teams can create highly engaging, interactive, and personalized sales proposals quickly and easily. It's a tool designed with modern selling in mind, offering unique features like video embedding, interactive pricing modules, and more.

Qwilr allows you to consolidate various document types into one stunning web-based page, streamlining the experience for both you and your buyer. No more “Where is that attachment, again?” or desperately looking for the relevant document - everything you need is in one place.

You can also gain valuable insights into how your prospects interact with your proposals - what they spend time reading, what they skip, and more. These analytic insights can inform your sales strategy, helping you refine your collateral and approach for even greater effectiveness.

By leveraging Qwilr, sales teams can not only improve the effectiveness of their sales collateral but also simplify their process and save time with automations, freeing them up to focus on building relationships and closing deals.

What are the benefits of improving sales collateral?

So, we've discussed the how, but what about the why? What tangible benefits can you expect from improving your sales collateral? Let's delve into some key advantages:

Increased engagement

First and foremost, high-quality, relevant, and engaging sales collateral captures the attention of your prospects. It invites them to explore further, interact with your content, and spend more time learning about your offering. This deeper engagement can increase their understanding of your product, as well as their interest and desire for it.

Faster response times

When your sales collateral is easy to navigate and understand, it streamlines the decision-making process for the buyer, reducing the sales cycle. They can quickly grasp what you're offering and how it meets their needs, leading to faster responses. This also means you can move them through the sales funnel more efficiently.

Impressed customers

In the crowded and competitive B2B landscape, standing out from the crowd can be a challenge. But when you present your prospects with slick, professional, and personalized sales collateral, you make a strong impression. A marriage of style and substance that shows you're not only competent and credible, but also that you value their time and business.

In the world of sales, every advantage counts. It’s a game of marginal gains. With powerful, effective sales collateral in your arsenal, you're well-equipped to engage and impress your prospects, expedite their decision-making, and ultimately, close more deals.

Final thoughts

In today's fast-paced, uber-competitive business landscape, having a strong product or service simply isn't enough. You need to communicate your offering's value effectively and persuasively. And that's where high-quality B2B sales collateral comes into play.

Customizing your collateral to your prospects and their stage in the sales cycle ensures you're delivering the right message at the right time.

With engaging, personalized sales collateral, you can connect more deeply with your prospects, accelerate their decision-making, and stand out in a crowded market.

Creating the best sales collateral needn’t be a time-consuming or cumbersome task. With tools like Qwilr, you can quickly and easily create sales proposals that are not only visually impressive and engaging, but also aligned with your brand guidelines.

Ultimately, by investing in the quality of your sales collateral, you're not just improving your documents; you're enhancing your customer's buying experience, increasing your sales team's productivity, and boosting your chances of closing more deals, faster.

Try it for free and start making those gains for your business today.

About the author

Sarah Taylor, Senior Content Marketing Manager

Sarah Taylor|Senior Content Marketing Manager

Sarah leads Qwilr's content marketing efforts – specialising in field marketing, campaign planning, content, brand and communications. Sarah has both agency and global corporate experience spanning Australia, Asia and the UK.