Although we still say “collateral” strategy, today, we're no longer talking about just print (or PDF brochures). We are talking about numerous forms of media:
- Corporate overview brochures, PPTs, videos, podcasts
- Product brochures, datasheets, demos, webcasts
- Solution web pages, ecosystem brochures, issues-based microsites, white papers...
You see what I mean? With so many choices, how does a company define their collateral strategy? The answer is by understanding your customer’s buying process—their buying process; not how your company wants to sell to them.
By talking with your sales team, as well as a representative sample of your customer base (customer research
), you can learn what their buying process is and what information they require at each stage in their buying process. Define your collateral strategy (and nurturing process
) based on their requirements.
Defining a collateral strategy
and implementing it takes time—time that's well worth the effort.