Sales Literature

Memorable B2B Sales Literature

The difference between ‘good’ and ‘great’ results lies in the relationship between B2B marketing and sales. Clear communication behind-the-scenes plays as big a role as the forward-facing content you share with your audience.

B2B sales literature and marketing strategies need to align to tell a clear and consistent story, one that sows memorability in your audience’s mind. From simple brand cohesion across business cards and email footers through to the campaign-specific flyers you’re handing out at your next event, we’re here to craft the sales materials that seamlessly get sales and marketing singing off the same sheet.

Strategic Communications

Copywriting is King

When you think about B2B sales literature, what comes to mind? We’ll take a guess at product brochures and brand booklets, or flyers about your up-and-coming service.

You’re not wrong, but this is sales literature in its basic form. At Halston B2B, we take sales literature seriously, meaning there’s nothing basic about it!

Memorable sales literature is so much more than spreading copy and diagrams across pages and calling it a brochure. The copy is there to spark an idea, initiate a relationship, and educate your audience on your brand – namely, how it overcomes their pains and challenges.

Sales literature doesn’t replace marketing. Marketing doesn’t replace sales literature. They’re there to support one another, and influence your audience to want to know more.

Copywriting

Brochures, Guides, and Everything In-Between

Through fact-finding sessions, our copywriters find out everything there is to know about your brand. From your history and values through to the nuances of your product/service, we want to know it all. This insight is then converted into engaging and informative copy for a range of B2B sales literature, like product brochures and service guides.

Research

B2B Sales Literature

Printed Brochures and Flyers

Super useful to have on-hand at events or in your office reception, printed brochures and flyers are one of the first physical touchpoints for potential customers

Our copywriters tailor their content to align with your business goals, be it in line with seasonal promotions or evergreen for use year-round.

Digital Catalogues and eBooks

Hosting digital catalogues or eBooks about your B2B product or service on your website is one of the most direct ways of generating MQLs.

We’ll work with you to develop a range of content that you can email-gate onsite, boosting downloads and an audience base for your sales team to convert to leads. We don’t produce content for the content’s sake – we produce content that’s worth your audience giving their email address for.

Guides and Whitepapers

Not all sales literature needs to have ‘sales’ (or words to that effect) emblazoned across the top! The key to sales is to make your prospect not feel as though they’re being sold to, but building a rapport.

Our content team will position your brand as a reliable source that adds value to their workday. From informative guides and thought-provoking whitepapers to FAQ sheets, we’ll initiate conversations between prospects and sales, and build on those relationships that already exist.

Sales Literature Promotion

The work doesn’t start and stop with developing sales literature. We’ll also recommend the most strategic ways for your sales team to share this content!

That could be digital means, like developing email-gated landing pages on your website for users to download your new product’s brochure. Or, sending materials off to print so you can get physical copies in your sales team’s hands, and then your audiences’.

Visual Consistency for Brand Memorability

The copy in the B2B sales literature you’re giving out to prospects is only as memorable as the branding that surrounds it. Consistency is key, and your aesthetic needs to be front and centre across all materials, from smaller flyers and business cards to event presentations and your virtual meeting background.

Our creative team are on-hand to ensure brand consistency from the get-go, working to your in-house brand guidelines or developing your look and feel from scratch. Whether they’re looking through a physical product brochure or reading a blog on your website, there’ll be no chance your audience won’t recognise your brand!

Creative Documents

Giving Sales Literature Life

B2B sales literature will always stem from copy, but that doesn’t mean it needs to be static! Video and animation are hugely influential in transforming the conversation away from a ‘traditional’ sales transaction and into a genuine interaction. Time is one of the most common barriers to sales interactions getting off the ground. Halston B2B videographers, step up to the mark!

They’ll translate the details of a brochure, guide, presentation (the list goes on!) into short, snappy animations, supporting you to overcome the lack of minutes on the clock. And reach a bunch of prospects you might otherwise have not had the means to get in front of.

Animation

Supercharging Sales at Events

Events – they’re the most obvious place you’ll be needing your sales literature, but there also the place where every Tom, Dick, and Harry will be handing theirs out, too. It’s a good job we’ve got years of experience in conceptualising and designing events collateral that breaks the B2B mould!

B2B Events Literature

Taking Advantage of External Sales Channels

It’s time to play smarter, not harder. You’re already competing with your rivals to get your event audience picking up and interacting with your sales literature. But there’s one asset your audience are likely to pick up without a second thought: materials from the event organisers, themselves.

From ads in delegate guides to post-event email shots, putting just as much thought into your external sales assets as you do your internal is a sure-fire way to make sure the event’s audience are aware of you. And noticing you!

Our Work: External Events Comms

Branded Merchandise, Memorable Statements

We get it – everyone likes a freebie. But everyone loves a freebie that’s actually useful! Your merchandise should be working for you, making your brand memorable.

Taking a dive into who’s attending your upcoming event, and why, is how we work to recommend the types of merch that’ll hit home the most with your audience. And break down the barrier for your sales team to strike up conversations and instigate relationships that your marketing can nurture long into the future.

Our Insight

07th Jun 2023

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