{"id":6944,"date":"2026-10-20T21:46:46","date_gmt":"2026-10-20T14:46:46","guid":{"rendered":"https:\/\/adtek.agency\/glossary\/collateral\/"},"modified":"2026-10-20T21:46:46","modified_gmt":"2026-10-20T14:46:46","slug":"collateral","status":"publish","type":"mona_glossary","link":"https:\/\/adtek.agency\/en\/glossary\/collateral\/","title":{"rendered":"Marketing collateral"},"content":{"rendered":"

Marketing collateral is the set of materials a business prepares in advance to present its products and services and support sales: brochures, catalogs, company profiles, case studies, price lists, sales decks and business cards. Unlike advertising, collateral usually reaches customers once they are already interested, whether it is handed out at an event, sent after a call or downloaded from the website.<\/p>\n

What is collateral?<\/h2>\n

Practitioners often split collateral into two groups. Marketing collateral helps customers learn on their own, for example brochures, catalogs, ebooks and intro videos. Sales collateral is used when a salesperson is working with a specific customer: company profiles, case studies, comparison sheets, sample quotes and technical documents.<\/p>\n

To choose the right material, ask what the customer wants to know at each stage:<\/p>\n\n\n\n\n\n\n\n\n
Stage<\/th>\nWhat the customer is asking<\/th>\nSuitable collateral<\/th>\n<\/tr>\n<\/thead>\n
Awareness<\/td>\nWho is this company and what do they sell?<\/td>\nBrochure, one-pager, 60-second video<\/td>\n<\/tr>\n
Consideration<\/td>\nIs it right for me?<\/td>\nCatalog, comparison sheet, ebook<\/td>\n<\/tr>\n
Decision<\/td>\nCan I trust them, and how much does it cost?<\/td>\nCase study, company profile, sample quote, warranty policy<\/td>\n<\/tr>\n
After purchase<\/td>\nHow do I use it properly?<\/td>\nUser guide, welcome email<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Digital collateral: search and advertising<\/h2>\n

Most collateral now lives as files. Google can index PDF, Word, PowerPoint and Excel files (Google Search Central, File types indexable by Google, updated February 2026<\/a>), so a PDF brochure can show up in search results on its own. Give files and document titles clear names, and put the main content on a web page so customers can read it on their phones.<\/p>\n

On LinkedIn, document ads let you put ebooks, case studies, white papers or slides straight into the feed. Files can be up to 100 MB and 300 pages, and with a lead generation objective only PDFs are accepted (LinkedIn Marketing Solutions Help, Document ads advertising specifications, accessed October 2026<\/a>). With a Lead Gen Form attached, viewers can read only the preview pages you choose and have to fill in the form to read the rest (LinkedIn, LinkedIn document ads, accessed October 2026<\/a>). That is how a company profile becomes a lead generation tool.<\/p>\n

Legal note for Vietnam from 2026<\/h2>\n

Law No. 75\/2025\/QH15, which amends Vietnam’s Law on Advertising, took effect on January 1, 2026. Article 19, Clause 3 states that advertising content does not include the documents, information and images describing products that a business provides for promotions, displays and introductions of goods and services, or at trade fairs and exhibitions. Health supplements and foods for special diets are the exception (Official Gazette of Vietnam, Law No. 75\/2025\/QH15, June 2025<\/a>).<\/p>\n

That line is narrow. A catalog handed out at a trade fair is not the same thing as that catalog page run as a Facebook ad. When you turn collateral into ads, check it again against Article 19, Clause 1: truthful, accurate, clear, and not misleading about features, quality or uses.<\/p>\n

Keeping collateral consistent<\/h2>\n

Collateral is usually made by many people over many years, so logos, colors and figures drift apart. Keep one master folder and one set of brand identity<\/a> guidelines, and put the last-updated date in the footer of every document. The key points in every piece should come from the same brand message<\/a>.<\/p>\n

Example (hypothetical)<\/h2>\n

A plastic packaging company in Binh Duong sells to consumer goods businesses. Its minimum collateral set is a 12-page company profile (PDF and web versions), three one-page case studies for three customer industries, a material specification sheet and a sample quote. Salespeople send a case study after the first call, and the quote once the customer has approved a sample.<\/p>\n

Frequently asked questions<\/h2>\n

Is collateral a brand asset?<\/h3>\n

Not exactly. The logo, colors and tagline<\/a> are identity elements; collateral is where those elements get used. See also logo<\/a>.<\/p>\n

How often should collateral be updated?<\/h3>\n

Whenever prices or products change, or you have a new case study. There is no fixed schedule that fits every industry.<\/p>\n

If you want to use your company profile and case studies to generate leads, see how Adtek does it on our Lead Generation solution<\/a> page.<\/p>\n","protected":false},"excerpt":{"rendered":"

Marketing collateral is the set of materials a business prepares in advance to present its products and services and support sales: brochures, catalogs, company profiles, case studies, price lists, sales decks and business cards. Unlike advertising, collateral usually reaches customers once they are already interested, whether it is handed out at an event, sent after […]<\/p>\n","protected":false},"author":9,"featured_media":0,"comment_status":"open","ping_status":"closed","template":"","meta":{"_acf_changed":false,"_yoast_wpseo_title":"Marketing Collateral: What It Is, Types and Examples","_yoast_wpseo_metadesc":"Marketing collateral is the material a business prepares to present products and support sales. 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