The B2B Sales Brochure Is Not Dead

by MGB2B

creative b2b sales brochures

Like everything else in the world of marketing, a lot has changed for B2B companies since the advent of the Internet and email communication. A LOT. But the next time you hear someone say that sales brochures for your company should disappear completely in this age of marketing technology, take it with a grain of salt. B2B sales brochures are still extremely useful tools; you simply need fewer physical copies today, and the ones that you do print need to work harder than ever.

Here are three recommendations for creative B2B sales brochures:

Interactive PDFs:
As I discussed in a previous post about B2B white paper design, some really exciting things are happening with PDFs. More and more customers today prefer electronic documents over printed books. You can use this shift to your advantage by designing and developing interactive sales brochures containing hyperlinks to products, form fields to capture lead information, and even embedded demo videos that play right within the PDF reader. Make the most of your viewers’ preferred form of content and give them a richer experience to boot.

Micro-Sites:
Depending on the size of your company’s website, finding specific product information can be a challenge for your customers and prospects. If you are releasing a new product or service that you want to drive customers to, micro-sites can help funnel web visitors directly to the information that pertains to them. The micro-site, in effect, acts as a sales brochure with product and contact information readily available. Two key things to keep in mind: be sure to have some links back to your company’s full site, and create an easy-to-remember vanity URL that potential customers can recall when they get in front of a computer.

Better Quality Printed Pieces:
The number of physical sales brochures you create is likely shrinking, but the quality of your printed pieces should certainly not diminish. Today’s digital presses help cut production costs while allowing for smaller print runs that feature die-cuts, varnishes, variable data, and endless other finishing techniques that will make your brochure memorable and something people want to save.

All in all, like everything in the world of marketing today, things are changing. Traditional sales tools are not dying, but rather they are becoming more flexible. Make sure that you keep pace with the shifts in content consumption, and, most importantly, how your current and potential customers prefer to receive information. These insights will help you in developing your creative B2B sales brochures, both online and off. Need help refreshing your sales collateral? Drop us a line.

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