The Future of Sales Collateral: Top 5 Trends for 2025

Major Takeaways

1. AI-Powered Personalization in Sales Collateral – Artificial intelligence is revolutionizing sales collateral by dynamically customizing content to match buyer needs, improving engagement and conversion rates.
2. Interactive and Immersive Content Takes Over – Static PDFs and slide decks are being replaced by interactive sales materials like AR/VR experiences, clickable demos, and personalized video walkthroughs that captivate buyers.
3. Data-Driven Sales Collateral for Smarter Decision Making – Sales teams are leveraging analytics to measure the effectiveness of sales materials, refine content strategies, and optimize collateral for maximum impact.
4. Mobile-First and On-Demand Sales Collateral – With remote work and digital-first buying processes on the rise, optimizing sales content for mobile devices and real-time access is critical for meeting buyer expectations.
5. Video Dominates Sales Collateral Strategies – Video content is emerging as the most effective sales collateral format, with explainer videos, personalized messages, and interactive product demos driving higher engagement and conversion rates.

Introduction: The Growing Importance of Sales Collateral in 2025

Is your sales collateral keeping up with the rapid changes in B2B sales? In an era where digital engagement is the norm, sales collateral has evolved from static brochures into dynamic, strategic assets. By 2025, Gartner expects 80% of B2B sales interactions between suppliers and buyers to occur in digital channels​(1). This means the content sales teams share – brochures, case studies, product demos, slide decks, videos, etc. – is more crucial than ever in shaping buyer decisions. Modern B2B buyers are savvier and more digitally driven, consuming content on their own terms. Digital transformation is rewriting the sales playbook, pushing organizations to reinvent collateral for a buyer-centric, online-first journey.

Today’s sales and marketing teams recognize that great collateral can do more than inform – it can engage, persuade, and even accelerate deal cycles. In fact, companies are investing heavily to modernize their collateral strategy with new technology and formats. What does that look like for 2025? Below, we introduce five key sales collateral trends poised to redefine how you empower buyers and close deals in the coming year:

1. AI-Powered Personalization in Sales Collateral – Tailoring content to each prospect using artificial intelligence.
2. Interactive and Immersive Sales Collateral Takes Over – Using interactive, engaging formats (like AR/VR, dynamic PDFs, interactive video) to captivate buyers.
3. Data-Driven Sales Collateral for Smarter Decision Making – Leveraging analytics and insights to refine and measure collateral effectiveness.
4. Mobile-First and On-Demand Sales Collateral – Optimizing content for mobile devices and instant access, fitting the remote and on-the-go sales environment.
5. Video Dominates Sales Collateral Strategies – Making video the centerpiece of sales content to engage decision-makers.

Each trend is shaping the future of B2B selling. Let’s dive into why these trends matter and how they can transform your sales collateral strategy.

Trend 1: AI-Powered Personalization in Sales Collateral

One-size-fits-all sales collateral is fading away. Artificial intelligence is enabling sales teams to deliver collateral that feels tailor-made for each prospect. Imagine your brochure or proposal automatically rearranging itself to highlight the product features most relevant to your client, or an AI engine pulling industry-specific case studies into a deck on the fly. This is the promise of AI-powered personalization in sales collateral: content that dynamically adapts to each buyer’s interests, industry, stage in the journey, and even personality.

Sales and marketing organizations are embracing AI and machine learning to analyze buyer data and content engagement patterns, then generate or customize collateral in real time. For example, AI can analyze a prospect’s browsing behavior or CRM data and recommend which collateral to send next – perhaps suggesting a whitepaper addressing that prospect’s specific pain point. Machine learning can also help create dynamic content, like an e-brochure that rearranges sections based on the reader’s clicks, ensuring the most relevant information appears first. The result is collateral that resonates more deeply, because it speaks directly to the buyer’s needs rather than a generic pitch.

This level of personalization isn’t just a nice-to-have; it’s increasingly expected. According to a recent study, 72% of B2B customers expect fully or mostly personalized content when engaging with a product or service​(2). Buyers have been conditioned by consumer experiences (think Netflix recommendations or Amazon’s personalized suggestions) to seek content tailored to them. In B2B sales, an AI-personalized brochure or microsite can mimic that experience – showing, for instance, only the case studies relevant to the customer’s industry, or automatically updating a pricing page with the correct regional pricing and currency.

Beyond content selection, AI is powering real-time customization. Sales reps can use AI-driven tools to assemble personalized collateral on demand. For example, an SDR or BDR might use a platform that, with a few inputs about a prospect, generates a customized product one-pager addressing that prospect’s specific challenges. AI can even tailor the tone or messaging – for instance, using more technical language for an engineering audience and a higher-level value focus for a CFO. This dynamic assembly of content saves time for reps (no more hunting through slide decks or manually tweaking PDFs) and ensures the buyer gets information that feels hand-picked for them. The impact on effectiveness is significant: personalized sales collateral leads to higher engagement and trust. When a prospect sees content that perfectly aligns with their needs, they’re more likely to read it, understand it, and view your solution as the right fit.

From emails that automatically include relevant case studies into cadences to intelligent proposal generators, AI-driven personalization is making sales collateral more targeted and effective. Companies leveraging these tools are seeing tangible results – for example, faster sales cycles because prospects get the information they care about upfront, and improved win rates due to stronger alignment with buyer priorities. As we head into 2025, expect AI personalization to move from experimental to essential. Sales teams that adopt it will empower their prospects with content that feels curated just for them, while those sticking to generic collateral may find themselves ignored by an audience that has come to expect more. The takeaway: embrace AI to let your collateral speak to each customer individually. It’s like having a smart assistant ensuring every piece of content hits the mark.

Trend 2: Interactive and Immersive Sales Collateral Takes Over

Static PDFs and dull slide decks are rapidly giving way to interactive and immersive sales collateral. Why tell when you can show? In 2025, leading B2B organizations are turning collateral into two-way experiences – think product demos in virtual reality, interactive ROI calculators, dynamic web-based brochures, and videos that let the viewer choose their own path. This trend is all about engagement: drawing buyers in and keeping their attention by making content not just informative, but immersive.

Interactive content means the audience isn’t just reading or watching passively – they’re clicking, exploring, and participating. For example, instead of a traditional PDF datasheet, you might provide a mini web application where prospects can toggle between product features, see animated visuals, or even input their own data to see personalized results. Augmented and virtual reality (AR/VR) are also entering the scene for sales collateral. A prospect might use an AR app on their phone to visualize a piece of equipment in their own facility, or don a VR headset for a virtual tour of a data center your company builds. These immersive experiences go far beyond what a paper brochure or slide deck could achieve; they allow buyers to experience the product or service environment, leading to deeper understanding and recall.

Why are companies investing in interactive collateral? Because engagement drives conversion. People are naturally more curious and invested when they can interact with content. Rather than scrolling through a text-heavy document, a prospect is far more likely to spend time with a quiz, an interactive infographic, or a 3D model they can rotate. Engagement isn’t just a vanity metric – it has real impact on sales outcomes. Studies show that interactive content significantly boosts buyer interest and action. In fact, 91% of B2B buyers say they prefer interactive and visual content to static content​(3). This preference translates into results: one survey found that interactive content generates 2X more conversions than passive, static content​(3). Higher engagement means prospects move further along the buying journey on their own, coming to sales conversations more informed and enthusiastic.

Interactive sales collateral can take many forms:

• Dynamic Presentations: Sales decks that include live polls or clickable case studies, so meetings become conversations, not monologues.
• Calculators and Assessments: Instead of a generic benefits sheet, give prospects a calculator where they input their parameters to see custom ROI or savings – making the value tangible.
• Interactive Videos: These allow viewers to choose topics of interest (jump to specific chapters) or answer questions that branch the video in different directions. It’s a personalized viewing experience. For instance, a marketing platform demo video could ask “Are you interested in social media or email marketing?” and then show content relevant to the choice.
• AR/VR Demos: Particularly for complex physical products or environments, AR and VR can immerse buyers. A company selling factory equipment might use AR to project a machine onto the client’s factory floor via mobile phone, while a VR demo can let an IT buyer “walk through” a virtual data center showcasing a new server setup.

The rise of immersive content is also tied to technology becoming more accessible. Modern web tools make it easier to create interactive infographics and microsites without heavy coding. Similarly, VR is no longer confined to gaming – affordable 360° cameras and platforms let marketing teams create virtual environments for sales use. By 2025, what used to be cutting-edge (like interactive 3D product models) is becoming mainstream in sales enablement materials.

Crucially, interactive collateral doesn’t just impress – it educates better. Engagement leads to more time spent digesting your message. A prospect who plays with a simulation or watches an interactive product tour is actively learning about your offering’s features and benefits in a way that suits them best. This leads to more informed buyers who are confident about their understanding of your solution. The more a buyer can explore on their own, the more trust they build in your content (and by extension, your brand). No one likes to be lectured; they’d rather be guided to discover for themselves.

For sales teams, leveraging interactive content can be a game-changer. It provides a novel talking point (“Did you try out the AR demo we sent? What did you think?”) and sets you apart from competitors still slinging static PDFs. It also generates valuable data – you can often track how prospects interact (e.g., which sections of an interactive brochure they spent the most time on), giving feedback on what interests them. That insight can inform follow-ups, making your sales approach even more targeted.

As immersive sales collateral takes over, consider starting with small steps: integrate a few interactive elements into your next PDF (many tools can add videos or clickable elements to PDFs), or create a short interactive quiz that helps prospects identify their needs (and recommends the right solution). Over time, build up to AR product showcases or fully interactive microsites as you see the ROI. The key is to move beyond the passive leaflet approach. In 2025, engaging your buyer means involving them in the content. The companies that do so will stand out in a crowded market, offering an experience that not only informs but also delights.

Trend 3: Data-Driven Sales Collateral for Smarter Decision Making

In the past, sales collateral was often a shot in the dark – marketers would create a brochure, enable the sales team with it, and hope it resonated with buyers. In 2025, that approach won’t cut it. The new mantra is data-driven sales collateral: using analytics and feedback to continuously measure what collateral is effective and to guide content strategy. Essentially, sales collateral is becoming a science. Companies are treating their brochures, decks, and whitepapers not as static one-offs, but as optimization opportunities, much like a marketer would optimize an ad campaign or a landing page.

What does data-driven collateral look like in practice? It starts with tracking and analytics. Modern sales enablement platforms (and even simple document-sharing tools) can report metrics like:

• Which collateral pieces are being used most by reps.
• How prospects engage with collateral (views, downloads, time spent, pages viewed, etc.).
• What content directly influences deals (e.g., maybe most won deals involved the prospect viewing a particular case study).

By instrumenting collateral with these kinds of data, organizations gain visibility into the black box of sales content effectiveness. No more guessing if that new product brochure actually helps sales – you’ll know if, say, a majority of deals that quarter involved it or if prospects are dropping off after page 2. These insights are incredibly powerful. They allow marketing and sales enablement teams to double down on what works and trim what doesn’t. If an analytics dashboard shows that a certain playbook or one-pager is rarely used or never opened by prospects, you can investigate why – maybe the content is not relevant, or reps don’t know when to use it. Conversely, if a video case study shows high engagement and correlates with faster deal closures, you might decide to create more content in that format or ensure every rep shares it.

Data-driven decisions are helping solve a long-standing issue: wasted content. A famous statistic from Forrester indicates that 65% of content marketing assets go unused by sales teams​(4), often because they’re not relevant or easily accessible. That’s a huge amount of effort and budget potentially going down the drain. With analytics, companies can identify which assets are underutilized and why. For example, if the data shows your 30-page ebook is rarely downloaded, it could signal that the format is too time-consuming—perhaps a one-page infographic summary would perform better. Or if a certain pitch deck is heavily used internally but prospects spend an average of 8 seconds on it (indicating they open and bounce), the content might be missing the mark. Data doesn’t lie: it can reveal mismatches between what marketing produces and what sales or buyers actually need.

Being data-driven also means closing the feedback loop between sales and marketing. In 2025, high-performing teams treat collateral as a living asset that gets updated and improved continuously. They gather qualitative feedback (sales reps reporting that “prospects always ask for a comparison chart, but our deck doesn’t have one”) and quantitative data (e.g., content usage stats) to iterate on collateral. Perhaps analytics show that prospects linger the most on a particular slide of a sales presentation – that might prompt you to move that slide’s key info up front or create a standalone piece diving deeper into that topic, as it clearly draws interest. Or if certain product sheets are seldom used by the sales team, maybe the team finds them too technical or not aligned with what buyers ask; marketing can then revise the collateral or train reps on how/when to use it. Insight-driven optimization becomes a continuous cycle.

Another facet of data-driven collateral is personalization at scale (tying back to Trend 1). Using data, teams can decide which segments of their audience get which collateral. For example, analyzing win rates might reveal that enterprise clients respond better to detailed case studies, while SMB clients prefer short product overview docs. With that knowledge, salespeople can be armed with the right collateral for the right segment, rather than a one-size-fits-all packet. We also see the rise of content recommendation engines: much like Netflix suggests what to watch next, sales content systems (often AI-powered) can suggest to a rep, “Clients in banking sector responded well to Document X, consider sharing it.” These recommendations are based on data from past deals and engagements.

Measuring collateral performance also allows for smarter investment decisions. Marketing teams often have finite resources to produce content. Data can highlight gaps or opportunities, showing where collateral could be created to address a need. For instance, if analytics show that a lot of prospects search your website for “ROI” and you have no ROI calculator or document, that’s a clear case for creating one. Or if a particular stage of the funnel (say, proposal stage) has lower close rates and you discover you lack strong collateral for that stage, the data has pointed you to a content development priority.

Importantly, data-driven sales collateral approaches tie content efforts directly to outcomes. When you can map content to pipeline and revenue impact, it elevates the role of collateral from a nebulous support function to a strategic driver of sales success. Sales leaders can see which content pieces contribute to moving deals forward. This also makes it easier to justify budget for collateral development – it’s not a guessing game, you have numbers to back up the ROI of good content.

In summary, smarter decision-making through data turns sales collateral into a continually improving asset. It’s a shift from “produce and pray” to “test, learn, and optimize.” As you update your sales collateral strategy for 2025, ensure you have the tools in place to track collateral usage and effectiveness. Establish regular reviews of the data with both sales and marketing at the table. Over time, you’ll build a collateral arsenal that is lean, impactful, and tuned to what your buyers (and sellers) actually use and value. In an increasingly competitive B2B landscape, data-driven collateral is a secret weapon – it takes the guesswork out of sales enablement and replaces it with insight and precision.

Trend 4: Mobile-First and On-Demand Sales Collateral

Work habits have transformed dramatically in recent years – remote work and on-the-go connectivity are now standard. As a result, sales collateral must be readily available whenever and wherever buyers (or sellers) need it. The fourth big trend for 2025 is a mobile-first and on-demand approach to sales collateral. In plain terms, this means optimizing content for viewing on smartphones and tablets, and ensuring that reps and prospects can access the latest materials instantly, at their convenience.

Picture a field sales rep hopping on a Zoom call from a home office, or a buyer researching solutions while commuting with their tablet. If the collateral isn’t easy to view on a small screen or if it’s locked away in someone’s inbox, it’s a missed opportunity. Modern sales collateral strategy prioritizes accessibility. Every brochure, slide deck, or whitepaper should be mobile-friendly – this includes responsive design (content that reformats for smaller screens), concise layouts, and easily readable text and graphics on phones. It also means lightweight files or cloud-hosted content; a prospect shouldn’t have to download a 50 MB PDF that their phone struggles with. Many organizations are turning to HTML5 web content or mobile apps for collateral, as these can adapt to different devices and avoid the pinch-and-zoom nightmare of a static PDF on mobile.

The “on-demand” aspect is equally important. Sales collateral is moving to the cloud – instead of emailing attachments back and forth, companies use content hubs or cloud storage links. When a rep shares a link to a brochure, they know the prospect is always seeing the most up-to-date version (if marketing updates the brochure, the link points to the new file automatically). This real-time update capability ensures no one is circulating last quarter’s outdated deck or old pricing sheets by accident. It also allows for instant corrections if a mistake is found – fix it in one place, and everyone sees the corrected content. For the prospect, on-demand means they can self-serve the information they need. Many companies now use content experience platforms where prospects get a personalized microsite or portal: for example, after a discovery call, the sales rep might send a custom link to a page containing all relevant collateral for that client (case studies, demo videos, proposals, etc.). The client can access it any time, from any device, without digging through emails. This caters to the increasingly independent buyer who likes to research at their own pace.

The push for mobile-first collateral is also backed by how buyers consume information. Consider that a large portion of decision-makers might check materials on their phone after a meeting or forward them via messaging apps. A poor mobile experience can be a blocker. On the flip side, a slick mobile content experience can impress. Think of a well-designed interactive proposal that the client’s VP opens on her iPad—if it’s seamless and visually appealing, it reflects well on your company’s professionalism and tech-savvy. On-demand also ties into the growing expectation for immediacy. We live in an age of instant gratification, and business buyers are no exception. If a question arises, they want to quickly find the answer. Having an on-demand content library (like a searchable portal with all your product sheets and FAQs) can empower buyers to get answers instantly, without waiting for an email reply from sales.

Statistics underline this shift to mobile and on-demand access. For instance, 84% of B2B buyers say that easy access to content is a very important factor in their purchasing decisions​ (5). Buyers don’t want to hunt for information or jump through hoops to get it. They gravitate towards vendors who make content access simple and convenient. Additionally, with more than half of employees in many sectors now working remotely at least part of the time, digital collaboration has skyrocketed. Sales processes are now often conducted over video calls and digital channels rather than in-person meetings. In this context, having collateral that is readily shareable via a link and viewable on any device is a basic requirement.

How can businesses adapt to this trend? A few best practices include:

• Optimize All Collateral for Mobile: Test your PDFs, presentations, and web content on mobile devices. Use responsive design for any web-based content. For PDFs, consider larger fonts and single-column layouts that read better on phones.
• Use a Central Content Repository: Adopt a cloud-based content management system or sales enablement platform where all collateral is stored and easily shareable. This ensures version control and quick access. Reps in the field should be able to pull up the latest case study on their phone and send it to a client in seconds.
• Leverage QR Codes and Links in Physical Collateral: If you do hand out printed materials (e.g., at a conference), include QR codes that link to digital versions. That way the content can be accessed later on a device, and you can update the digital version as needed.
• Real-Time Updates and Notifications: When content is updated or new collateral is added, notify the sales team immediately (many platforms do this automatically). Reps should always know what’s available and not hold onto old decks. Some systems even integrate with email or CRM, so outdated attachments get flagged.
• Analytics on Access: (Tying back to Trend 3) – track when and how prospects access your shared collateral links. If a prospect hasn’t viewed what you sent, a rep might follow up to offer help or resend; if they have viewed it, the rep knows they’re engaged.

The mobile-first, on-demand approach also means thinking about content formats. Longform PDFs might give way to bite-sized content that’s easier to consume on a phone. For example, a series of short one-page PDFs (each addressing a specific question) could be more effective than a 20-page all-in-one document – because a buyer can quickly open the one pager relevant to their question on their phone. Likewise, short video clips (under 2 minutes) are great for mobile consumption, aligning with Trend 5 (video).

Ultimately, embracing this trend is about removing friction in the buyer’s journey. When a potential client can quickly pull up info on their device, or a rep can instantly share a needed piece of content during a call, it creates a smooth, responsive experience. In contrast, if a buyer has to say, “I’ll have to wait until I’m at my desktop to read this” or a rep says “I don’t have that document with me right now,” it introduces delay and frustration. In 2025, speed and accessibility win deals. Make your sales collateral a click away at all times, and you not only meet buyer expectations – you show that your organization is modern, efficient, and considerate of the buyer’s time.

Trend 5: Video Dominates Sales Collateral Strategies

They say a picture is worth a thousand words – if so, a video might be worth a million. In the realm of sales collateral, video content has exploded in popularity and effectiveness, to the point where video is becoming the dominant medium for engaging B2B buyers. As we approach 2025, organizations are increasingly incorporating videos into their sales collateral strategy, from slick product explainer videos to personalized video messages recorded by reps. The reason is simple: video conveys information quickly and memorably, and buyers love it.

Consider how busy decision-makers consume content. Would a CIO rather read a 10-page whitepaper on your cybersecurity solution, or watch a 3-minute video demonstrating how it stops a real attack? The latter not only saves time but also shows the product in action. Video appeals to both the logical and emotional sides of the viewer – using visuals, voice, and music to tell a compelling story that text on a page may not achieve. And with today’s AI video editing tools, producing quality videos is more feasible than ever, from high-end animated explainers to simple selfie-style clips recorded on a smartphone.

Short-form video is one facet of this trend. Attention spans are short, and platforms like TikTok (yes, even some B2B brands use it) and the ubiquity of Instagram/LinkedIn videos have influenced expectations. In B2B sales, short videos can be leveraged as teasers or quick hits of information. For example, a salesperson might send a 30-second video teaser to a prospect: “Hi [Name], I wanted to show you a quick peek of how our dashboard looks – check this out!” followed by a quick screen recording. These bite-sized videos are easy for prospects to consume and share with colleagues, and they add a personal, human touch.

Personalized video messages are another powerful tool. Instead of (or in addition to) writing a follow-up email, a rep can record a 1-2 minute personalized video greeting for the prospect – referencing their specific situation and saying hello “face-to-face.” There are software tools that streamline this process, allowing reps to embed these personal videos in email or LinkedIn messages. The impact on the recipient can be huge: it stands out in their inbox and builds a more personal connection. In a world of automated emails, seeing an actual human speaking directly to you can be refreshing and trust-building.

Then there are explainer videos and demos – polished content often created by marketing but used by sales throughout the funnel. Explainer videos typically break down complex products or services into a clear narrative, often with animations or live-action storytelling. These have become staples on landing pages and in outbound campaigns because they efficiently educate the viewer. Sales teams use them as collateral by sharing these videos with prospects who need an overview or introducing them early in a presentation to set the stage. Demos, whether live-recorded screen tours or conceptual walkthroughs, let prospects see the product in action rather than just read about it. By 2025, we expect nearly every B2B company to have a library of such videos covering product features, customer success stories (testimonials in video form), and thought leadership (e.g., a short video of an SME explaining an industry trend).

The dominance of video is backed by strong preference data. Surveys indicate that 90% of B2B buyers identify video as their preferred content format to learn about a product or service​(6). That’s an overwhelming majority. Additionally, a huge proportion of buyers report watching videos during their purchase process – one study found about 70% of B2B buyers watch videos at some point in their sales journey​(6). This consumption is translating to results: marketers say that video yields one of the highest ROI among content types, and businesses using video in marketing/sales have reported higher lead qualification and conversion rates. In fact, one statistic revealed that 52% of B2B marketers believe video is the content type with the highest ROI, and an astounding 87% of businesses directly link video content to an increase in sales revenue ​(6).

So how can businesses ride this video wave in their sales collateral?

• Incorporate Video in Early Stages: Use intro videos in cold email campaigns or on your website to catch prospects’ interest. Sales can send these out as part of initial outreach (“Here’s a 2-minute overview of how we help [Industry] companies solve [Problem]”).
• Video Libraries: Develop a repository of short videos that reps can choose from to send based on prospect needs. For instance, if a prospect is hung up on integration capabilities, have a short clip of your product’s integration demo ready to share. If a stakeholder couldn’t attend the live demo, have a recorded demo or walkthrough available on demand.
• Training Sales to Use Video: Encourage and train your sales team to create personalized video messages. Not every rep will be comfortable on camera at first, but with practice (and possibly some template scripts or pointers), they can create authentic, effective videos. The key is not high production value, but genuineness and relevance. A one-minute video where a rep addresses a prospect’s specific questions verbally can sometimes convey clarity and sincerity that an email might lack.
• Leverage Customer Videos: Happy customer testimonials in video form are gold for sales collateral. Prospects love to hear peers talk about their experience. A collection of customer success videos categorized by industry or use-case can be a powerful tool for a sales rep to send as collateral tailored to a prospect’s context.
• Analytics in Video: Many video platforms provide insights on viewer engagement – did the prospect watch the whole video? Which parts did they re-watch? This feeds back into your data-driven strategy (Trend 3), informing follow-ups. For example, if you see a prospect replayed the portion of a demo video showing a certain feature multiple times, you know what to emphasize in your next call.

Furthermore, as video technology advances, we might see more interactive video (combining Trend 2 and 5). Imagine a sales video that pauses to let the viewer choose what they want to see next (“Interested in Feature A or Feature B?”) – effectively making the video experience customized. These kinds of interactive videos exist and can significantly boost engagement by only showing relevant content, and they make the viewer an active participant.

The overarching message is that video has proven its effectiveness in engaging B2B buyers, and thus it is taking center stage in sales collateral strategies. Companies that master video content will educate and influence buyers more effectively than those relying solely on text-based collateral. This doesn’t mean traditional documents are obsolete – rather, video often works in tandem, serving as the hook or the explainer, after which a deeper written doc can provide backup details. But it does mean you should prioritize video in content creation. For every major piece of collateral, ask: “Would this be better delivered as a video (or with an accompanying video)?” In many cases, the answer will be yes. In 2025’s attention economy, a well-crafted 3-minute video can accomplish what a 10-page brochure might struggle to do: capture attention, inform, and persuade – all in one go.

Conclusion: Evolving Your Sales Collateral Strategy + CTA

Sales collateral is no longer a static supporting player – in 2025, it’s taking a lead role in driving B2B sales success. As we’ve explored, the future of sales collateral is defined by personalization, interactivity, data intelligence, accessibility, and rich media. These five trends – AI-powered personalization, interactive/immersive content, data-driven optimization, mobile-first on-demand access, and the dominance of video – are converging to create a new standard for how businesses engage prospects and customers through content.

What does this mean for your organization? It’s a clear call to action to evolve your sales collateral strategy. Clinging to old playbooks of generic brochures and slide decks will put you at a disadvantage when competitors are wowing buyers with tailored, engaging experiences. The good news is that adopting these trends is very achievable with today’s technology and a forward-thinking mindset. Start by assessing your current collateral: Is it hitting the mark on these fronts? Identify gaps – maybe you have plenty of PDFs but no videos, or you deliver content via email attachments rather than mobile-friendly links. Prioritize updates that align with how modern buyers want to consume information.

Equally important is cross-team alignment. The best sales collateral strategies of 2025 will see marketing, sales, and even customer success working together. Marketing brings the content creation and tech savvy, sales brings frontline insight into buyer needs, and data (from both teams) informs decisions. It’s a continuous loop of feedback and improvement. For example, sales can relay what questions they hear most, marketing can create collateral (like an interactive FAQ or a video) to address it, and data can then show if that new content shortens sales cycles or improves win rates. In a sense, the future of sales collateral is also agile – iterating and improving just like a product would.

By embracing these trends, you don’t just update your content – you fundamentally enhance the buyer’s journey. A prospect that finds exactly the information they need, when they need it, and in an engaging format, is a prospect that feels understood and valued. You’re not just selling to them; you’re empowering them to make an informed decision. That builds trust and sets you apart as a partner, not just a vendor.

Finally, keep in mind the human element amid all this tech and content. Tools like AI and analytics are incredibly powerful, but they serve to augment the human touch, not replace it. Personalized videos and interactive content still ultimately convey your team’s expertise and willingness to help. The goal of better collateral is to facilitate better conversations between your salespeople and your buyers. It’s about enabling your team to be more consultative and responsive. So, invest in training your sales team on how to use these new collateral types effectively. A brilliant interactive demo is wasted if a rep doesn’t know it exists or forgets to share it at the right moment. Make these trends part of your sales playbook and culture.

In summary, the future of sales collateral is bright, exciting, and full of opportunity for those willing to innovate. Businesses that stay ahead of these trends will not only inform buyers – they will influence and impress them, ultimately closing more deals in a competitive market. As you plan for 2025, ask yourself: Is our sales collateral future-proof? If not, the time to act is now.

And speaking of taking action – if reading about these trends feels energizing but also a bit overwhelming, you’re not alone. Setting up your own lead generation is daunting and difficult. Crafting personalized, data-driven, video-rich content strategies requires time and expertise. That’s where getting experienced help can be a game-changer. 

Book a free consultation with Martal Group and have their seasoned outsourced lead generation team help you implement these strategies. Martal’s experts have a proven track record in leveraging the latest sales and marketing trends to fill pipelines with qualified leads. They stay on top of what works – from AI personalization to engaging content – so you don’t have to go it alone. With Martal as your partner, you gain access to a team that not only understands these cutting-edge approaches to sales collateral and outreach, but also knows how to execute them to deliver real results. Don’t let the future of sales collateral pass you by. Martal is the best choice to help you modernize your sales approach, generate leads, and convert more prospects in this dynamic B2B landscape. Get in touch for your free consultation, and let Martal’s team put these 2025 trends to work for your business today.

References

1. gartner.com
2. adamconnell.me
3. popcomms.com
4. forrester.com
5. gotoclient.com
6. sellerscommerce.com