B2B Marketing Collateral Types That Drive Growth (+Examples)

Find out what are the most important types of marketing collateral, when and how to use each type, and how to make them support and drive sales.

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Short answer

What is marketing collateral?

Marketing collateral is a collection of digital or printed creative assets including text, infographics, videos, and art that support a brand’s marketing efforts. Marketing collateral helps promote the company, its products, and its services.

Marketing collateral is intended to educate prospects about the key features, benefits, and value of a product or service, build brand awareness, and generate leads.

What are the main types of marketing collateral?

There are too many marketing collateral types to cover them all, but there is critical collateral that any company that wishes to achieve growth should create and use at some point in time.

Below is the comprehensive list of marketing collateral types you should consider creating to close the gap in your marketing funnel and generate revenue opportunities for your company.

For sales collateral visit this post.

Marketing collateral examples that move the needle

In this section, I'll break down the most effective marketing collateral types, explore the advantages and disadvantages of each, and share tips on how to create and use them.

Plus, for digital collateral, I'll cover how to track and measure their impact—ensuring your efforts are creative, but also impactful.

1) Logos

Logos are the face of your brand and can make or break your marketing efforts, like a game-winning shot or a costly fumble. They are the first thing people see when they look at your brand, and they play a crucial role in creating a lasting impression.

This is why it’s important to create a logo that represents your brand and speaks to your intended audience. But the benefits of a logo go beyond just representation.

• A good logo can boost your brand's recognition and recall.
• It can also set you apart from your competitors.
• Additionally, a well-designed logo can evoke emotions and create a connection with your audience.

Disadvantages

• Creating a logo requires a lot of research, like scouting the competition before a game, to avoid court battles over copyright infringement. Before you use any online logo creator, it’s worth checking who actually owns the rights to your creation: you or the software company? For example, if you use any of the graphics from Canva’s library, you won’t be able to trademark your logo.
• A poorly designed logo can hurt sales. It could turn off potential customers, or attract the wrong audience by misrepresenting your brand.

How to create

Luckily, there are plenty of logo creation tools out there.

Here's a list of the best logo designer software, including both free and paid options, as well as creative logo designs to inspire your own!

2) Business cards

Business cards are considered old-school by millennials or younger professionals. But there’s a good reason they’ve survived this long.

They are a very easy and effective way to mitigate the risk of being "out of sight and out of mind".

They are a physical reminder that sits on your prospect’s desk, reminding them and triggering them to call you.

This salescat gets it:

• Business cards are a tangible reminder of who you are and what you do.
• They are a great way to make a lasting impression and build relationships with potential clients and customers.
• They are cost-effective, especially if you design them in-house or print them in bulk.
• They are easy to carry around, always ready for a networking opportunity.

Disadvantages

• Business cards are easily misplaced or forgotten
• They can be perceived as old-fashioned
• They can be easily replicated by others
• They can be ignored if not designed and presented in an attractive way
• Business cards' effectiveness can not be measured, so you can't know for sure how well your cards are working for you

How to create

Creating a business card is very simple. The main task is picking the right tool; once you've got that, you just pop in your information and pick a design that really speaks to you.

If you decide to make use of this marketing collateral type, here’s a useful article rounding up the best free online business card makers.

3) Landing pages

Landing pages are an essential part of any successful marketing campaign. They are the first destination your audience arrives at on your site after clicking an ad or a Google blue link.

Landing pages are used for converting visitors into users or buyers. They can be used to p romote a specific product or service, collect contact information for lead generation, or drive e-commerce sales .

Here's an example of our very own landing page:

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• Landing pages are excellent for collecting contact info and building your customer base.
• They're effective for driving visitors toward a specific action, like signing up or making a purchase (the example landing page above, built with Storydoc, has a 72% conversion rate from visitor to user) .

Disadvantages

• If the content isn’t relevant or engaging enough, visitors might leave quickly.
• They need regular updates and testing to ensure they're optimized for conversions.

How to create

Best tools to create a high-converting landing page:

• Landing page builders, such as Storydoc, Landingi, Unbounce, or Wix
• A/B testing tools like Optimizely or VWO
• Analytics tools such as Google Analytics or Hotjar
• Sales landing page templates to set up your page design in minutes.

For more in-depth information, read these articles:

• Hubspot's landing page knowledge hub
• Best landing page examples
• Landing Page vs. Sales Page: Which One Do You Need?

How to measure

Key metrics for measuring the success of your landing page:

• Conversion rate
• Bounce rate
• Cost per acquisition
• Click heatmap
• Mouse cursor movements
• Scroll depth
• Video views

4) Social media posts

Effective social media marketing is hard to do. Social media can be a lot of work with little to show for. But if you go viral you get many times the return on your effort.

It is similar to venture capital investing. You plan for a small percentage to work big time, but you do your research and build a strategy to increase your chances.

Spotify Wrapped is a great example of a Covid-level viral campaign. It worked because it touched on our love of nostalgia. It reminds you of sweet old memories associated with your favorite songs.

• Social media lets you tap into a massive global audience, significantly broadening your reach.
• Most social media marketing can be done at a low cost, offering a budget-friendly alternative to traditional advertising.
• These platforms offer direct ways to interact with customers, boosting brand loyalty and improving customer service.
• Ads can be customized to target specific groups based on demographics, interests, and behaviors, making them highly effective.

Disadvantages

• Managing social media effectively involves a lot of time crafting posts, engaging with followers, and staying on top of trends.
• The ever-changing algorithms of social media platforms make it difficult to predict the reach and engagement of your posts.
• Open communication means there's always a risk of negative comments or reviews, which can quickly affect your brand’s image.
• Although there are tools to help track performance, determining the real impact on sales and overall ROI can be tricky.

How to create

Top tools to aid your social media strategy:

1. Graphic design software like Canva or Adobe Illustrator can help you create eye-catching images and videos.
2. Social media management platforms like Hootsuite or Buffer can help you schedule and analyze the performance of your posts.
3. Marketing collateral management software like Storydoc can help you share interactive, eye-catching content that works well on social media.

For more tips on how to get started, including what metrics to track and a free template, check out Hootsuite’s guide on how to create a social media strategy in 9 easy steps.

5) Blog posts

Blog posts are an essential revenue engine for any company. Since log posts cover high search volume topics, they are the most effective way to drive traffic, leads, and purchases for your business.

For long-term growth in any niche, blog posts are your predictable, dependable, and (relatively) stable source of new inbound business opportunities.

Blog posts worked for us big time:

• Blog posts are cheap to make and easy to share, and they can bring in a lot of bang for your buck.
• When optimized correctly, they can help boost your website's visibility and bring in more visitors naturally.
• Blogs can deliver substantial returns on investment by attracting new visitors and converting them into customers.
• Blog posts provide a platform for deep dives into topics, helping engage readers and encourage interactions through comments and shares.

Disadvantages

• The effectiveness of a blog heavily relies on the quality of the content. Poorly written or irrelevant posts won't attract readers or help your SEO efforts.
• Writing quality content that engages and informs requires considerable time and effort.
• It often takes a long time to see the benefits from blogging, but combine blog posts with keyword and SEO optimization along with link building strategies and I promise you, it'll be worth it in the end.
• Blogs demand regular updates and maintenance to keep the content fresh and relevant, which can be a challenge.

How to create

Content management platforms for blogging:

Writing and editing tools:

How to measure

Metrics for tracking blog post performance:

• Users
• Page views
• Time on page
• Bounce rate
• Conversion rate
• Scroll depth
• Google SERP keyword positions

6) Pillar pages

A pillar page covers the core aspects of a central topic at the core of your niche. This type of page also links to multiple subtopic pages that dive deep into the main topic.

Pillar pages can not operate without the subtopic pages. Together they position your company as a thought leader in your niche and a go-to for any information regarding your expertise and the solutions you offer.

Here's a classic example by aHrefs:

• They showcase your expertise and authority.
• They increase visibility and credibility for your brand.
• They improve your internal link profile and help you rank in Google SERP.

Disadvantages

Creating a high-quality pillar page requires a lot of time and resources. It involves thorough research and planning to ensure the content is comprehensive, well-organized, and engaging for the target audience.

How to create

Best tools for creating a high-quality pillar page:

SEO tools like SEMrush or Ahrefs will help you optimize your pillar page for search engines.

How to measure

Main metrics for measuring the effectiveness of a pillar page:

• Users
• Page view (for secondary sub-topic pages too)
• Time on page
• Bounce rate
• Conversion rate
• Scroll depth
• Google SERP keyword positio

7) Infographics

Infographics are used by marketing and sales teams to make complex information easy to understand and look more attractive.

But most of the time they just make it look more attractive. It normally stays hard to understand and too often infographics make it worse…

Infographics are only helpful if they’re made by someone who understands how to make information simple, not just pretty.

• Infographics make complex information easy to understand.
• They can increase engagement and retention of information.
• Infographics can improve brand awareness.
• Infographics are highly share-worthy and can get you placements on other websites.

Disadvantages

• Infographics can easily go wrong and mix "pretty" or "cool" with "easy to understand".
• If the data isn't properly sourced, the infographic can be filled with inaccuracies.
• If too much information is packed into one design, it can overwhelm the audience.

How to create

Best tools to create infographics:

• Piktochart - has a wide variety of templates, icons and charts to choose from, this tool makes it easy to create infographics.
• Venngage - has a wide range of customization options, Venngage allows you to create infographics that are unique and tailored to your brand.

To get you started, here are some of the best infographic templates to stun your audience that you can instantly download and customize to your needs.

How to measure

Key metrics for measuring the success of an infographic include:

8) Brochures

Brochures are mostly used by Sales and Product Marketing teams. They are used to provide an overview of a product or service.

Brochures are useful for promoting visual high-ticket items like boats, houses, or industrial machinery. It is also common to use brochures for a catalog of items.

Brochures also feature SaaS products, a solution suite, travel packages, or NGO sponsorship packets.

Here's a great example of an interactive brochure:

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• Brochures are an easy way to give prospects a quick overview of what you offer that they can take with them.
• Brochures can create a strong first impression.
• Brochures are beautiful and with digital brochures, you can add interactive elements, videos, and even links to landing pages.

Disadvantages

• Brochures can be costly to produce.
• Paper brochures are limited in quantity and require printing more when depleted.
• Brochures are commonly tossed into the trash as soon as they are (politely) accepted. But this is not an issue with digital brochures that require a person to intentionally scan a QR code or open a link.

How to create

Tools to create brochures:

1. Microsoft Publisher - Lets you create static PDF brochures.
2. Adobe InDesign - Lets you create interactive or PDF brochures (requires expertise).
3. Storydoc brochure maker - Lets you easily create interactive brochures with AI and a drag-and-drop interface.

How to measure

Printed brochures like all printed marketing collateral can not be effectively measured.

Key metrics to track digital brochures:

• Users (from a link or QR code)
• Leads
• Bounce rate
• Reading time
• Viewed slides
• CTA clicks
• Form submissions
• Shares

*You can get all this information with Storydoc's built-in brochure analytics.

9) Online ads and banners

These are attention-grabbing virtual billboards that can reach thousands of potential customers all over the internet through ad distribution systems like Google ads. Utilizing Google ads SaaS can specifically enhance your software's visibility to the right audience.

Sure you have to pay for it, but if you do it right you’ll see quick ROAS and ROI.

Ads are easily set up and allow much faster growth and scaling than SEO or word of mouth.

• They're perfect for reaching a wide audience quickly and easily.
• They're highly customizable and can be tailored to target specific demographics.
• You can easily make changes or adjustments to your ads in real-time.

Disadvantages

• They can be subject to banner blindness - as online ads are often seen as intrusive, they can be deliberately or unconsciously ignored or overlooked by users.
• They can be costly if not optimized correctly.
• They can be subject to fraud and bots, which can skew performance metrics.
• More than a quarter of all Internet users in the US alone use ad blockers, so they might not get seen at all.

How to create

If you’d like to get started with online advertising, here’s the official Facebook guide that will help you set up your first ad in a matter of minutes. For banners, you can start by playing around with Canva’s free online banner maker. Good luck!

How to measure

Here are some of the most important online ad and banner metrics:

• Impressions: This metric measures the number of times your ad has been displayed. It tells you how much visibility and attention your ad is getting.
• Click-through rate (CTR): This metric measures the number of clicks your ad receives divided by the number of times it's been displayed. In other words, it tells you how often people are clicking on your ad.
• Cost-per-click (CPC): This metric measures the cost of each click on your ad. It's a great way to see if your ad spend is delivering a good return on investment.
• Conversion rate: This metric measures the number of people who take a desired action (like making a purchase or signing up for a newsletter) after clicking on your ad.
• Bounce rate: This metric measures the number of people who leave your website after only viewing one page. A high bounce rate could indicate that your ad is not relevant or interesting to the user.
• Return on Ad Spend (ROAS): This metric measures the overall return on investment of your ad spend. It’s calculated by dividing the revenue generated by the ad spend.

10) Newsletters

Newsletters only benefit marketing if they have a broad engaged readership (in the many thousands at the least).

It requires a lot of work to keep up a newsletter following since people expect high value every time. If you disappoint they won’t read your emails, unsubscribe, and even hate you for spamming their inbox and report you or shame you on social media.

To get the benefit, you must set up a subscription engine through social media or your blog, and write every email like your life depends on it.

Here's a great example of a newsletter that goes all in by Ramli John - Marketing Powerups:

• Newsletters go straight to the inbox of your subscribers, ensuring your message reaches them directly.
• Regular updates help maintain and strengthen relationships with your audience, keeping your brand top-of-mind.
• Content, design, and frequency can all be tailored to meet the specific interests and needs of your audience.

Disadvantages

• If you mess any of the elements up, you don’t get a do-over once your email is out into the world.
• With so many companies sending newsletters, it's easy for yours to get lost in an overcrowded inbox.
• To be effective, newsletters need to be sent on a regular schedule, which can be a strain on resources.
• Creating interesting newsletters on a regular basis can be very time consuming.
• Avoid spam filters can be technically challenging.

How to create

Main steps for creating a newsletter:

1. First, you have to decide on the theme of your newsletter - do you want to promote a new product or service, share industry news or updates, or simply provide valuable information to your audience?
2. Then, you need to think about the guest list, or, your target audience - will you send it out to all contacts or chosen segments?
3. Once that's settled, it's time to start crafting the invitation, meaning the perfect subject line to grab your audience's attention.
4. Next up is the menu, aka the content of your newsletter. You want to make sure you have a mix of appetizers (short snippets of information), entrees (valuable content), and dessert (calls-to-action) to keep your audience engaged.
5. And of course, no party is complete without decorations, or in this case, design elements, to make your newsletter visually appealing.
6. Finally, it's time to send out the invitations and see who RSVPs (open and click-through rates) and who actually shows up (conversions).

Tools for creating and running a newsetter:

There are hundreds of email marketing tools to help you get the job done. But I’ve narrowed it down to the top 4:

1. Mailchimp is a natural option w ith its intuitive drag-and-drop editor, A/B testing feature, and AI-assisted suggestions.
2. HubSpot's email marketing tool is powered by your CRM data and makes your work much easier if you're using Hubspot as your CRM.
3. Sendinblue offers a variety of templates to choose from to build automated email flows.
4. Subtrack is a dedicated platform for individual writers to get get their message out, get shared, and get paying subscribers.

11) Explainer videos

For most people, videos are the most engaging type of marketing collateral. So use explainer videos to explain stuff people hate reading about.

Use this type of collateral to onboard new users on your software, introduce important product features, communicate high-value capabilities, introduce a new product or service, explain what your company does, and even the meaning of life.

Here's an explainer videos by our very own Diego:

• They're great for existing customers who need a little extra help understanding your products or services, or making the most of its features.
• They can be aimed at prospects who are still on the fence about making a purchase. Using explainer videos is a great way to overcome change resistance. Seeing just how easy your product or service is to navigate might just sway them in the right direction!
• They're great for ncreasing awareness, especially in the initial stages of brand building.
• Videos are highly engaging and can capture the attention of viewers more effectively than text or images alone.

Disadvantages

• Producing a video from start to finish can be a lengthy process, from planning and scripting to editing and launching.
• Creating high-quality videos often involves significant expense, including costs for scriptwriting, animation, and production.
• Unlike text-based content, videos are not searchable without proper optimization, potentially limiting their organic reach.

How to create

Some popular options of video making tools include:

How to measure

Here are the top metrics to measure the success of your explainer videos:

• If your goal is to increase website traffic, you'll want to track metrics such as website views, click-through rate (CTR), and bounce rate.
• If your goal is to boost conversions, track metrics such as the number of conversions, conversion rate, and revenue generated to see how many people it's turning into paying customers.
• If your goal is to improve brand awareness, think of your video as a brand ambassador. Track metrics such as brand recall, brand sentiment, and reach to see how well it's representing your company.

12) Product catalogs and portfolios

Whether you're showcasing your products at a trade show or sending them out to potential clients, product catalogs and portfolios are the perfect way to give your business a touch of class and professionalism.

Plus, they're a great way to make sure your customers have all the information they need to make an informed purchasing decision.

• They provide a comprehensive look at your products or services.
• They can be used in a variety of business settings (trade shows, sales meetings, email marketing campaigns).
• They make it easier for customers to make informed purchasing decisions, particularly in industries where images speak louder than words.
• They can help businesses establish a professional image.

Disadvantages

• They can become outdated quickly if your product line changes frequently.
• If you have several product lines, you might want to consider creating separate portfolios to make sure they’re relevant to different target markets.

How to create

To get you started, here’s a handy article that will walk you through the process, including a bunch of templates for different use cases.

And as for portfolios, we’ve got you covered there too. Our guide will teach you how to create an online portfolio in 8 easy steps and leave you with some of the best examples out there to inspire your efforts!

13) Lead magnets

Lead magnets, also known as opt-in incentives, are gated content that helps you attract and convert potential customers by offering access to valuable resources in exchange for contact information.

Lead magnets can be e-books, webinars, coupons, free trials, templates, or whitepapers. The options are practically endless.

• By collecting email addresses, lead magnets help grow your subscriber base, giving you a direct line to your audience.
• They give you valuable information about potential customers which you can use to tailor your marketing campaigns and personalize the sales experience.
• Providing high-quality, useful content can establish your brand as an authority in your field.

Disadvantages

• Not all leads collected through lead magnets are of high quality; some may provide their information just to access the freebie, with no real interest in further engagement.
• Creating valuable and appealing lead magnets requires significant time and resources, including research, design, and content creation.
• To remain effective, lead magnets must be updated regularly to keep up with changing consumer interests and industry trends.

14) E-books

E-books are a very popular marketing collateral. It’s the most used very-long-form content marketers make.

It’s mainly used for thought leadership, market education, and as gated content.

It is relatively easy to create in comparison to white papers or original research papers because an e-book can be stitched up from existing materials like multiple exiting blog posts covering a broad topic, as a chapter out of a white paper, etc.

Here's a great interactive e-book template:

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• E-books can be shared globally, reaching a wide audience without the limitations of physical distribution.
• Once created, distributing e-books involves minimal costs compared to printed materials.
• They can be used effectively as lead magnets, offering valuable content in exchange for user information.

Disadvantages

• Creating a high-quality e-book requires a lot of effort, including in-depth content research, writing, and design.
• If not marketed effectively, e-books can end up rarely downloaded or read, leading to low engagement.

How to create

If you’d like someone to walk you through the creation process, check out HubSpot’s article on how to create an e-book from scratch, featuring some ready e-book templates.

A great way about creating an e-book is that you don't need to have years of design experience under your belt to make it look visually appealing.

Tools like Adobe InDesign or Canva come with a variety of features such as templates, graphics, and interactive elements that can easily take your e-book from boring to beautiful.

But, the visual aspect aside, it’s crucial to track if your e-book is hitting the mark with your target audience.

How to measure

Best metrics to measure the success of your e-book:

• The number of downloads
• The number of leads generated
• The conversion rate

15) Case Studies & Testimonials

Case studies are basically a form of storytelling that showcases how your product or service has helped a customer solve a problem or achieve a goal.

Testimonials used as part of case studies or on their own to bring the client’s direct words to the prospect reading and viewing your content.

Case studies and testimonials are the closest you can get to a positive user review or a colleague’s referral for your product. This makes this type of collateral very persuasive.

Here's an example of one of our most effective case studies:

• They’re a great way to give concrete examples of the value you can offer to potential customers.
• You can build trust by showing real-life capabilities of your solution.
• You can show potential customers that you understand their needs and have helped others in similar situations.

Disadvantages

• Case studies can be a real pain to create. You’ve got to do your research to ensure the questions you’re asking are as relevant as possible, interview past customers, organize the findings, and write the actual case study.
• Case studies can be hit and miss. Even if you’ve put in all the effort to create a great case study, it doesn’t guarantee that it’s going to be a hit with your target audience.
• Case studies can be a bit of a snooze-fest. I mean, let’s be real here, most people don’t want to read a bunch of technical jargon. It’s like trying to watch a science documentary on ambien. You might learn something, but if it’s not engaging and easy to digest, you might also fall asleep.

How to create

When it comes to creating a killer business case study, there are plenty of tools at your disposal. Most businesses use editable PDF, MS Word, Google Docs, or Pages.

But, if you want to tell the story of your business and its successes in a way that sticks, you should look into interactive case studies instead.

If you want to see what interactive case studies can look like, check out Storydoc’s own case studies. We also have a handy guide on how to write a case study for business in 5 steps to help you in the process.

How to measure

Unfortunately, checking if your case study is hitting the mark is not always so straightforward. Here’s a great piece outlining how various content marketers measure the effectiveness of their case studies.

16) White papers

White papers are a way to showcase your company as a thought leader, an authority, and an expert in your field.

The intended audience for white papers are usually the decision-makers or influencers within a company or organization. They're looking for detailed and informative content that can help them make informed decisions.

Here's an example of an interactive white paper:

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• White papers help position your brand as a thought leader by diving deep into industry issues or innovations.
• Often, those who download white papers are looking for detailed information, indicating a higher level of interest and potential for quality leads.
• They are particularly effective in B2B contexts, where detailed, data-driven content can influence decision-makers.
• White papers can be repurposed into blog posts, articles, and presentations, multiplying their value across your marketing efforts.

Disadvantages

• White papers require high skill to research and write which means that they tend to be extremely time-consuming and expensive to create.
• The detailed and technical nature of white papers might limit their appeal to a broader audience, focusing mostly on industry specialists or professionals.

How to create

Creating a white paper can be a daunting task, but with the right tools, it doesn't have to be.

Check out these interactive white paper templates that you can easily replicate to create your own marketing collateral that goes way beyond any standard PDF or Word. There’s also a handy guide on how to write a white paper.

How to measure

Key metrics for white paper performance:

• Time spent on page. If your audience is spending a lot of time reading and absorbing your white paper, it's a good sign that they're finding it valuable and interesting.
• Leads. This metric can help you understand the ROI of your white paper and inform future content creation.
• Conversion rate. It provides insight into how successful the document is at convincing readers to take a specific action, such as filling out a form or making a purchase. This information can then be used to improve future marketing efforts and increase overall return on investment.
• Shares. This metric tells you how many people are sharing your white paper on social media or with their networks, like a virtual high-five for a job well done. The more shares you have, the more your white paper is resonating with your audience and the wider your reach becomes.

17) Reports

Reports are a long-form in-depth document covering detailed information about a specific topic relevant to your audience, such as market trends, customer behavior, or your company's long-term goals and objectives.

A special type of long-form reports are digital annual reports which are like the ultimate year-in-review for your company.

Some reports are so well-made and well-known that they become an industry source of truth that professionals wait for every year.

Here's an example of a Storydoc interactive report by Meta:

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• Reports can position your company as a thought leader in your industry, making you the go-to source for industry insights and knowledge.
• Reports build up credibility and earn your audience’s trust. Who doesn't love a company that is transparent and informative?
• Reports are handy for PR purposes and can improve your company’s reputation. For example, by showing the positive effects of your work on the local community, you can gain people’s support and admiration.

Disadvantages

• Creating reports is often time-consuming and requires a significant amount of resources, including expert data analysis and professional writing.
• The depth and complexity of reports can be overwhelming for some readers, potentially leading to disengagement.
• To remain relevant, reports may need to be updated frequently with new data, which can be a continual investment of time and effort.

How to create

Most companies create reports through a report design company. This tends to be very expensive and take a long time to finalize because of endless back and forth.

The best tool for designing reports on auto-pilot, saving time, and money is our own Storydoc report maker.

The result is interactive, engaging, and measurable.

How to measure

Metrics to consider when measuring your report's effectiveness:

• Report downloads
• Users/readers
• Shares
• Number of leads generated
• Bounce rate
• Reading time
• Scroll depth
• Viewed slides
• CTA clicks

18) Webinars

Webinars are a lucrative type of marketing collateral. They are hard to make, and hard to distribute. Most webinars bring lousy returns because very few people watch them.

Webinars normally involve an expert in your industry sharing their knowledge and insights. If you have a large user base that could opt in to the event this type of collateral may work for you.

It is best used to introduce a new capability by your product that offers an opportunity to up-sell or cross-sell to your current clients.

Here's a great webinar by Hotjar: