The Essential Guide to Marketing Collateral Tracking
Written by Spencer Cowley, Copywriter at DeckLinks
In business, there is not always a clear threshold to success. Sometimes, it’s a spectrum upon which you measure your efforts, deciding if the results are moving in the right direction or not. To make sense of it all, you set goals and define what counts as a win in your book.
If you’re in marketing or sales, this should sound familiar — there’s always a desire for more business, better interactions with customers, and stronger indications that the ship is sailing smoothly. With technology powering the way we do business, there’s more opportunity than ever for data to justify and validate the results you deliver.
In sales, numbers have always been the name of the game. How many clients have you created? How much business have you won? How much product have you sold?
In performance marketing, there’s KPIs galore: CTR, CPM, site visits. Measuring engagement and volume have become easier through digital tools that mark the progress of your marketing campaigns and affirm your marketing strategy.
When your team creates marketing collateral to support sales reps, it’s crucial to have a file tracking system in place that monitors the efficacy of your digital marketing assets. In this article, we’ll discuss how to track marketing collateral effectively to get the most out of your sales efforts.
What is marketing collateral?
Marketing collateral is any media created and used to support the promotion and sale of a brand’s products or services. Collateral could be any print or digital marketing material created by the marketing department for the client-facing teams.
Every kind of content that supports the sale of your products and services counts here, including, but not limited to:
- Sales decks & other visual aids
- Web content (e.g. landing pages, blog posts)
- Sales scripts
- Case studies
- Product white papers
- Data sheets
- Promotional imagery
- Social media posts
Marketing collateral tracking and content management
Marketing collateral tracking is not as easy to approach as it may seem — the right tools and training are needed to establish efficient file tracking systems and filing systems to help your reps both analyze specific collateral for effectiveness and organize all materials for future use.
Let’s break down both sides of the effort to understand how to get started.
How do you organize marketing materials?
The first step to marketing collateral management is to set up a filing system where you can store and manage all of your collateral. It’s important to approach collateral tracking from an organizational standpoint first because having a clean inventory will allow for much smoother sales and analytical processes.
Take inventory of the digital sales collateral that your team has already created. Run a shallow evaluation first to make sure no pieces are completely outdated or obsolete, and then you can move all of your current materials into a shared storage space — like a cloud-based file folder, for example.
The most important factor in the file management side of the process is to ensure that your shared drive is both secure and easily accessible by all of your reps and your marketing team. Even though reps are selling from home more often these days, it’s also useful to have your file system be mobile-friendly so they can access on the go as needed.
Any system that also provides specific user permission functionality will be necessary to allow certain team members view and download access, while others receive access to change and reupload new versions of the material.
One final tip about file organization is to upload different kinds of file types for each asset, as applicable. For example, it can be helpful for reps to be able to download a deck as a PDF instead of a powerpoint file, or an image as a PNG or JPEG. This provides some flexibility if prospects have trouble receiving one file type for some reason.
Once your management system is in place, be sure to offer training to your sales reps so that they are confident they can find files quickly and easily.
How do you track marketing materials?
Now that your files are organized and ready to be used by your reps, it’s time to track them.
Historically, reps selling remotely have sent collateral to clients and received no direct feedback about a piece they’ve shared unless the client has chosen to provide it (not a typical outcome). So, if the client never responded, the rep could only wonder what might have dissuaded them. On top of that, marketing teams really had no insight into what content was working after they handed it over to the reps.
At most, certain email clients enabled teams to see when emails or attached files had been opened, giving at least some peace of mind that the message has reached its destination. But modern sales and marketing teams need more insight into how collateral is impacting the sales process. They need to know what content is actually winning business.
That’s why the best option now is to use an advanced platform built to share and track sales collateral. A platform like this will offer analytics on every file you share and measure just how effective your collateral is at helping sales reps succeed. With this kind of tool, you can go beyond simple open rates and truly understand what materials work well in any situation, for any product, service or prospect.
DeckLinks: The easiest way to share and track sales decks
Using new marketing collateral tracking tools like DeckLinks helps sales teams extend the lives of their collateral by providing a wealth of insight into how prospects engage with it. Teams can now leverage direct insights from every sales interaction to turn outreach attempts into conversations, even when the prospect doesn’t directly respond.
With a tracking tool like DeckLinks, sales reps can share collateral with buyers and receive instant analytics like engagement score, CTR for calls to action, number of file downloads, number of viewers and more. DeckLinks users can upload all kinds of marketing collateral, including decks, images, video, audio, spreadsheets, links and other supporting documents.
Learn more about DeckLinks and start tracking your team’s marketing collateral to win more business.