Marketing collateral used to be easy to define. A brochure, a sales flyer, maybe a printed one-pager that your team could bring to a meeting or hand out at a trade show.

Today, the definition is much wider.

For a modern SaaS company, marketing collateral includes almost every asset used to explain the product, support campaigns, build trust, generate demand, or help sales move a deal forward. It can be a landing page, a pitch deck, a product one-pager, a social graphic, an event booth, a webinar banner, a proposal template, or a case study.

In other words, your collateral library is probably much bigger than you think.

And before you can improve it, organize it, redesign it, or score its quality, you need to know what actually belongs in that library.

This guide breaks down the main types of marketing collateral used by SaaS companies today, grouped by function. Use it as a practical checklist to understand what your team already has, what may be missing, and where brand consistency could be slipping.

What Is Marketing Collateral?

Marketing collateral is any asset a company uses to communicate with prospects, customers, investors, partners, or the wider market.

Some collateral is built for awareness. Some supports campaigns. Some helps sales teams explain value. Some gives investors, analysts, or event audiences a clearer understanding of the company.

The format can change, but the purpose stays the same: marketing collateral helps your company present its product, message, and brand clearly across every touchpoint.

Content Marketing Collateral

Content marketing teams create a lot, and most of it needs design support in some form. A report needs layout. A blog may need visuals. A webinar needs promotional graphics. A case study needs to look credible enough to be shared with prospects.

Common content marketing collateral includes:

• Blog posts
• Reports
• E-books
• Whitepapers
• Case studies
• Social media graphics
• Social media videos
• Email newsletters
• Webinar graphics
• Infographics

Because this category is often produced at high volume, it is also where visual inconsistency can appear quickly. One rushed social graphic, one outdated report template, one off-brand newsletter header — and suddenly the brand starts to feel less coherent.

Digital Marketing Collateral

Digital marketing collateral covers the assets used for online campaigns, paid acquisition, retargeting, and conversion-focused activity.

These assets often need to work across different platforms, sizes, and placements. One campaign might require a landing page, banner ads, display ads, and several versions of social media ads all built around the same message, but adapted for different contexts.

Common digital marketing collateral includes:

• Landing pages
• Banner ads
• Display ads
• Social media ads

This is where design and performance meet. A digital asset has to look good, but it also has to be clear, readable, fast to understand, and aligned with the goal of the campaign.

Event and PR Collateral

Events create more collateral than most teams expect. A single conference can require booth graphics, signage, landing pages, videos, email signups, speaker materials, sponsorship graphics, and giveaway designs.

PR works in a similar way. Every announcement, publication, directory listing, or partner feature needs visual assets that make the company look consistent and credible outside its own website.

Common event and PR collateral includes:

• Event stand displays
• Event videos
• Event landing pages
• Event email signups
• Sponsorship graphics
• Signage
• Stakeholder headshots for speaking engagements and decks
• SWAG, such as pens, notebooks, t-shirts, socks, or other giveaway items
• Business cards
• Graphics for PR announcements

This category matters because it often takes the brand outside the controlled environment of your website. At events or in PR placements, people may see your company for the first time, so every asset becomes part of that first impression.

Sales Collateral

Sales collateral is usually where consistency matters most, because these assets are used at decision-making moments. A prospect might review your deck after a call, forward a one-pager to their team, compare your proposal with a competitor’s, or use a solution brief to explain your product internally.

Common sales collateral includes:

• Corporate brochures
• Sales decks / master pitch decks
• Investor decks
• Proposals
• Battle cards
• One-pagers
• Use cases
• Solution briefs

It is also one of the easiest categories to lose control of. Sales teams move fast. They adjust decks, reuse old slides, build one-off materials, and send whatever is easiest to find. Without a clear collateral system, outdated or inconsistent assets can keep circulating long after the brand or messaging has moved on.

Why This Checklist Matters

Most SaaS teams do not suddenly wake up with a messy asset library. It happens slowly.

A campaign launches. A new deck is created. An event page goes live. A report gets redesigned. A sales rep edits a slide. A partner asks for a logo. Someone duplicates an old file because it is faster than finding the right one.

Over time, the collateral library expands across folders, tools, teams, and formats. Some assets stay useful. Some become outdated. Some no longer match the current positioning. Some still look good, but say the wrong thing.

That is why mapping your collateral matters. It helps you understand what exists, what is missing, what needs to be updated, and where your brand experience is becoming inconsistent.