What Marketing Assets Does a Growing Business Actually Need?
Updated: Oct 12
Suhani Chaudhry, Marketing Executive
TL;DR
Start with four groups of marketing assets: brand foundations, sales materials, connected campaign assets and content for each stage of the customer journey. Keep them current and easy to find.
The research discussed below reports that 65% of B2B marketing content goes unused by sales. It also links structured sales enablement with 49% higher win rates. The practical question is whether your teams can find and use what you already have.
As a business grows, campaigns, sales teams and product launches all need more materials. Files soon spread across different platforms. Some are outdated, duplicated or rarely used.
The challenge isn't creating more marketing assets. It's creating the right ones.
A focused set of marketing assets helps teams explain the business, support sales and run campaigns. Materials that are hard to use or no longer relevant can slow that work down.
At Magnetic, we've helped organisations including Meta, Save the Children and Rüya London create campaign toolkits, brand guidelines and digital experiences. Each asset needs a clear purpose and a place in the wider plan.
What Are Marketing Assets?
Marketing assets are the materials a business uses to promote its products, explain its brand and support sales. They range from logo files to case studies and campaign content.
Creating each asset only when someone urgently needs it can lead to duplication. A planned, shared library gives teams materials they can reuse and adapt.
The industry's dirty secret makes the case for structure: Forrester research consistently finds that 60 to 70% of B2B marketing content goes unused, with some organisations reporting non-usage above 80% after auditing. All of that represents real budget, real hours and real creative energy, filed carefully into oblivion.
Explore Magnetic’s graphic design services.
Which Brand Assets Come First?
The foundations that define the brand, before a single campaign material exists. These typically include:
Brand guidelines
Logo files in every required format
Typography
Colour palettes
Tone of voice guidance
Brand messaging framework
Photography and illustration style
Design templates
Brand assets give marketing, sales and customer service a shared foundation. Without them, each campaign can introduce small changes that make the business harder to recognise.
Agree the foundations first. They help teams make consistent decisions and avoid repeating the same revisions on each project.
What Sales Collateral Does Your Team Actually Need?
Sales teams need useful resources after a lead comes in. The right materials help them answer questions and move conversations forward:
Company presentations
Capability brochures
Case studies
Service one-pagers
Pricing guides
Proposal templates
Customer success stories
Frequently asked questions
Case studies deserve particular investment: 77% of B2B buyers rate them the most effective content type, because evidence outsells assertion at every stage of a deal.
Good collateral does two jobs at once. It improves consistency, since salespeople stop improvising decks at midnight, and it recovers an astonishing amount of time: without proper enablement, sellers spend up to ten hours a week hunting for, comparing or rebuilding content. That's a quarter of the working week spent looking for things marketing already made.
How Should Campaign Assets Work Together?
As one connected system, never as isolated deliverables. Every campaign should ship as a coherent family of assets:
Landing pages
Digital advertisements
Social media graphics
Email campaigns
Video content
Blog articles
Downloadable guides
Event materials
Use consistent messages and visual styles across the campaign. Customers should recognise the same idea when they move between channels.
For Lee Kum Kee's Kung Fu Panda 3 campaign, we developed a UK print campaign around "Let's Panda". It ran across billboards, outdoor advertising, point-of-sale materials and branded merchandise. Each format carried the same idea and visual identity.
What Assets Support Each Stage of the Customer Journey?
Most businesses over-invest in attracting new customers and under-invest everywhere else. The strongest asset libraries cover the full lifecycle:
Awareness: educational blogs, SEO content, videos, social media
Consideration: case studies, whitepapers, product demonstrations, comparison guides
Decision: testimonials, pricing information, proposals, consultation booking pages
Retention: email newsletters, customer resources, onboarding materials, product updates
The logic for full coverage is stark: 95% of buyers choose vendors that provide relevant content at every stage of their journey. A library with brilliant awareness content and nothing for the decision stage is a shop with a wonderful window display and no till.
Why Does Sales Enablement Accelerate Growth?
Sales enablement helps sellers find and use the materials marketing creates.
Growing businesses routinely underestimate this. Marketing produces; sales can't find it, doesn't trust it or never knew it existed; both sides blame each other in separate meetings. The 65% non-usage figure isn't a content quality problem so much as an alignment problem.
When marketing and sales operate as one system, with relevant content, consistent messaging and high-quality assets flowing to the people in front of customers, the results are measurable: organisations with structured sales enablement see 49% higher win rates. Effective enablement helps businesses improve lead conversion, increase customer confidence, maintain brand consistency, respond faster to opportunities and deliver more professional experiences at every touchpoint. It's the least glamorous word in marketing and one of the highest-returning investments in it.
Should You Prioritise Quality or Quantity?
Start with quality and purpose. Producing more content is only useful if people need it. Prioritise assets that:
Solve genuine customer problems
Support real sales conversations
Strengthen the brand
Improve campaign performance
Remain useful over time
Useful case studies, landing pages and brand guidelines can serve the business beyond one campaign. Keep them accurate and up to date. Clear answers to customer questions also give search engines and AI tools more useful material to draw on.
Why Do You Need a Centralised Asset Library?
As the library grows, finding an asset becomes as important as creating it. Make sure teams know:
Where assets are stored
Which versions are current
Who owns each resource
How each asset should be used
A well-organised library reduces repeated work and helps teams respond quickly. For Meta's Rapid Response Team, we delivered print, digital and out-of-home assets for WhatsApp in under one week. The campaign covered multiple Indian territories in English and Hindi.
That kind of delivery depends on clear brand foundations, templates and workflows that the team can readily use.
At Magnetic, structured asset management is built into every long-term partnership, from global campaign toolkits to multilingual asset systems for international markets.
How Do You Keep Assets Aligned With Future Growth?
Review the library as the business changes. New products, services or markets can make existing materials outdated. Regular checks keep assets:
Relevant to current offerings
Consistent with the brand
Accessible to the teams who need them
High quality
Aligned with brand strategy
A useful asset library helps teams reuse good work and spend less time recreating it.
Final Thoughts
Start with the materials your customers and sales team need. Give each one a clear purpose, keep it current and make it easy to find. Connect campaign assets through shared messages and design standards.
At Magnetic, we connect brand strategy, digital design, campaign production, localisation and sales materials. The aim is to give teams a set of assets that works together.
Our customary transparency: an agency that produces marketing assets recommending you invest in marketing assets is exactly as surprising as it sounds. But the 65% non-usage figure and the enablement win-rate data are the industry's numbers, and they suggest the real question isn't whether to invest in assets. It's whether what you've already invested is actually being used.
If your marketing assets are scattered, outdated or no longer reflect your business, now is the time to build a connected system. Speak to Magnetic about creating marketing assets that deliver value long after they're produced.
FAQs
What are marketing assets?
Marketing assets are the materials a business uses to promote itself and support sales. Examples include logos, templates, presentations, case studies, landing pages, advertisements, videos and email campaigns.
What marketing assets should a business create first?
Start with brand guidelines, logo files, typography, colours, tone of voice, key messages and templates. These give campaigns and sales materials a consistent foundation.
What is sales collateral?
Sales collateral is the set of materials that helps sales teams move conversations forward: company presentations, capability brochures, case studies, one-pagers, pricing guides and proposal templates. Case studies are the highest-value item, rated the most effective content type by 77% of B2B buyers.
Why does so much marketing content go unused?
Research consistently shows around 65% of B2B marketing content goes unused by sales, usually because sellers can't find it, don't know it exists, or don't know when to use it, rather than because it's poorly made. Centralised libraries, clear ownership and genuine marketing-sales alignment close most of the gap.
What is sales enablement?
Sales enablement is the practice of equipping sales teams with the content, messaging and tools they need to sell effectively, and ensuring they can find and use them. It measurably matters: organisations with structured sales enablement report win rates 49% higher than those without.
How often should marketing assets be reviewed?
Audit the full library at least once a year. Review frequently used sales decks, case studies and pricing materials each quarter or whenever the offer changes. Remove outdated versions so teams do not send customers the wrong information.
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