Alrighty then! Let's do this  💪🏾.

The main difference is that sales brochures are designed for one-on-one communication, while marketing brochures are meant for one-to-many scenarios. They also differ in purpose, target audience, and the stage of the buyer’s journey they address.

Sales and marketing touchpoints can overlap depending on how your organization has designed its GTM motion. Although marketing typically owns the top of the funnel and the awareness stage buyer's journey, sales can also impact the top of the funnel - particularly through outbound prospecting and social selling (the magic of LinkedIn 🪄).

Let's break down some of the differences:

1. Purpose

• Marketing Brochures: Aim to generate interest and awareness about a company’s product or service. They typically focus on broad messaging and brand positioning, designed to attract potential customers at the top of the funnel.
• Sales Brochures: Focus on moving leads closer to a purchasing decision by addressing specific needs, pain points, and offering detailed solutions. They are used by sales teams in the middle to bottom stages of the funnel.

2. Target Audience

• Marketing Brochures: Cater to a wider, more general audience, often including those unfamiliar with the brand. The goal is to build awareness, capture attention, and nurture interest.
• Sales Brochures: Are generally used to target prospects who are already in contact with sales reps. Exceptions include assets sent by sales development reps (SDRs) at the top of the funnel. These materials are often tailored to be prospect-specific and made based on the needs of buyers and decision-makers.

3. Content & Personalization

• Marketing Brochures: Usually feature high-level content that emphasizes benefits, unique selling propositions (USPs), and key differentiators. They can be visually appealing with creative design and more generic detail. Account-based marketing (ABM) strategies and technologies have enabled marketing to be more specific and targeted than ever.
• Sales Brochures: Provide hyper-personalized, more detailed, prospect-specific information, including features, use cases, pricing, and testimonials. They often have persuasive, action-oriented language designed to overcome objections and close deals based on the sales conversations conducting by the sales rep.

4. Stage in the Buyer’s Journey

• Marketing Brochures: Used in the awareness stage to grab attention and introduce the value proposition.
• Sales Brochures: Used during the consideration and decision stages to address specific questions, provide deeper insights, and facilitate the decision-making process.

Software to Create Sales and Marketing Brochures

• AssetMule: A lightweight tool that allows you to quickly create sales and marketing brochures.
• Canva: An online design tool that allows users to create visual content.
• Adobe Creative Cloud: Traditional software used for graphic design of visual assets.

So in summary, at a high level, marketing brochures focus on building awareness and generating interest, while sales brochures are more targeted and focused on helping prospects make a purchase decision.

If you have any questions about sales assets like brochures, please reach out to me or my Co-Founder Justin Dorfman!