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Behind every sale, campaign or client meeting is a document. A presentation, a brochure, a catalogue. These materials tell the company’s story, yet once shared, they often disappear without a trace. For years, things worked like this. Collateral is designed, approved, and shipped, but rarely measured.
That blind spot matters more than ever. Budgets are tight, attention spans are short and every part of the customer journey is under pressure to prove their value. And while marketing teams can track every click and conversion, they still have little visibility into how the materials supporting those moments actually perform.
according to Nielsen’s 2024 Annual Marketing Report84 percent of marketers say they are confident measuring ROI, yet only 38 percent actually track their digital and traditional activity together. There’s a clear disconnect – and the same gap exists in how businesses deal with their collateral: the decks, brochures and catalogs that influence decisions but are rarely tracked.
Recently, things have started to change. Businesses can now see how their content is used – what people open, how long they engage and what content drives results. That visibility is redefining how teams use collateral, making it measurable and rooted in real audience insights.
Businesses are now starting to measure engagement at the document level, looking at what people open, how long they stay and what attracts attention. It’s a simple change, but it changes the way teams think about their content, from something you send to something that shows results on their own.
How an Automation Company Turned Their Brochures into Sales Profits
At Promat, one of the warehouse and logistics industry’s largest trade shows, Swedish automation company Radioshuttle faced a familiar problem. Its products were impressive, but the sales material was not good. Explaining automated pallet-handling systems through 45-slide presentations and printed brochures was slow and often overwhelmed potential buyers.
To fix this, the team went digital. Each sales rep carried an iPad with an interactive brochure that brought their technology to life in just a few taps. Visitors can see how warehouse shuttles work, explore the system layout and request specifications on the spot.
The results spoke for themselves. The average time spent viewing the brochure was 11 minutes per visitor, and engagement increased by more than 600 percent in the first month. The team not only collected clues, they also gathered insights. They could finally see which products attracted the most attention and which features sparked genuine interest.
What started as a trade show experiment became a new way to understand your customers and plan future sales materials. RadioShuttle’s brochures not only told the company’s story, but showed how it was being read.
Why More Companies Are Starting to Measure the ROI of Their Content
The success of RadioShuttle reflects a broader change. More businesses are starting to view their everyday content as measurable assets, not just files to send. Once these materials are digital, they leave a trail of insights – revealing what attracts attention, what is ignored and what motivates people to act.
That kind of visibility changes everything. It connects marketing, sales and how shared data is used rather than assumptions. Marketers can see what resonates, sales teams can learn how follow-up conversations go and leaders can finally measure the impact of collateral with the same clarity they apply to ad spend or website performance.
How measurable content is changing industry performance
Global jewelery retailer Pandora relied on printed catalogs – which had to be re-printed and re-stocked every time a new collection was launched. It worked, but it was slow and difficult to maintain with fast-moving promotions. The team in France then took a different approach, turning their catalogs into interactive digital versions that updated automatically and could be browsed by customers by scanning QR codes.
During Pandora’s Valentine’s Day campaign, more than 2,700 shoppers used those codes in just a few days, and spent a few minutes browsing the collection on their phones. The effect was immediate. Store teams stopped flipping through thick binders and started spending more time with customers. In 130 stores, daily operations became almost three times faster. Everything from changing the way content is shared.
The same pattern is visible in B2B marketing. At Benefex, a company that helps organizations manage employee benefits, the marketing team used to run lead generation campaigns and send reports and guides that disappeared into inboxes. Now they can see who reads them, how far people go, and what really gets attention. One campaign generated over 300 qualified leads while cutting production time in half. What used to be static thought leadership now delivers continuous feedback, showing in real time what type of content really connects with readers.
Transforming content into a new source of intelligence
For years, marketing content has been treated as something you create, polish, and send, not something you can perfectly measure. Brochures, catalogs and sales decks were seen as creative assets rather than display tools. This made sense when there was no real way to track what happened after it was shared. But that era is over.
Today, campaigns cost more than ever, expectations are higher and every part of the customer journey is under pressure to prove their worth. Collateral can no longer be a blind spot. Tools now exist to see how each property performs – who opens it, what attracts attention and what decisions are made. Companies that treat their content as a measurable, living part of their funnel are already seeing a difference.
The next competitive edge will come not from creating more content, but from understanding what it actually does.
To learn more about how Flipsnack helps businesses move beyond static PDFs, visit www.flipsnack.comWe’ve spent years building a platform that transforms everyday documents into interactive, trackable experiences, helping global brands like Estée Lauder, Electrolux and Pandora understand how their content performs and prove the real ROI behind their collateral,