Spring conference season is in full swing, which means a flurry of promotion, planning, and traveling. Part of the pre-event rush includes developing marketing materials like case studies, fact sheets, and brochures. In addition to nifty swag and candy, marketing materials give attendees a reason to linger at your booth. They also give people something they can refer to later.

Company and product literature also helps sales and business development reps do what they do best. When done well, m...