Blog Post
Publish date: September 09, 2026 | Reading time: 9 minutes
Not long ago, most brand-facing presentations came from a familiar group: executives, PR professionals and maybe one or two subject matter experts with a strong industry presence. For many B2B teams, presenting simply wasn’t an everyday expectation across the business.
Remote and hybrid work changed that. Within a short timeframe, virtual communication became embedded in our day-to-day operations. And more of us began presenting in more settings — internally and externally. Now, presenting is no longer reserved for a handful of visible voices.
Presentation opportunities now show up for many roles in B2B, including the:
In every one of these scenarios, the ability to present with clarity and confidence directly influences how the message is perceived — and often how the presenter and the company are, too.
Yet presentation skills development is sometimes treated as an afterthought. Professionals spend weeks perfecting PowerPoint slides — but often only a fraction of that time preparing how they'll actually deliver their message.
The irony? Audiences rarely remember every statistic on your slides. What they remember is how you made them feel and the stories you told.
Every person in your audience juggles overflowing inboxes, constant notifications, and an endless stream of content. That means your presentation must work harder to compete for their attention.
The most effective presenters recognize that every minute of an audience's time is valuable. And every presentation requires a fresh lens to make the most of that time. To set yourself up for success, first ask yourself:
Who is my audience?
What are they looking for? What does my audience value most?
How much time do I actually have to present?
When you build audience-centered presentations, your message becomes far more relevant and memorable.
One of the biggest misconceptions about presenting is that success depends on having a giant PowerPoint deck, complete with dozens of beautiful slides stacked with text, charts and animations. It doesn't.
PowerPoint should visually support your presentation — not be your presentation. Think about a time when you listened to a presentation where the speaker read directly from their PowerPoint:
Did you feel engaged?
Can you recall what they said?
It can be tempting to include everything you’d like to say on your slides so you don’t forget any key points. However, this can redirect your attention and energy from the audience to your deck.
Remember, the PowerPoint part of your presentation is a visual for the audience. Keeping your focus on the speaking part of your presentation — by sharing your expertise through a strong delivery — is the strongest way to make a connection.
Your audience will retain information better when it’s wrapped in a story, because stories help audiences visualize ideas, create emotional connections and understand why the information matters.
Imagine you’re presenting options for a client’s team to consider. In one scenario, you simply read data to the audience; in the other, instead of reading data points, you flesh out the details with a compelling story.
Which version is more likely to be remembered?
The data present the facts. But the story gives those facts structure, tension and emotion. This makes facts easier to understand, and ideas easier to visualize — and it makes the presentation more likely to stick.
Stories don't need to be Hollywood worthy. They can be customer experiences, lessons learned, project successes or even moments of failure.
For example, while presenting to a client recently on how Godfrey can help support their tradeshow efforts with PR support, we shared a quick story. The story showcased how our team helped a client elevate their brand presence and significantly increase media traction by integrating HVAC influencers into their PR campaign for AHR Expo 2025, the HVAC industry’s largest trade show. Customer case studies and experiences like that are easy ways to work storytelling into a business presentation.
To make the most out of the stories you share with your B2B audience, ensure each one clearly supports one key point. If your audience remembers the story, they'll remember your point, too.
Practice will help make your message more memorable (and it can calm your nerves too).
Chances are good that you already practice message delivery in other forms of communication. When you send an important email, you probably don’t send the first draft. You edit, proofread and review it — maybe more than once. By the time you hit the send button, you’re likely to feel more confident that the message is the right one.
To make the most of your delivery, apply that same approach to presentation prep. The more you practice, the more confident your delivery will be and the more likely you are to get your message across to the audience.
Keep in mind a presentation isn’t just about what’s in the speaker’s notes. How you speak, how you come across — that’s what makes authentic connections.
Some of the most effective presentation techniques include:
Practice your delivery out loud. Simply reading slides makes it hard to engage an audience, so practice your full presentation. Practicing on your own is helpful, but, if possible, ask a coworker to listen and provide constructive feedback.
Engage with the audience. Speak to your audience the way you would speak to one person. Practice that approach in your presentation to a large audience. Ask questions, make eye contact and create opportunities for interactions.
Take deep breaths before speaking and slow your pace. Before you start your delivery, take a few slow, deep breaths. If it helps, try the 4-7-8 technique: inhale for four seconds, hold for seven and exhale for eight. This can calm your nervous system and steady your breathing.
Whether you're training five colleagues on a new process or delivering a keynote to hundreds of B2B trade show attendees, your presentation is an opportunity to influence how people think, what they remember and what they do next.
That's why strong presentation skills matter more than ever.
Because while most people won’t remember the stats on the slide, a strong delivery ensures they’re more likely to remember your message.
Did you know that our PR team offers both in-person and virtual presentation training and media training for B2B professionals? Find out how our training can help:
Interested? Let’s talk.
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