We discuss the features of online content that promotes B2B products, services, and offer a step-by-step guide on how to work with it.
At first glance, a B2B presentation may not seem different from others. However, those who settle on this lazy thought and decide not to spend time understanding the nuances of working with B2B content will almost certainly be unpleasantly surprised by the low effectiveness of their efforts.
To ensure your B2B presentation works as it should, we recommend paying attention to the following features:
Advanced Target Audience. B2B sales are usually targeted at a professional audience well-versed in the topic. In educational, social, and coaching presentations, you can afford an authoritative style, speaking slightly from above, sharing necessary information and skills with the audience. In the case of B2B, such an approach will almost certainly repel viewers. “Equal to equals” is the only communication style that B2B presentation speakers can afford. At the same time, it is necessary to study the needs of the target audience well. Ideally, viewers should perceive the hosts and speakers of B2B presentations as colleagues helping to solve one problem or another.
Concise, Specific, and Laconic Content. A B2B presentation should be brief and informative, conveying ideas and theses as clearly as possible. Since you are dealing with professionals, there is no need to repeat and “chew” axioms. Try to anticipate the questions that may arise from the audience and prepare the main content of the presentation so that it answers most of them. Remember, businessmen highly value their time and will almost certainly appreciate your desire to save it.
Maximum Visualization. From the previous point, it is clear that your presentation should convey as much information as possible using images – slides, videos, animations, and the like. Visual information is better and faster absorbed by the human brain. Therefore, bright images, videos, graphs, diagrams will help you say the maximum in the minimum time. Note that the presence of video in the presentation sharply increases the likelihood of concluding a deal.
Mandatory Interactivity. A B2B presentation should involve the audience in the process. All viewers should have the opportunity to ask questions and get answers to them. And this is at least! Ideally, a B2B presentation should be equipped with other engagement tools, such as interactive slides that allow various manipulations with them, quizzes, original polls, and the like. As a result, viewers and speakers should turn into one team working on a common task.
Theses and statements should be supported by story-examples. One of the best ways to make your information memorable is to present it in the form of a story. In the case of a B2B presentation, this is especially important, as it gives the opportunity to show how your offer works in specific situations.
One Simple Next Action. The main goal of a B2B presentation is conversion. In other words, the viewer should go on to further interact with you, which will lead to a purchase or deal. To increase the likelihood of conversion, at the end of the B2B presentation, the viewer needs to be offered to take one simple next action. The very one that will lead him to the deal. This could be an offer to click on downloading a free version of the product, or to go to your store, or to go to the order form – there are many options. The main thing, we repeat, is that it should be one simple next action.
Knowing the above, let’s move on to a step-by-step guide to creating an online presentation for B2B sales:
Determine your resources. Before you start working on the presentation, you should have a clear idea of how much time and money you have for it, what technical capabilities you have, and who you can involve in its creation and conduct.
Conduct research. Study the current state and trends of the market you are working on, the offers of competitors, and most importantly, your target audience. Find out what interests potential customers, what tasks they solve, and what problems they face. Build your presentation based on how your offer can increase the efficiency of your audience’s work and, in a broad sense, make their life easier.
Make a presentation plan. A clear structure of the B2B presentation will help fit into the allotted time and present the material correctly. You should clearly understand in what order you convey certain information to the viewers and how long each part of the presentation will last. For example:
- Introduction/greeting
- What product/idea/goods you represent
- What tasks of the audience and how the presented product/idea/goods solve (with story-examples)
- Interactive task/quiz/questionnaire helping the audience better understand the essence of the offer
- Block of questions and answers
- Conclusion, in which viewers are offered to take one simple next action.
Be sure to consider that in a modern B2B presentation, the introduction should be brief, you can say symbolic, since the first 5-15 seconds are fundamentally important to hook and hold attention. Try to go straight to the point at the same time as the greeting.
Determine the speakers who will speak at your presentation. Changing speakers during the presentation helps to “reboot” and hold the audience’s attention. Today, the process of searching for and recording speakers can be facilitated by intellectual presenter assistants, such as Pitch Avatar. With its help, you can create a virtual speaker based on any selected or uploaded image.
Create a presentation. Note that at this stage it is important to first deal with visualization, leaving work on the text for later. As we have already said, slides, pictures, videos, and animation convey information better than text and conversational speech, and therefore they should be given primary attention. In addition, working on the text today has significantly simplified, since the presenter can use the services of specialized AI, such as the already mentioned Pitch Avatar.
Hold rehearsals. For successful rehearsals, it is best to gather an audience both from those who worked on the presentation and from those who see its materials for the first time. ideally, representatives of the target audience should be in the test group. Rehearsals will help identify errors, unsuccessful decisions, and technical problems. Try to allocate time for two rehearsals. After the first, corrections are made, the second is the final check. Remember that it is practice that turns you into a real master. The more attention you pay to rehearsals, the better your presentation will be. Thanks to them, you will gain confidence in yourself and will be able to focus on communicating with viewers on a wave of sincere emotions.
Good luck to everyone, successful presentations, and high incomes!
