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8+ Presentation Skills Every Marketer Needs

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8+ Presentation Skills Every Marketer Needs

Marketers play a crucial role in attracting customers and driving success for their brands. And today, presentation skills are a key tool in your marketing toolbox.

Strong presentations help you better communicate and make an impression on your audience.

Whether you‘re a seasoned professional or a budding marketer eager to make a lasting impact, there’s always room to improve.

We’ll explore eight essential presentation skills that allow you to stand out, tips for leveling up, and examples of some of our favorite presentations. Let’s dive in.

→ Free Download: 10 PowerPoint Presentation Templates [Access Now]

What are presentation skills?

8 Effective Presentation Skills

How to Improve Your Presentation Skills

Top-Notch Presentation Examples

What are presentation skills?

Presentation skills enable marketers to effectively convey information, ideas, and messages to their audience. That may be a group of potential clients, colleagues, stakeholders, or the public.

These skills encompass techniques that help marketers engage, inspire, and influence their listeners, leaving a lasting impact.

A well-developed set of presentation skills empowers you to communicate your thoughts with clarity and conviction. It goes beyond just conveying data or facts.

Presentation skills involve artfully crafting a narrative and using various tools to captivate the audience. This keeps listeners engaged and persuades them to take the desired action.

Keep reading to see some of the most effective presentation skills you can develop.

8 Effective Presentation Skills

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1. Clarity

Say what you mean and mean what you say. When presenting, you don’t have to leave anything up to interpretation. Pick action words and be clear with what you’re saying.

2. Conciseness

Being able to cut down on your presentation is a skill within itself. You should be able to cull down what you want to say, leave room for questions, and not pack too much information into your presentation that you begin to bore your audience.

3. Creativity

In the same vein of not boring your audience, you want to find ways to bring your creativity into your presentation.

This could mean thinking of new and exciting ways to present your information, whether through exciting animation, riveting personal anecdotes, or even finding a way to integrate videos into your presentation.

4. Focus

Staying on topic is crucial to giving a good presentation. Honing the skill of focus allows any presenter to stay on track with what they’re saying and for the audience to follow along.

5. Pacing

Understanding your pacing is an important skill to hone so you don’t rush through your presentation. Knowing when you should take breaks and slow down will take time to practice, but it’s helpful to know.

6. Humor

Keeping parts of your presentation light is a skill you can hone in on, and humor can make it more engaging.

Add a few jokes to your presentation where appropriate, and pause for light-hearted moments to keep your audience engaged.

7. Balance

Interesting and engaging presentations strike a balance between humor and seriousness. What does this balance look like for you and your presentation? Finding it is a skill in itself.

8. Confidence

When it all comes down to it, what you’re saying won’t matter if you, above all else, don’t believe it. The audience will follow you with your expertise and manner of speaking as long as you believe in yourself.

These skills take time to develop and can only improve your presentations. In this next section, we take you through the steps and ways to improve your presentation skills.

How to Improve Your Presentation Skills

Listing presentation skills is easy. Mastering them so you can wow a crowd requires more effort. Below, we’ll explore best practices that can help you make the most of your presentations.

Remember: When it comes to presenting, practice makes perfect. The more you get in front of a crowd and speak, the better you will be.

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1. Take your time.

Understanding your pacing is a good way to improve your presentation skills. When you’re working through an upcoming presentation, time yourself going through your material.

Are there places where you’re rushing or dragging through your presentation? Here is a good place to work your timing out.

2. Relax your shoulders.

Body language is an unconscious way to communicate whether or not you’re comfortable. Understanding where your tension points are can help you relax during your presentation.

Run through your presentation at home and note how your body feels. Do you notice any tension in your body? Once you know where you’re holding the stress, it’s easier to take action and relax.

Consider quickly stretching or shaking out the tension before you take the stage.

3. Practice.

There is no better way to feel comfortable during your presentation than having run through it many times. This way, you can understand your pacing, places to slow down, and places to take breaks.

The more you know the material you will say, the more confident you will seem.

See if a friend or family member can be your practice audience. They can also give you notes on your delivery.

4. Annunciate.

In the vein of practice, you should work on sounding out your words to add extra clarity. This will allow for a better experience for those listening to you and reduce the opportunity for miscommunication.

Notice that you have a few specific troublesome phrases. See if you can replace them with something simpler. If you have note cards, you can also write out tricky words or names phonetically. You can reference your write-up if you stumble.

5. Figure out where to take breaks.

Holding attention during your presentations isn’t about rushing through your material as fast as possible.

Go through your presentation and find spots where you take a sip of water, where you would anticipate laughter, and where you take a second to breathe.

6. Figure out what you can cut.

This is where the conciseness comes in. There might be sections of your presentation that can be cut, places where the information might drag. Take a critical eye and see where to make it tighter and more engaging.

Time yourself to see how long your presentation is supposed to be.

7. Say what you mean.

Clarity is an important skill to have when you’re presenting. Here, you should think critically about what you’re saying and how you’re saying it. Avoid hyperbole when possible.

Always say what you mean, and mean what you say. Your audience will value the accuracy of your words.

8. Be a storyteller.

To engage your audience, weave storytelling into your presentation — more than 5 in 10 people believe stories hold their focus during a presentation.

Consider including a case study or user persona as a throughline during your talk. You could also develop a clever metaphor to explore throughout your presentation.

For example, you could compare your sales team to a group of loyal knights on a quest to share the value of your brand.

9. Memorize structure, not words.

Memorizing your whole talk may seem like a good idea. However, trying to deliver a presentation word-for-word is a mistake. If you forget or stumble on one memorized word, you may interrupt your whole flow.

Repeating every word from memory may also sound stilted to your listeners.

While you don’t want to wing your whole presentation, you also don’t want to seem like you’ve memorized every single word. Instead, memorize the structure of the presentation.

Get comfortable saying the different parts of your talk in many ways.

10. Present slowly and pause frequently.

When you get nervous, you talk faster. To combat this, remember to slow yourself down when practicing.

Place deep pauses throughout your presentation, especially when transitioning between slides, as it gives you time to breathe and your audience time to absorb.

11. Focus on actionable takeaways.

When you start your presentation, you have your audience’s attention. Now is your chance to hook them on what you have to say. A simple overview can be boring.

If you start with too comprehensive of a summary, your audience may feel like they already heard it all and check out.

Instead, focus on what listeners will get from the presentation. What are the actionable takeaways they will leave with? Then, at the end of the talk, you can leave them with actionable steps of what to do next.

12. Get comfortable with technology.

You might use a slide deck in your presentation or set it up over Zoom. To feel more confident when you’re presenting, practice with your specific tech stack in advance.

Familiarize yourself with both the software and hardware involved in your chat. For example, you’ll want to know your conferencing platform and practice setting up a second monitor.

13. Think about movement.

Are you someone who likes to walk and talk? Are you expressive with your hands? Think about how you want to move during your presentation and the space you’ll be in.

Feeling comfortable with your movement can help the flow of the presentation.

14. Ask for feedback.

You will never deliver the perfect presentation, so ask for feedback. Talk to your managers about where you could improve. Consider surveying your audience for an unbiased look into your presentation skills.

You’ll hear about what you can improve specifically in the future. This will help you improve overall.

15. Learn from other presentations.

As mentioned above, learning from past presentations is a good way to improve your presentation skills.

You may not remember every excellent presentation you’ve sat through, so we’ve pulled together a list of ones that we like. You can reference these talks and see critical skills in play.

Just as reading can make you a better writer, watching good presentations can help make you a better presenter.

Here are some examples of presentations we like because we use what we discuss in the paragraphs above, including good timing, thoughtful presentation of materials, and creativity.

Top-Notch Presentation Examples

1. Elizabeth Gilbert: Your Elusive Creative Genius

You may not know Elizabeth Gilbert by name, but you’ve likely heard of her book Eat, Pray, Love. In this presentation, Gilbert discusses how anyone can be a genius. All you have to do is get out of your way and unlock your own creativity.

What we like: Gilbert weaves humor, lightness, and focus throughout her presentation. Viewers will enjoy her take on creativity, be able to follow her pace, and have actionable takeaways. At the end, listeners leave inspired.

2. Manoush Zomorodi: How Boredom Can Lead to Your Most Brilliant Ideas

As the host of “Ted Radio Hour,” Manoush Zomorodi is a professional presenter. During this presentation, she discusses how boredom can help you discover creativity.

Only during moments of stillness do we become restless and unlock brilliance.

What we like: The hook of the topic brings us in — everyone wants to understand how to make great ideas. However, the presenter and her dynamic energy keep us engaged. Zomorodi uses audio clips to break up the monotony.

She knows where to pause and brings in appropriate visual aids.

3. James Cameron: Before Avatar … A Curious Boy

James Cameron, the esteemed director, knows a thing or two about storytelling. But before he created Avatar and directed Titanic, he was just a kid like everyone else.

During this presentation, Cameron discusses how his curiosity at a young age has propelled him forward.

What we like: This talk is personal, personable, and targeted for his audience to walk away with actionable steps and inspiration. Cameron also has a grasp of his body language. He moves fluidly on stage, even without visual aids.

4. Luvvie Ajayi Jones: Get Comfortable With Being Uncomfortable

Unsure of whether you should speak your mind? In this presentation, activist Luvvie Ajayi Jones shares three questions to ask yourself if you’re considering making waves.

She encourages us to get used to discomfort in order to move the needle and make a change.

What we like: The hook “I’m a Professional Troublemaker” brings us right into the action. The audience is left with questions and an interest in what she’s going to say next.

This talk is memorable, inspirational, and funny at times, striking the important balance we discussed earlier in this article. Audiences will hold onto “In a world that wants us to whisper, I choose to yell” for years to come.

Practice Makes Perfect

Mastering presentation skills is an essential asset for professionals in every field. Effective delivery and engagement are key factors that determine if your words make an impact.

By utilizing techniques such as clear messaging, compelling visuals, and dynamic delivery, you can captivate your audience and leave a lasting impression.

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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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Why The Sales Team Hates Your Leads (And How To Fix It)

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Why The Sales Team Hates Your Leads (And How To Fix It)

Why The Sales Team Hates Your Leads And How To

You ask the head of marketing how the team is doing and get a giant thumbs up. 👍

“Our MQLs are up!”

“Website conversion rates are at an all-time high!”

“Email click rates have never been this good!”

But when you ask the head of sales the same question, you get the response that echoes across sales desks worldwide — the leads from marketing suck. 

If you’re in this boat, you’re not alone. The issue of “leads from marketing suck” is a common situation in most organizations. In a HubSpot survey, only 9.1% of salespeople said leads they received from marketing were of very high quality.

Why do sales teams hate marketing-generated leads? And how can marketers help their sales peers fall in love with their leads? 

Let’s dive into the answers to these questions. Then, I’ll give you my secret lead gen kung-fu to ensure your sales team loves their marketing leads. 

Marketers Must Take Ownership

“I’ve hit the lead goal. If sales can’t close them, it’s their problem.”

How many times have you heard one of your marketers say something like this? When your teams are heavily siloed, it’s not hard to see how they get to this mindset — after all, if your marketing metrics look strong, they’ve done their part, right?

Not necessarily. 

The job of a marketer is not to drive traffic or even leads. The job of the marketer is to create messaging and offers that lead to revenue. Marketing is not a 100-meter sprint — it’s a relay race. The marketing team runs the first leg and hands the baton to sales to sprint to the finish.

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via GIPHY

To make leads valuable beyond the vanity metric of watching your MQLs tick up, you need to segment and nurture them. Screen the leads to see if they meet the parameters of your ideal customer profile. If yes, nurture them to find out how close their intent is to a sale. Only then should you pass the leads to sales. 

Lead Quality Control is a Bitter Pill that Works

Tighter quality control might reduce your overall MQLs. Still, it will ensure only the relevant leads go to sales, which is a win for your team and your organization.

This shift will require a mindset shift for your marketing team: instead of living and dying by the sheer number of MQLs, you need to create a collaborative culture between sales and marketing. Reinforce that “strong” marketing metrics that result in poor leads going to sales aren’t really strong at all.  

When you foster this culture of collaboration and accountability, it will be easier for the marketing team to receive feedback from sales about lead quality without getting defensive. 

Remember, the sales team is only holding marketing accountable so the entire organization can achieve the right results. It’s not sales vs marketing — it’s sales and marketing working together to get a great result. Nothing more, nothing less. 

We’ve identified the problem and where we need to go. So, how you do you get there?

Fix #1: Focus On High ROI Marketing Activities First

What is more valuable to you:

  • One more blog post for a few more views? 
  • One great review that prospective buyers strongly relate to?

Hopefully, you’ll choose the latter. After all, talking to customers and getting a solid testimonial can help your sales team close leads today.  Current customers talking about their previous issues, the other solutions they tried, why they chose you, and the results you helped them achieve is marketing gold.

On the other hand, even the best blog content will take months to gain enough traction to impact your revenue.

Still, many marketers who say they want to prioritize customer reviews focus all their efforts on blog content and other “top of the funnel” (Awareness, Acquisition, and Activation) efforts. 

The bottom half of the growth marketing funnel (Retention, Reputation, and Revenue) often gets ignored, even though it’s where you’ll find some of the highest ROI activities.

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Most marketers know retaining a customer is easier than acquiring a new one. But knowing this and working with sales on retention and account expansion are two different things. 

When you start focusing on retention, upselling, and expansion, your entire organization will feel it, from sales to customer success. These happier customers will increase your average account value and drive awareness through strong word of mouth, giving you one heck of a win/win.

Winning the Retention, Reputation, and Referral game also helps feed your Awareness, Acquisition, and Activation activities:

  • Increasing customer retention means more dollars stay within your organization to help achieve revenue goals and fund lead gen initiatives.
  • A fully functioning referral system lowers your customer acquisition cost (CAC) because these leads are already warm coming in the door.
  • Case studies and reviews are powerful marketing assets for lead gen and nurture activities as they demonstrate how you’ve solved identical issues for other companies.

Remember that the bottom half of your marketing and sales funnel is just as important as the top half. After all, there’s no point pouring leads into a leaky funnel. Instead, you want to build a frictionless, powerful growth engine that brings in the right leads, nurtures them into customers, and then delights those customers to the point that they can’t help but rave about you.

So, build a strong foundation and start from the bottom up. You’ll find a better return on your investment. 

Fix #2: Join Sales Calls to Better Understand Your Target Audience

You can’t market well what you don’t know how to sell.

Your sales team speaks directly to customers, understands their pain points, and knows the language they use to talk about those pains. Your marketing team needs this information to craft the perfect marketing messaging your target audience will identify with.

When marketers join sales calls or speak to existing customers, they get firsthand introductions to these pain points. Often, marketers realize that customers’ pain points and reservations are very different from those they address in their messaging. 

Once you understand your ideal customers’ objections, anxieties, and pressing questions, you can create content and messaging to remove some of these reservations before the sales call. This effort removes a barrier for your sales team, resulting in more SQLs.

Fix #3: Create Collateral That Closes Deals

One-pagers, landing pages, PDFs, decks — sales collateral could be anything that helps increase the chance of closing a deal. Let me share an example from Lean Labs. 

Our webinar page has a CTA form that allows visitors to talk to our team. Instead of a simple “get in touch” form, we created a drop-down segmentation based on the user’s challenge and need. This step helps the reader feel seen, gives them hope that they’ll receive real value from the interaction, and provides unique content to users based on their selection.

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So, if they select I need help with crushing it on HubSpot, they’ll get a landing page with HubSpot-specific content (including a video) and a meeting scheduler. 

Speaking directly to your audience’s needs and pain points through these steps dramatically increases the chances of them booking a call. Why? Because instead of trusting that a generic “expert” will be able to help them with their highly specific problem, they can see through our content and our form design that Lean Labs can solve their most pressing pain point. 

Fix #4: Focus On Reviews and Create an Impact Loop

A lot of people think good marketing is expensive. You know what’s even more expensive? Bad marketing

To get the best ROI on your marketing efforts, you need to create a marketing machine that pays for itself. When you create this machine, you need to think about two loops: the growth loop and the impact loop.

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  • Growth loop — Awareness ➡ Acquisition ➡ Activation ➡ Revenue ➡ Awareness: This is where most marketers start. 
  • Impact loop — Results ➡ Reviews ➡ Retention ➡ Referrals ➡ Results: This is where great marketers start. 

Most marketers start with their growth loop and then hope that traction feeds into their impact loop. However, the reality is that starting with your impact loop is going to be far more likely to set your marketing engine up for success

Let me share a client story to show you what this looks like in real life.

Client Story: 4X Website Leads In A Single Quarter

We partnered with a health tech startup looking to grow their website leads. One way to grow website leads is to boost organic traffic, of course, but any organic play is going to take time. If you’re playing the SEO game alone, quadrupling conversions can take up to a year or longer.

But we did it in a single quarter. Here’s how.

We realized that the startup’s demos were converting lower than industry standards. A little more digging showed us why: our client was new enough to the market that the average person didn’t trust them enough yet to want to invest in checking out a demo. So, what did we do?

We prioritized the last part of the funnel: reputation.

We ran a 5-star reputation campaign to collect reviews. Once we had the reviews we needed, we showcased them at critical parts of the website and then made sure those same reviews were posted and shown on other third-party review platforms. 

Remember that reputation plays are vital, and they’re one of the plays startups often neglect at best and ignore at worst. What others say about your business is ten times more important than what you say about yourself

By providing customer validation at critical points in the buyer journey, we were able to 4X the website leads in a single quarter!

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So, when you talk to customers, always look for opportunities to drive review/referral conversations and use them in marketing collateral throughout the buyer journey. 

Fix #5: Launch Phantom Offers for Higher Quality Leads 

You may be reading this post thinking, okay, my lead magnets and offers might be way off the mark, but how will I get the budget to create a new one that might not even work?

It’s an age-old issue: marketing teams invest way too much time and resources into creating lead magnets that fail to generate quality leads

One way to improve your chances of success, remain nimble, and stay aligned with your audience without breaking the bank is to create phantom offers, i.e., gauge the audience interest in your lead magnet before you create them.

For example, if you want to create a “World Security Report” for Chief Security Officers, don’t do all the research and complete the report as Step One. Instead, tease the offer to your audience before you spend time making it. Put an offer on your site asking visitors to join the waitlist for this report. Then wait and see how that phantom offer converts. 

This is precisely what we did for a report by Allied Universal that ended up generating 80 conversions before its release.

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The best thing about a phantom offer is that it’s a win/win scenario: 

  • Best case: You get conversions even before you create your lead magnet.
  • Worst case: You save resources by not creating a lead magnet no one wants.  

Remember, You’re On The Same Team 

We’ve talked a lot about the reasons your marketing leads might suck. However, remember that it’s not all on marketers, either. At the end of the day, marketing and sales professionals are on the same team. They are not in competition with each other. They are allies working together toward a common goal. 

Smaller companies — or anyone under $10M in net new revenue — shouldn’t even separate sales and marketing into different departments. These teams need to be so in sync with one another that your best bet is to align them into a single growth team, one cohesive front with a single goal: profitable customer acquisition.

Interested in learning more about the growth marketing mindset? Check out the Lean Labs Growth Playbook that’s helped 25+ B2B SaaS marketing teams plan, budget, and accelerate growth.


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