LUXURY HOSPITALITY

DEFINITIONS

Luxury Hospitality and Events Management as a B2B activity consists of delivering premium accommodation, catering, and event services to companies for corporate needs such as seminars, incentives, product launches, or executive retreats.

CLIENT EXPECTATIONS | R.O.I. | K.P.I.

Its ROI for the client company is measured through KPIs including client retention, brand perception, employee engagement, deal conversion rates linked to hosted events, and cost efficiency relative to business outcomes achieved.

CORPORATE BANKING

DEFINITIONS

Corporate banking, such as Barclays Corporate, is a B2B activity that provides financial services and strategic funding solutions to companies in order to support growth, investment, and risk management.

CLIENT EXPECTATIONS | R.O.I. | K.P.I.

Its value is assessed through ROI for the client company, measured using KPIs such as return on invested funds, liquidity ratios, and the impact of financial decisions on profitability and long-term performance.

AIR TRAVEL

DEFINITIONS

American Airlines’ B2B proposition consists of providing corporate travel solutions and logistics services to companies, including negotiated fares, dedicated account management, and operational reliability.

CLIENT EXPECTATIONS | R.O.I. | K.P.I.

The ROI for client companies is measured through KPIs such as total travel cost reduction, on-time performance, employee productivity during business travel, and compliance with corporate travel policies.

CORPORATE A.I. SOLUTIONS

DEFINITIONS

OpenAI’s B2B offering provides companies with AI tools and models that automate tasks, support decision-making, and enhance products or internal processes at scale.

CLIENT EXPECTATIONS | R.O.I. | K.P.I.

The client company’s ROI is evaluated through KPIs such as productivity gains, cost reduction, time saved on operations, revenue generated from AI-enabled services, and measurable improvements in service quality or customer satisfaction using OpenAI solutions.

HUMAN RESOURCES AND RECRUITMENT

DEFINITIONS

Human Resources and recruitment in a B2B context refer to companies that sell HR solutions to other businesses.

Recruitment agencies such as Michael Page or Hays offer services like candidate sourcing, interviews, and talent selection. HR software providers like Workday or SAP SuccessFactors sell digital tools to manage employees and recruitment processes. Many firms also use ATS software such as SmartRecruiters to track applications and automate hiring steps. Job platforms like LinkedIn sell job ads and access to candidate databases to companies.

CLIENT EXPECTATIONS | R.O.I. | K.P.I.

The main goal for client companies is to recruit faster, reduce administrative workload, and limit hiring mistakes. The return on investment can be measured through lower recruitment costs and improved employee retention. Common KPIs include time to hire, cost per hire, and turnover rate. Companies also track recruitment quality through manager satisfaction and employee performance after hiring. Overall, B2B HR solutions help companies improve efficiency, reduce risk, and make better hiring decisions.

MARKETING

DEFINITIONS

Marketing in a B2B context refers to companies that sell marketing products and services to other businesses.

Marketing agencies such as Publicis or WPP provide services like branding, advertising campaigns, and digital strategy. Companies also use marketing software such as HubSpot to manage leads and customer relationships. Data and analytics tools like Google Analytics help businesses measure online performance. B2B marketing platforms focus on lead generation and customer acquisition rather than direct sales.

CLIENT EXPECTATIONS | R.O.I. | K.P.I.

The main objective for client companies is to increase visibility, generate qualified leads, and support sales teams. Return on investment is measured by growth in sales opportunities and conversion rates. Common KPIs include cost per lead, lead conversion rate, and customer acquisition cost. Companies also monitor website traffic and engagement levels. Overall, B2B marketing aims to create measurable business growth through structured strategies and data-driven decisions.

ADVERTISING

DEFINITIONS

Advertising in a B2B context refers to companies that sell advertising solutions to other businesses.

Large advertising groups such as Publicis or WPP design and manage campaigns for corporate clients. These agencies offer services like media planning, creative content production, and brand positioning. Businesses also buy advertising space from digital platforms such as Google Ads or Meta. Advertising tools allow companies to target specific professional audiences and markets.

CLIENT EXPECTATIONS | R.O.I. | K.P.I.

The main objective for client companies is to increase brand awareness and support sales performance. The return on investment is measured by increased visibility and lead generation. Common KPIs include cost per click, cost per impression, and conversion rate. Companies also track reach, engagement, and campaign return. Overall, B2B advertising helps companies promote their products and services in a controlled and measurable way.

SOCIAL MEDIA MARKETING

DEFINITIONS

Social media marketing in a B2B context refers to companies that sell social media solutions to other businesses.

Agencies and platforms help firms manage their presence on networks such as LinkedIn, Meta, or TikTok. Specialized tools like Hootsuite or Sprout Social allow companies to plan, publish, and analyze content. B2B social media marketing focuses on brand visibility, employer branding, and lead generation.

CLIENT EXPECTATIONS | R.O.I. | K.P.I.

Client companies aim to reach decision-makers and professional audiences. The return on investment is linked to increased leads, traffic, and brand credibility. Common KPIs include engagement rate, cost per lead, and follower growth. Companies also track click-through rate and conversions from social platforms. Analytics dashboards help measure campaign performance in real time. Overall, social media marketing helps B2B companies build relationships and support long-term business growth.

AIR TRAVEL COMPANIES

DEFINITIONS

Air travel companies in a B2B context refer to airlines and service providers that sell travel solutions to other businesses.

Airlines such as Air France-KLM or Lufthansa Group offer corporate travel contracts to companies. These contracts include negotiated fares, flexible tickets, and priority services for employees. Travel management companies use reservation systems like Amadeus or Sabre to manage bookings and expenses. B2B air travel services also include reporting tools and centralized billing.

CLIENT EXPECTATIONS | R.O.I. | K.P.I.

The main objective for client companies is to reduce travel costs and simplify travel management. Return on investment comes from lower ticket prices and better control of business travel spending. Common KPIs include average ticket cost, travel budget compliance, and booking lead time. Companies also track employee satisfaction and travel policy adherence. Overall, B2B air travel solutions help companies manage professional mobility efficiently and predictably.

FINANCE

DEFINITIONS

Finance in a B2B context refers to companies that provide financial services and expertise to other businesses.

Professional services firms such as PwC and KPMG offer auditing, consulting, risk management, and tax advisory services. Investment banks like Goldman Sachs provide corporate finance solutions, including mergers and acquisitions, financing, and strategic advice. These firms sell expertise, analysis, and financial security rather than physical products. Client companies use these services to improve financial performance, manage risk, and support strategic decisions. 

CLIENT EXPECTATIONS | R.O.I. | K.P.I.

The main objective is to ensure compliance, optimize costs, and support long-term growth. Return on investment can be measured through cost savings, improved financial structure, and reduced financial risk. Common KPIs include return on equity, operating margin, and risk exposure indicators. Companies also track compliance rates and financial forecasting accuracy. Overall, B2B financial services help companies make informed decisions and secure their economic stability.

LOGISTICS AND DISTRIBUTION

DEFINITIONS

Logistics and distribution in a B2B context refer to companies that manage the flow of goods for other businesses.

Global logistics providers such as DHL and Maersk offer transport, warehousing, and supply chain solutions. These companies provide services including freight forwarding, inventory management, and last-mile delivery. Businesses use logistics software and tracking tools to monitor shipments and stock levels.

CLIENT EXPECTATIONS | R.O.I. | K.P.I.

The main objective for client companies is to reduce delivery times and control supply chain costs. Return on investment comes from lower transportation expenses and improved reliability. Common KPIs include on-time delivery rate, cost per shipment, and inventory turnover. Companies also track order accuracy and warehouse utilization. Data analytics helps optimize routes and distribution networks. Overall, B2B logistics and distribution services help companies secure efficient and predictable supply chains.

STMG ETLV

B2B COMPANY PRESENTATION SCRIPT TEMPLATE

(Any sector, any company)

1. Introduction: Sector and Identity (≈ 1 minute)

Opening sentence
"Hello everyone. Today I will present a B2B company operating in the [name of sector] sector."

Define the sector

• Explain what this sector does.

• Explain why it is important for companies.
  
  Example prompts:

  1. This sector provides services or products to other companies.
     
     

  2. It plays a key role in productivity, innovation, or cost reduction.
     
     

Role in the corporate ecosystem

• Explain how this sector supports other businesses.

• Mention links with suppliers, clients, or partners.
  
  

Company identity

• Name of the company

• Year of creation

• Founder or origin

• Headquarters location

• Slogan or core mission (if available)
  
  

2. Key Figures and Scale (≈ 45 seconds)

Size of the company

• Number of employees

• Countries or regions where it operates
  
  

Financial performance

• Revenue or turnover

• Growth trend if available
  
  

Relevant B2B indicators
Choose one or two:

• Number of corporate clients

• Recurring revenue

• Client retention rate

• Contract duration
  
  

Explain briefly why these indicators matter in B2B.

3. The B2B Ecosystem (≈ 1 minute)

What the company sells

• Product or service description

• Explain the value for client companies
  
  

Type of clients

• SMEs, large corporations, public institutions, startups

• Give one concrete client example if possible
  
  

Nature of the relationship

• Long term contracts

• Strategic partnerships

• Mutual dependence between the company and its clients
  
  

Explain why B2B relationships are usually long term and strategic.

4. SWOT: Strengths and Weaknesses (≈ 1 minute)

Strengths

Choose two:

• Technological advantage

• Expertise or know how

• Strong brand reputation in B2B

• Scalability or customization

• Strong client loyalty
  
  

Explain how these strengths help the company keep its clients.

Weaknesses

Choose one or two:

• High costs

• Complex implementation

• Dependence on key clients

• Need for employee training
  
  

Explain why these weaknesses can limit growth.

5. Future Analysis: Opportunities and Threats (≈ 1 minute)

Opportunities

Choose one or two:

• New technologies

• Market expansion

• New regulations creating demand

• Sustainability or digital transition
  
  

Explain how the company could grow thanks to these factors.

Threats

Choose one or two:

• Strong competitors

• Economic uncertainty

• Cybersecurity or data risks

• Regulatory constraints
  
  

Explain how these threats could affect the company.

6. Conclusion (≈ 30 seconds)

Summary

• Restate the sector

• Restate the company’s role in B2B

• Mention the main strength and main risk
  
  

Final sentence
"In conclusion, this company plays an important role in the B2B ecosystem, but its future success will depend on its ability to adapt to market changes."

Closing
"Thank you for listening. I am ready to answer your questions."