B2B marketing is often unfairly labeled as dull, droll, drier than a glass of Sauvignon Blanc. Not true! And it's certainly not a belief that should be held by actual B2B marketers.
But OK, maybe the reputation is earned somewhat. Once we marketers have a technical or team-oriented product on our plate, the "B2B" hat goes on and the freedom to be fun, daring, and expressive seemingly goes out the window. These are business customers! Don't you hear how serious that sounds?
The truth, of course, is that the people who buy B2B products are still people. People who like to laugh and be entertained, and above all, feel something from the content they consume—especially video.
And today, we're going to make our case that B2B marketing can be memorable by rounding up a collection of snappy and engaging videos we're pretty sure you haven't seen before.
12 stand-out B2B video examples
Here are a dozen B2B marketing videos that genuinely caught our eye. One stipulation: we tried to gather a mix of high-fidelity and low-budget examples, and mostly avoided The Usual Suspects, or brands that everyone knows for being great at video. Enjoy the scroll.
1. Shopify's Story by Shopify
Companies that are truly world-class at marketing have a distinct and unwavering purpose: a reason for being beyond making a profit. And they put that purpose at the heart of their storytelling so people can share the enthusiasm—and root for them to succeed.
That's what Shopify achieves in a video appropriately titled, "The Shopify Story." The story starts with co-founder Tobi Lutke's path to starting Shopify from his own need to sell snowboards and realizing that the software he built for his online store may be more valuable than the store itself. Why does Shopify believe so much in its product? Because their first online store was their own.
The video then shifts to the future tense: if Shopify succeeds, there will be more entrepreneurs. This point is reinforced with customer clips and stories that make a statement far better than the company ever could. In a few minutes you hear the 'why' behind the company, learn how it's infused in the product, and see the aftermath: successful customers.
2. The CX Talk by Intercom
There's no quicker way to get remembered than making someone laugh. The challenge for marketers is that finding the eccentric scenarios or "truths hidden in plain sight" that make for great comedy is no small feat when dealing with a B2B product.
Intercom walks the line brilliantly in a short-form video where a bot asks its "mom," a member of their team, a question that leads to a cheeky version of The Talk. This may be the first time a video originally posted to LinkedIn actually gets you to laugh. But, there's more.
The real genius is being able to elicit laughs on what is ultimately a video about how bots can and should influence the customer experience. That's probably a topic you'd choose if you wanted to prove that B2B is too bland to be fun, while this Intercom video proves the exact opposite.
3. Life After SDR by Gong
Great B2B video content is built around problems your customers live and breathe in their day to day. While this includes the actual work they're responsible for, marketers often forget that some of the biggest challenges a customer deals with happen outside of spreadsheets and slide decks.
Gong took notice that most Sales Development Representatives (SDRs) face an exciting but often ambiguous path forward as they grow their career in sales—or in a related field. The series walks viewers through the many options available by interviewing leaders from each discipline who share how they uncovered what role was ultimately right for them.
The production is casual but fits the nature of the interviews. The content is also snappy while edited in a way that gives guests enough space to share the ins and outs of their career journey. It's a great example of a series with "just enough" production that puts the content center stage.
4. All in a Day's Work by Mailchimp
Mailchimp pioneered a media-centric approach to marketing with the launch of Mailchimp Studios, and that investment is still growing strong. A recent series developed by the brand's media arm aims to reach entrepreneurs with short animated stories on the ups and downs of business building.
Without a single word of dialogue, mini-stories play out in full across all manner of industries that Mailchimp serves. The shorts are decidedly charming and don't look like anything you'll see from a marketing platform.
With series like this, it's impossible to say whether the company ultimately sees the work as worth the effort and expense. But from the outside looking in, we can appreciate the bet on something new and wholly different.
5. The Stalking by HockeyStack
"That's exactly how it is." If you can get a prospect to react with that thought, you really are speaking their language. The only way to get there is to clearly see how your customers see things in their own industry.
HockeyStack nailed the feeling of frustration users feel after they've handed over their email in a short commercial-style video called "The Stalking." In the video, a woman signs up to receive an ebook only to be "stalked" by the fake company in a style akin to a horror movie. But if you work in marketing, the truly scary thing about this ad is feeling like you're guilty of the same lazy approach.
What's especially clever about this video is how it ties back to HockeyStack's product without compromising the satire or feeling forced. Don't want to stalk your customers? Get an analytics product where you don't have to. Marketing videos that forget they have a product to sell should take note.
6. First Block by Notion
Notion is one of those interesting software products that's used by businesses and consumers, and so their marketing frequently picks a lane while espousing the benefits of the product for anyone.
But, First Block is different. With this show, Notion is unabashedly targeting startup founders and those aspiring. Notion's traction in the startup community is probably a core consideration with this series—if they can become a default choice for companies building their internal docs, calendars, and databases, they'll remain the solution as these companies get big.
The show is very well produced. However, what's really notable is the targeting: the ethos of the show seems to be to produce some of the very best interviews for startup founders, regardless of the topic. Notion is betting on the content's ability to reach a segment that definitely needs its product, rather than on tying the content firmly back to the product.
7. Linear Asks by Linear
"Show, don't tell" is a phrase best represented by screen-recorded videos. In the same way we've all met a homepage that simply refuses to show the product, we've all watched a product demo pleading with the company to just show the product!
What often prevents marketing from doing this is the fear that 2-4 minutes of product UI doesn't make for a compelling video. As the launch video for Linear Asks shows, you can do exactly that so long as you demonstrate a useful product solving a well-known and painful problem in an eye-catching way.
This is a case where the time and attention spent on production genuinely pays dividends. The precise edits, voice over, and music choice turn what is ultimately a clever product integration into a video that's genuinely enjoyable to watch and listen to.
8. Equals in 2 Minutes by Equals
One of the biggest hesitations teams have about creating video is that they compare what's possible with their budget with what's produced by some of the biggest brands in the world. But where you can't beat big brands in style, you can do so with substance.
That's why I love home-grown product demos like this short walkthrough from Equals. Without a fancy backdrop or studio-grade equipment, Equals co-founder Bobby manages to showcase the product his team is building, what you can do (that's valuable), and what makes it magic.
We've all seen videos with far more superfluous editing do a far worse job of getting those points across. That's really the secret to scrappy video marketing: a clear and compelling message isn't just possible while on a budget, it's how you compete and win.
9. Questions with the Vercel Team by Vercel
How do you humanize the people behind the screens? Often, all it takes is a simple conversation. But since you can't scale that across thousands of users, a get-to-know-us video is your best answer.
The team at Vercel builds and maintains Next.js, a product used by developers. Technology companies often lean into work that's broadly classified as "developer relations" because devs are a unique and often demanding segment to sell to, and a company's own developers (or those in adjacent roles) are often the best way to reach them.
This video is about bringing those users close to the team; meeting the developers building a product loved by developers. And true to the goal, the video doesn't just dwell on technical and work questions but gives you a genuine sense of who's behind the product you rely on.
10. The NYTimes $100M Side Business by Ahrefs
Can content about work be entertaining? Ahrefs is betting that it can be. Given its distinct audience of SEOs and content marketers, the team has recently been betting on more narrative-driven videos on its YouTube channel that explore various corners of the web from a search-focused lens.
One story that stands out is a recent did-you-know expose on how The New York Times makes a significant amount of revenue through affiliate marketing. Most SEOs either get their start or actively dabble or work in affiliate-based businesses. So hearing that The Times, historically referred to as The Gray Lady for its serious tone of journalism, is growing their revenue in the same way causes you to take notice.
SEOs and digital marketers can also appreciate an interest piece like this more because they know the ins and outs of what it took to grow such a large affiliate business. That's a great formula: videos that are entertaining in their own right but can be better appreciated by the informed professionals who use your product.
11. Jen vs. Will by Lavender
We've already professed our love for the role video podcasts can play in B2B content marketing. But the format is so tried, so true, that we may be quickly headed on our way to so stale as well. At least, for the default format.
What's smart about Jen vs. Will is that a simple twist—pitting the show's two co-hosts against each other in various friendly debates and challenges—gives the show the hook and even the hint of drama that a show needs to not be "just another podcast."
One stand-out example came from an episode where the co-hosts had to cold email a small group of Gen Z prospects to see which of them had the highest success rate. The co-hosts break down the structure and phrasing of their emails, letting the audience learn from their hard-won experience but in a format that's easy to watch, recall, and recommend.
12. #JustAsk by SurveyMonkey
@iamnicorojas Want to know how to keep your customers coming back? 🤯 #JustAsk them with @SurveyMonkey and see what they really want from your brand! #SurveyMonkeyPartner #SurveyMonkey #brandstrategy101 #brandstrategy #smallbusinesstips ♬ Aesthetic - Tollan Kim
If only influencer marketing were as simple as SurveyMonkey's cleverly titled #JustAsk. What's smart about this influencer-driven campaign is that it sets up content creators with a short and memorable theme that's easy to work around.
That allows them to tailor-fit the content to the audience they've built up while still having a center of gravity for the campaign—so long as the videos reinforce that the best way to understand your customers is to "just ask" them, there are lots of angles a creator could cover.
B2B influencer marketing is really just finding its footing when compared to B2C, but examples like this one show that there's plenty of untapped potential for brands willing to let creators do what they do best.
Boring is a state of mind
B2B content that's focused on a specific goal has to be made with certain restraints, but "being boring" isn't one of them. We hope the variety of example videos across industries and formats has put that misconception to bed.
Boring is a symptom, not a root cause; it's what happens when brands don't have anything pointed to say and don't deeply understand who they're speaking to. Once you know those things, it's not as hard to see the depth, intrigue, drama, and even humor found in our 9-5s. Here's to making B2B video fun again.Create content faster with Kapwing's online video editor →