Video is one of the most effective ways to communicate quickly and succinctly. In the B2B world, where everyone is short on time, it’s a particularly useful tool to tell a brand story. Unfortunately, although video is an exciting and dynamic medium, too many B2B videos are bland and basic. If you want to differentiate, you need a creative and memorable approach. But what does that look like in the wild? We’ve rounded up some of our favorite B2B video examples to show you how creative you can get—no matter how boring your product may be. 

20 Awesome B2B Video Examples

Whether you’re explaining your service, introducing a new product, or offering a peek behind your company walls, there are all sorts of ways you can incorporate video into your content strategy. We hope these awesome B2B video examples inspire you to turn on the camera (or turn to a video production team) to tell an interesting and engaging story. 

1) My Shot + Your Illustration by Dropbox

In only 16 seconds, Dropbox turns heads with an exciting video to promote Dropbox Paper (a collaborative creation tool). The video really makes a splash thanks to its high energy, bright graphics, and upbeat music. Whereas so many B2B videos are boring, Dropbox turned a simple promo video into a bold and bright invitation to create with them.

2) BI vs. IT: The Struggle for Data Ends Now by Snowflake

Whether you want to make your viewer feel joy, curiosity, or desire, video is a great way to do it. (Find out more about the phenomena of emotional contagion and why watching video makes us feel strong emotions.) In the case of this Snowflake video, the brand uses humor to deliver its message. This spot pits two departments against each other in the most entertaining way. What can end the war between Business Intelligence and IT? Spoiler: Snowflake. 

3) Introducing the New SurveyMonkey by SurveyMonkey

You don’t need a whole cast and screenplay to create a strong B2B video. This example uses no VO—just slick 3D animations, kinetic movement, and energetic music to showcase how easy it is to use SurveyMonkey. Even though they’re not saying a word, their bubbly brand personality is clear from the first frame.

Tip: If you need to work on your own visual identity, use our brand identity toolkit to build a stronger brand.

4) Not To Scale by WorkingFrom_

Design is truly one of the best ways to differentiate your brand in everything from your website, to your sales collateral, to your videos. This piece from WorkingFrom_ is such a departure from so much of the B2B content we see. Its character animations make it playful, novel, and personable—the perfect vibe for an explainer video.

5) Airtable: Your All-in-One Production Kit by Airtable

Again, a simple demo video can be droll, but Airtable’s is anything but. Colorful motion graphics add a sense of energy, while seamless transitions navigate you through the platform easily. It’s the perfect pitch—in under 2 minutes. 

6) Failed Voice Auditions by Dialpad

Humor is often missing in the B2B marketing realm, which is why this spot from Dialpad is so refreshing. To showcase their new VoiceAI tech, they let us in on the “behind the scenes” robot auditions that didn’t make the cut. It’s a fun and entertaining way to promote a new product without being so on the nose. 

7) Welcome to the Future of HCM by Workday

This is one of those B2B video examples that uses every storytelling tool. Live-action, animation, kinetic text, and even stock photography and footage can be especially exciting, as we see in this Workday spot. By combining a variety of imagery, the pacing feels energetic and exciting as Workday walks us through their product benefits. 

8) Intro to Salesforce for Small Business by Salesforce

Good storytelling will always make your video more interesting. In this example, we see how small business owner Karl benefits from Salesforce’s tools. This approach adds a little levity—a great way to entertain and infuse a human element into a video. 

9) Slack Teams Do Amazing Things — “Traffic” by Slack

We’re a sucker for great 3D animation, so this Slack video is a dream. Filled with colorful, quirky animated characters (that also speak gibberish), Slack created a playful and slightly absurd world to showcase how their product helps companies run (particularly relevant if you are also crash-testing funky alien creatures at your job).

10) Grow Better With HubSpot by Hubspot

Many of the B2B video examples we’ve shown here appeal to our more playful sides. However, Hubspot zigs where others zag with this surprisingly emotional spot. Through beautiful collage-style visuals and simple VO, the spot is a call to “grow better” as businesses. We particularly love that they bravely plant a flag in their industry and invite you to come along with them.

11) Adobe Anthem by Adobe

Adobe creative tools invite users to follow their imagination, and this spot is a call to all—with no words. Set to the song “Pure Imagination” (famously sung by Gene Wilder in Willy Wonka), it’s a technicolor adventure through the beautiful visuals that can be made with the tool. This beautiful blend of sentimentality and encouragement makes for a particularly compelling video.

12) Turn Ordinary Workdays Into Extraordinary Experiences by ServiceNow

We love a theme, and this video shows how much personality you can pepper into a seemingly simple concept. This video is an energetic montage that places the word “now” into a variety of scenes. Beyond the creative visual treatments, the seamless editing makes it particularly energetic and exciting. 

13) Now What, That’s What by Mailchimp

Try as we might, we just can’t get over our brand crush on Mailchimp. They’re pros at injecting B2B with pure personality. They use empathy to showcase the frustrations of being a new business owner while offering the easy next steps to grow your business (using their product). It’s great, relatable content.

Tip: Empathetic marketing is particularly powerful. Find out how other brands have done it well.

14) A Kid’s Perspective of SAP by SAP

Not every B2B video has to promo a product/service. Video is actually one of the greatest ways to showcase your employer brand (aka your culture). SAP does this superbly in this equally adorable and entertaining video, which features the kids of SAP employees trying to describe what their parents do. Created to promote Take Your Child to Work Day, this video feels like a late-night show segment—not a piece of content from a B2B software solution company. Well done.

Tip: For more ideas to showcase your company culture, see our guide to culture marketing.

15) Meet Our Robotics Researchers at Bosch by Bosch

You wouldn’t necessarily think robotics researchers have the best sense of humor, so this video is a refreshing take. Bosch takes the time to show us what life is like in their labs, featuring real employees and their AI counterparts. 

16) Make the Next series by Squarespace

Squarespace is all about empowering small businesses, so they created this series to highlight the many ways their site can help grow an empire. The live-action treatment is highly stylized, dynamic, and exciting, helping generate excitement.

17) Sleepy Planet by Gusto

One of the trickiest things to do in B2B is to humanize your brand. Gusto does this superbly well, showcasing how the people who make sure you get paid on time support the people who change the world. Through delightful 3D animation, they bring their people-centric brand to life—a huge feat.

18) Two Desperados by Google for Startups

Google for Startups is an accelerator program that helps mentor startup leaders. This animated motion graphic tells the story of one participant’s journey, helping put a human face to the program. Best of all, beautiful illustrations and smooth transitions make for a meaningful video that helps connect people to each other.

19) Hero Video by Thorfi

B2B videos aren’t exactly known for their dramatic or cinematic flair, but ThorFi’s hero video changes that. With its sci-fi-meets-video-game visuals, the branding is totally different than other Web3 FinTech brands—helping them stand out in the crowd.

20) Live, Laugh, Launch by LaunchDarkly

LaunchDarkly is a platform that helps developers build better software, faster. However, they know that a developer’s job is often a mystery to other people. In this comedic series, we meet Jess, a developer with clueless parents who are always trying to relate to her job. It’s a fun, lighthearted look at the struggles developers go through.

How to Create Better B2B Video

If you’re inspired to start producing your own B2B videos, use these resources to create videos that tell your brand story the right way. 

• Learn about the difference between live-action video, animated video, etc.  
• Download with Content Marketer’s Guide to Brand Video, a free ebook that covers everything you wanted to know about producing brand video.
• Find out about the types of video you can make (even if your team is remote).  
• Get inspired by more examples of explainer videos and motion graphics.

And if you need help bringing your video ideas to life, follow our tips to find the right video agency for you. We’d be happy to chat, too.