The 13 Most Inspiring B2B Video Marketing Examples

It’s no secret that videos have become a staple for B2B marketing, especially since customers tend to gravitate toward watching a video over reading text. But for marketers, B2B video marketing can be tricky because what they are advertising is intangible, un-sexy, and often fairly complex. 

In this article, we’ll showcase examples of B2B marketing videos that made an impact. We’ll also explain why these videos work so you can ensure you’re on the right track. 

13 best B2B marketing video examples 

Here is a list of the best examples of B2B marketing videos to get you on the right track! 

1. Product Demo

Industry: CRM

Video length: 8 minutes 

The goal of a product demo video is to demonstrate how your product works. For a B2B business, that might look like walking through using your project management software, or showing how automatic scheduling and invoicing might improve a business owner’s day. 

Why it works: 

• It focuses just as much on the user as the product. 
• There’s a fun skit moment where the voice actor does a mock call with a client, directly showing how the product can help in a situation in real time.
• The voiceover is expressive and feels conversational. We like this delivery for a video of this length, vs a robotic voice.

2. Explainer or How-To Video

Industry: Management Consulting / Employment Services 

Video length: 1 minute 12 seconds

Explainer videos are best at teaching something. In a B2B context, you might be educating them on the function of your product or service, or how to use it for maximum value. It’s common to use video content marketing to boost your achievements. For example, a business in the energy sector may focus on making explainer videos for marketing renewable energy. You can also provide useful information that’s related to your product as part of a content marketing strategy.

To keep your explainer videos useful and engaging, get specific. Use an actual person or situation to illustrate what you’re explaining, perhaps a character based on your ideal client. Show how whatever you’re teaching solved their problem, in a concrete and visual way.

Why it works: 

• It shows key features of the service that may align with prospects’ needs. 
• It is simple and concise, only delivering key points. 
• It has great use of engaging, dynamic motion graphics with a soothing voiceover to take you along the ride.

3. Behind-the-scenes Video 

Industry: Technology 

Video length: 2 minutes

Behind-the-scenes videos give target audience members a look at the people working behind the product. This type of content feels authentic, which builds trust with your users. This more unfiltered type of video content is perfect for social media platforms, which is all about connecting and building relationships.

It’s totally okay for behind-the-scenes videos to have a DIY, underproduced feeling, such as casually-shot iPhone footage, which makes you appear more authentic as a brand. 

Why it works:

• It follows team members to see how they are involved in making the event happen! 
• It shows how the company was able to turn an in-person event into a virtual one, emphasizing that any company can make this transition if they follow the right steps. 
• The speaker has a strong delivery and lots of personality. He presents a great story.

4. Tutorial 

Industry: CRM

Video length: 3 minutes 38 seconds

Similarly to how-to videos, tutorials teach the user something new. But in a tutorial, that’s done through step-by-step instructions on how to accomplish a specific task. Depending on your goals, a B2B video marketing tutorial could be directly related to your product, or another topic that’s useful to know about.

Don’t overlook the power of tutorial videos — they are one of the most popular types of content on YouTube. You can try splitting the tutorial up into a series of shorter, easily digestible videos.

Why it works: 

• It educates by visually explaining processes step-by-step.
• Its voice-over narration is gentle and clear, which is great for a user or prospect to listen to.
• The graphics are reminiscent of an infographic, which is very digestible for the average viewer.

5. Customer Testimonial 

Industry: CRM 

Video length: 3 minutes 

Testimonial videos are clients’ first-hand accounts of their experience with your B2B product. These videos provide social proof, which is a powerful way to convince other potential clients of your product’s value. 

Be sure to work with your client on a script that’s authentic to their experience, but still creates a video that serves your goals. 

Why it works: 

• It showcases an internal leader, which builds audience trust while humanizing the brand. 
• It explains the problem and how the product can solve it. 
• The client featured is passionate and full of energy, and the featured b-roll is great for showing what his day-to-day is like and how Hubspot fits in.

6. Case Study

Industry: Customer Relationship Management   

Video length: 4 minutes 

A case study video is similar to a testimonial one, but expanded beyond the client’s own experience. Instead of your client speaking in their own words, case studies tell a holistic story of how your product solved their problem or improved their life.

Be sure to include measurable, positive outcomes of using your product or service, so your audience can learn about why they should purchase from you!

Why it works: 

• It features one of their biggest clients that prospects may know, which builds their trust.
• It shows how the company is able to develop itself because of the product, by discussing a new feature on their platform. 

7. Brand Video

Industry: Social Media Management 

Video length: 2 minutes 11 seconds

Creative brand videos introduce identity in a high-level way, rather than relying on a specific explanation. They let viewers get a sense of who you are and what your vision is, building awareness and keeping you top-of-mind when potential customers are in the market for your product. Many of the best commercial ads on TV could be classified as brand videos.

This is the time to be yourself, in all your quirky glory. What makes you stand out from the competition?

Why it works: 

• It uses bright and colorful animation that appeals to a wide range of viewers.
• Multiple voices can be heard throughout the video, making it more interesting and showing the brand as a community as well.
• The sound design is also very captivating and well done. We hear the voiceover explain how great the brand is doing, all the while hearing the ambiance of outside city and park sounds, without it getting too busy or distracting.

8. Event Teaser

Industry: Research and Advisory 

Video length: 1 minute 26 seconds

An event teaser video is released before an event (whether virtual or in-person) to build interest and encourage signups. To make an entertaining event teaser, highlight the value that attendees can expect. Try including snippets of interviews with featured speakers or clips of people enjoying themselves at past iterations of the event.

Why it works: 

• It explains the event in more detail, to emphasize their expertise on the topic they are presenting. 
• It showcases multiple employees, which humanizes the business.
• There are great, powerful testimonials from the attendees.

9. Event Recap

Industry: Technology, Innovation, and Startups 

Video length: 30 seconds 

By contrast, recap videos are released after the event’s conclusion. Try structuring them as a highlight reel of all the inspiring connections, speakers and activities that took place, to drive home the event’s success and start building interest in the next edition. 

There’s no need for event videos to be super slick or overproduced; users typically respond to authenticity and a human element.

Why it works: 

• It highlights different key moments from the event which showcase its diversity of activities. 
• It captures positive emotions from its participants, emphasizing that it’s not an event you’ll want to miss out on! 
• The rock music is high-energy, adding to the hype and excitement of the event.

10. Company News

Industry: Economic Policy and Research 

Video length: 1 minute 25 seconds

News videos are a creative way to keep your community updated on everything that’s going on internally, and may be directed at employees, shareholders, or customers. They often share important developments, such as new hires, restructuring, upcoming initiatives, and even stock prices.

To keep your news videos fun and catchy, rather than boring or stuffy, try taking a behind-the-scenes approach. Why not make it friendly and conversational, rather than formal? Do what makes the most sense for your brand and the nature of the news you’re sharing.

Why it works: 

• It provides news from different people at the company, so that the audience stays informed on multiple topics and point-of-views. 
• The music choice feels very appropriate. It’s positive and inspiring, which makes sense for the OECD celebrating their 60th anniversary.

Since this video was created with a video creation platform like PlayPlay, the viewer gets to enjoy motion graphics, subtitles, and an animated intro and outro to give the video a more professional feel.

11. Recruitment Video

Industry: Cloud Storage Software 

Video length: 2 minutes 30 seconds

Top-tier talent is crucial for business success, which means you need your recruitment efforts to have as much impact as possible. Fortunately, it can dramatically amp up how well you reach potential candidates. Studies have shown that job postings with video get 12% more views, and result in 34% more applications.

Engaging recruitment videos give applicants a taste of the business culture, and provide an immediate sense of what qualities would make someone a good fit for the job.

Why it works: 

• It showcases humorous puppets to emphasize how fun working there can be. 
• It shows off some of their office spaces to give an exclusive glance into the Dropbox environment. 
• Overall it’s a funny, charming video that gives a lot of personality to Dropbox as a brand.

12. Expert Interview

Industry: CRM

Video length: 1 hour 

Expert interviews educate your audience while establishing authority in your niche. They can feature experts, thought leaders, or influencers, especially if the interview is in a conversational style with someone from your business.

Remember, there’s no need to only interview experts whose opinions you’re already aligned with. The most interesting interviews feature a variety of viewpoints!

Why it works: 

• It introduces an expert on a topic that may interest a wide audience. 
• The interview format allows for the subject to dig deep into burning questions and share their personal experiences in a more candid way.
• There is something very organic about the format of this interview — the interviewee is taking her call from her home office, the two interact very naturally, and the interviewer sets a great framework to get key insights from the expert.

13. Blog Post Summary or Teaser

These videos are a great way to repurpose content and keep using it to bring in traffic and leads. Why not recycle blog posts that are older, but still full of valuable information, and share their main points as short, engaging videos?

You can also make a brief video teasing an upcoming blog post! Share a few snippets of information to encourage readers to come back for more.

Whichever type of blog video you create, keep the language natural and conversational (even if it’s scripted). Simply reading your blog post out loud will sound awkward and boring on camera.

Industry: CRM

Video length: 2 minutes 34 seconds

These creative videos help repurpose content while bringing in traffic and leads. Why not recycle blog posts that are older, but still full of valuable information, and share their main points as short, captivating videos? By sharing a few snippets of information, you’ll encourage readers to come back for more. 

Why it works: 

• HubSpot provides a how-to which is a popular public query. 
• HubSpot also clearly explains key information, while keeping it concise. 
• We get a mixture of screen recordings (to walk through the process in real time) and a subject talking to the camera for a more human experience. Cutting between the two helps keep the video more dynamic.

What is a B2B video?

A B2B video is a marketing tool used by companies to communicate with other businesses. These videos help showcase products, services, or industry expertise to potential clients, partners, or stakeholders. 

B2B videos often include case studies, product demos, webinars, or corporate presentations to build trust and drive sales. They are typically shared on websites, social media platforms, email campaigns, and industry events to reach target clients. 

Why B2B businesses need to invest in video marketing

Here is a list of 4 reasons why B2B businesses should start investing in video marketing. 

1. Better retention 

Video is one of the best communication tools for attracting, retaining, and converting new prospects and clients. By using video, you’ll have a better chance of humanizing your brand and showing your products and services in ways that your viewers are more likely to understand. 

Videos tailored to social platforms are a great way for businesses to generate demand by helping others discover them. In a 2018 survey, 93% of businesses who post videos say it’s effective in getting new customers. 

What’s more, video is also displayed at the top of search results on Google, which means it can improve your search engine ranking.

2. Increased engagement 

It’s no secret that videos are more engaging than text! 

Why not try adding video to your marketing emails and landing pages? This can increase engagement, open rates, and conversion rates. Videos like case studies and testimonials can drive home the value of your products and convert them from leads into buyers.

3. Information accessibility 

Despite its challenges, video marketing is incredibly well-suited to the B2B sector. Information can be more easily absorbed when watching a video instead of reading text, which means it has the power to make difficult concepts more accessible. But there are many more benefits of B2B video marketing…

4. Unique marketing strategy 

Video can also help you complement the rest of your marketing efforts! If you’re already using blog posts, images, or any other form of marketing content, you can also use video to diversify your brand’s communication strategy. 

Video can also help you repurpose  — try repurposing the information from your videos into other formats, like blog content, posts, and interactive infographics.

How to create effective B2B marketing videos

Follow these 3 steps to produce effective B2B marketing videos.  

1. Educate and entertain your public 

Examples of effective B2B marketing videos are ones that’ll educate and entertain your public with useful information. That’s why your B2B marketing video should be informed by your market’s interests and needs. This will help you convince your audience of your brand and why they should purchase from you. 

2. Tailor your video for different channels 

You’ll also want to make sure your video is well-tailored to the channel you’ll be distributing it on. Video content intended for YouTube will look very different from content for Instagram in terms of length, format, and the type of information that’ll be shared. So, make sure you learn about all the relevant specifications in advance. 

3. Make your content accessible 

To make your video accessible, make use of humor, storytelling, and visuals, like animation and attention-getting colors. The most performing animated marketing videos in B2B find a human angle within their products — either by highlighting how they solve real-world problems, improve lives, or connect with people’s needs and emotions — all while maintaining a strong brand identity even in technical or complex contexts.

Create impactful B2B marketing videos with PlayPlay

If you’re just exploring different types of video marketing, it’s normal to feel overwhelmed. But the good news is that video is a fast and effective way for viewers to understand the value of your B2B products or services.

And making videos doesn’t need to be technical or time-consuming — there are plenty of great tools out there, like PlayPlay, that make video production accessible, intuitive, and fun.

PlayPlay is a video creation software that focuses on making it easy for anyone to produce high-quality, professional videos in a fraction of the time and cost typically associated with agencies. You don’t even have to start from scratch — edit one of our customizable templates or let PlayPlay’s AI Assistant generate video drafts for you, so you can share your video as quickly as possible. 

Want to test it out for yourself? Try PlayPlay for free for seven days to ensure you’re making B2B marketing videos your prospects will love!