10 of the Best B2B Videos Ever

The Best B2B Marketing Campaigns 

Below are ten examples of B2B marketing videos that nailed storytelling, emotion, and brand strategy — and what you can take away from each.

1. Slack – “So Yeah, We Tried Slack…” (2014)

Slack’s breakthrough video takes a documentary-style approach, following a company that switches to Slack and never looks back. 

Why it works: It shows real people solving real problems, not a sales pitch. The storytelling centers on transformation, not technology — proving that B2B doesn’t have to be boring.

 

2. IBM – “IBM Research Cognitive Building” (2016) 

It walks through the “Cognitive Building” — many sensors feeding real-time data, predictive analytics, diagnostics, energy optimization, user interfaces, etc.

Why it works: It humanizes the tech by focusing on how building systems adapt to people, usage patterns, comfort, anomalies, etc. Good balance of narrative + demonstration.

 

3. Dropbox – “My Shot” (2017) 

In this recent campaign, Dropbox blends music, rhythm, and motion to celebrate creativity and productivity. 

Why it works: It taps into emotion and ambition — two things that drive both business owners and creators. It’s a bold, artistic approach to video marketing for B2B.

 

4. Gusto – “Sleepy Planet” (2022) 

This whimsical animated film uses a metaphor of a tired planet to illustrate how Gusto’s payroll platform keeps small businesses thriving.

Why it works: Gusto proves that even a complex, “dry” service can be visually delightful. Great B2B videos don’t just inform — they entertain and inspire.

 

5. Microsoft Copilot– “Watch Me” (2024) 

Instead of focusing on software specs, it spotlights how technology empowers ordinary individuals to achieve extraordinary results.

Why it works: The tone connects deeply with audiences across industries. This is B2B video marketing at its most human — showing impact, not features.

 

6. Hootsuite – “Game of Social Thrones” (2015) 

Hootsuite cleverly parodies the “Game of Thrones” opening sequence to visualize how brands rule their own social “kingdoms.” 

Why it works: It grabs attention instantly and reinforces brand awareness. B2B marketing videos that entertain tend to convert — because they’re memorable.

 

7. HubSpot – “EZ Testing – Customer Success Story” (2019) 

HubSpot shines a spotlight on its clients’ growth journeys rather than its own product. 

Why it works: Nothing builds credibility like real success stories. HubSpot’s use of authenticity and storytelling cements it as a model of video marketing B2B excellence.

 

8. 1Password – “Stopping Bad Actors with Tommy Wiseau” (2024) 

Unexpected? Absolutely. 1Password turned cult film legend Tommy Wiseau into the face of cybersecurity — blending absurdity with education.

Why it works: It stands out in a sea of serious corporate videos. This is proof that B2B video marketing can be bold, funny, and still deliver a powerful message.

 

9. Google for Startups – “Two Desperados” (2021) 

This campaign tells the story of an entrepreneur using Google’s tools to grow their gaming company.

Why it works: It humanizes Google’s brand by celebrating the people behind the businesses. Successful video marketing B2B campaigns make the audience the hero — not the product.

 

10. Adobe Marketing Cloud – “Woo Woo” (2014) 

Adobe takes a hilarious approach to showcase how misinterpreting marketing data can spiral into chaos. 

Why it works: Humor sells — especially when it hits industry pain points. This video turns analytics into entertainment, redefining what B2B marketing videos can be.