B2C brands have been using video for decades. Ever since there has been TV there have been brands producing great videos to delight and entice consumers. Yet for B2B marketers video is still somewhat of a new field, even though the possibility of creating and sharing video online has been around for about ten years now.
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In this post, I want to highlight 5 B2B brands that have done B2B video fantastically well and have broken the mould of professional looking but unexciting B2B videos which are usually standard.
Adobe used this hilarious advert to drive awareness of their marketing cloud product. It proves that humour does have a place in B2B.
The storytelling prowess of this Schneider Electric video is enough to make most B2C brands sick with jealousy.
Most companies focus case studies on their products and services, then talk about the value they’ve added to a client’s business. Salesforce flipped this on its head by focusing their success stories on the customer’s goals and aspirations, then showing how they’ve achieved them together. These videos are about real human challenges first, software second, they're interesting to watch and get the audience thinking about their own business challenges.
This awareness video from IBM humanises their technology and makes it relevant to people in a diverse mix of industries.
Hubspot take animated explainer video (examples) to a new level with this video. Starting with a story that every marketer can relate to, they then demonstrate how they can provide a “happily ever after”. It’s nice to watch an explainer video mixing live action footage with animation, rather than the same old 2d vector animations most B2B brands go for.
If you're thinking of creating a video for your B2B brand, it's worth learning from these industry leaders. You don't have to have a big budget to tell a story and entertain your potential customers, the point is to get creative and think outside the box.
Thanks to Jonathan for sharing his advice and opinions in this post. Jonathan has 10 years’ experience in B2B marketing, working with global brands. In his role at White Collar Videos he helps marketers use video to generate awareness for their brands and boost their inbound marketing efforts to win more business.
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