10 B2B Video Marketing Examples Worth Stealing From

The best B2B video marketing examples share an awkward truth: almost none of them look like B2B marketing. Trucks reversing in formation. Excavators playing Jenga. A film shot with individual atoms. A podcast that treats CFOs as an audience worth entertaining rather than a segment to be nurtured.

Below are ten campaigns and shows that demonstrably worked, from viral one-offs to properties that have quietly compounded for a decade or more. For each one: what it was, why it worked, and what you can steal.

The patterns behind them are learnable. They are also the same patterns we apply for clients as a B2B video production agency, but more on that at the end. First, the evidence.

10 B2B Video Marketing Examples Worth Studying

1. Volvo Trucks: The Epic Split

What it was: Jean-Claude Van Damme performing the splits between two reversing Volvo trucks, filmed for real as part of the brand's Live Tests series. The Epic Split launched on YouTube in November 2013 to demonstrate one thing: the precision and stability of Volvo Dynamic Steering.

Why it worked: It is a product demo wearing a stunt's clothing. Every second of spectacle doubles as proof of the steering system being sold. It took 6.5 million views on its first day, has passed 100 million since, and the campaign reportedly cost $3 to 4 million whilst generating an estimated $170 million in revenue for Volvo.

What to steal: Find the one product truth strong enough to carry a spectacle. If your demo needs a voiceover to explain why it is impressive, it is the wrong demo.

2. Caterpillar: Built For It ("Stack")

What it was: Five Cat machines playing the biggest game of Jenga ever played, using 27 wooden blocks weighing 600 pounds each. Released in 2014 with agency Ogilvy as part of the Built For It campaign, the game took around 28 hours to play and was cut down to under three minutes.

Why it worked: Caterpillar needed to prove precision and control, which is precisely what Jenga tests. The film racked up more than a million views within days and made a 90-year-old industrial brand look genuinely playful without showing a single spec sheet.

What to steal: Turn your product's key attribute into a game with visible stakes. Tension is a format. If viewers want to know what happens next, they will sit through your product proof voluntarily.

3. Adobe: Click, Baby, Click!

What it was: A 2013 spot for Adobe Marketing Cloud by Goodby Silverstein & Partners. An encyclopaedia company's CEO sees banner clicks surge and spins the whole supply chain back up, but the clicks turn out to be a baby mashing a tablet. The pay-off asks whether you know what your marketing is actually doing.

Why it worked: It dramatised the buyer's nightmare rather than the product's features. Marketing analytics is a dry category, but attribution blindness is a horror story every CMO recognises. The joke does the targeting.

What to steal: Sell the cost of the problem. If you can make your exact buyer wince and laugh inside 60 seconds, you have done more qualification than most lead forms manage.

4. IBM: A Boy and His Atom

What it was: A one-minute stop-motion film made by IBM Research in 2013 by moving individual carbon monoxide molecules with a scanning tunnelling microscope, magnified 100 million times. Built from 242 frames, A Boy and His Atom holds the Guinness World Record for the smallest stop-motion film.

Why it worked: It turned invisible R&D into something you could watch and share. IBM was researching atomic-scale data storage, and rather than claiming the capability in a press release, it showed the capability on YouTube. Earned media around the world followed.

What to steal: Your technical team is an underused content engine. Show the capability instead of asserting it, and give journalists a hook (a record, a first, a genuine oddity) to write about.

5. Slack: So Yeah, We Tried Slack

What it was: A 2014 mockumentary in which the team at Sandwich Video documents its own journey with Slack. The backstory is the best part: Slack asked Sandwich founder Adam Lisagor to make a video and he turned the job down, unconvinced. Months later the team were converts, so the film they eventually made tells that exact story.

Why it worked: It is a customer story that keeps the doubt in. Most B2B testimonials edit out the scepticism, which is the only part audiences believe. Around 1.3 million YouTube views for a workplace chat tool suggests the honesty landed.

What to steal: Lead with resistance. "We didn't want this product" is a stronger opening than "we love this product", because it mirrors what your prospect is already thinking.

6. Wistia: One, Ten, One Hundred

What it was: A four-part documentary from 2018 in which Wistia gave Sandwich Video three budgets ($1,000, $10,000 and $100,000) to make three ads for the same product, then filmed the entire process. One, Ten, One Hundred went on to win two Webby Awards.

Why it worked: It answered a question its exact audience of marketers argues about constantly: what does budget actually buy? It also proved Wistia's core thesis, that creativity matters more than spend, with $111,000 of receipts rather than a blog post.

What to steal: Turn your experiments into the content. A documented test is more persuasive than a claimed result, and a binge-able series earns watch time no single ad ever will.

7. Moz: Whiteboard Friday

What it was: A weekly video in which an SEO expert explains one concept on a whiteboard. Rand Fishkin started it in 2007, and Whiteboard Friday still runs today with a rotating cast of experts, making it one of the longest-running video series in B2B.

Why it worked: Ruthless repeatability. Same set, same format, modest production cost, published weekly for the best part of two decades. Each episode ships with a transcript, so the videos compound in search as well as on screen.

What to steal: Choose a format you can sustain for years, not a flagship you can afford once. And always publish the transcript. Video that search engines can read works twice as hard.

8. Salesforce+

What it was: A free streaming service for business content, announced in August 2021 and launched around Dreamforce. Salesforce+ carries live event coverage and original series, organised into channels by role and industry.

Why it worked: It formalised a shift Salesforce stated openly: moving from paid customer acquisition towards owned media. Rather than renting attention through ads, Salesforce built a destination it controls, with first-party audience data as the dividend.

What to steal: The principle, not the price tag. You do not need a streaming platform. One well-run show, on a channel you own, is the same strategy at a sane budget.

9. HubSpot: Marketing Against the Grain

What it was: A weekly video podcast launched in 2022, hosted by HubSpot CMO Kipp Bodnar and SVP of Marketing Kieran Flanagan. Marketing Against the Grain runs as part of the HubSpot Podcast Network, with full episodes on YouTube and audio everywhere else.

Why it worked: HubSpot made its own executives the talent. Two senior leaders debating what is next in marketing builds authority, feeds social clips and humanises a large company, all from one recurring recording session. It is thought leadership with a release schedule.

What to steal: Your leadership team is unexploited media talent, and a show is the lowest-friction way to use them. One session becomes episodes, clips and quotes for weeks. This is the model behind our video podcast production work.

10. The CFO Playbook (Soldo)

What it was: The CFO Playbook is spend management platform Soldo's interview show for finance leaders, hosted by tech journalist David McClelland. Guests are CFOs and finance leaders discussing the shift from controlling costs to driving growth. Full disclosure: Earworm produces this show, so we are biased. It is on this list because the model is the one most B2B companies should actually copy.

Why it worked: Total audience focus. A company that sells to finance teams built a show exclusively for finance leaders, so every viewer is a potential buyer and every guest is a warm relationship with one. And because it is video-first, each recording becomes YouTube episodes, LinkedIn clips and an audio feed.

What to steal: Pick one job title and serve it relentlessly. Invite your ideal customers on as guests. Treat every recording as a content pipeline, not an episode. The full breakdown is in our CFO Playbook case study.

What These B2B Video Campaigns Have in Common

Ten examples, one pattern. A few threads worth pulling out:

• One idea per asset. The Epic Split proves steering. Stack proves precision. Nobody tried to communicate five messages at once.
• Product truth, dramatised. The strongest examples never talk about the product. They stage a situation where its value is self-evident.
• Formats beat one-offs. The viral stunts are famous, but Whiteboard Friday, Marketing Against the Grain and The CFO Playbook have compounded for years. Repeatable shows build audiences; stunts borrow them.
• Distribution is designed in, not bolted on. The durable properties here are video-first and multi-channel: YouTube for depth, LinkedIn clips for reach, audio for commutes.
• Measurement goes beyond views. Volvo counted revenue. Salesforce counts first-party data. If you cannot connect video to pipeline, you cannot defend the budget, which is why we built Insight Studio, our audience intelligence and podcast analytics product. Any honest measurement beats vanity metrics.

Build Your Own Flagship, Not Another Ad

The stunts on this list cost millions. The shows did not, and the shows are the part you can copy. Earworm designs, films and distributes B2B video podcasts for brands like Soldo, IG Group and KPMG, covering strategy, studio recording, editing, clips, distribution and pipeline reporting, with pricing from £1,500 a month and launch in 4 to 8 weeks.

See what our video production agency can build for you, or book a call and we will tell you honestly whether a show is the right move.