B2B explainer videos give buying teams a shared account of a product and the problem it addresses. These examples show how companies introduce platforms, support technical sales, launch features and teach customers.
By
Larry Mutenda
| What are the best B2B explainer video examples? Strong B2B explainer video examples include Brightidea for proposal management, HubSpot and Blockdaemon for platform overviews, AT&T Business for a technical sales offer, Brex for a product launch and Salesforce+ for customer training. The article also covers 17 more examples, from Augmentt and EdgeAlert to Chili Piper and Salesloft. |
B2B explainer videos are short videos that explain a business product or service to the people who buy it. In B2B, that is rarely one person. A purchase often involves a user, a manager, a technical evaluator and a budget owner. Each of them needs to understand the same offer.
This article looks at 23 explainer video examples for B2B. The first six, from Brightidea, HubSpot, Blockdaemon, AT&T Business, Brex and Salesforce, get the most detail. For each one, I describe what the video covers, who it speaks to and what other B2B companies can learn from it. After the examples, I cover where explainers fit in the sales cycle, how to speak to technical and executive buyers, and how to plan your own B2B explainer video.
A sales contact may understand the product while the people approving the purchase still have basic questions. B2B videos can carry that context into the next meeting without depending on the contact to repeat a sales presentation.
Here is a quick overview of the 23 videos in this article, grouped by how each company uses the video. The table links to each example below.
We picked videos that each show a different job a B2B explainer can do: a lead story about a business problem, platform overviews, a technical sales offer, a product launch and customer training.
The lead example, Brightidea, comes from the Creamy Animation video library. The other five videos are published on each company’s own YouTube channel and were publicly available when we checked them in October 2026. We describe each video from its own content and description, and we credit any figures to the company that published them.
Examples 7 to 23 widen the list. Some of them were published by the studios that made them rather than by the companies. The Augmentt, EdgeAlert and AssistIQ videos come from the Creamy Animation video library.
| # | Company | Use |
|---|---|---|
| 1 | Brightidea | Lead example: proposal management |
| 2 | HubSpot | Platform overview |
| 3 | Blockdaemon | Platform overview |
| 4 | AT&T Business | Sales (explaining a technical offer) |
| 5 | Brex | Product launch |
| 6 | Salesforce+ | Customer training |
| 7 | Augmentt | Problem-first explainer for managed service providers |
| 8 | EdgeAlert | Explainer for a crypto investment tool |
| 9 | AssistIQ | B2B healthcare software explainer |
| 10 | Tatari | Data platform explainer built on visual metaphors |
| 11 | Makersite | Outcome-led explainer for manufacturing software |
| 12 | Verdant Technologies | Supply chain explainer that opens with a question |
| 13 | Cisco | Enterprise networking explainer |
| 14 | Everledger | B2B explainer for supply chain transparency |
| 15 | Comarch | Fintech explainer for invoice financing |
| 16 | Mitsubishi Electric | Industrial B2B explainer using one example process |
| 17 | Flobotics | RPA explainer for non-technical managers |
| 18 | Zinc | Short HR platform explainer |
| 19 | AZA | B2B marketplace explainer |
| 20 | Pipedrive | Short explainer for a sales CRM |
| 21 | Microsoft | Character-led explainer for business intelligence |
| 22 | Chili Piper | Homepage explainer for a sales scheduling tool |
| 23 | Salesloft | AI workflow explainer for sales teams |
Brightidea begins with projects approved from incomplete presentations. Ownership is unclear and the supporting data is missing. That is a stronger starting point than a list of software features because team members and leaders can recognize the same problem from different sides.
Brightidea’s proposal-management video is featured in the library of Creamy Animation.
Brightidea’s video opens with a problem in how a company approves projects. Its narrator is Mark. The story presents him as a former Amazon employee who now encounters incomplete presentations, unclear ownership and uncertain timelines. That gives the product introduction a recognizable business context.
The video introduces Brightidea Memo through an alternative way to develop and assess proposals. Its message covers narrative templates, comments during silent meetings and scored peer feedback. It also describes an AI writing assistant for business proposals. These are presented as parts of a working process rather than unrelated features.
The audience includes people preparing proposals and leaders choosing which projects to support. The leadership view covers the proposal pipeline, projected and actual impact, and the ranking of proposals. That extends the video from creating an idea to evaluating a portfolio.
I use a video like this on a product page or in a sales follow-up that a buyer can share with colleagues. It gives the group a starting point before a detailed demonstration. The production lesson is to establish the broken process before introducing the tool. A team member should recognize their daily difficulty. A leader should understand which decision becomes easier to make. Neither needs the complete product specification in the opening story.
A marketing lead introduces a platform to colleagues in sales and customer service. Each department sees its own tools and may assume that the purchase serves only one team. A shared platform overview gives them a way to discuss the customer information that connects their work.
Without that common starting point, evaluation can become several separate feature conversations. Marketing asks about campaigns. Sales asks about contacts. Service asks about customer history. Nobody has established whether they are discussing one shared system.
HubSpot connects its hubs through a CRM.
HubSpot opens with the difficulty of growing a company when customers have options and word of mouth matters. It brings Marketing Hub, Sales Hub and Service Hub together around a free CRM and a shared customer view. For a buying committee, that connection shows why several departments belong in the same product conversation.
Blockdaemon introduces its blockchain infrastructure platform in about one minute. The video names the buyers it serves: exchanges, custodians, developers and large financial institutions. It then works through the risks those buyers care about. These include node availability, data center diversity across more than 70 locations, 24/7 monitoring and slashing insurance for staking. The lesson for platform teams is that a short overview can answer a technical buyer’s risk questions before the first sales call.
An IT team evaluating a managed network service has to account for performance, visibility and security. The business sponsor may understand those concerns without knowing the terminology used in the offer. A technical sales video can connect the operational strain with the product’s role before a detailed assessment.
Without that bridge, a list of capabilities can sound like a collection of separate purchases. It becomes harder for the sponsor to understand why those capabilities belong together or which problem the managed service takes on.
AT&T Business addresses that connection directly. Its starting point is the pressure on IT teams. The platform description follows from that pressure. This resembles Brightidea’s move from a broken approval process to the capabilities supporting a different way of working.
AT&T Business begins with IT teams balancing network performance, visibility and security. Its managed SASE offer combines connectivity and security through zero-trust access, threat intelligence, SD-WAN and one central view. Technical sellers can learn from the way the product components remain attached to the team’s operational problem.
A finance team already using a spend platform hears about a new payables product. The first question is how the new capability relates to the spending it already manages. An announcement that assumes everyone knows that relationship leaves existing customers to work it out themselves.
Brex places bill pay and purchase cards inside its wider spend-management offer. That context matters because invoiced and non-invoiced spending could otherwise look like unrelated workflows. The launch has a specific place in an existing product story.
Brightidea similarly gives its features a shared purpose through project proposals. The lesson carries across B2B launches: customers need to understand the new job within their work before they can judge whether the extra capability deserves attention.
Brex introduces bill pay and purchase cards within its spend-management platform. The 1:07 launch brings invoiced and other spending into one place for finance teams. A feature launch becomes easier to assess when customers can see how it changes the scope of the product they already know.
A customer looking for learning material may encounter an unfamiliar resource name after buying software. They need to know what the resource contains and whether it is relevant to their role. A resource introduction can answer those questions before they browse a catalogue of events or lessons.
Customers who lack that orientation may treat a learning destination as another product pitch. They can miss material intended for their job or industry because they do not know how the service is organized.
Salesforce+ is presented as a free business streaming service with live events such as Dreamforce, original series and learning by role and industry. Brian Tong introduces the service in a six-minute episode. Customer education teams can borrow that orientation-first approach before directing people into a large resource library.
Runtime: 1:34
Augmentt’s video starts with the spread of SaaS tools in remote workplaces. It explains shadow IT: staff sign up for tools without anyone checking the security, productivity or cost impact. The video presents Augmentt’s SaaS management platform as the way for IT, security and finance teams to regain that visibility.
Runtime: 1:10
EdgeAlert is an investment tool for the crypto market. The video opens on investors worried about volatility. It explains that EdgeAlert studies historical price patterns. It issues a signal-on alert when a trend appears and a signal-off alert when it does not.
Runtime: 1:50
AssistIQ tracks medical supplies and implants in health systems. The video contrasts retail, which knows what leaves its shelves, with hospitals that often only know what they buy. It presents AssistIQ Capture, which uses computer vision to record supplies in real time, including in operating rooms.
Runtime: 1:38
Tatari helps businesses measure and buy ads across streaming and linear TV. It gives the kind of insight previously only available for digital ads. The video uses simple visual metaphors to make a data platform feel intuitive.
Performance data: none published.
Why it works:
Takeaway:
Compare your product to something the buyer already trusts.
Runtime: 1:38
Makersite helps companies make better products faster. From a simple product bill of materials, it estimates production and supply chain cost and checks compliance with industry standards. The explainer skips jargon and describes the product in outcomes.
Performance data: none published.
Why it works:
Takeaway:
Describe B2B software by the outcome, not the feature.
Runtime: 1:10
HarvestHold Fresh removes ice from the broccoli supply chain while keeping quality high. Shippers can move more broccoli per load. The video opens with a thought-provoking question before explaining the product.
Performance data: none published.
Why it works:
Takeaway:
Open with the question your buyer has never thought to ask.
Runtime: 2:00
As hybrid work becomes normal, connecting users reliably and securely across offices, homes and remote locations matters more. Cisco explains how its routing solutions support that.
Performance data: none published.
Why it works:
Takeaway:
Anchor enterprise infrastructure to a change the buyer is already managing.
Runtime: 2:18
Everledger’s Diamond Provenance Platform shows the full history of a diamond or jewelry piece. The video walks through how that provenance can be viewed.
Performance data: none published.
Why it works:
Takeaway:
Follow one item through the system to explain a whole platform.
Runtime: 1:21
Comarch Cloud Factoring helps finance teams handle invoice factoring. The video highlights security, artificial intelligence and an advanced early warning system. Its clean style fits the banking and fintech sector.
Performance data: none published.
Why it works:
Takeaway:
Match the visual tone to the buyer’s industry.
Runtime: 1:55
This video shows Mitsubishi Electric’s industrial technology solutions using chocolate production as the example. It targets engineering and manufacturing professionals.
Performance data: none published.
Why it works:
Takeaway:
Explain a broad industrial offer through one relatable process.
Runtime: 2:28
Flobotics explains robotic process automation, or RPA, and how software robots make repetitive business processes faster. The audience is healthcare and finance managers who are not technical experts.
Performance data: none published.
Why it works:
Takeaway:
Define the category in plain words before you pitch the product.
Runtime: 0:42
Zinc is a platform for background checks. The video shows its benefits for organizations, employees, HR departments and talent acquisition teams.
Performance data: none published.
Why it works:
Takeaway:
When several people sign off on a purchase, give each one a line.
Runtime: 1:40
AZA is a two-way matching system for sellers and buyers. The video explains how both sides find each other.
Performance data: none published.
Why it works:
Takeaway:
For a two-sided product, show what each side gets.
Runtime: 0:48
Pipedrive is a CRM for sales teams. This explainer introduces it in under a minute.
Performance data: none published.
Why it works:
Takeaway:
Busy buyers reward short, focused explainers.
Runtime: 0:59
This piece for Microsoft IT explains Power BI, Microsoft’s business intelligence tool. It uses custom character design.
Performance data: none published.
Why it works:
Takeaway:
Internal B2B audiences deserve the same craft as customers.
Runtime: 2:10
Chili Piper helps teams convert more inbound leads. The video argues that buyers now research before they reach out, so sales has to act fast once they do.
Performance data: Everything Design reports 375,000 views in one year.
Why it works:
Takeaway:
Explain the change in buyer behavior, then position the product as the response.
Runtime: 1:42
Salesloft Rhythm is an AI-powered workflow that prioritizes the most important things a seller should do each day. Sellers can see exactly which actions are most likely to lead to revenue.
Performance data: none published.
Why it works:
Takeaway:
Tie AI features to a daily outcome the user can feel.
An early sales video should establish relevance. A buyer needs to recognize the problem and understand the proposed approach. During evaluation the questions become more specific. A separate video can address a workflow or prepare the team for a demonstration.
I make each placement answer the question already being asked on that page. A shared sales follow-up needs enough context to stand alone. A video inside a proposal can assume more knowledge. Keep the next action consistent with that context.
A practical sales sequence can begin with the shared problem, move to a relevant workflow and end with the questions needed for evaluation. Decide which part this particular video owns. A first introduction should not assume that the buyer has attended a demonstration. A follow-up should not spend most of its time repeating that introduction.
For the buying champion, the video also needs to be easy to pass along. Put the product and problem in the opening context. That helps a colleague who receives the link understand why it matters without needing the sender to describe the whole offer again.
An executive may want to understand ownership, priorities and business impact. A technical evaluator may need to assess how the proposed workflow fits existing systems. Those questions overlap without being identical.
Brightidea’s message shows a way to connect team activity with leadership decisions. I use that connection as the centre of a shared introduction. Detailed implementation questions belong in supporting material that technical buyers can examine at their own pace.
I use a simple script review question for each audience: what decision does this detail help them make? A technical statement may be necessary even in an executive introduction if it describes an important constraint. An operational consequence may matter to the technical evaluator because it describes the implementation priority.
Put questions about a particular configuration or rollout in the next resource. This gives the buyer a clear path through the information instead of forcing everyone to absorb all the same detail before they can decide whether to continue.
Ask sales which question holds up the next meeting. A platform video may need to unite departments around shared customer data. A launch may only need to locate a new product inside the existing offer.
Review the draft with both a working user and a budget owner. Brightidea connects proposal preparation with leadership decisions. Check that your own script does not make one group translate the message for the other.
Give each capability a business role before naming it. HubSpot’s shared CRM and AT&T’s central view illustrate that connection. Keep implementation specifics for the technical resource the buyer will consult afterward.
Related reading: explainer videos guide.
Use consistent labels for the people and records moving through the B2B workflow. Test whether a colleague receiving the link can identify who does what without the original salesperson narrating over it.
Related reading: explainer video cost.
Create separate destinations for the introduction, demonstration and customer learning resource. The email sending each video should make that purpose clear.
Use the shortest duration that describes the buying question clearly. Brightidea’s runtime is 2:10. That is a reference point for its scope rather than a universal target. Test whether the script answers the main question without rushing through essential context.
Show pricing when it is stable and necessary to the decision the video supports. If the cost depends on scope or configuration, describe the next step for getting an appropriate quote. Keep changeable details easy to update outside the main video.
Plan for the places your buyers already use during evaluation. These may include a product page, a sales follow-up or an internal discussion. Make the video understandable when it is forwarded to someone who missed the original conversation.
It can establish a shared problem and describe the broad approach. It will rarely answer every specialist question. I use a common introduction with supporting material for implementation, commercial terms and individual departmental needs.
Start with the business problem and the people it affects. Then show how the product changes the work, and end with one clear next step. Brightidea opens with projects approved from incomplete presentations before it introduces its tool. AT&T Business starts with the pressure on IT teams before naming its offer.
Choose the format that makes the subject easiest to follow. Animation can show software, data and processes that are hard to film. Live action suits a presenter, a team or a physical place. Brightidea’s lead example is a 2D animation.
Most B2B companies need more than one, because each stage of the sale asks a different question. The examples in this article cover a lead story, platform overviews, a technical sales offer, a product launch and customer training.
Measure it against the job you gave it. A homepage overview can be judged by whether visitors go on to a demo or contact page. A sales follow-up can be judged by whether the next meeting starts with better questions. A training video can be judged by fewer repeat support questions on the same task.
Start with the decision your buying team needs to make. A clear B2B explainer gives people enough shared understanding to ask better questions and move the conversation forward.
Larry is the founder and Chief Storyteller at Creamy Animation, founded in 2009. He leads a team that creates story-driven videos for businesses and nonprofits. 15+ years in video strategy and production, specializing in SaaS, B2B, and nonprofit storytelling. A marketer, designer, and animator, Larry has overseen the production of more than 1,500 videos for Fujitsu, Logitech, Warner Brothers, NFL, Blockdaemon, Astronomer, Canonical, and 370+ others.
For Larry, God is first, and everything else is a blessing that comes from serving Him. When he’s not working, he’s hanging out with his wife and three kids, playing the piano, or pursuing his filmmaking side hustle.
