The best B2B videos of 2025 (That buyers acctually remember)

The best B2B videos of 2025 (That buyers actually remember)

Or: the ones that actually make buyers stop scrolling and remember your brand 😎

We’ve been putting together “best of B2B video” lists for a while now. Not because we like lists, but because exposure to great work is the only real driver of change.

You don’t raise the bar by staring at mediocre benchmarks.

You raise it by studying the best and asking, “Why the hell don’t more brands do this?”

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One important caveat before we start:
This list is subjective. Very subjective.

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These are videos that stand out.

This isn’t a ranking. It’s not a “top 10 explainers.” And it’s definitely not a list of safe, consensus picks.

These are B2B videos that took a point of view, creatively, culturally, or strategically, and trusted the right audience to get it.

Videos that speak directly to people who actually know the category.

People who understand the pain, the trade-offs, the inside jokes, and the small daily frustrations that never make it into a sales deck.

Yes, of course explainers, product videos, demos… they all matter.

BUT every once in a while, you need to show your customer that you get them. That you speak their language. That you laugh at what they laugh at.

That you understand what annoys them, what excites them, and what keeps them up at night.

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This list is about those moments.

These are the B2B videos of 2025 that make the ICP feel seen... that make them pause for a second, feel something, and most importantly remember your brand when it’s time to build that shortlist in the next buying cycle.

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Scayle

We just love this one.

They took a seemingly boring category and turned it into a full-on medical commercial parody. Hats off to the brand and marketing team for committing to the idea.

And to the agency behind it Umault.

It’s catchy. It makes you smile.

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And the hook is a masterclass in audience targeting:

“Are you experiencing pain from your ecommerce platform?”

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That’s how you hook the right audience.
No “In today’s ever-changing digital landscape…” nonsense. No time wasted.

You either feel addressed immediately or you don’t. And that’s exactly the point.

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Island

A near-perfect blend of video ad and explainer.

Minimal. Sleek. Straight to the point.
The hook is surprisingly strong, and the way they show customers in context, even in this stripped-down format works really well.

The product presentation is clean and slightly different from what everyone else is doing. No over-explaining.

No visual clutter.
Just confidence.

Nice work.

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Perplexity

This is a full-blown production, high-end television ad and I mean that in the best possible way.

Strong use cases woven into a narrative with an actor everyone already associates with a certain kind of intelligence and curiosity.
It doesn’t explain Perplexity as much as it shows how it fits into real thinking and real workflows.

Big, bold, and very well executed by Sandwich.

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Forescout

Massive kudos to Forescout for truly understanding their audience.

IT people like RPGs?
No waaaaaay. 😏

They turned an RPG session into a cybersecurity fantasy complete with minis, roles, maps, skills, magic, and logic that actually mirrors real security challenges.

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It’s a short three-part series on YouTube, and it’s genuinely fun because it respects the audience’s culture instead of talking down to it.

That’s how you earn attention.

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ServiceNow

This one goes in a completely different direction and that’s exactly why it belongs here.

A series of long-form documentaries focused on humans. Three inspiring individuals who faced real challenges, beat the odds, and built careers in tech.

Directed by Oscar-nominated Laura Checkoway, the films support ServiceNow’s RiseUp initiative. A commitment to skill one million people on the ServiceNow platform and expand access to tech careers.

It’s moving. It’s beautifully produced.
And it proves that B2B doesn’t have to talk about itself all the time to be powerful.

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Squarespace

High-concept, unapologetically quirky, and genuinely funny.

We keep hearing:

modern brands can’t use old-school storytelling or visuals anymore.

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Cool theory.
Now explain this video.

The brand name lands early (smart), but the twist and overall execution feel fresh and confident.
It’s a great reminder that ideas, craft and strategy beats trends... every single time.

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Wiz

Last but not least: a CISO musical.

Yes. A musical.

Just like Forescout, Wiz clearly understands what their customers deal with on a daily basis and they chose to express it in the most unexpected format possible.

Are we huge musical fans? Not really.
Do we respect the skill, effort, and sheer bravery it takes to pull this off in B2B? Absolutely.

And honestly that courage from the marketing team alone makes it memorable.

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Takeaways

If there’s a common thread across all these videos, it’s this:

None of thebrands tried to make videos “for everyone.

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They understood their ICP deeply, respected their intelligence, and trusted that the right people would recognize themselves in the work.

That’s the bar we believe B2B video should aim for.

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If you’re trying to create work that your buyers actually remember not just tolerate, let’s talk.