B2B explainer videos are short animated videos that help business buyers understand a product, a process or a change, and help everyone in the buying group agree on it. Below are 18 animated B2B video examples grouped by the job each one does, from explaining a complex product to winning over a buying committee. Seventeen are Broadcast2World productions with the story behind them; SAP is the outside example that earned the highest engagement in our research.
Your buyer is rarely one person. A contract-management software team that found us through this guide told us its salespeople were "constantly chasing Legal for status updates". That one line is the whole B2B problem: the person who loves your product still has to convince finance, IT, legal and leadership, often without you in the room.
A good B2B explainer video does that convincing for them. It gives every person in the buying group the same clear story, in the time it takes to finish a coffee. The examples below show how B2B teams in software, fintech, manufacturing, energy and healthcare have used animation to do exactly that, and what we learned making them.
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Our team walks through 15 B2B explainer videos and what makes each one work, in under five minutes.
Which animation style fits which B2B goal
B2B animation comes in five main styles. Pick the style for the job, then the story. Here is how the styles in this guide map to B2B goals. For a deeper look, see our guide to the best explainer videos by type.
Mixed media
Real product imagery blended with motion graphics.
Best for hardware, drones, industrial and physical products
3D animation
Shows what sits inside a machine, a device or a process.
Best for manufacturing, medical devices and engineering
Infographic motion graphics
Data, flows and interfaces made easy to follow.
Best for SaaS, cloud, fintech and sales enablement
Character animation
A person the buyer recognizes, facing a real moment.
Best for culture, services, finance and customer stories
Whiteboard
Ideas drawn one step at a time.
Best for internal rollouts, training and policy changes
Technical buyers want to see the product doing the job before they trust the claim. These videos show the product at work, so buyers can see it for themselves.
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How five B2B brands made a hard idea easy
Our team breaks down five B2B videos that turned a complex business concept into a story anyone can follow.
01
Wingtra: mapping drones made simple
Complex productMixed mediaB2W production
Made for: WingtraAudience: Surveyors and mapping teams
Wingtra builds survey drones for professional mapping. The video blends real product imagery with motion graphics, so a buyer sees the aircraft, the flight and the map it produces in one flow.
From the project
After the first cut, Wingtra's marketing lead wrote: "The feedback across my team and the company was very positive." Five small edits later, the team wanted it live within days. Wingtra's product team sent exact renders of their tripods and receivers, so every piece of hardware on screen matched the real kit.
Why this style
Hardware buyers want to see the real thing. Mixed media keeps the product true to life while graphics explain what happens in the air.
What to take from it
Show the outcome a buyer gets, here the finished map, as early as you show the product.
02
CDL Nuclear: a process buyers never see
Complex product3D animationB2W production
Made for: CDL Nuclear TechnologiesLength: 1:48
A 3D explainer for a nuclear medicine technology company. 3D lets the viewer move through a process that happens inside sealed equipment. CDL came back for a second video a year later.
From the project
CDL came back again in 2025 for a custom cardiac project, its third video with us.
Why this style
3D makes hidden processes easy to follow: inside a device, at a scale no one sees.
What to take from it
When a client returns for a second video, the first one did its job inside their sales process.
03
Petuum: making enterprise AI concrete
Complex productMixed mediaB2W production
Made for: PetuumLength: 2:17
Petuum builds a platform for enterprise AI. Teams selling AI, from machine learning platforms to AI agent development services, share one problem: the product is invisible. The video gives the platform a shape a business buyer can follow.
Why buyers ask for it
Petuum's voiceover is calm and measured, with no hard sell. That tone has become a benchmark: another enterprise IT client later asked for a less cheery read and pointed to this video as the example. Enterprise AI buyers respond to confidence, and a steady voice carries it.
04
SAP Innovations by Ordinary Folk
Complex productMotion designOutside example
Engagement: 2.67% (1,900 likes on 71K views)Studio: Ordinary Folk
The highest-engagement example in our research. Bold motion design turns SAP's SaaS solutions into a confident, fast story about what innovation looks like inside an enterprise.
Why this style
Strong design language makes a huge portfolio feel like one brand.
What to take from it
High likes on a B2B video come from a clear idea and craft, both of which travel well on social.
05
Loxone: a connected building system in one visual story
Complex productInfographicB2W production
Made for: LoxoneLength: 1:48
Loxone sells building automation to installers and property owners. Premium infographic motion turns a system with many connected parts into one clean, easy story. Since its release, two other B2B buyers have picked this video as the reference for their own, and one of them signed for two videos in the same style.
Why this style
Infographic motion keeps a technical system precise and friendly, so installers and owners both follow along.
What to take from it
A strong sample sells beyond its own launch. Buyers often choose a studio by pointing at one video and saying "like this".
Aiven, the open source data platform, has worked with us across 13 videos since 2024: the platform story, BYOC, AlloyDB, the Inkless market launch and a brand refresh. Each new video reuses the same visual language, so every launch feels like the next chapter of one story. Two newer clients, a factory automation company and a building automation brand, chose this series as the reference for their own explainers.
Why this style
Infographic motion graphics make cloud infrastructure readable for both engineers and the people who sign the budget.
What to take from it
Build the visual system once, then reuse it. A series gets faster and more consistent with every launch.
07
Siemens: This is the space
Category storyMixed mediaB2W production
Made for: SiemensLength: 1:11
A 70-second mixed media film that frames a whole space for Siemens before it names a single product. It opens on the world the buyer works in, then shows where Siemens fits.
Why buyers ask for it
This film keeps working as a reference. Our art directors aligned a drone company's mixed media look to it, and a 2026 client picked it as the style for their own video.
Win the buying committee
A B2B purchase usually needs a yes from several people who care about different things. These videos were made for that room.
08
Kyriba: one pricing change, three short chapters
Buying committeeWhiteboardB2W production
Made for: KyribaSeries: 3 videos, about 3.5 minutes each
Kyriba needed its teams to understand a pricing rollout. We split it into three whiteboard chapters, so each group could watch the part that applied to them. Their brief set the tone for us: "Sale people tend to get bored easily so we need these videos to has some humor in them."
Why this style
Whiteboard builds a policy or pricing logic one step at a time, which suits internal rollouts.
What to take from it
Split a big change by audience. Each person watches only what they need, and nobody tunes out.
09
Cubic: a technology platform told through characters
Buying committeeCharacterB2W production
Made for: CubicLength: 2:00
Cubic builds technology for transportation and defense, where every purchase passes through engineers, program managers and procurement. This character-led explainer gives all of them the same people to follow, so the platform makes sense to each role. It is one of the highest rated videos in our library, and this month an agency planning a data center safety video asked us to match its style.
Why this style
Character animation turns a complex platform into a story each stakeholder can follow, technical or not.
What to take from it
When a buyer points at a sample, ask what they liked. Here it was the characters and the calm pace, which became the brief.
10
SUSE: a character for the people who keep systems running
Buying committeeCharacterB2W production
Made for: SUSEGoal: Customer retention
SUSE used a character-led story to speak to IT teams and the leaders who fund them. A character turns infrastructure into a human problem every stakeholder recognizes.
Why buyers ask for it
The character motion in this video keeps getting requested. A university team briefing their next film told us they liked its dynamic character motion and wanted characters just like it.
11
Quadient: a brief built with Sales and Product Marketing
Buying committeeInfographicB2W production
Made for: QuadientSeries: 5 videos on accounts payable and receivable
Quadient builds each brief with input from several teams. Before the third pillar video, their marketer told us she was "gathering input from a few internal stakeholders across Product Marketing and Sales". The result is a five-video series that sales and marketing both use.
Why this style
Infographic motion graphics keep finance workflows precise and easy to follow for CFOs and AP teams.
What to take from it
Bring Sales into the brief early. Their objections become the scenes that win the room.
Arm your sales team
Sales teams reuse a good video in every first call, follow-up email and proposal. These three were built to travel.
12
Sponsorium Hub: one story in four languages
Sales enablementInfographicB2W production
Made for: SponsoriumVersions: English, French, German, Portuguese
Sponsorium wanted one demand generation video its team could use in every market. We built it once in infographic style and delivered it in four languages, so reps in each region open with the same clear story. It is one of the highest rated videos in our library.
From the project
After delivery, we built Sponsorium a video marketing report: keyword-checked titles and descriptions, short scripts, GIFs and Lottie files, so the team could reuse the video across their site, emails and social.
Why this style
Infographic motion graphics localize cleanly. Text, voice and on-screen labels swap without redrawing scenes.
What to take from it
Plan languages at the script stage. Leaving room for longer French and German lines saves a round of rework.
13
Corridor: EpisodeIQ for home health agencies
Sales enablementCharacterB2W production
Made for: CorridorLength: 1:40
Corridor serves home health and hospice agencies, and its sales team needed a quick way to show what EpisodeIQ does for a busy agency. A character-led story puts the agency team on screen, so prospects see their own day before they see the product. It keeps selling for us too: an education nonprofit chose it as the reference for their own video, and another buyer asked for the same style this year.
From the project
Before animation began, Corridor's marketing director compared two voiceover reads and chose the second: "The voiceover is much better."
Why this style
Characters make healthcare software feel human and easy to picture inside a real agency.
What to take from it
Show the buyer's workday first. Prospects lean in once they recognize their own routine.
14
M&M Stories: customer stories that do the selling
Sales enablementCharacterB2W production
Made for: A US tax relief firmLength: 1:30
A tax relief firm wanted prospects to hear from people who had been in their shoes. We turned real customer stories into a character-led testimonial, so a stressful money problem feels personal, relatable and solvable. It is one of the highest rated videos in our library and a go-to sample when B2B services firms ask how to make testimonials feel warm.
Why this style
Animated testimonials protect customer privacy while keeping the emotion of a real story.
What to take from it
Let the customer be the hero. Prospects trust a story like theirs more than any claim you make about yourself.
Educate and onboard customers
After the deal closes, video keeps working. It answers the same questions your success team hears every week, keeps repeat requests out of your ticketing system, and gives new users a faster start.
15
Bitcoin IRA: making a new asset class feel approachable
Customer educationInfographicB2W production
Made for: Bitcoin IRATopic: Benefits of investing in Bitcoin
Bitcoin IRA needed to explain blockchain and retirement investing to people who were curious and cautious at the same time. The video walks through the benefits step by step, in plain language. See the Bitcoin IRA success story.
Why this style
Animation turns abstract ideas like a blockchain ledger into simple visuals a first-time investor can follow.
What to take from it
Answer the fear before the feature. Trust comes first when the topic is money.
16
Capital Market Advisors: an investment strategy, explained for clients
Customer educationInfographicB2W production
Made for: Capital Market AdvisorsSeries: A library of explainers since 2024
Capital Market Advisors has built a library of infographic explainers with us since 2024, from platform walkthroughs to a client portal guide. This one explains an investment strategy in under two minutes for advisors and the clients they serve. A retirement plan provider liked its look enough to choose it as the style for their own participant education video.
From the project
On Basecamp, the client marked up the storyboard page by page, and the video was built in ICR Partners' branding from their brand guide. Small details mattered: their designer flagged a character's hair color from an earlier video before approving the new look.
Why this style
Infographic motion makes portfolios, allocations and fees readable for clients who are not finance experts.
What to take from it
Build a library, one topic per video. Clients learn at their own pace and advisors send the right clip at the right time.
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Why fintech teams use animation for client adoption
A short episode on our work with ICR: how animation helps clients understand a financial service and start using it.
Explain programs, policies and initiatives
Some of the most watched B2B videos never reach a prospect. They help employees, partners and communities understand a change.
17
MITRE: financial transparency and compliance training
Internal trainingCharacterB2W production
Made for: MITREGoal: Compliance training
MITRE needed staff to understand financial transparency and compliance rules without wading through policy documents. Animation turned the rules into clear scenarios. Read the MITRE case study.
From the project
MITRE recorded part of the narration with their own people, and the first cut went to several reviewers. Their lead's first reaction was "Fantastic!" before she routed it to two colleagues for sign-off.
Why this style
Scenario-based animation makes compliance relatable and easier to recall on the job.
What to take from it
Show the rule in a real situation. People remember what to do when they have seen it happen.
18
BentallGreenOak: a tree planting initiative
Culture and ESGCharacterB2W production
Made for: BentallGreenOakTopic: Tree planting initiative
BentallGreenOak, the global real estate investment manager, used animation to share a tree planting initiative with its people and partners. See the BentallGreenOak case study.
Why this style
Warm illustrated animation gives ESG stories a human feel.
What to take from it
Make the impact visible. Show what changes on the ground, then invite people to take part.
How B2B buying committees watch your video
A B2B explainer rarely gets watched once. It gets forwarded. The marketer who found you shares it with Sales, Finance, IT and Legal, and each person watches for a different reason. Here is what our own projects taught us about that room.
01Stakeholders join the brief early
Quadient's marketer gathered input from Product Marketing and Sales before we wrote a word. Videos built this way survive internal review because the objections are already in the script.
02First-time teams need alignment on story, imagery and copy
A Canadian bank making its first animated video asked us to align several departments on the story, the visuals and the words before production. One shared storyboard ended weeks of email back and forth.
03Outside reviewers sign off at script and storyboard
For a US utility, external stakeholders approved the script and the storyboard. Locking those two stages kept animation on schedule, because nobody was reopening the story later.
04The pain is often internal
One contract software buyer told us their sales team was "constantly chasing Legal for status updates". The video they needed spoke to both teams at once.
Sales teams get the most mileage from animation. A 60 to 90 second explainer opens first calls, follows up demos and answers the "so what does it do?" question for people who missed the meeting. When we work as an explainer video company for sales-led teams, three requests come up again and again:
01Keep it light enough for reps to share
Kyriba asked for humor because salespeople tune out dry training. A light touch makes reps proud to send the video to prospects too.
02Cut it into pieces
Ask for 15 to 30 second cutdowns of the main video for email, LinkedIn and proposals. A short clip also gives cold outreach something worth clicking. One script, many uses.
03Measure what sales sees
One client, a mobile app testing platform, told Clutch the video increased their impressions, views and leads. A technology alliance said theirs was well received internally before it ever went public.
A three minute guide to the animated explainer video companies worth a look in 2026.
What B2B buyers ask for in their brief
We looked at 39 recent project questionnaires from B2B buyers. Their answers help you make better business decisions about tone, length and timeline before a single frame is drawn:
26of 39 wanted an informative tone
B2B buyers want clarity first. Humor and emotion work best as seasoning on a clear explanation.
11named lead generation as the main goal
Retention (6) and engagement (5) came next. Knowing the goal shapes the call to action and where the video lives.
24wanted 60 seconds or longer
13 asked for more than 90 seconds and 11 for 60 to 90 seconds. B2B stories need room for context.
22needed it in 6 weeks or less
13 chose 4 to 6 weeks and 9 needed it in under 4 weeks, which is where AI-assisted production helps.
Two patterns stood out in our inbox. Some teams arrive with a full screenplay and a defined color palette, which speeds up design. Others are racing a launch date and need script turnaround in days. Both work when the brief says so on day one. Before you send yours, read our buyer's guide to animated explainer video companies and browse more animated explainer videos for reference.
B2B video content ideas
Once you have a hero explainer, these B2B marketing videos extend it across the funnel:
01Product launch explainers
Introduce a new module or integration in 60 seconds. Logistics platforms use them to explain SaaS logistics solutions in a way buyers follow in seconds.
The animated B2B marketing videos we keep coming back to, and the idea behind each one.
B2B explainer video FAQs
What is a B2B explainer video?
A B2B explainer video is a short animated video, usually 60 to 120 seconds, that shows business buyers what a product or service does, who it helps and why it matters. B2B teams use them on websites, in sales emails, at events and for onboarding. Some teams call them business explainer videos.
How long should a B2B explainer video be?
Most B2B explainers run 60 to 90 seconds. In the 39 briefs we reviewed, 13 buyers wanted more than 90 seconds and 11 wanted 60 to 90 seconds. Complex products and training videos can run longer if they are split into clear chapters.
How much does a B2B explainer video cost?
At B2W a 60 second video costs $2,400 to $3,200 on the Growth plan, $3,500 to $5,000 on Premium and $5,500+ on Flick. Price depends on style, length, characters and the number of language versions.
How long does it take to make a B2B explainer video?
Plan for 4 to 6 weeks for a standard 60 second video, 2 to 3 weeks with an AI-assisted workflow, and 8 to 12 weeks for 3D or cinematic work. Script and storyboard approvals are where most schedules slip.
Which animation style works best for B2B?
Infographic motion graphics suit data-heavy and technical products. Character animation suits human problems and sales enablement. Whiteboard suits step by step processes and training. 3D suits hardware and medical technology. Pick the style that makes your hardest idea easiest to see.
What makes a B2B explainer video convert?
The best ones open with the buyer's problem, focus on one outcome, show the product in context, and end with a single clear next step. They also give each person in the buying committee a reason to keep watching.
How do you get a buying committee to approve a video script?
Bring Sales, Product Marketing and any external reviewers into the brief early, and lock the script and storyboard before animation starts. That is how Quadient and our utility clients kept projects on schedule.
Can one B2B video work in several languages?
Yes. Sponsorium Hub runs in English, French, German and Portuguese from one production. Plan languages at the script stage so on-screen text has room for longer translations.
Where should B2B companies use explainer videos?
Use them on your homepage and product pages, in outbound and follow-up emails, in sales decks and proposals, at trade shows, in onboarding flows and in help centers.
How do I measure the success of a B2B explainer video?
Track play rate, watch time and conversions on the page where it lives, plus how often sales shares it and how deals that saw it progress. On YouTube, likes per view is a quick engagement signal.
Who makes the best B2B explainer videos?
Look for a studio with B2B samples in your category, a clear process and real client results. Broadcast2World has made 5,000+ animated videos since 2009 for B2B brands like Aiven, Kyriba, Quadient, Siemens and MITRE. Compare our B2B explainer video services with the studios in our list of explainer video agencies.
What are good examples of B2B explainer videos?
Aiven's platform series for category stories, Kyriba's whiteboard chapters for internal rollouts, Cubic's character explainer for buying committees and Loxone's infographic explainer for complex systems are all strong B2B video examples. Each one is grouped by buyer goal in this guide.
Final word
The best B2B videos start with a buyer goal: tell the category story, win the committee, arm sales, onboard customers or explain a change inside the company. Pick the goal, pick the style that makes your hardest idea easy to see, and brief every stakeholder early. Our case studies with Citibank, MITRE and BentallGreenOak show how that plays out. If you want an animated video production agency that has made 5,000+ videos since 2009, tell us about your project.
AUTHOR BIO
Shrija Roy
Content Writer, Broadcast2World
Shrija is a content writer at Broadcast2World, where she breaks down the nuances of animation, video production, and B2B storytelling through her engaging content. with a background in English and Mass Communication, she seamlessly blends strategic thinking with audience- focused storytelling.
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