B2B Video Library

Umault | B2B Never Dies – A B2B marketer is bitten by a zombie

What happens when traditional B2B marketing just won’t die? Umalt’s ad takes a hilariously dark twist on outdated marketing tactics—literally turning them into the walking dead. The ad follows a B2B marketer bitten by a “zombie” of bad marketing, transforming into a lifeless, buzzword-spouting creature, unable to resist the siren call of bland messaging and uninspired campaigns.

The Formula (That Works at Any Budget):

  • Satire + Genre Mashup = Unforgettable Hook – Merging horror with B2B marketing creates an instant attention grabber. By exaggerating the industry’s worst habits (generic messaging, corporate jargon), Umalt makes its point loud and clear.
    → Lesson for B2B Marketers: Find a fresh, unexpected way to poke fun at industry clichés—humor works best when it holds up a mirror.

  • Exaggerated Pain Points = Instant Relatability – The moment the marketer starts regurgitating meaningless corporate buzzwords, it’s painfully familiar to anyone in B2B.
    → Lesson for B2B Marketers: Highlighting your audience’s biggest frustrations in an exaggerated way makes your message hit home instantly.

  • “Cure” = Your Product as the Hero – Umalt positions itself as the antidote to zombie marketing, showing that B2B campaigns can be bold, creative, and full of life.
    → Lesson for B2B Marketers: Make it clear that your brand is the cure for the industry’s most persistent problems.

Humor Breakdown:

  • Zombie Tropes Applied to B2B – The infected marketer slowly loses his soul to bad marketing, mirroring every horror movie transformation scene—but with corporate buzzwords instead of groaning.

  • Dead-Eyed Delivery of Clichés – The script leans into mindless marketing jargon, showing just how ridiculous it sounds when stripped of context.

  • Mocking B2B’s Worst Habits – Overuse of words like “synergy” and “data-driven” becomes part of the horror, proving that the undead and uninspired marketing aren’t so different.

Final Verdict:

This ad is a brilliant, self-aware roast of bad B2B marketing, making it a must-watch for every marketer who’s ever cringed at their own slide decks. Umalt proves that creativity in B2B doesn’t have to be dead—it just needs the right spark.

Brave-o-meter score:
B-8 | R-7 | A-7 | V-8 | E-6
BRAVE – 7.2/10

Watch the full ad & learn more:
Website: Umalt
LinkedIn: Umalt LinkedIn Page

(See what BRAVE means in our collection)

Understanding the B.R.A.V.E. Scoring System

The B.R.A.V.E. scoring system uses AI to deliver an unbiased evaluation of top-of-the-funnel B2B brand ads. It measures potential impact, memorability, and effectiveness by assessing five key components of a video ad or commercial. This system gauges an ad's capacity to drive brand recall and enhance salience, ensuring that creative work not only captures attention but also leaves a lasting impression.

What B.R.A.V.E. Stands For:

Each letter represents a key factor in determining an ad’s success:

  • B — Boldness: Is the ad original, creative, or daring? Does it break away from generic B2B marketing, or is it just another forgettable corporate video?
  • R — Relevance: Does it connect with a real buyer pain point? Is it addressing a specific frustration or need, or just listing product features?
  • A — Attention: Does it grab and hold attention in the first few seconds? Is it visually or tonally engaging, or easy to skip?
  • V — Vibe: Does it create an emotional response—laughter, recognition, or surprise? Or does it feel like just another corporate info dump?
  • E — Effectiveness: Will buyers remember the brand when they need a solution? Does the ad make an impact that lasts beyond the moment?

How It’s Applied to B2B Video Rating

Each video is scored 1 to 10 in all five categories, based on how well it meets the criteria. The total score (out of 50) is then divided by 5 to give a final B.R.A.V.E. score out of 10.

For example:

  • An ad scoring B-8 | R-9 | A-7 | V-6 | E-8 has a total of 38/50.
  • The final B.R.A.V.E. score is 7.6/10.

Why It Matters

B2B ads often struggle with being bland, forgettable, or ineffective. The B.R.A.V.E. system ensures they are judged by their ability to break through, connect with buyers, and drive action.

Simply put: If your ad isn’t B.R.A.V.E., it’s invisible.

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