A “Problemotional” Review of 2023’s Best B2B Video Ads: Hubspot
HubSpot wasn’t afraid to have a little fun with their B2B video ad. They stood out with this one – a little silly, but also smart. It showcases how Hubspot can help your business grow, but in a fun and engaging way.
Here’s a break down into what sets this ad apart using the PESO framework:
P: Problem/Pain
The Old Ways Don’t Always Work: The ad starts with a “pirate captain” who is the CEO of a “pirate enterprise”– clearly a modern business owner, but with a historical twist. The ad shows how she’s stuck with outdated methods, like managing customer data manually, which is a real pain point for many B2B companies.
The Struggle for Growth: They highlight the common struggle of companies to grow and expand their businesses, especially in a competitive landscape. It shows how traditional, siloed methods can slow down progress and make it difficult to scale.
The Need for a Unified Approach: The ad implies that to truly grow a business, you need a system that helps you manage all your customer interactions and data in one place.
E: Emotion
Humor and Relatability: This ad is funny! It’s a clever play on the pirate theme, with the “captain” and her crew dressed in pirate garb, but using modern technology like HubSpot CRM. This unexpected combination creates a lighthearted tone that makes the ad memorable and relatable for a B2B audience.
Visual Storytelling: The video uses a visually engaging style, showcasing beautiful shots of the ship and the “pirate crew” going about their business. This helps to make the message of growth and success more appealing.
Relatable Frustration: It taps into the frustration that many business owners experience when they feel like they’re stuck in the past. The “captain’s” initial struggles with outdated methods resonate with anyone who’s faced similar challenges.
S: Solution
HubSpot CRM as the Solution: It cleverly introduces HubSpot as the solution to these challenges, showcasing how its CRM platform can help businesses grow and succeed.
Seamless Collaboration and Growth: The ad highlights how HubSpot can improve collaboration, make it easier to manage customer interactions, and help businesses scale their operations.
Customer-Centric Approach: HubSpot is presented as a platform that can help businesses build stronger customer relationships, improve customer satisfaction, and ultimately, grow their business through a more strategic and customer-centric approach.
O: Outcome
The Power of Growth: The ad shows the positive outcome of using HubSpot. The “pirate captain” is now leading a successful enterprise, using HubSpot to improve her operations and grow her business.
Empowering Employees and Customers: The video shows the “captain” embracing the value of her employees and her customers, suggesting that HubSpot can help businesses create a more empowered and engaged team and build stronger relationships with their customers.
The “Grow Better” Message: HubSpot is presented as a tool that can help businesses thrive in the modern world, suggesting that using the platform leads to better outcomes and greater success.
Overall:
Hubspot was able to take humor, with the added wittiness of Kathryn Hahn, and combine it with creativity and a common challenge their audience faces to deliver a powerful message about the value of their solution – making this ad a model example of how brands can leverage the “problemotional” formula for their B2B video advertising.
