B2B Video Library

Salesforce | Personalize your Partners’ Experience

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In this ad, Salesforce highlights how personalizing partner experiences can make a big difference. The story starts with a new partner entering the office. She’s quickly ignored, her name is forgotten, and she’s handed a generic stack of leads. Frustrated, she walks away. Salesforce steps in and transforms the experience by offering a tailored, personalized approach. This shows how important it is to make partners feel valued.

The Formula (That Works at Any Budget):

Personalization = Emotional Engagement
The ad begins by showing how a lack of personalization can create frustration. The partner is given generic, unhelpful leads and treated as just another name on a list. Salesforce then steps in with tailored solutions, showing how personalization leads to a better experience.
→ Lesson: Personalizing interactions builds emotional connections and keeps people engaged.

Contrast Between Negative and Positive = Clear Value
The ad clearly contrasts the partner’s frustrating experience with the positive impact of Salesforce’s personalized approach. This helps drive home the importance of personalization and the real benefits it brings.
→ Lesson: Show the contrast between the problem and the solution to highlight the value of your product.

Simple Solutions = Better Results
Salesforce simplifies the process by offering partners exactly what they need—tailored leads and support. This efficiency leads to better results and stronger relationships.
→ Lesson: A personalized, streamlined approach makes everything work more efficiently.

Humor Breakdown:

The humor in this ad comes from the awkwardness of the first part. The partner’s frustration at being ignored and treated impersonally is almost comical, especially as it contrasts sharply with the friendly, efficient service Salesforce offers.
→ Lesson: Use humor to highlight the difference between a bad experience and a good one, without overshadowing the message.

Final Verdict:

The Salesforce | Personalize Your Partners’ Experience ad does a great job of showing how personalization can make all the difference in business relationships. It starts with a frustrating, impersonal experience and ends with a tailored, positive one, demonstrating how Salesforce can turn things around for the better.

BRAVE-o-meter Score:
B-7 | R-8 | A-7 | V-7 | E-8
BRAVE – 7.4/10

Watch the full ad & learn more:
Website: Salesforce
LinkedIn: Salesforce

(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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