B2B Video Library

Workbooks | the No BS CRM

Workbooks’ “No BS CRM” campaign takes a bold and humorous approach to highlight the frustrations many businesses face with traditional CRM systems. By using exaggerated scenarios and a candid tone, the ad positions Workbooks as a straightforward, reliable alternative for midsize businesses seeking a no-nonsense CRM solution.​

The Formula (That Works at Any Budget):

Humorous Exaggeration = Relatable Pain Points
The ad humorously depicts the chaos and inefficiencies caused by overcomplicated and overpriced CRM systems, making the viewer’s frustrations feel seen and understood.
→ Lesson: Using humor to exaggerate common industry pain points can create a strong emotional connection with your audience.​

Straight-Talking Messaging = Clear Value Proposition
By branding itself as the “No BS CRM,” Workbooks communicates its commitment to transparency and simplicity.
→ Lesson: Clear, jargon-free messaging can effectively convey your brand’s values and differentiate you from competitors.​

Targeted Appeal = Focused Market Positioning
The ad specifically addresses midsize businesses, acknowledging their unique challenges and positioning Workbooks as the ideal solution.
→ Lesson: Tailoring your message to a specific audience segment can enhance relevance and appeal.​

Final Verdict:

Workbooks’ “No BS CRM” ad effectively combines humor and direct messaging to address common frustrations with traditional CRM systems. By positioning itself as a transparent and user-friendly alternative, Workbooks resonates with midsize businesses seeking a straightforward solution.

​BRAVE-o-meter Score:
B-8 | R-9 | A-7 | V-8 | E-8
BRAVE – 8/10

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

(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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