B2B Video Library

Keap | What is Keap? An Easy Sales and Marketing Automation Software + CRM

Keap’s commercial introduces its simple, yet powerful sales and marketing automation tool designed to streamline business processes. With a friendly tone and lighthearted pace, it highlights how Keap’s CRM system saves time by automating key tasks, allowing users to focus on growing their business.

The Formula (That Works at Any Budget):

Relatable Struggles = Instant Connection – The ad starts by showcasing the frustrations of managing sales and marketing manually, creating an instant connection with anyone who’s ever juggled leads, follow-ups, or customer data.
 → Lesson: Show your audience their real pain points, and they’ll immediately see the relevance of your solution.

Simplicity = Clear Understanding – Keap’s ability to simplify complex processes is communicated through a straightforward, easy-to-understand visual narrative. The ad doesn’t overwhelm with jargon but instead shows how the product works in a clear and digestible way.
 → Lesson: Keep the message simple and focused on how your product solves the problem directly.

Conversational Humor = Engaging Storytelling – Light, humorous touches pepper the ad, making the topic of sales automation feel less intimidating and more approachable. It’s not just about the software; it’s about how it makes life easier and more fun.
 → Lesson: Use humor in a subtle, conversational way to keep the tone light and engaging.

Humor Breakdown:

The humor in this ad is situational and light-hearted. It plays on the frustration of manually managing tasks like follow-ups, meeting scheduling, and customer outreach. By exaggerating how chaotic and disorganized things can get without automation, the ad adds a playful tone that makes the solution feel even more refreshing and necessary.

Final Verdict:

Keap’s ad succeeds in delivering a clear, relatable message with a fun and engaging tone. It uses humor and simplicity to effectively communicate how the software helps businesses automate their sales and marketing processes—giving them back time to focus on what really matters.

Brave-o-meter score: 

B-7 | R-8 | A-7 | V-6 | E-8

BRAVE – 7.2/10

Watch the full ad & learn more:
 Website: Keap
 LinkedIn: Keap 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.

Share on social media

Related Videos

IONOS | I Own This

James Hardie | Fire-Resistant Siding for Rebuilding the Grizzly Flats Community

Kinaxis | Supply Chain Humor – Out of This World Disruption: Why Planning Matters

Stream Security | Living Healthy is Complicated – Cloud Operations Shouldn’t Be

NordLayer | Achieving Compliance

Back to videos

Let’s jump on a call

The secret behind the world’s greatest B2B adverts, Super Bowl campaigns.

Book a call

Brought to you by