Details
From advertorials in trade journals to sponsored segments at industry events, B2B native advertising has been around for decades.
But what has changed in recent years is the format, which has become a lot more sophisticated, and the targeting, which has benefited from the proliferation of digital channels available to B2B advertisers.
With the right blend of relevance and expertise, brands can connect with decision-makers in the channels, formats and contexts they trust – an approach that is educational, persuasive and measurable.
While the principles are similar to B2C, the execution is more often tailored to longer sales cycles, specialist audiences and higher-value offerings.
In this article, we’ve compiled the 8 best examples of B2B native advertising in 2025 so far, showcasing how brands and publishers are elevating creativity, effectiveness, and relevance to new levels in the B2B space.
8 Best Native Advertising B2B Campaign Examples 2025 [clickable table of contents]
Native Advertising B2B Campaign Example 4: Celebrating The Roadheroes by Alpega for Alpega
Native Advertising B2B Campaign Example 5: The Art of Entrepreneurship by 24sata for UMFO
Native Advertising B2B Campaign Example 6: This Could’ve Been an Email by Raconteur for Mailchimp
Types of Native Advertising B2B Campaigns in 2025
But before you dive into the best examples of native advertising B2B campaigns in 2025, let's have a quick overview of the most common types of native advertising B2B campaigns.
At the Native Advertising Institute, we’ve identified seven core types of native advertising B2B campaigns that brands use to create memorable content experiences and connect with decision-makers.
- Sponsored articles and advertorials
- Branded content hubs and microsites
- Video-led thought leadership
- Interactive tools and data visualisations
- CSR-driven storytelling
- Awards programmes
- Research- and insight-led initiatives
1. Sponsored articles and advertorials
Written content published in trade journals, business news sites or niche industry platforms, designed to deliver educational and persuasive narratives in a trusted editorial environment.
2. Branded content hubs and microsites
Dedicated digital destinations housing articles, videos, infographics and tools, providing a cohesive storytelling experience and deeper brand immersion for targeted audiences.
3. Video-led thought leadership
High-quality video series, interviews or documentary-style pieces – often integrated with conferences, summits or panel events – to position brands as experts and innovators.
4. Interactive tools and data visualisations
Engaging, hands-on experiences such as AI-powered rankings, calculators or visual dashboards that make complex topics more accessible and showcase product capabilities.
5. CSR-driven storytelling
Campaigns that highlight corporate social responsibility initiatives relevant to the industry, fostering goodwill and aligning the brand with shared values and community impact.
6. Awards programmes
Branded awards that recognise excellence within the industry, often doubling as a platform for product demonstration and community building.
7. Research- and insight-led initiatives
Proprietary studies, surveys or expert panels used to generate original insights, supported by content series that spark discussion and position the brand as a thought leader.
8 Examples of Native Advertising B2B Campaigns [2025 Updated]
Native Advertising B2B Campaign Example 1: Reinventing the Fortune 500 by Fortune Brand Studio for Accenture
Fortune Brand Studio dug deep into its own history to deliver a compelling campaign for Accenture. To mark the 70th anniversary of its own Fortune 500 list, it invited the tech company to produce an AI-powered reinvention of the iconic ranking, enabling users to deep dive into the data and access deep insights about the Fortune 500 companies, past and present – the perfect showcase for Accenture’s generative AI capabilities.
At the centrepiece of the campaign was a 10-minute brand film featuring top executives from both Fortune and Accenture, as well as behind-the-scenes collaborations and the vision driving the innovation. A fully designed content hub, meanwhile, offered exclusive interviews, thought leadership and interactive features. Distribution included native placements on Fortune.com, organic and paid promotion across social media, and amplification via Accenture’s owned channels and PR efforts.
Charged with engaging C-suite executives, business leaders and tech decision-makers worldwide, the results exceeded all benchmarks: 4.1 million impressions in the first month, 18,000+ landing page views, a 92.92% scroll depth and viewers from 2,200 business domains.
The campaign demonstrated the power of high-production-value storytelling to captivate a premium B2B audience – a standout example of how native advertising can position brands at the forefront of industry transformation.
Native Advertising B2B Campaign Example 2: The Better Work Project by Business Insider and Insider Studios for Indeed
Tired of enterprise HR decision-makers regarding it as ‘a leading job search engine’, Indeed sought a campaign to change this perception to ‘the world’s leading hiring and matching platform’. Conceived in partnership with Business Insider, the thought leadership and research-led initiative ‘The Better Work Project’ explored key HR topics including AI, workplace well-being and DEI.
The campaign’s centrepiece was the Workforce Innovation Board, a committee of senior HR leaders from companies such as Accenture, IBM, Cisco and Mastercard. Participating in six virtual roundtables over six months, the sessions informed newsroom editorial, branded content and original research.
Insider Studios created an interactive hub featuring the data, expert articles and AI impact insights, with click-throughs to Indeed’s site. The program had premium positioning – including a first-to-market placement in Business Insider’s navigation menu – and distribution across BI’s site, social channels and Morning Brew newsletters.
With 1.8 million total page views, 66% of unique visitors identified as HR decision-makers. The average engagement time was 25% above BI benchmarks, and custom ad units achieved a CTR of 84% above the benchmark. Furthermore, feedback from board members highlighted the program’s value in fostering meaningful peer discussions.
By blending high-level expertise, proprietary research and multi-channel amplification, the campaign successfully repositioned Indeed as a strategic partner in workforce transformation.
Native Advertising B2B Campaign Example 3: Thought Leadership told Natively by Axel Springer Brand Studios (Media Impact) for MediaMarktSaturn & Deutsche Bahn
In its B2B campaign to showcase the AI-related thought leadership and digital transformation of clients Deutsche Bahn and MediaMarktSaturn, Axel Springer Brand Studios devised a video segment, ‘5 Fragen An’ (‘5 Questions For’), which generated valuable executive insights for a range of WELT platforms, including social media and print.
Omnichannel consistency ensured a seamless brand experience while retargeting nurtured deeper engagement. Meanwhile, the format leveraged WELT’s premium editorial environment and integration with high-profile industry events like the WELT KI-Gipfel (AI Summit)
The campaign exceeded all benchmarks. Across both brands, the format delivered over 32,000 page views, a video completion rate 92% higher than editorial averages and strong engagement rates.
By combining premium distribution, authentic executive storytelling and event alignment, the series positioned the participating brands as credible industry leaders, demonstrating the effectiveness of native video for B2B thought leadership.
Native Advertising B2B Campaign Example 4: Celebrating The Roadheroes by Alpega for Alpega
Transport tech company Alpega was both facilitator and client for ‘Celebrating The Roadheroes’, a campaign that sought to recognise and connect the trucking community.
User-generated, authentic content played a large role in the campaign, which combined digital storytelling, social content, email marketing and offline roadshows in Spain and France.
Omnichannel execution included social media promotions, employee advocacy, segmented email waves and on-the-ground activations at truck stops, which featured giveaways and networking opportunities. The campaign aimed to boost awareness, strengthen brand affinity and generate leads among logistics professionals.
The results were strong. An overall reach of 1.85 million, 2.2 million social impressions, 4,000+ engagements and 1,200 MQLs told their own story, but perhaps didn’t do justice to the sheer volume of emotion the campaign generated. By blending human storytelling with industry-specific challenges, this B2B success story succeeded in reinforcing Alpega’s leadership and commitment to the logistics sector.
Native Advertising B2B Campaign Example 5: The Art of Entrepreneurship by 24sata for UMFO
UMFO and publisher 24sata collaborated on ‘The Art of Entrepreneurship’ in Croatia to enhance SME financial literacy and business resilience, as only 18% of businesses survive beyond five years. The result was a visually rich, creative concept with collage and mixed-media elements in which entrepreneurs were portrayed as ‘artists’ crafting their ‘masterpieces’.
Combining native articles, live workshops and video content, the campaign provided practical advice on financial planning, leadership and employee benefits. A microsite served as a central hub for expert insights, guides and case studies, while the workshops offered direct interaction with financial specialists. Video recaps extended the content’s reach, while targeted social media, banner ads, and PR amplified visibility.
The campaign drew 61,704 microsite visits, 4.57 million ad impressions and 115,296 video views. Workshop attendance reached 85% of registrants, highlighting high engagement.
By blending educational value, multi-platform accessibility and a creative metaphor, the initiative positioned UMFO as a trusted partner for SME growth, showcasing how financial storytelling can engage a traditionally hard-to-reach B2B audience.
Native Advertising B2B Campaign Example 6: This Could’ve Been an Email by Raconteur for Mailchimp
Seeking to grow its appeal among advanced SMB marketers in the UK, marketing automation platform Mailchimp embarked on a year-long, multi-format thought leadership campaign with Raconteur to position itself as an enabler of growth ‘beyond the inbox’.
Supported by case studies, expert commentary and proprietary research, they produced 30 native articles, videos, infographics and reports, focusing on a different theme every three months. Promotion combined organic and paid social, targeted display ads, newsletter inclusions and homepage features. Bespoke illustrated designs gave the campaign a distinctive identity, encouraging repeat visits to the central hub.
The campaign achieved 289,042 views (141% above KPI), 178,448 unique users and an average session duration 48% above industry benchmarks. Social promotion delivered 14.4 million impressions and 224,177 clicks, of which 97% were UK-based.
By aligning timely themes with diverse content formats, the program built trust, boosted brand association and demonstrated the value of consistent, insight-driven engagement for B2B audiences.
Native Advertising B2B Campaign Example 7: Let’s Leave Something Behind by Seznam Brand Studio for Krušovice
Czech beer brand Krušovice partnered up with Seznam Brand Studio for a two-year campaign to support the preservation of culturally and socially important community spaces. In year one, the campaign focused on historic buildings, and in year two, it switched its attention to struggling traditional pubs. The public nominated sites for inclusion based on historical value, community importance and renovation feasibility.
Seznam told the stories of the nominees – of which there were 722 and 1,552 over the two years – through native articles, photography and drone footage distributed across Seznam’s publisher network and supplemented by PR and social promotion.
A brand lift study showed Krušovice’s association with pub preservation rose from 11 to 28%, surpassing market leader Pilsner Urquell. The initiative’s mix of grassroots engagement, authentic storytelling and measurable brand perception gains made it a standout B2B example of CSR-driven native advertising.
Native Advertising B2B Campaign Example 8: SurveyMonkey Curiosity Awards by Adweek Branded Content Studio for SurveyMonkey
SurveyMonkey partnered with Adweek to launch the inaugural Curiosity Awards. Not only were they a celebration of innovative marketing leaders at customer companies, but the program doubled as a product showcase, as nominations gave the target audience a hands-on experience of the new SurveyMonkey Forms tool.
Unfolded in three phases – pre-awards, announcement and post-awards – the campaign ensured sustained visibility. Adweek provided awards consulting, judging and multi-channel amplification. The centrepiece was ‘Portraits in Curiosity’, an illustrated winner profile series hosted on an interactive Shorthand page supported by a co-branded guide, podcast segments, webinar, banner ads, emails and social promotion.
The campaign achieved strong engagement through creative storytelling, distinctive visuals and strategic promotion across Adweek’s channels. By integrating product use into the awards process and aligning the theme with SurveyMonkey’s brand values, the initiative reinforced its positioning as a partner for curious, insight-driven marketers.
