10 best B2B copywriting examples to inspire you
Updated May 2025
Effective business-to-business (B2B) copywriting lands sales. While great visual branding is important, words position your B2B company to your audience and articulate the value of your offerings. Whether you’re a B2B business owner or an in-house marketer, the following B2B copywriting examples and tips will help you strengthen your marketing copy.
Only 32% of marketers worldwide are completely satisfied with the outcomes of their marketing strategies, but improving your copy can help you get more leads and conversions. In this blog post, we’ll share examples of carefully crafted copy from 10 B2B companies that can offer inspiration.
Tips for effective B2B copywriting
When writing for our B2B clients, we find the following tips to be most effective for more leads and conversions:
Be clear and concise: B2B products and services can be complicated. Strive for clarity, and keep your copy short and sweet so you don’t lose your audience’s attention. Avoid complex jargon that might confuse readers.
Engage your audience: Business-to-business copy doesn’t have to be written in boring corporate-speak. Your reader is a human, after all. Tap into emotions, use a conversational tone and incorporate storytelling.
Write targeted copy: Know who you’re talking to and let that show in your copy. Understand and speak to your audience’s pain points and goals.
Share benefits: Consumers want to know what they’ll get out of a product or service. While features are important, benefits connect the offer to a customer’s wants and needs, which builds an emotional connection.
Keep skimmers in mind: While some people closely read some texts, all readers skim, often skipping words, phrases and even paragraphs. To speak to skimmers in your copy, use headlines that stand out, lists and bold text for important information.
10 compelling B2B copywriting examples
Using examples of B2B writing from various industries as inspiration can spark ideas for your own business. Below, we’ll explore different types of copy, including website, billboard and email, from various B2B brands.
1. Jotform
This B2B copy on Jotform's website is benefit-driven, compelling and concise. Jotform understands its target market's need to "get it done," and the company delivers with its free online forms. The copy also communicates the product's robust features without making them front and centre, since people generally want to know about benefits more than features.
2. ConvertKit
ConvertKit uses engaging, targeted copy on its home page to draw in not just any business owners, but creatives like podcasters, musicians and more. The underlined word “podcast” is animated, showcasing the software’s different use cases and adding visual interest to this B2B copywriting example. The subhead text uses a play on words in keeping with the creative theme, and the CTA is action-oriented and benefit-driven.
3. Oracle
“The Millennial Migration” as the headline clearly illustrates the angle of this research piece created by Oracle and MOI Global to support Oracle’s “Digital Bank of the Future” campaign. The research examined the gap between current banking practices and consumers’ desires for a new banking experience. The B2B copy was aimed at decision-makers in the digital banking space and shared across various channels in multiple mediums.
4. Rant & Rave
This customer engagement platform for retail businesses puts a clever spin on popular song lyrics and titles to engage its audience, using eye-catching header copy to draw readers into content that speaks to their challenges in a direct, targeted way. The company then transitions into articulating its solutions and the results its customers have achieved.
5. Shopify
Shopify’s “Let’s Make You a Business” campaign uses lighthearted, relatable B2B copy to grab its audience’s attention and forge an emotional connection. The campaign’s goal was to entice aspiring small business owners to use Shopify’s platform to launch their companies.
“We want to be a household name people associate with entrepreneurship,” says Shopify’s CMO Jeff Weiser. “This campaign is an overarching statement about our mission and objective, which is evergreen, meaning it’ll be true a year and five years and 100 years from now.”
6. Talkatoo
Medical and veterinary dictation software company Talkatoo released a new website with fresh B2B copy (written by Scribe National — full disclosure!) to position its software as the ideal choice for professionals in those sectors.
In this B2B copywriting example, Talkatoo focuses on the benefit of enabling its customers to save time at work. The brand also showcases the underlying value of its software, helping customers get more out of life by allowing them to streamline record-keeping and leave the office earlier.
7. Zendesk
Zendesk uses its newsletter sign-up call-to-action box as an opportunity to build rapport with its audience and invite them to learn more about the company’s software. This approach sets Zendesk’s design apart from the standard newsletter registration box, and clearly communicates the benefit to the reader by suggesting that they can read about the software at their own pace.
8. Adobe
[Image source: Adobe marketing email]
This marketing email from Adobe is clear and concise. It's only a few sentences long, but it gets the point across. It also speaks directly to the reader's problem of missing an original file, asking about it immediately, then offering a solution.
9. Squarespace
Squarespace's website offer page includes headers and lists, making the copy easy to skim. Here, we see a list that showcases not only features but also the benefits of Squarespace's website design tool. This helps the company’s audience understand what the platform offers and how it'll help them.
10.Scribe National
This copywriting example on our website at Scribe National is for a client case study. It showcases a testimonial from our client and key highlights of the project, including closed deals and a 10x increase in organic website traffic. Both of these features in this case study build trust with our target audience and help them understand the benefits of our services.
Looking for help with your B2B copy?
There you have it — 10 of the best B2B copywriting examples that can get the wheels turning for your company’s next copy project.
While reviewing examples can inspire your copy, an extra set of hands can help bring that inspiration to life. That’s where we come in. Scribe National helps B2B business owners and in-house marketers craft copy that engages and motivates sales.
Whether your company needs a landing page or an entire website, as a B2B marketing company, Scribe National will work with you to write compelling copy to move your audience along the path to purchase. We might even make them laugh while we’re at it. Explore our writing services or book a discovery call.
