The 10 Best B2B eBook Examples to Draw Inspiration From

eBooks are an integral part of any B2B marketing strategy. Learn why you should be creating eBooks and the best practices for designing an effective eBook.

Devon Wood
Devon Wood
3 minutes

eBooks have emerged as a cornerstone of effective B2B marketing strategies. Whether you are publishing reports, whitepapers, or research, guides, checklists, or any other type of downloadable asset, eBooks play a pivotal role in driving effective campaigns, generating leads, and establishing industry authority.

But in order for your eBook to be a successful content initiative, it must be constructed in a manner that is compelling to the consumer. From cover to cover, it should be strategically designed to keep readers engaged, and entice them to engage with your organization further.

In this article, we’ll cover all things related to designing a beautiful eBook, and take a look at some of the best examples in B2B.

Why Create eBooks For Your B2B Business?

Here are some of the top reasons why your B2B organization should incorporate eBooks into their content marketing strategy:

1. In-Depth Knowledge Sharing:

Ebooks allow B2B companies to share in-depth industry knowledge and insights. By delving into complex topics, they demonstrate expertise and provide valuable information to businesses hungry for in-depth understanding. In an era where decision-makers are looking for substantial resources to inform their choices, ebooks become valuable assets, positioning the company as a reliable source of information.

2. Lead Generation and Qualification:

One of the primary functions of ebooks in B2B marketing is lead generation. By offering high-quality, informative content, businesses can attract potential clients, encouraging them to exchange their contact information for the ebook. These leads, acquired through genuine interest in the content, are often of higher quality, making them more likely to convert into customers.

3. Building Credibility and Trust:

B2B transactions are built on trust. Ebooks, when well-researched and thoughtfully crafted, enhance the credibility of a business. By providing accurate and valuable information, companies establish trust with their audience, a critical element in decision-making processes. Trust leads to long-term relationships, ensuring that clients return for future services or products.

4. Thought Leadership and Brand Authority:

Ebooks present an opportunity for B2B companies to position themselves as thought leaders. By addressing industry challenges, sharing innovative solutions, and offering expert insights, businesses can shape perceptions within their market. When a company is perceived as a thought leader, it becomes a go-to resource, attracting clients who value cutting-edge ideas and expertise.

5. Engagement and Relationship Building:

Ebooks are interactive tools that encourage engagement. By integrating multimedia elements, interactive charts, and visually appealing design, businesses can create an immersive reading experience. Engaged readers are more likely to connect emotionally with the brand, fostering a relationship that goes beyond the transactional level.

6. Multi-Channel Marketing:

Ebooks serve as versatile content pieces that can be repurposed across various marketing channels. From email campaigns to social media promotions, these assets can be adapted, ensuring consistent messaging and wider reach. Through strategic distribution, businesses can amplify their ebook’s impact, reaching a broader audience of potential clients.

B2B eBook Design Checklist

Compelling Cover Design

  • Covers can make or break your entire eBook. Many users may skip right over your offering if the cover does not utilize bold colors, striking visuals, and compelling imagery.

  • Ensure the cover visually conveys the essence of your eBook, aligning with the content’s core message and value proposition.

  • Include trust signals; logos, accolades, certifications, partnerships, publish date - any credibility to establish yourself as a reliable source.

Clear Information Architecture

  • Structure your eBook with clear headings, subheadings, and chapters, ensuring logical flow and making it easy for readers to navigate the material.

  • Create a user-friendly table of contents that provides a comprehensive overview of the eBook's sections, enabling readers to swiftly jump to relevant topics.

Visually Appealing Graphics

  • Design illustrations that represent concepts uniquely, adding a touch of creativity that captures the reader's attention and enhances the overall visual appeal.

  • Use charts, tables, graphs, and diagrams to illustrate complex data points, making the information more accessible and engaging for readers.

Want to learn more about illustrations? Check out our guide on the Best SaaS Illustrations!

Content Formatting and Readability

  • Use concise paragraphs, bullet points, and visuals to enhance scannability. It’s highly likely that most people will not read cover to cover, so make sure the key points are easily digestible.

  • Use ample white space, consistent margins, and readable font styles to create visually appealing layouts, preventing reader fatigue.

Brand Consistency

  • Develop comprehensive brand guidelines encompassing colors, typography, imagery, and tone of voice to ensure a consistent visual and verbal identity across your eBooks.

  • Place the company logo and other branding assets throughout pages, reinforcing brand recall and emphasizing your organization’s core competencies.

Top B2B eBook Examples

Here, we identify 10 B2B companies that consistently publish exceptionally designed eBooks, reports, whitepapers, and other similar digital resources. Check out our examples and the highlighted design elements from each!



Best Features From Semrush

  • 🌈 Colorful Backgrounds

  • 🖋️ Alluring Heading Typography

  • ↕️ Paragraph Spacing



Best Features From Shopify

  • 🌈 Use of Captivating Gradients

  • 📊 Data Visualization

  • 🖊️ Bold Headings



Best Features From Hubspot

  • 📙 Superb eBook Cover Design

  • 🎤 Brand Consistency (Colors, Tone of Voice, Images)

  • 📍 Branding in the Footer, CTAs, and Illustrations



Best Features From Calendly

  • ✏️ Eye-catching Illustrations

  • 📃 Bullet Points, Block Quotes, and Other Unique Formatting

  • 🔵 Visual Identity Consistency (Colors, Typography, Imagery)



Best Features From Shogun

  • 💻 Screenshots with Overlays and Illustrations

  • 👆 Links to Relevant Shops and Content

  • 📞 Conversion Panels



Best Features From Hotjar

  • 👀 Intuitive and Scannable Content Structure

  • 📘 Visually Pleasing Chapter Covers

  • 🖌️ Subtle Use of Pastel Colors



Best Features From Pantheon

  • 📈 Data Visualization

  • 🟡 Color Palette

  • 📰 Title Typography



Best Features From ServiceTitan

  • 🔢 Supporting Statistics

  • 🧍 People and Industry-related Illustrations

  • 📏 Content Length and Minimizing of White Space



Best Features From Zendesk

  • 📸 Captivating Imagery

  • 📖 Presentation of Customer Stories

  • ✅ Solution-oriented Copywriting 



Best Features From Databricks

  • 📋 Table of Contents and Pagination

  • 🎨 Use of Brand Colors for Copy and Backgrounds

  • ⤵️ Compelling Conversion Panels

Parting Thoughts

In summary, eBooks are not just documents; they are strategic tools that empower B2B companies to educate, engage, and convert potential clients. For marketers, these digital assets are invaluable in establishing credibility, generating leads, and nurturing long-term, fruitful relationships.

eBooks don’t have to be boring and bland. They shouldn’t remind you of a textbook or dissertation. Instead, eBooks should be inspiring, captivating pieces of content that properly represent your brand and the core competencies of your organization. There is plenty more to a whitepaper than words on a page. Utilize design best practices to enhance the appearance of your content, and hone your brand voice and industry expertise to make the asset your very own.

B2B eBook FAQs

What is the average length of a B2B eBook?

The ideal length of a B2B eBook can vary widely based on your content, audience, and purpose. However, a typical B2B eBook often falls within the range of 10 to 30 pages. The key is to strike a balance between providing comprehensive information and keeping the content concise and engaging. 

Focus on delivering high-quality, actionable content that directly addresses your audience's pain points and offers valuable insights. Visual elements, such as infographics, charts, and images, should be used strategically to enhance understanding and engagement without overwhelming the reader.

What are the best platforms and channels for distributing B2B ebooks to maximize visibility and downloads?

When it comes to marketing your B2B eBooks, there are a number of strategies that can be highly effective when executed properly. Here are just a few:

Your Website: Hosting the eBook on your website allows you to control the user experience and capture leads directly. Create a dedicated landing page with a compelling description, visuals, and a clear call-to-action (CTA) to encourage downloads. You can also construct a content strategy, publishing blogs and other relevant content that lead to downloading the eBook.

Social Media: Leverage social media platforms like LinkedIn, Twitter, and Facebook to share snippets, quotes, and visuals from your eBook. Engage with relevant communities and groups where your target audience congregates.

Email Marketing: Send targeted email campaigns to your subscribers, including a teaser and a direct download link. Personalize your emails based on your recipients' interests and pain points.

Should I gate my ebook behind a form?

There are both advantages and disadvantages to gating an eBook. Here are some things to consider when requiring a user to submit a form in order to access an eBook: 

Partial Access: Offer a portion of the eBook (like the introduction or a few chapters) for free, showcasing the value. To access the full eBook, users can fill out a form. This way, readers can gauge the content's quality before providing their information.

Quality Over Quantity: Focus on the quality of leads over quantity. Ask for essential information like name, email, and company size. Too many form fields can deter potential readers.

Follow Up: After leads are generated, follow up promptly with personalized emails. Provide additional valuable content and nurture the relationship. This enhances the reader's experience and builds trust.

Feedback Loop: Use the data gathered from forms to understand your audience better. There are several tools like Hotjar and Fullstory which help analyze conversion rates, examine user interactivity, and see percent of visitors are bouncing before completing a form. You should also conduct A/B testing to test variations of landing pages.

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Table of contents
Why Create eBooks For Your B2B Business?
B2B eBook Design Checklist
Top B2B eBook Examples
1. Semrush
2. Shopify
3. Hubspot
4. Calendly
5. Shogun
6. Hotjar
7. Pantheon
8. ServiceTitan
9. Zendesk
10. Databricks
Parting Thoughts