It is enough to consider a plane parallel to the base, cutting the cone at a distance $x$ from the apex. By homothety, the area $A_x$ of such section equals $C x^2$, where $C$ is a constant for which $CH^2=B$ (the shape of the base does not matter). By Cavalieri's principle / Fubini's theorem the volume of the cone is given by $$ V=\int_{0}^{H} A_x\,dx = \frac{B}{H^2}\int_{0}^{H}x^2\,dx = \color{red}{\frac{1}{3}}BH.$$ A subtle variation: since the shape of the base/sections does not matter, it is enough to prove that the volume of a square pyramid is $\frac{1}{3}BH$. By homothety, it is $DBH$ for some constant $D$. Since we may dissect a unit cube in six square pyramids having height $\frac{1}{2}$ and unit base area, $$ 1^3 = 6\cdot\left(D\cdot 1\cdot\frac{1}{2}\right) $$ and $D=C=\frac{1}{3}$ follows.