The real-life influencers were given characters with superpowers that matched their messaging - such as Jay Baer using data to personalise campaigns, or Pam Didner aligning sales and marketing.
We asked Justin, why superheroes?
“When you’re building influencer campaigns, everyone uses the same influencers. There’s a very wide network of people who have attained a level of influence.”
“If you look at the types of companies that stand out, and the influencers that want to engage with those companies, you see ones where those influencers are made into something different.”
“They want to share things that are in line with their brand, but that go beyond just an interview or just a video.”
“That’s why we made them into cool comic book characters that fight against the things they often talk about in B2B marketing and sales.”
It also tied into Demandbase’s new brand messaging, as Justin explained:
“People are sick of these things - they’re tired of spam, unwanted messaging and the never-ending onslaught of emails.”
“We wanted to take our new brand messaging - helping to unspam, launching smarter GTM - and make our mascot DeeBee and our influencers into superheroes battling against those things.”
“Because essentially, that’s what we saw Demandbase as doing. We help our customers and prospects to reach out to accounts intelligently.”
