How Demandbase Transformed B2B Influencers into Superhero Story Tellers

Challenge

Demandbase rebranded and launched an evolved ABM solution to solve marketers’ longstanding challenges with data silos and spammy marketing messages. The new brand and solution meant an opportunity to break through the noise of MarTech industry hype and reach customers their new product would help most.

Strategize

Demandbase came to TopRank Marketing seeking a stellar creative hook, a powerful tactical strategy, and quick turn execution. To create this buzzworthy campaign, TopRank crafted elevated content with a compelling storyline, unique creative, and amplification by strategically selected thought leaders prospects already knew and trusted.

Customize

Through custom illustrations, well-known industry influencers were transformed into superheroes to save the B2B marketing world from human spam.

Activate

Content featuring influencer superheroes was led by an interactive infographic and was amplified through a live launch event, B2B influencer social sharing, blog posts, and brand social media.

Impact

Within two months of launch, this unique influencer campaign drove superhero results:

• 8.4M in potential reach via active influencers
• 460+ engagements by industry influencers
• 800% greater page views over the benchmark