How DemandBase Transformed B2B Influencers into Superhero Storytellers


greater page views
over the benchmark

Business Challenge

In combination with a company rebrand, Demandbase 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.

They came to TopRank Marketing seeking a stellar creative hook, a powerful tactical strategy, and quick turn execution.

Program Strategy

To create a buzzworthy campaign, we needed a buzzworthy concept. Something prospects would love to consume – and influencers would love to share. Also, it needed to align with Demandbase’s rebrand.

The solution? Elevated content with a compelling storyline, unique creative, and amplification by strategically selected thought leaders prospects already knew and trusted.

Through custom illustrations, well known industry influencers were transformed into superheroes to save the B2B marketing world from human spam. Content featuring influencer superheroes was led by an interactive infographic and was amplified via a live launch event, influencer social sharing, blog posts, and brand social media.

Key Program Elements

  • Social First Campaigns Co-Created with Influencers
  • Animated, Interactive Infographic Concept and Design


Within two months, this creative influencer campaign drove superhero results:


in potential reach via active influencers


engagements by industry influencers


greater page views over the benchmark

Learn how influencer marketing can grow your business: Schedule a consultation today

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