Why B2B Must Embrace Its Inner Supervillain

People have a complicated relationship with superheroes. We love them when all hell is breaking loose. Not so much the rest of the time.

Their perfection is annoying. They're joyless buzzkills. They never relax or let others relax.

This is why nobody listens to superheroes during the first two acts.

This is why those first two acts are the supervillain's time to shine.

Our relationship with supervillains is also complicated.

To paraphrase one of the best quotes from Star Trek, we can be against them and admire them all at the same time.

We disapprove of the evil they do, but supervillains are often more fun to hang around with.

Supervillains have style. Supervillains have vision. Supervillains live their truth.

They're captivating and often compelling (in a lizard brain sort of way).

And unlike with superheroes, who tend to say eye-rolling things or dull boilerplate, you never want to miss a supervillain's quips and certainly not their big monologue.

Supervillains also respect the value of brand and how to build it.

It's what elevates them above ordinary villains.

The Joker from Tim Burton's Batman was best in class at this.

He respected showmanship (the first thing he says to Batman is "nice outfit").

He ran TV ads. His henchmen wore branded jackets. Even the cars, walkie-talkies, and poison gas they all used were in the brand's colors.

And the Joker didn't just try to kill everyone in Gotham.

He actually convinced them to gather by throwing a parade with free giveaways, complete with soundtrack by Prince.

As a marketing case study, he was kind of magnificent.

Like most such films, the superhero comes out ahead in the end, but the supervillain was the one ahead most of the way.

And this is what B2B brands and marketers must learn.

Because most B2B marketing doesn't distinguish the first two acts (when buyers are not in market) from the last act (i.e., when they are).

We run the same dull superhero routine with prospects all the time.

Even when we're not acting like Captain America, selling insurance against helicarrier crashes, we're still tedious, sending out painfully generic "don't use drugs" or "let's eat healthy and get in shape" messages, pretending the whole time this isn't awkward or ignorable.

B2B just isn't fun or interesting, even when fun or interesting would be better.

And what's worse, people are relatively patient with the likes of Captain America because they're Captain America.

But suppose it was some bush-leaguer with questionable superhero bona fides, like Hawkeye?

Few would give that putz the time of day.

And even if you did, his dull chatter about archery and home remodeling would get old quick.

People love a savior when they need help, but they love rockstars the rest of the time.

Which is why B2B must consider being a little less low-key and a little more Loki.

Your brand just might find its glorious purpose.

P.S. If you want a couple examples of superheroes who get it, think Iron Man and Batman.

Iron Man's a rockstar. He's fun at parties. He's a publicity magnet. And he doesn't keep his identity a secret. You know his name.

Batman is the dark and brooding kind of rockstar. He also respects the value of theatricality, and especially the value of branding.

All his equipment has bat stylings and is named the "bat-something."

Where does he get those wonderful toys?