Why a Mascot Might Be Your B2B Secret Weapon

Discover how a creative B2B mascot strategy can humanize your brand, drive deeper engagement, and provide evergreen marketing value for your business.

Author

Benjamin Ard
July 09, 2025

"Brand mascots don't ask for more money, don't leave, and you can evolve them however you like."

Jonathan Marciano

This week, I had the pleasure of chatting with Jonathan Marciano, VP of Brands and Content at Datarails, about an innovative (and somewhat unusual) B2B marketing strategy: introducing a brand mascot. Before you roll your eyes, let me assure you—this isn't your average marketing gimmick.

Jonathan and his team have crafted “Bob Sheetner" an FP&A-focused panda (F Panda, get it?) who's rapidly becoming a mini-influencer in the finance world. Trust me, this conversation will make you rethink mascots as more than cereal box fluff.

Here are my three main takeaways from the conversation:

1. Humanizing B2B through Humor and Characters

Jonathan explained how humor and relatability have become powerful differentiators in the traditionally dry space of financial software. Their mascot taps into everyday quirks and pain points, building genuine connections through humor.

2. Creating an Evergreen Brand Asset

One of the key reasons Datarails opted for a mascot was longevity. Unlike human influencers or brand representatives who might move on, a mascot remains consistent, adaptable, and perpetually loyal.

3. Leveraging AI for Deeper Engagement

Jonathan shared how they're using AI to give their mascot personality and interact with followers, creating dynamic, engaging content without sacrificing authenticity. Think short, witty exchanges on LinkedIn that amplify brand reach and recall.

Actionable Steps You Can Take:

  • Evaluate your brand: Could a character-driven mascot effectively communicate your brand personality?

  • Experiment with humor: Incorporate humor into your content to stand out and foster deeper customer relationships.

  • Explore AI-driven content: Consider using AI to enhance your mascot's persona and engagement capabilities, keeping interactions fresh and scalable.

If this sparked your curiosity, reach out to Jonathan Marciano on LinkedIn—or better yet, follow Bob Sheetner himself and see this strategy in action.

Subscribe for more insights like these, and keep the ideas coming!

Until next time,

Ben Ard
Host of the Content Amplified podcast