The Marketing Millennials How to Build Brand in B2B with Marissa Kraines, VP and Head of Marketing at Webflow | Ep. 389
Feb 4, 2026
Marissa Kraines, VP and Head of Brand Marketing at Webflow, a seasoned B2B brand leader from Salesforce, talks world building, humor, and human-first storytelling. She explains creating the viral 'AI Guy' character and scaling it across channels. They cover using AI as a creative partner, measuring brand beyond clicks, and why emotional, discovery-focused marketing wins in B2B.
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Salesforce Astro Inspired Character Worlds
- Marissa credits Salesforce's Astro as inspiration for character-led world building and mass fandom.
- She observed tattoos and community rituals that proved the power of relatable characters.
Build Modular Assets For Character Scale
- Create a large set of modular assets (video sizes, stills, memes) so a character can live across paid, organic, and community touchpoints.
- Plan IRL activations and shareable moments for events to deepen recognition.
AI As Partner, Not Replacement
- Treat AI as a creative partner that accelerates work but never as the final, human-free output.
- Human taste and review remain non-negotiable to avoid obvious, damaging AI mistakes.