How to Turn B2B Brands Into Category Leaders With Superfans

Marketing Execution with Mark Donnigan · Aug 27, 2026 · 19m

B2B companies think they have an awareness problem. But in reality, they have an apathy problem. Brittany Hodak's SUPER Model framework flips the script: instead of chasing top-of-funnel volume, she maps the exact progression from customer indifference to vocal advocacy. Her "Ladder to Superfandom" reveals why the real threat isn't competitors but the customers who simply don't care enough to choose you twice.

Here's what hit me hardest: Hodak's SUPER method for understanding buyers exposes how most sales outreach mirrors that mall kiosk vendor who opens with a fake compliment before…