The second beast, from the land, functions primarily to promote the worship of the first beast (13:12). It operates with borrowed power and by means of deception. Its lamb-like appearance is a mask for Satanic speech (13:11), and its public display of signs is really smoke and mirrors to deceive people into worshiping the first beast (13:13–15). It requires elites and non-elites alike to receive the mark of the beast to participate in the economy (13:16–17).
… The second beast, from the earth (that is, of local origin [in contrast to Rome, which conquered Asia Minor from the sea]), is then seen as those who promote the imperial cult, perhaps local government and/or religious officials in and around cities like Ephesus and Pergamum. The mark of the beast might be an imperial slogan, seal, or image.
Gorman, Michael J. (2011-01-01). Reading Revelation Responsibly: Uncivil Worship and Witness: Following the Lamb into the New Creation (Kindle Locations 2989-2997). Cascade Books, an imprint of Wipf and Stock Publishers. Kindle Edition. Continue reading