It's almost surprising to see how little space John gives to actually describing this second beast. It is almost as if there is only one significant thing to notice about him: Revelation 13:11 - "Then I saw another beast rising out of the earth. It had two horns like a lamb and it spoke like a dragon." There it is. He looks like a lamb but speaks like a dragon. Now, those two images are given such prominent place in the book of Revelation there is simply no doubting John's intent here. This beast comes across like Jesus but speaks like the Devil.
The role of this second beast to acquire the worship of the people for the antichrist (the first beast). He stirs up the devotion and passion of the people. And it shouldn't be hard for us to imagine this happening with great ease in this fallen world. Modern day examples are so rampant. The media spinners and fashion producers can stir up the devotion of the masses around the most insane, ridiculous morons you can imagine. We follow exactly as we're told to follow. This world is being trained 24/7 not to think for itself. It's being trained 24/7 not to think through it's own values. It's being trained 24/7 not to judge the way anyone else thinks or acts.
In other words, without anyone else even noticing or thinking about what's going on, there is this huge stage being built for the antichrist. And there's a whole generation coming up, right in the church, that won't even see him coming.