{"id":52083,"date":"2026-03-10T12:00:45","date_gmt":"2026-03-10T16:00:45","guid":{"rendered":"https:\/\/www.demandgenreport.com\/?p=52083"},"modified":"2026-03-10T10:44:46","modified_gmt":"2026-03-10T14:44:46","slug":"b2bmx-2026-keynote-elfried-samba-looks-to-bring-the-sexy-back-to-b2b-marketing","status":"publish","type":"post","link":"https:\/\/www.demandgenreport.com\/industry-news\/feature\/b2bmx-2026-keynote-elfried-samba-looks-to-bring-the-sexy-back-to-b2b-marketing\/52083\/","title":{"rendered":"B2BMX 2026 Keynote: Elfried Samba Looks to Bring the Sexy Back to B2B Marketing"},"content":{"rendered":"

In an industry where technology plays a fundamental role when it comes to output and performance, Elfried Samba remind B2BMX 2026<\/a> attendees that human connection is still the most powerful growth lever in modern B2B.<\/p>\n

Titled Building a Sexy Brand in an Unsexy Industry<\/em>, Samba challenged attendees to change they way they view B2B marketing and aim higher.<\/p>\n

\u201cBeing unsexy isn\u2019t a category problem, it a courage problem. The worst thing a brand can do is believe that it\u2019s in a boring industry and act accordingly,\u201d said Samba. \u201cWhat you realize that the best brands rewrite the rule books of what you are allowed to be in your industry. And it requires a little bit of bravery. Unsexy is when you act, smell, taste like everybody else, right? You’re basically just a template. You say, How are other brands in the space doing things? And we’re going do it exactly like that, right?\u201d<\/p>\n

Elfried Samba\u2019s Bio<\/strong><\/h3>\n

Samba brough first-hand operating experience to the stage. Butterfly Effect<\/a> is a community-centric marketing agency that helps brands grow through community-driven marketing, culture, and creativity. His agency works with brands including Netflix, Bumble, Formula E, Square, LinkedIn, Adobe, and Vodafone, helping them build community-powered growth engines that compound over time.<\/p>\n

As former Global Head of Social Content at Gymshark<\/a>, Samba helped scale the brand\u2019s fitness community from 1.5 million to over 20 million followers, contributing to its rise to a \u00a31.4 billion valuation alongside giants like Nike and Lululemon.<\/p>\n

Know your Target<\/strong><\/h3>\n

In the B2B space, Samaba said the key is to make an emotional connection not with the person signing the check but the person they are going to talk to signing up the check. And that is making sure you are telling a story.<\/p>\n

\u201cIf you can’t give your information to them in a way that they can understand and translate it to everybody else. You don’t win,\u201d said Samba.\u201d So it’s important to be really great and clear with the story, [making an] emotional attachments. People forget you as soon as they stop speaking to you, right? You’re supposed to make sure that you make them feel something, and a lot of brands just don’t do that.\u201d<\/p>\n

Building a World<\/strong><\/h3>\n

Samba is one of LinkedIn\u2019s most influential creators, with a fast-growing audience built by applying the same community-first principles in real time\u2014 proving that the rules of brand, community, and trust work just as powerfully in B2B as they do in consumer culture. In front of a packed audience, Samba offered three touchpoints to make B2B campaigns stand out<\/p>\n

    \n
  • World Building:<\/strong>\u00a0Build a world that has a tone, a language, a universe that people want to exist inside. Community creates belonging that features never can.<\/li>\n
  • Defines Villain:<\/strong> Have an opponent. The biggest, most tolerated pain point is that everyone suffers but nothing changes. That\u2019s you point of view, a characteristic that makes a brand impossible to ignore.<\/li>\n
  • Elevates Heroes:<\/strong> Make your customers look like geniuses for choosing you. When people feel smarter for being associated with your brand, they not only stay with you but become your biggest promoter. That\u2019s when you stop renting attention and start earning trust.<\/li>\n<\/ul>\n

    \u201cYou paint a world or a destination that you want to be a part of, and you position what you do as unlock to get there,\u201d said Samba. \u201c And that’s what the best marketers do.\u201d<\/p>\n

    Four Avenues in 2026<\/strong><\/h3>\n

    For 2026, the opportunities are in four different pots, according to Samba. The first is personal branding as \u201cpeople buy from people.\u201d This happens when\u00a0you activate your leaders, team, and customers to highlight the humans who represent what your brand is really about.<\/p>\n

    \"B2BMXNext was creators, where Samba says is the biggest phenomenon in marketing right now. B2B marketers should be identifying and teaming with creators who are story tellers on behalf of brands, as \u201cthey drive trust and commercial growth in ways traditional content can’t.\u201d\u00a0 This dovetails with podcasts,\u00a0particularly when paired with video, are having a resurgence as more brands enter the space.<\/p>\n

    The final opportunity is having in real life (IRL) experiences, which Samba labeled as \u201cthe new disruptor\u2026when every thing in life is digital, being in a room for that can’t-miss moments is where the brand becomes real and breakthrough. \u201c<\/p>\n

    Opportunity to be Bold<\/strong><\/h3>\n

    Samba took the stance that consumer brands understand how emotion, identity, and belonging influence behavior, one that could be transferred over to the B2B market.<\/p>\n

    \u201cIn B2B, those forces still exist – they\u2019re just expressed differently,\u201d he said. \u201cPeople aren\u2019t buying products; they\u2019re choosing partners. The lesson is that even rational decisions are shaped by how safe, confident, and understood someone feels.\u201d<\/p>\n

    \u201cYou need to build your own world for people to want to step into it,\u201d said Samba. \u201cAn unsexy industry is not an obstacle, it’s an opportunity, because the bar is very low. All it takes is a brand with genuine conviction and little bit of bravery to rewrite what the whole category is allowed to be.\u201d<\/p>\n

    \u201cAn \u2018unsexy industry\u2019 isn’t an obstacle-it’s an opportunity,\u201d said Samba. \u201cThe less sexy the industry, the lower the bar. All it takes is one brand with genuine conviction to rewrite what the whole category is allowed to be.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

    In an industry where technology plays a fundamental role when it comes to output and performance, Elfried Samba remind B2BMX 2026 attendees that human connection is still the most powerful growth lever in modern B2B. Titled Building a Sexy Brand in an Unsexy Industry, Samba challenged attendees to change they way they view B2B marketing […]<\/p>\n","protected":false},"author":90,"featured_media":52079,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[19359],"tags":[20570,20202,20371,20361,20567,20568,20360,20572,14925,20571,20569,12481,20566],"topic":[19126],"class_list":["post-52083","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-feature","tag-b2b-creators","tag-b2bmx-2026","tag-building-a-sexy-brand-in-an-unsexy-industry","tag-butterfly-effect","tag-defines-villain","tag-elevate-heroes","tag-elfried-samba","tag-irl-experiences","tag-keynote","tag-n-real-life-experiences","tag-personal-branding","tag-podcasts","tag-world-building","topic-b2b-advertising"],"acf":[],"yoast_head":"\nB2BMX 2026 Keynote: Elfried Samba Looks to Bring the Sexy Back to B2B Marketing - Demand Gen Report<\/title>\n<meta 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