Elfried Samba, Co-founder and CEO of marketing agency Butterfly Effect, will deliver a keynote at B2BMX 2026 next month. The event, powered by Advertising Week, will feature his session, where he plans to challenge traditional B2B marketing ideas.
Samba is known for promoting community-driven marketing strategies. His agency works with major brands including Netflix, Bumble, McDonald’s, and Square, helping them grow through culture-focused campaigns.
Before founding Butterfly Effect, Samba led social content at Gymshark and helped grow its online fitness community from 1.5 million to more than 20 million followers, contributing to the company’s rise to a multi-billion-dollar valuation.
According to Samba, many B2B companies assume their industries must remain monotonous. He argues that a strong brand is not built through hype but through relevance, clarity, and emotional connection. In long B2B sales cycles, he says, companies earn trust gradually by making customers feel understood.
A key concept in his talk is what he calls “community insurance.” The idea suggests that strong relationships built over time make brands more stable during uncertain market conditions. Loyal communities provide feedback, advocacy, and patience, helping businesses stay resilient when challenges arise.
Samba also believes lessons from consumer marketing apply to B2B. Instead of broadcasting messages to large audiences, companies should build closer relationships with individuals. He describes modern branding as “human-to-human,” where decisions are influenced by personal trust rather than corporate messaging.
He adds that marketing success should be measured by relationship depth rather than simple engagement numbers. Indicators such as ongoing conversations, shorter sales cycles, and improved retention better reflect real impact.
At B2BMX 2026, Samba aims to show businesses how creativity and empathy can transform traditional sectors. His message is clear: even complex industries can stand out when brands focus on understanding people, not just promoting products.
