Marketplace Open

The big four tech platforms spent over $400bn on AI in 2025.

How will this new platform shift work?
How is it most useful?
Where will the value capture be and the value destruction?

B2B isn’t boring - it’s human.

Behind every buying decision is a person, and in a world run on relationships, trust, and reputation, the mechanism for growth is the same whether you’re building on LinkedIn or anywhere else: people buy from brands they believe in.

In this session, Elfried Samba makes the case for human-to-human brand building as the most powerful growth lever in modern B2B. As paid media becomes more expensive and less reliable, the brands pulling ahead are those that turn attention into trust, trust into community, and community into revenue.

Elfried brings first-hand operating experience to the stage. As former Global Head of Social Content at Gymshark, he helped scale one of the world’s most influential community-led brands by turning social audiences into cultural believers.

Today, through his agency Butterfly Effect, he works with brands including Netflix, Bumble, Formula E, Square, LinkedIn, Adobe, and Vodafone, helping them build community-powered growth engines that compound over time.

Alongside this, Elfried is also one of LinkedIn’s most influential creators, with a fast-growing audience built by applying the same community-first principles in real time - proving that the rules of brand, community, and trust work just as powerfully in B2B as they do in consumer culture.

Attendees will leave with a clear, practical framework for community insurance - the signals, behaviors, and habits that help brands defend against volatility, build belief at scale, and grow even when performance marketing stops performing.

This isn’t about vibes or vanity metrics.

It’s about building trust like a system and capitalising on it.