Agenda
The complete 2026 agenda and speaker lineup will be published shortly. Check back for specific session times and tracks.
Keynote speakers
Benedict Evans
Independent Analyst
Benedict Evans has spent 25 years analyzing mobile, media and technology, and worked in equity research, strategy, consulting and venture capital. He is now an independent analyst.
Keynote: AI Eats the World: The big four tech platforms spent over $400bn on AI in 2025. How will this new platform shift work, how is it most useful, and where will the value capture be, and the value destruction?
Ashley Faus
Head of Lifecycle Marketing, Atlassian
Ashley Faus is a marketer, writer, and speaker by day, and a singer, actor, and fitness fiend by night. She’s the author of the book, “Human-Centered Marketing: How to Connect with Audiences in the Age of AI”. Her work has been featured in TIME, Forbes, and The Journal of Brand Strategy, and she’s shared insights with audiences at Harvard Business Review, INBOUND, and MarketingProfs. She works for Atlassian, a collaboration software maker on a mission to unleash the potential of every team. Follow her on LinkedIn, @ashleyfaus.
Keynote Title: Human-Centered Marketing in the Age of AI: In the age of AI, trust is the one thing you can’t outsource or automate. As we think about how to adapt the journey, workflows, and metrics in the age of AI, we need to remember that it’s still about connecting with the humans behind the screen. In this session, we’ll explore frameworks, tactics, and real-world examples to help build trust to win the hearts, minds, and wallets of our audience.
Key takeaways:
- Learn to adapt what we say, where we say it, and who says it
- Build trust throughout the journey
- Measure and understand an omni-channel journey
Elfried Samba
CEO & Founder, Butterfly Effect
Elfried Samba is the Co-Founder and CEO of Butterfly Effect, a community-centric marketing agency helping brands grow through community-driven marketing, culture, and creativity. As Global Head of Social Content at Gymshark, he helped scale the brand’s fitness community from 1.5 million to over 20 million followers, contributing to its rise to a £1.4 billion valuation alongside giants like Nike and Lululemon. In its breakout year, Butterfly Effect partnered with Netflix, Bumble, McDonald’s, and Square, establishing itself as a go-to agency for culturally relevant, community-led campaigns. Over the past five years, Elfried’s personal LinkedIn has become the second most engaged account on LinkedIn (Globally), generating 500M+ impressions, 9M+ engagements, and 385K+ followers — setting a new benchmark for personal brand-led growth on the platform.
Keynote Title: Building a Sexy Brand in an Unsexy Industry: 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.
Explore the B2BMX 2026 Content Tracks
To compete and win in 2026, B2B leaders must master the convergence of strategic vision, disruptive technology, and operational excellence. The B2BMX content tracks are your definitive roadmap to success, diving deep into the 7 critical pillars of modern revenue growth. From building unified Go-to-Market strategies and applying Advanced AI to crafting compelling Content and Storytelling, you will gain actionable, high-impact blueprints. Whether you need to master Attribution and Measurement to prove ROI or lead the shift in Marketing Culture and Leadership, these tracks deliver the actionable intelligence needed to transform your function from a cost center into a powerful, predictable growth engine.