Observed Signal · Oct 7, 2026 · Conference Talk · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Positive
Céline Flores Willers urges B2B marketers to think like B2C
At DMEXCO 2026, Céline Flores Willers, founder of The People Branding Company, argued that B2B marketing often appears outdated due to fear of innovation (FOMU). She demonstrated creative tactics like using a robot sidekick 'Robi' and branded T-shirts to boost attention and branding. She highlighted LinkedIn as the central platform for B2B, citing a SAP Taulia case where employee-generated content, boosted via Thought Leader Ads, achieved 2.3x higher engagement and 70% higher click-through rates with a small budget. Willers also cited examples like Legora's campaign with Jude Law and Merz Lifecare's 25-post merger documentation as successful 'building in public' strategies. She concluded by urging B2B marketers to be more creative and learn from B2C approaches.
The article discusses B2B marketing strategies and LinkedIn best practices, but it is primarily a conference talk summary rather than breaking industry news. It provides actionable insights for marketers but lacks the impact of a major product launch or strategic shift.
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Key Takeaways & Evidence Grounding
- Céline Flores Willers, founder of The People Branding Company, spoke at DMEXCO 2026 on B2B marketing innovation.
- She used a robot named Robi and branded T-shirts as a branding stunt.
- SAP Taulia achieved 2.3x higher engagement and 70% higher CTR with employee-generated content on LinkedIn.
- SAP Taulia reached 28 target accounts and 6 qualified leads with a €4,000 budget.
- LinkedIn's Henrik Ihlo noted that 79% of marketers believe recommendations from professional networks increase Gen Z brand consideration.
Connected Companies & Entities
2 Entities mapped“LinkedIn wird als wichtigste Plattform für B2B-Marketing beschrieben, mit Thought Leader Ads und Creator-Boost....”
“Legora ist eine KI-basierte Plattform für Anwält:innen, die den Schauspieler Jude Law als Testimonial gewonnen hat....”
Ontology Mapping & Concepts
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