Episode 741
Published on: 29th January, 2026
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This episode is available in audio format on the Let’s Talk Loyalty podcast and in video format on www.Loyalty.TV.
In this episode, we explore how storytelling drives trust, credibility, and long-term loyalty in B2B, within the highly complex world of shipping and logistics.
Our guest is Samantha Almon Adeluwoye, Global Head of Content, Social Media, & Storytelling at A.P. Moller – Maersk.
Samantha shares how storytelling at Maersk is grounded in the company’s values and its responsibility as a trusted custodian of customers’ goods. Rather than being separate from operations, human stories are used to strengthen confidence in Maersk’s reliability, care, and expertise — helping customers connect emotionally while trusting operational excellence.
The conversation also explores how social media functions as a strategic relationship engine in B2B, enabling connection across complex decision-making ecosystems while reinforcing trust over time. Samantha offers insight into how consistent, values-led storytelling supports retention, referral, and long-term partnerships in an industry where credibility is everything.
With a strong track record of delivering engaging, purposeful content at global scale, Samantha provides a thoughtful perspective on how human storytelling and operational capability work together to build loyalty.
This episode is hosted by Nyeleti Sue-Angel Nkuna.
Show Notes:
3) Thinking Fast & Slow - Book recommendation