For years, marketers have treated brand storytelling and account-based marketing (ABM) as two distinct forces. One lives in the world of emotion, creativity and long-term brand building. The other is driven by precision, data and commercial impact. In many organisations, they follow different playbooks, and compete for attention and budget.
But what happens when you try to bring them together?

In this session, Ryan Almond, Global ABX Director at Henkel Adhesive Technologies, will share how a 150-year-old global manufacturing powerhouse set out to challenge the assumption that Brand and ABM cannot coexist in one strategy. In fact, they discovered that when done right, they can become one of the most powerful growth engines in B2B marketing.
Drawing on Henkel’s transformation journey, Ryan will reveal how the organisation built an enterprise-wide ABM programme —while simultaneously embedding modern brand storytelling. Instead of operating in silos, the two disciplines were strategically fused into a single go-to-market engine that aligns brand, digital, sales and customer engagement around the accounts that matter most.

The result? A marketing model that delivers both emotional resonance and commercial precision—turning storytelling into a powerful driver of revenue.
This session will offer an honest look at the strategy, structure and cultural shifts required to make this integration work inside a large, global enterprise—and why the future of B2B marketing may depend on it.

In this session, you will learn:

• How a global manufacturing leader designed and launched a world-class ABM programme from the ground up 
• How Henkel rebuilt its brand storytelling for the modern B2B buyer
• How both disciplines were seamlessly integrated into one strategic growth engine
• The challenges, pitfalls and lessons learned along the way
• Expect practical insights, real world examples, and a fresh perspective on how two seemingly opposite disciplines can become a match made in B2B marketing heaven.