Successful B2B marketers are twice as likely to think long-term, but the pressure to deliver immediate results remains intense. To tackle the growing effectiveness gap, we need to balance the long and the short term.

These days, more than ever, engagement is key to digital marketing. Algorithms reward engagement and interactions, audiences are more likely to see and respond to content based on engagement. If you’re not generating a level of interaction, you’re limiting your potential in a range of ways, especially on social media. 

I mean, it is called ‘social’ media for a reason. 

The same is also true for B2B organizations – according to a CMI report, 71% of B2B companies say that the main focus of their content marketing efforts is to generate engagement.