Social engagement is now an essential dimension to every B2B marketing campaign. According to Circle Research, 78 per cent of marketers now include a social media stream when targeting business prospects. Marketers who can get their brands talked about and adopted as part of that social conversation see real benefits. But winning engagement in the social space is only part of the challenge. To develop prospects through the early stages of their interest and progress them towards purchase and then retention, marketers need to be able to continue the conversation outside of social networks.