Alex Khassa

expert panel

Despite regular stories about declining social media participation and algorithm fatigue, both B2B and B2C marketing teams are still convinced that social media marketing delivers real ROI. However, if brands don’t proceed with care, the line between engagement and extraction can get thin fast. Followers usually welcome a useful recommendation, a smart point of view, or even a clear offer, but if every post feels engineered to move them down a funnel, the relationship starts to feel less like a conversation and more like a checkout lane. That’s a critical misstep, especially as younger generations enter the workforce and command more purchasing power. Surveys have shown that Gen-Z turns to social media first for information—including when they’re on the hunt for products and services. If a brand’s presence on social media becomes too sales-heavy, it can weaken the very trust and attention that make conversion possible in the first place. So how can marketing leaders create momentum toward sales without turning every interaction into a transaction? Below, members of the Senior Executive CMO Think Tank share strategies for balancing value, relationship-building and sales intent in ways that help followers see becoming customers as a natural next step.

expert panel

Adweek recently reported that nearly half of executive-level marketers see revenue growth as their top priority, while just a quarter put long-term brand awareness first. That focus is understandable; no CMO gets kudos for “good brand vibes” if the pipeline is struggling. Even so, it’s a real strategic risk. If the bulk of budget and marketing resources are devoted to generating immediate business impact, long-term brand building can start to look like a “nice to have” strategy rather than a necessary growth engine. There’s no argument that revenue growth is a constant goal of CMOs, as well as an expectation from their C-suite peers. However, investment in brand equity builds stronger connections with consumers; further, it contributes to performance marketing efforts yielding better results over time. When marketing teams heavily favor immediate returns, they risk weakening the trust, recognition and preference that make future demand easier to capture. Conversely, when they lean too far into broad brand awareness without tying it to business outcomes, they can lose credibility with leadership teams that need clear evidence of revenue impact. So how can CMOs uphold both sides of the equation: measurable growth today and durable brand strength for tomorrow? Below, members of the Senior Executive CMO Think Tank, a curated group with expertise in brand storytelling and customer engagement, share how to approach that balance and detail what tends to break when marketing strategy tips too far in either direction.