Researchers and practitioners have shown a deep interest in the notion of ‘engagement’ in the last decade, with significant attention going towards building an understanding of customer engagement (CE). With more concrete conceptualisations and measures being developed, significant scholarly progress has been made in our understanding of engagement in customer-to-customer (C2C) and business-to-customer (B2C) interactions (Sashi, 2012, Vivek et al., 2014). However, researchers either assume that business partners are highly similar to end customers, or neglect the importance of engagement in business-to-business (B2B) relationships. This notion intriguing businesses is evident from its continued presence as a priority area, as stated by the Marketing Science Institute (MSI) since 2006, as well as practitioners’ increasing use of the term.