Business-to-business marketers are taking advantage of newly available social-identity data by adding color and context to customer records, as well as improving lead generation and follow-up, Kelly Liyakasa writes. For example, Leadspace's Ideal Buyer Profiles can act as a sort of "Google for leads inside of CRM," according to Leadspace's Amnon Mishor. Infer and Silverpop also are working to integrate social data into B2B sales and marketing tools.
Mining social data can personalize B2B lead nurturing
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