IBM uses social media as an inbound marketing component to generate leads and sales in the enterprise sector. IBM's collaboration with agency Mason Zimbler helped integrate social media into the routines of IBM Cloud Computing sales representatives for its division by instituting a program of "intelligent listening" and content marketing using the company's considerable assets. The company trained all 1,700 North American inside reps on social sales techniques and created social profiles for individuals reps, to help humanize their sales efforts.

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