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.

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