HubSpot next month will roll out a suite of tools it's calling the Social Inbox that intends to steer social media marketing away from handles and toward the humans behind them. "With Social Inbox, HubSpot takes your contacts database of leads, opportunities, and customers, and merges it with your social media interactions. So when you get a tweet from someone, you know if they are a customer or a lead. And when you know who someone is, you can treat them the way you should be treating them," Mike Volpe writes.

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