Cloud Computing: Demand Grows for Social B2B Data

Grazed from DestinationCRM. Author: Kelly Liyakasa.

While the social Web is the next frontier in understanding and predicting future consumer buying patterns, B2B sales and marketing are reaping benefits as well. New solutions are emerging to help companies harness the power of social identity data to add context and color to customer account records in order to improve lead generation efforts by marketing, and ultimately, shape follow-up actions made by salespeople.

"Social media gives you a whole new dimension on leads," says Amnon Mishor, cofounder and vice president of products of Leadspace, makers of a SaaS B2B social lead targeting solution. "You can understand the true story about who this person is, what [his] role is in an organization, and what [he’s] interested in."…

Similarly, at company scale, sales and marketing can begin to evaluate the interests of employees at an organization, the products and technologies that are already implemented, and whether or not there are pre-existing social media connections to the company…

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