We all understand that good content is the start of any good marketing campaign.
So mapping the conversations on the social web to company databases, and then creating trigger-based leads, are good techniques for understanding what the “information needs” of consumers (customers and prospects) might be.
At the very least, you will have a better understanding about which individuals are potential customers right now, and which you can start communicating with as part of a longer engagement. You can focus on the selling process with the right level of priority.
Good news for everyone.