BtoB

Hoover's to integrate LinkedIn with its business database

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Austin, Texas—Corporate database company Hoover's has signed an agreement with professional networking site LinkedIn. The agreement will allow Hoover's to incorporate elements of LinkedIn's functionality into its online business information platform.

The integration will let salespeople use their LinkedIn networks within the context of Hoover's business data, according to Hoovers' and is projected to be ready within the first quarter of this year.

”Social media is becoming mainstream for b-to-b sales professionals,” said James Rogers, VP-marketing at Hoover's, in a release. “According to HubSpot research, more than two-fifths of companies using various social media marketing channels have acquired a customer from those channels. For b-to-b firms in particular, LinkedIn was identified as the most effective social media outlet for customer acquisition.”

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