Account-based engagement requires sales teams to have a deeper and richer understanding of their target companies. We’ve all been drilled on the importance of understanding our customers- their pain points, their goals, their motivations. But it’s important to remind ourselves that understanding target company dynamics also offers insights that can be used to personalize sales engagement, not to mention the possibility of uncovering whole new opportunities. Companies have adopted Twitter to engage directly with their customer-base as well to socialize their message with their respective audiences. Just scan a company’s Twitter feed and it’s readily apparent that there are a good deal of contextual insights that can be garnered from their tweets.