Internet marketing software firm HubSpot has released new social media features aimed at helping companies increase their reach and improving prospect relationships.

HubSpot software now features social media lead intelligence, automatically connecting Twitter, LinkedIN and Facebook profiles to a company’s leads, allowing marketers to lean about a potential customers’ interests.

The company’s software also creates social media follow and sharing buttons on almost all marketing content, so marketers can grow their audience and reach.

“Including unstructured social media data in useful and integrated ways within HubSpot will help businesses build more dynamic relationships with their prospects and unlock the value of social CRM,” said Brent Leary, co-founder of CRM Essentials, a CRM consulting/advisory firm focused on small and mid-size enterprises.

“HubSpot’s tools are making social an element of every sales and marketing activity and will ultimately help companies build on social media intelligence to innovate and create more compelling content, products and services that will help them win in a crowded marketplace.”

HubSpot says its software covers four Social CRM use cases including social marketing insights, rapid social marketing response, social campaign monitoring, and social sales insights.

“Social media is permeating all parts of business today,” said Mike Volpe, VP Marketing at HubSpot. “Small business owners and marketers are uniquely positioned to move quickly and leverage social media to build new and lasting relationships since they aren’t encumbered with process and policy.