I saw this interesting case study from MarketingProfs that details how a social media monitoring software company called Techrigy is using Twitter as the primary lead generation tool.  The presentaion includes their impressive case study plus basic tips in how to monitor conversations on Twitter to find users with whom to engage.  The only shortcoming of it is that they do not place much emhasis on the content of their Tweets.  I find that it can be challenging for a business to walk the line between being informational and promotional so I would be curious how they have solved for that. See below for full presentation: