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Many businesses view social media tools like Twitter as time-wasting distractions for employees. But social-media software startup Optify has secured $6.1 million in financing as the group seeks to gain a lead in the already-crowded field of companies offering social marketing tools to blue-chip customers.

Seattle-based Optify offers a toolbox of metrics that let sales teams automatically qualify and score online leads in real time. This, in turn, allows marketers to close more deals by assigning the right leads to the right sales person, cutting down overlap and targeting marketing on individualized themes for each customer.

Optify also uses in-house algorithms and software to allow marketers to find and track target keywords, rebuild their websites for search engines that will narrow in on a consumer’s specific needs based on past buying history, and automate Twitter campaigns for each company.

The firm told VentureBeat that Twitter has been particularly useful for business, as it can now convert and track visitors from first visit to revenue, and analyze and share those results extremely quickly.

“Search engine optimization and social media are critical success areas for marketers, and winning in these areas gets more complex every day,” said Brian Goffman, CEO and cofounder of Optify.

Whatever formula it is using, Optify’s lead-to-sales approach appears to be working—the company says its customers see on average more than a 300 percent increase in leads and conversion rates, and a 100 percent increase in website traffic.

It includes among its roster of 1,300 clients LexisNexis, Microsoft, Marchex, SchemaLogic, Corensic, The St. Petersburg Times, Payscale, AdReady and Varolii.

“This round of funding validates our success to date and will enable us to further invest in easy-to-use yet advanced capabilities for customers,” Goffman told VentureBeat.

The Series B round was led by Triangle Peak Partners, in partnership with an existing investor in Optify, Pacific Northwest-based venture capital and private equity firm Madrona Venture Group, and what the company called “a handful” of unnamed angel and industry insiders.

As part of the deal, David Pesikoff, cofounding partner at TPP, will join Optify’s board of directors.

Optify debuted in March 2010 and now tracks more than 100 million pages per month. It had earlier raised an initial funding round of $2.5 million on October 2008.

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