Imagine posting on Twitter about your broken washing machine and then receiving ads about a new, all-in-one washing and drying machine.

That’s the approach Milwaukee-based startup Marathon Laundry Machines is taking by using technology built by Socialeads Inc., another local startup that leverages artificial intelligence to mine social media channels to find high-quality sales leads.

Socialeads got its start in the insurance and financial services industries with early backing from Northwestern Mutual, which is also a customer, through the life insurer’s first Reverse Pitch competition in 2018. Its other users include Allstate Corp., which was also an investor, and New York Life Insurance Co.

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