Check out what LinkedIn is doing with messaging to make their site a better marketing tool for businesses.
If you have a company page on LinkedIn, you can segment the folks who are linked to you and send messages just to the segments you choose. More targeted content makes it more likely that your content resonates with your audience and less likely that your messages get deleted unread. (If you inundate your audience with off-topic material, they’re going to start ignoring you …)
The video in this post from The Next Web does a great job of explaining it.