friends about it, too. Make webinars “bigger than you”—make them about the attendees, not your company. An ideal format: hold webinars in which customers are the presenters, and they are sharing with your audience lessons learned in your area of expertise. Some of these lessons are related to your product, and some lessons are not. “Pay Per Click” (PPC) Marketing Pay Per Click Advertising can be a very effective lead generation tool. Some business-to-business companies with simple products or services use PPC as their sole or primary online marketing activity. However, companies selling sophisticated products and services tend to have mixed results with PPC. The more trust-building and education your prospects need, the less likely PPC leads will convert into customers. Studies conducted have shown that less-educated people tend to click on pay- per-click ads, while more-educated people click on organic search results. While PPC sometimes can be a source of leads-on-demand, be careful to track their quality in terms of conversion rates to qualified opportunities and to closed deals. If you’re selling to more sophisticated buyers, you’ll be better served with focusing on SEO and blogging as your primary activities, and using PPC in experimental ways as you figure out the best online marketing mix. Affiliate Marketing / Joint Ventures If you’re at a phase of maturity in your marketing where you know who your ideal prospects are, you can identify publications (i.e. forums, blogs, trade magazines, email lists, vertical search engines) that have relevant audiences of those types of prospects. The best partners are bloggers or companies with large and trusting email audiences, and whose interests and values align with yours. Better than buying lists from them is placing a compelling offer on a targeted site or in their email newsletter.