I have a high tech startup company that sells a B2B Software solution. It is not a web driven business, but more a consulting/solution sale. I am targeting small-to-mid-sized businesses from $50m to $300 million in various industries.
I don't have a marketing budget but I need to start drive local leads here in Canada. Can anyone suggest besides networking with people I know, putting up a website what is the best way for a start up in my position to start driving leads at this stage? I have not found cold calling very successful. I have noticed in my past the pull strategy seems more effective.
Agreeing with Jennifer, are you saying you're spending many thousands per month to build a product and $0 to promote it? Doesn't make sense does it?
Cold-calling is rarely cost-effective, so I agree you need a lead-generation approach in which the people who already need you will discover you for themselves.
An easy way to spend a little money to get a few leads and learn what message they want to hear is to spend a small budget on various AdWord keywords and ad texts. Find what resonates, then when you're confident you have a powerful message you can spend a little more with more traditional advertising.