For us it was taking an open and educational marketing approach online. Even though it may seem obvious for many of those in the technology and B2C worlds, a very large proportion of B2B companies do not believe they can generate leads online. Even if they do realize this, they typically approach it by only talking about how great their product is with language that simply doesn't resonate with the potential buyer. Prior to implementing these strategies we generated business by cold calling and other outbound marketing techniques. We were able to get to a point where 80% of our revenue was coming from our inbound marketing. This led to a great "hockey stick" pattern on our revenue chart and our eventual acquisition.