If your company is stalled while others in your industry are expanding, it might be time to take another look at what is driving their success. One answer to rapid and sustained expansion lies in an aggressive, sustained business to business marketing strategy that amplifies and delivers your message to a large quantity of potential customers. In doing so, a large volume of qualified leads can be generated and turned into sales. When these sales pile up over time, up-trending and sustained expansion occurs.

Business to business marketing publicity involves promoting a product or service through the mass media. By writing feature articles, customer testimonials, and new product releases and getting it placed as editorial in consumer or trade publications (online and print), marketing public relations firms can generate a large quantity of published articles over time to build brand awareness and generate many superior leads.

The power behind marketing publicity is in its objective: third party endorsement. First, these articles are often laden with positive customer testimonials. Second, the fact that the publication has published the article as editorial is also a form of third party endorsement. These factors add up to a level of credibility that is difficult to achieve with other business to business marketing techniques.

"The ultimate goal is to drive in qualified leads that can be turned into sales," says John W. Elliott, CEO of Power PR, a business to business marketing firm. "With an abundance of qualified leads, you can increase the amount of new business coming into a company each month on an ongoing basis."

The first goal for a marketing publicity campaign is to get the client published as possible in as many appropriate publications as possible. In marketing publicity, however, it's not enough to just get the message out; it has to be repeated over and over again. Without repetition, you don't get the quantity of qualified leads needed to cause expansion.

It takes repeated exposure to an idea before someone becomes interested in a product or service. In fact, studies have shown that prospects don't even register the message until it has been repeated three times or more. For this reason, companies need to maintain an ongoing campaign to see the number of qualified leads increase dramatically as the message takes hold.

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