Dan Zarella has put a lot of research and thought against how to create, package, and distribute ideas so that the ideas spread. He packaged them into a really nice post on the topic here. I also liked the ease with which a person can sign up for his newsletter (click the link and you will see the mechanism).
Perhaps using these ideas as part of your content management marketing will help you to get more penetration into your target audience with the same level of effort to help your expansion stage company expand faster? Perhaps it could result in more leads and less expense to your paid lead generation services?
Note: thanks to the Junta42 newsletter for pointing out Dan’s post.