This continues the "Tools for Guerilla Marketing" written by Bruce Milne over 20 years ago, listing tried-and-true techniques that really work. While some need to be modified for today's digital world, this one still holds, especially when used with the many vertical publications available in print...
Many software firms report that the dollar per lead cost for a simple one-inch classified can be one-tenth or less than that of a display ad. These often work well in the back of vertical market publications.