e-Business is ideally suited to lead generation. In my opinion you need to define a separate project to address the specifics of finding new customers and of "hand-holding" them as they make their way through the Brand Awareness Cycle.
This essential - and existential - aspect of the e-Business strategy is often overlooked during project definition.
e-Business is ideally suited to lead generation. A Cause and Effect model (larger image) can by used to illustrate the dynamics
There are essentially three elements that need to be addressed in the More, and More Appropriate, Customers project
Both SEO (Search Engine Optimisation) and Search Engine Advertising result in better positioning within search results - the first through appropriate content that is recognised as such and the second by paying for the privilege of being in the users' line of sight. Regardless of how you achieve it, a click-through from search results to your site is worth its proverbial weight in gold. People search because they are looking for something (!), they need an answer to a question or a solution to a problem. These are not leads, these are qualified leads!
A good position in the results - as I've said elsewhere: There is only one first page! - will lead to an increase in the number of visitors. A deserved good position, will result in visitors that find what they want, meaning that they stay longer and view more pages on your site. If you've paid attention to your usability, they'll even find the answer/solution that they're looking for and become convinced that you're the one they want to do business with. If you provide the appropriate conversion points and hold their hand properly, then you've moved them from Unaware to Convinced in the space of a few mouse clicks! (see the Brand Awareness Cycle for the background discussion)
[And that regardless of the fact that you think you "can't sell our stuff the way Amazon sells books!" - a Convinced punter who has easily found the number to call to place an order (if that's what your process requires), is a lot closer to "Buy!" than the guy sitting out there who doesn't even know you exist, never mind what it is you do.]
The Tell-a-Friend mechanism is designed to leverage the positive word of mouth that your existing customers (would love to) spread about you and your products. Make it easy for them to do so, by including the appropriate tools on your site - Tell-a-Friend buttons, Recommend-this-Article and Bookmark-this-page links. Here's a sample of how easy it is to do: 
. Make it easy for people to help you and remember that Tell-a-Friend mechanisms are the ultimate "virtuous circle": Users recommend to new users, who recommend to other new users, who recommend ... (discussed in more detail in Modelling Customers as a Stock with Flows). Remember also, that will never recommend you to a friend or colleague, without telling the reason why - "just the solution you're looking for" or "best price and best service". Your customers are pumping your new prospects along the Brand wareness Cycle before you even know who they are.
Sounds like a winning proposition to me!
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