I currently manage the content (mainly keeping track of products and copy) for a business that seems to be very old school. By this i mean, they've had the same suppliers and buyers for ever and it feels like they try to keep it that way. They are very resistant to change. They site is actually broken down in two sites. One is for general product information, the second is the actual store, and for customers to have access to the store they have to have an account with the company, that involves sales representatives and credit checks and etc etc ... (closed to the public pretty much). There is so much "marketing things" i can do in the store but I feel that the informational site has a ton of potential, however, the site's UX is very clunky and the content is very disorganized (we rely on suppliers for content updates which makes it tougher to have uniformity). In my opinion, I feel that the site should at least generate leads that can be qualified and pass down. there is no functionality for that and it doesn't seam that its going to be added any time soon. So back to my question, how would you do it?
Get on LinkedIn and start engaging in the relevant groups. Same goes for Twitter and Facebook. In the same time, I would look for the right people on LinkedIn, who might be interested in the product, find out their email addresses and send the emails. I would put a lot of effort into SEO and start advertising on Facebook and Twitter since LinkedIn is too expensive and useless for ads.