Put yourself in the shoes of upper management at HP. The retainer is not a pre-paid per hour rate that is drawn against as dispensed billable time. A meager 140 characters doesn't seem to offer numerous marketing possibilities.
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Since you technically don't have to spend for that lead and they came to you! Well, the key to internet marketing, much like the secret to real-estate is area, area, area.
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Signup is free, plus you get credit towards your AdWords account if you sell product through Google Checkout. Obviously you should keep it professional, however do not make the mistake of composing without character.