David Leonhardt has spent the last decade successfully promoting websites - content marketing strategies, blogging, SEO, social media. Prior to that, he was a consumer advocate and media spokesperson, always writing press releases, reports and speeches. He still writes, as that is so much of what is needed to promote websites. Bilingual (English and French), David is a published author who has earned "Distinguished Toastmaster".
I don't know about 100, but my very first three clients came through thought leadership articles. I believe that referrals and SEO kicked in after that for a good mix of sources.