Ask HN: best "white hat" web promotion firms / services?

I'm getting read to take a product out of beta ( https://www.zerotier.com/ ) and thought I'd ask HN for recommendations for advertising/marketing/promotion referrals. I'm looking for good firms, services, etc. that offer affordable web promotion and lead generation and that don't employ "black hat" techniques like spam, junkware or unethical bundling, etc. I'm open to advertising, press release publication, affiliate or commission based marketing, etc. I'm obviously familiar with Google Adwords and other standard stuff. Who have you had success with? (Part of why I'm asking is that I've heard horror stories about fraud or black hat techniques that would ruin your reputation among discerning people.)