Internet rentals specialist erento is to help Hamilton Rentals bolster its online presence as part of a partnership announced today.

Erento runs an online rental marketplace which brings together products and services from a variety of hire companies. It claims its lead generation service has been in increased demand recently as firms fight for wallet share in an increasingly challenging market.

Erento's director of international operations Clinton Patterson said: "Not only does this save customers considerable time, it also generates highly qualified leads for the hire companies - which then contact the customer and close the rental agreement."

Hamilton specialises in rentals of AV and IT equipment for events and exhibitions and has charged erento with helping to develop its online marketing strategy. Hamilton hopes to drive growth through the acquisition of new customers and the development of online revenue streams.

Hamilton sales director John Anton said: "We see erento as a very attractive additional sales channel for our business. As the market outlook changes and we increasingly need to drive customer acquisition, our partnership with erento immediately opens us up to its extensive customer base."