If you want to do the most damage with the least amount of money you should do most of the following methods your self or with your in-house team.
What I would do is to first setup a retargeting campaign in AdWords (remarketing as they call it.) Set a rule that if someone goes to the page and don't register or don't signup for a free trial, they will see x amount of banners for the y amount of following days. I usually show a banner 8 times a day for the following 7 days in order to do some branding, conversions but at the same time don't break my audience's #$%#.
Then having retargeting ready, i'd build 2 good infographics. The world of seo is full of great stats and SEOs are hungry for stats. Build up amazing stats through research and go promote the first. Where you might say? I've written an article about infographics promotion here: http://www.moneytized.com/howto-promote-infographics/
Remember, if the infographic is mediocre in design and/or in stats, it will only bring some seo value (if any) and nothing more.
with the rest of the money i would go and split it by half, taking half and test adwords search network and with the rest run a press release at prweb and some banner diplay in same niche blogs through buysellads, seeing which converts better.
To be able to give much better guidance i would have to know much much more than your budget, eg. ticket price, profit margin, your features etc.
When it comes to hiring a professional, since it's design driven, you'll need 2, one marketeer and a designer who will help with the banners for retargeting and buysellads and then with the infographic.
If you find a person who can say they can do both and they are amazing at both, run. :P
Depends on the product itself but i think you'll need more money in order to promote it.
If you need any clarifications or need to discuss more, you know where to find me :)