[staunch]

You need a repeatable marketing strategy! You can't afford to buy attention, ads are too expensive, so you'll have to earn it by giving away hard work.

1. Give away knowledge

Write interesting and informative blog posts on topics related to your technology. Post them on HN. See: CloudFlare

2. Give away code

Upload to GitHub some valuable part(s) of your product, or the entire thing, and then make money by offering Enterprise versions that have long term support, etc. See: Hashicorp

[throwaway3141pi]

I will try the #1. As matter of fact we are writing a whitepaper at the moment. #2 will take a bit time to prepare, but sure, I will consider that as well. But you think CISOs or MD or decision makers would pay attention to those? Would they notice?

[staunch]

This is bottom-up marketing, where you hope technical people will recognize your product as useful and pitch it to their boss for you.

"Hey boss, I found this thing called CloudFlare on HN, I think we could use it to help with these DDoS problems"

[throwaway3141pi]

Agreed, but how effective it is? They are willing to talk about a product to their boss? Bosses listen and accept?