[mtriassi]

One of the biggest things that attacts me to a particular product (besides a lot of the good answers here already) is if it's open source and self hostable or not. Maybe not a marketing strategy per-se but it's something for marketers to be loud about.

More, and more companies are open sourcing their core product, and those are usually the ones I'll recommend my employer use.

Besides that having a nice UI that's easy to use and prominently displayed in the marketing material, or available via a demo goes a long way, too.