Lastly, and perhaps most importantly, is knowing exactly how to make all of the above efforts worth it. That probably means an aggressive PR and outreach strategy involving company announcements (launches, new features, fundraising), creative thought leadership practices, guest blogging (both giving and receiving), and even setting up partnership-type relationships with companies you can relate to. The hard part is that building outreach-related relationships is a fragile practice. It takes a certain kind of aggression mixed with a sensitivity around boundaries to accomplish goals in this area of marketing. The beauty is that practice makes perfect.