I found a great blog entry that explains technology marketing. Here are the first three elements of this top-ten list:

  1. Marketing is not a department.
    Marketing is a combination of elements that creates the environment in which it is possible to meet a customer need (starting right back at product development). Promotion and sales are just sub-sets of marketing.

  2. Marketing is a conversation, but most people don’t speak geek.
    Successful technology marketing must translate the creations of the uncommunicative into the needs of the untechnical. Spin is not good marketing. Lucid two-way communication is.

  3. Simplicity does not negate complexity.
    Reductive marketing that simplifies ideas does not undersell your complex creation. It facilitates an entree to your world. You can’t have passionate users until they start using.

Truer words have never been spoken. The rest of the top-ten list is here.