Assuming you're guy (and company) behind Octopus Deploy, I get it - I've marketed a DevOps-oriented tool, and it's more challenging than most. Developers generally want to be left alone with the product, and while things like events can sometimes work, they're more about brand awareness than sales. I would guess that content marketing is you best channel - with your documentation possibly being a great source. Thanks for the comment and glad it helped someone! :)