For a while now (the last 2 years or so) I've been looking closely at the marketing tactics of RedHat. Given their particularly niche market (midrange enterprise systems), their marketing is still quite direct. They tend to advertise heavily to existing customers, waiting on people who have existing subscriptions and inviting them along to "webinars" (typically online streaming events). They also put a fair bit of effort into making appearances at trade events, sending quite knowledgeable staff along to those (not just vacant booth babes). In the typical fashion they also have a lot of customer testimonials and whatnot on their site (some are companies I've been involved with, and know for a fact they're quite accurate and not too fluffy). But that's just one company. I've still got my eye on Canonical. I'm keen to see when they're going to progress to that level, given their recent partnerships with Sun/Oracle/Java, IBM/DB2 and Amazon/EC2.