Over 2 decades ago, Corum's founder, Bruce Milne, wrote "Software Company Guerilla Marketing: How to Succeed in the Software Wars with a Carefully Targeted, Low/No Budget Marketing and Sales Campaign." These were hands-on, practical ways to get the biggest bang for a sales buck. While some of the means are outdated, the message and methodology are still true today; heres an example...

Although the press and public are tired of vaporware announcements with delivery dates that go unmet, the largest, most successful firms (IBM, Microsoft, etc.) use vaporware on a regular basis by announcing new products that are in development. Word your announcements to be truthful. Thus, for example, the product will be in beta testing in 2Q 2013 doesnt commit you to when it will be released.