1. Launch is a process not an event
Launch is not a one time event for your company. Launch is a continuous process whether it is the release of new features, a partner announcement, or just a continuous flow of information and events that you are driving.
I am not a fan of the "one shot" launch events. Not because I don't think Techcrunch 50 or Demo are good events. I just believe there are way too many variables that impact a positive outcome...and that the results of the outcome are fleeting. Isolating everything that could potentially derail a demo or conflicts that could lead to a sparse audience is pretty much impossible so don't set yourself up for disappointment.I recommend laying out your time line and finding the events that support it. Do not spend buckets of money on events although many require some level of sponsorship to get on stage. Just be frugal about spend and critical of the opportunity. If it seems to good to be true or it is presented (sold) as the "make or break" event for your company, move on.
2. Identify on-line influencers in your domain & meet them
Everyone can be a publisher these days and there are no shortage of bloggers, podcasters, and amateur journalists in just about every industry and sub-industry. A bit of time using a search engine will reveal lots of targets for your given domain that have huge readerships. Engage with these on-line influencers, share your expertise, and provide content for their audiences. Traditional newspaper circulation continues to decline so focus on those who focus on what you do and in your space rather than hope for that big article in the Wall Street Journal. If what you are doing and saying is compelling (and you are really are on expert), those opportunities will find you.
3. Embrace new technologies but don’t lose sight of fundamentalsSocial media is a tactic, not a profession. It has a role in the marketing mix and is a phenomenal customer support tool. See it for what it is and understand it is a platform for your brand. Use channels like Twitter, Facebook, and your blog to share news about you, about your industry, and to show off your expertise as well as that of others (yes, including your competitors).
For a bit of additional perspective, watch this video about how the fundamentals of B2B marketing stay the same: