Felix Morgan Amazee Group, Austin, United States Marketing strategies that focus on leads are only addressing one aspect of successful positioning for companies promoting and using open source software. In this introductory session we will look at marketing best practices specifically for businesses that are creating, customizing, and contributing to open source software for their clients. Topics covered will include: Personas and Stakeholders: beyond just the buyer. Community and Narrative: the stories we tell are important. Data: what to measure and when.