When building a product, you have to tell the truth. Best marketing is telling the truth. But: package it well.
Understand your complete customer journey and the exact messaging you want to include are every step.
Make sure you involve marketing early: the way you tell your product’s story is part of the product. The thing you build is not what will live in people’s heads. It’s the story that will. Your communications tell a story, your product tells a story, your customer support tells a story.
Even the LinkedIn posts of your employees tell a story.
Remember: All human behavior is signaling.