Ask HN: How do you market your tech-product to techies?

I'm wondering how others market their tech-products to techies, whether it's an open-source project to drive traffic or a commercial product/solution.

I personally ignore almost every cold email I get and mark as spam (if there's no unsubscribe link) and I think others would relate to this as well.

Apart from word of mouth and accidentally stumbling upon a blog/post, are there any other ways to reach techies?