Marketing university technologies is a balancing act between approaching potential partners for specific technologies and more general branding and networking activities. This talk will focus on where marketing fits in a licensing office's strategic plan and how various marketing activities help the office achieve its goals. We'll discuss methods for market research and data gathering, including the use of student interns and paid consultants; different roles in the marketing process, such as the technology managers', the inventor's, and the marketing specialists'; and the trend toward portfolio bundling within and between institutions. We'll also cover various marketing channels, including tradeshows, newsletters, and websites, and discuss some of the challenges the University of Illinois at Urbana-Champaign has encountered.