It really depends on what you do. At least I am not talking about billboard campaigns or something.
Some ideas are really simple and inexpensive: Let customer stream the promotion video
Or look at this: FileZilla Pro
I cannot see any mentioning of Tardigrade or Storj, while all competitors are listed. Why is there no video? Directly streaming from Tardigrade? However I do admit in the Filebase docs there a video, however streaming from Youtube again.
In my opinion it also would not hurt to have key targeted internet advertising. Looking at articles like this that target professionals in the media industry, banner or some comment advertisement would not do wrong.
Yes certainly and there is no questioning at all that partnerships are also a key, but these people too must learn that Tardigrade exists and what it is and what it can do better. And for that you need awareness.
But I agree that Covid-19 probably made it much harder to meet in person with important people to promote the service.