Great points on social proof and profit centers and cost centers. If you're pitching top-line growth, then often you want to start at the top (CxO level if you can).

How to run the "air war" could be a whole post. I think PR is the most important component, and you can actually get very far as a founder by just sending a journalist a friendly note and offering to talk. Quality of investors, team, and whether you have a personal connection to the company also matter a lot.