Ask HN: Good Marketing?

I'm a technical founder of a startup. I am not naturally a marketer (obv.) but I do believe that there is such a thing as good marketing.

Do you agree? What would you consider good marketing? Can you think of good examples? What differentiates good vs bad marketing? What do you hate seeing? There is so much cynicism, I feel like the bar is incredibly high.

If its useful: we're B2B and solving real problems related to data and data use at companies - not sure if that changes opinions re: marketing.