In my experience, using buzzwords is really useful...if you want to work for the kind of company that is impressed by buzzwords. On the other hand, if you want to work for thoughtful, innovative people, it is best to be genuine, passionate, and knowledgeable about the product(s) you wish to market. I'm also a firm believer that marketers who want to work in technology should learn to program - inevitably, they will have to learn from engineers and a little bit of experience programming makes that process so much easier.

Unfortunately, when I suggested those things at a recent alumni meeting, the response was less than positive.