Who do you target?

I notice some websites offer features detailing technical specifications (i.e. targetting to experts) and others offering non technical features to more novice orientated customers. I see some targetting business and others individuals.

How do you go about marketing to this target market?

Any comments very much appreciated.

They keyword for you today is "Research". Go after a market you understand and research, get into the trenches of your market and find out what they want. Not what everyone else is doing but what people really want. That will be your key to being successful.

Yes, success hinges on your understanding of your target market and how you can best serve them and convince them to buy.
So let's say your target customers are web-designers who are thinking of offering webhosting together with their design services, you would need to tell them about reseller accounts and how these can be used to host seperate domains under one account. And also how easy it would be for them to manage these 'sub-accounts' from one interface instead of buying seperate shared hosting accounts from one or several webhosts. The level of detail to go into would depend on how savvy you think your target customers are.