Well, I feel MATLAB got quite a good following and fame. MATLAB is popular in academia and with students.
In my opinion
(i) Adjusting the pricing would gather more mass. Pricing can be linked with one's contribution to research and publications using MATLAB. If an individual publishes a research article using MATLAB, give them a discount.
(ii) Most people think MATLAB is slow; due to their limited knowledge of MATLAB coding. This misconception should be eliminated by conducting workshops, especially at the student level.
(iii) Highlight the MATLAB parallel computing capabilities.
(iv) Conduct more workshops showcasing MATLAB success stories and pointing out how easy coding in MATLAB is and how effective a problem can be coded in MATLAB.
(V) Conduct hackathons at the student level and scientific contribution level.
(vi) Sponsor research. Pick the researchers and let them showcase their work and how MATLAB made their life easy.
(vii) List all the publications (published work using MATLAB everywhere) on the MathWorks page.
(viii) Invite researchers and conduct MATLAB alone symposia.