A great place to start is with content marketing. Creating content that helps prospective customers, solve the problem you help with. This works to attract potential customers, and educates them on your value proposition. The creation of the content is also a forcing function, to succinctly show the market how you add value. So it’s a win from a number of different angles.
Whilst it is easy to get started, it takes work to do it well and at scale. Which is where analytics can really help, providing a feedback loop on what is engaging customers. Enabling SAAS companies to fine tune their content to meet the customer where they are.