A great place to get started, is to sit down and describe the customer, who they are, where they work, what they’re facing. And how you product helps solve their problem. The more descriptive the better. Then you should simulate their purchasing journey, when they face the problem, what would they do next, what would they Google, who would they ask? And then seek to align your marketing strategy with that purchasing journey.
Content marketing is often a first stop for SAAS brands ramping up their marketing. It is something they can create easily, they know the customer, and when prospective customers engage, they are close to the purchase.