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.
This then should help inform what your marketing strategy should be. To get started and build out the customer journey. Once the customer journey is going, you want to spend a bit of time, finding areas of improvement, what is performing well and what is not. Analytics plays a key role in the journey, acting as a feedback loop on what its engaging customers most effectively.