If you are

An Innovative product company

You need to

Create regular content that focuses on challenges of your target customers
Create use cases of how your product addresses key problems in your industry
Create content for concept-selling
Create whitepapers and use those for your launch email campaigns
Use social media channels to start associating with the trends and challenges of the industries of your target customers
Leverage your CXOs social channels to attract attention through authoritative, strong opinions or even contrarian stands.
Create highly focused landing pages with optimized keywords for specific industry verticals and how your product addresses the challenges of that industry

With this, you can