Every startup/company I'm involved in, I base the marketing strategy on 3 key elements.
Engineering Awareness - Utilizing advertising mediums, etc, in order to generate a fair amount of brand awareness, targeting a specific audience.
Effecting Leads - Every ad designed, every landing page fashioned, popups, every email newsletter, is tailored with suitable call-to-actions for that specific niche audience.
Engaging (with) Prospectives - The customer (subject), has now passed through the "Leads tube", and now is at the stage, where a personified approach is almost critical to conversion.
What's the base of your marketing strategy like?