First, I love Gail Goodman's talk. If you haven't seen it, check it out: https://businessofsoftware.org/talk/how-to-negotiate-the-long-slow-saas-ramp-of-death/

It's the story of growing a public company when SaaS was still nascent.

Gail's team had to build awareness for SaaS and email marketing at a grassroots level (radio, etc).