Great Piece. While you spoke about advertising, which will eventually generate lots of leads - that is the end objective- you will be struggling to manage those leads. Inbound marketing starts after you have brought traffic to your website. If you miss that, then you will not know which half of your marketing budget didn't work. Many people confuse marketing with advertising. Advertising is a subset of marketing.

Read (https://steemit.com/ico/@retainly/the-complete-ico-marketing-toolkit)this article on how to effectively use inbound marketing for an ICO success.