Podcast Series

B2B Marketing Tutorials

Practical how-tos for founders doing their own marketing.

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Latest Episode

Why Your Best Channel Last Year Will Underperform This Year

Why Your Best Channel Last Year Will Underperform This Year

Jonathan W. Buckley explores the channel-decay curve, explaining why high-performing marketing channels inevitably decline and how to identify leading indicators before performance drops. The episode covers the four-phase channel lifecycle and provides strategies for timing your next channel investment before your current one underperforms.

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All Episodes

Attribution Is a Comfort Blanket Here’s What to Track Instead

Attribution Is a Comfort Blanket Here’s What to Track Instead

Jonathan W. Buckley discusses why attribution models fail in B2B and what revenue signals actually matter.

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The Marketing Activities You Should Stop Doing This Quarter

The Marketing Activities You Should Stop Doing This Quarter

Jonathan W. Buckley discusses which marketing activities B2B teams should eliminate this quarter to reduce bloated calendars and improve focus, sharing strategies for conducting a stop-doing session and reframing subtraction as a viable alternative to constant addition. The episode covers seven underperforming marketing activities, the sunk-cost calendar trap, and practical advice on replacement tactics.

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Your Tech Stack Isn't the Problem. Your Positioning Is.

Your Tech Stack Isn't the Problem. Your Positioning Is.

Jonathan W. Buckley explains why marketing teams buy unnecessary tools instead of fixing underlying positioning problems.

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The Three Words That Should Be on Every Marketing Roadmap

The Three Words That Should Be on Every Marketing Roadmap

Jonathan W. Buckley shares a three-word filter to audit marketing roadmaps and prioritize strategy over busywork.

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The One Question Founders Should Ask Before Hiring a Head of Marketing

The One Question Founders Should Ask Before Hiring a Head of Marketing

Jonathan W. Buckley explains how founders often hire their first head of marketing too early and with the wrong profile, then walks through the diagnostic question to determine which CMO archetype—builder, scaler, or operator—matches your company stage. The episode covers how to avoid costly hiring mistakes and when a fractional CMO may be the better solution than a full-time hire.

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Why Your Marketing Team Looks Busy and Your Pipeline Looks Empty

Why Your Marketing Team Looks Busy and Your Pipeline Looks Empty

Jonathan W. Buckley explains how early-stage B2B marketing teams confuse activity with output and refocus on pipeline generation.

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ABM Full-Contact Strategy: How to Run B2B Account-Based Marketing That Actually Closes Deals

ABM Full-Contact Strategy: How to Run B2B Account-Based Marketing That Actually Closes Deals

Jonathan W. Buckley shares The Artesian Network's full-contact ABM strategy that focuses on closing deals rather than vanity metrics, covering why most ABM programs fail and how to properly size target accounts, execute coordinated touches, and measure results by revenue impact. The episode breaks down a framework that integrates marketing, sales, and SDR efforts to move pipeline and convert accounts into closed-won deals.

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How to Master Product-Led Growth: The B2B PLG Playbook That Actually Closes Deals

How to Master Product-Led Growth: The B2B PLG Playbook That Actually Closes Deals

Jonathan W. Buckley discusses why hybrid models combining product-led acquisition and sales-assisted expansion work better than pure PLG for B2B companies.

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How to Lead Marketing Through a Turnaround or Merger Without Losing the Brand

How to Lead Marketing Through a Turnaround or Merger Without Losing the Brand

Jonathan W. Buckley discusses marketing strategies to strengthen companies during turnarounds and mergers.

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The Most Dangerous Phrase in Startup Marketing: "We'll Fix It Later"

The Most Dangerous Phrase in Startup Marketing: "We'll Fix It Later"

Jonathan W. Buckley explains how "we'll fix it later" creates compounding marketing debt for early-stage companies and breaks down the three types of debt teams accumulate, when deferring work is actually justified, and how to conduct a 90-day audit to identify deferred tasks. The episode provides frameworks for building a marketing function that avoids technical, positioning, and messaging debt.

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How to Build Award-Winning Product and Marketing Teams (Without Burning Through Talent)

How to Build Award-Winning Product and Marketing Teams (Without Burning Through Talent)

Jonathan W. Buckley discusses the organizational design and hiring strategies that enable B2B tech marketing and product teams to outperform larger, better-funded competitors through clear roles, decision rights, and team structures. The episode covers the essential roles needed in winning marketing teams, how to structure product-marketing collaboration, and hiring practices that reduce costly mistakes.

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Why Most Go-To-Market Strategies Fail Before the First Sales Call

Why Most Go-To-Market Strategies Fail Before the First Sales Call

Jonathan W. Buckley discusses four critical go-to-market strategy decisions that determine sales success before reps make calls.

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The Founder–CMO Contract No One Talks About

The Founder–CMO Contract No One Talks About

Jonathan W. Buckley explains the unwritten founder-CMO contract and how to maintain a healthy marketing relationship.

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Why AI Won't Save Bad Marketing Strategy (And What It Will Actually Fix)

Why AI Won't Save Bad Marketing Strategy (And What It Will Actually Fix)

Jonathan W. Buckley examines where AI actually creates marketing leverage versus where it amplifies poor work, offering a practical framework for identifying which AI tools genuinely belong in your marketing stack. The episode breaks down the four categories of marketing work where AI is truly valuable and exposes the areas where it's making average work worse.

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6 Messaging Best Practices Every B2B Startup Should Steal

6 Messaging Best Practices Every B2B Startup Should Steal

Jonathan W. Buckley from The Artesian Network shares six messaging rules that fix common B2B positioning failures and improve conversion rates. The episode covers homepage copywriting, the critical first 8 seconds of buyer attention, and how to message new versus established product categories.

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How to Strategically Advise a Startup From Series A to IPO (Without Losing the Plot)

How to Strategically Advise a Startup From Series A to IPO (Without Losing the Plot)

Jonathan W. Buckley explains how marketing strategies must evolve across different company growth stages, from Series A through IPO, highlighting the critical transition points where most companies fail. Learn the four distinct marketing stages and how to build a scalable marketing function that adapts without requiring a complete rebuild.

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Why "More Leads" Is Rarely the Right Growth Goal (And What to Aim At Instead)

Why "More Leads" Is Rarely the Right Growth Goal (And What to Aim At Instead)

Jonathan W. Buckley explains why chasing more leads misleads early-stage companies and reveals four metrics that better predict revenue.

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