B2B Marketing Founder-Led Selling GTM Leadership Positioning & Messaging Don’t Hire That CMO (Yet): What to Look for in a Marketing Leader When the Time Is Right June 18, 2025 / June 19, 2026 by terryestioko There’s a moment in every startup’s journey when the founder turns to the team and says: “We need a real marketing leader.” It’s an understandable impulse. Growth is flattening. Sales cycles are inconsistent. There’s pressure from the board to “build the brand.” Everyone wants a silver bullet — and it seems like the right CMO […] Read more »
B2B Marketing IPO success in B2B tech isn’t about luck or flashy features. June 17, 2025 / June 19, 2026 by terryestioko After 25 years across 3 continents, I’ve learned it comes down to core fundamentals most founders overlook. Get those right, and you’re not guessing, you’re building. Read more: https://lnkd.in/eM9c9dRr About This Feature Read more »
AI & GTM B2B Marketing GTM Leadership Martech & Ops Positioning & Messaging 2025 B2B Marketing ROI Rankings for Early-Stage Tech Startups June 12, 2025 / June 27, 2026 by terryestioko Each year around mid-year, we at The Artesian Network recheck the numbers from the latest B2B benchmark data and provide and outlook for ROI across the top 15 marketing tactics. CMOs and CEOs in early-stage tech—where should you really put your limited marketing budget? When every dollar needs to work twice as hard, it’s essential […] Read more »
AI & GTM B2B Marketing Founder-Led Selling Martech & Ops Should Early-Stage Tech Startups Hire a PR Firm? And What You Can Do In-House June 11, 2025 / June 27, 2026 by terryestioko ✅ When PR Can Be Valuable (But Rarely Early On) A PR firm can be useful if: – You’re announcing a major funding round (Series A or higher). – You’re entering a highly competitive or consumer-facing market where media buzz directly drives business outcomes. – You have a compelling narrative and a founder/executive team able […] Read more »
B2B Marketing Jonathan W. Buckley on How to prepare your B2B technology company for market June 2, 2025 / June 19, 2026 by terryestioko Principal consultant Jonathan Buckley just had a piece published in the CXO Dispatch about getting early-stage technology companies to market with reduced risk. It includes a video interview. Read more »
AI & GTM B2B Marketing Founder-Led Selling Positioning & Messaging 10 Ways B2B Tech Marketers Can Leverage AI to Sharpen Messaging and Positioning June 1, 2025 / June 27, 2026 by terryestioko AI is no longer a novelty in B2B tech marketing—it’s a competitive necessity. But while many marketers are exploring how generative AI can save time, fewer are using it to actually improve the quality of their positioning and messaging. At The Artesian Network, we’ve been launching and scaling AI-driven companies since 2017, well before ChatGPT […] Read more »
AI & GTM B2B Marketing Martech & Ops Positioning & Messaging Why AI Alone Won’t Save Your Marketing May 28, 2025 / June 27, 2026 by terryestioko How We’re Seeing 5x Productivity Gains—But Only When Senior Minds Steer the Machines The AI hype is deafening. It seems like every week a new tool promises to eliminate your marketing team, write your next viral campaign, or unlock secrets from your data. But here’s the hard truth we’ve discovered at The Artesian Network: AI […] Read more »
B2B Marketing GTM Leadership Fractional Marketing, Full-Stack Results: A Founder’s Guide to Getting It Right the First Time May 27, 2025 / June 27, 2026 by terryestioko Why early-stage B2B tech startups need experienced, technical, senior marketing teams—and how to find the right one Let’s be honest: most startup founders don’t trust marketers. And with good reason. In the B2B tech world, we’ve seen a familiar pattern repeat itself—over and over. It usually starts with an incredible technical insight: a founder (or […] Read more »
B2B Marketing Founder-Led Selling Martech & Ops Positioning & Messaging And Then We Will Just Rock A Startup’s Rise, Fall, and Echo Through Time May 26, 2025 / June 27, 2026 by terryestioko Prologue: Silicon Dreams In the mid-1990s, the internet was a spark lighting up the world, and I stood at the center of its ignition. At Pacific Telesis—the venerable West Coast telecom holding company for Pacific Bell—I was charged with managing the physical infrastructure for its emerging high-tech ventures: mobile phones, wireless cable, a state-wide fiber […] Read more »
B2B Marketing GTM Leadership Martech & Ops Positioning & Messaging Challenging the Cloud The Rise and Fall of Nirvanix May 21, 2025 / June 27, 2026 by terryestioko A dramatic story of building a company with all the drama, intrigue, wins, losses and murder It was 2007 and cloud computing was in its relative infancy. Salesforce had launched just eight years prior and was starting to gain considerable traction. Former colleague, Patrick Harr and his former college roommate Geoff Tudor had an idea […] Read more »
