AI & GTM B2B Marketing GTM Leadership Positioning & Messaging The Toughest Boardroom Battle of My Career — And the Lessons I’ll Never Forget May 19, 2025 / June 27, 2026 by terryestioko Building a brand isn’t for the faint of heart. It’s a slow, deliberate process built on trust, consistency, and relentless focus. But what happens when your board doesn’t see it that way? What happens when they demand you grow a brand overnight—and measure you against companies investing 100 times your marketing budget? This is the […] Read more »
B2B Marketing Founder-Led Selling Positioning & Messaging Build It. Test It. Prove It. May 16, 2025 by terryestioko Why You Must Develop a Sales & Marketing MVP Alongside Your Product MVP to Lower Risk ? Only 1 in 10 B2B Tech Startups Survive to See Series C And it’s not for lack of great ideas or talented founders. It’s because most startups launch under a flawed assumption: “If we build it, they will […] Read more »
AI & GTM B2B Marketing Founder-Led Selling GTM Leadership Positioning & Messaging Hard Lessons from Our Two Epic Marketing Failures May 16, 2025 / June 19, 2026 by terryestioko What happens when everything is perfect—except the product? Twice in our history at The Artesian Network, we found out the hard way. Failure #1: When the Product Isn’t What It Seems Several years ago, we were retained to revamp the messaging, positioning, and demand generation strategy for a five-year-old cyber-security-related company. Backed by over $130 […] Read more »
