AI & GTM B2B Marketing Founder-Led Selling GTM Leadership Positioning & Messaging Jonathan W. Buckley: How to Align Product and Marketing for Explosive Growth June 25, 2025 by terryestioko Most companies struggle with one critical challenge: getting their product and marketing teams to work together effectively. Read more »
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 »
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 »
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 »
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 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 »
