AI & GTM B2B Marketing Positioning & Messaging AI Is Researching Your Company Before Buyers Do: How B2B Brands Win the AI-First Go-to-Market Era April 7, 2026 / June 19, 2026 by terryestioko Your future customer has already formed an opinion about you — they just haven’t reached out yet. Long before your sales team gets a meeting request, many B2B buyers are using AI tools to understand your category, compare alternatives, challenge your positioning, and determine whether your company appears trustworthy. Key Insights When your story lacks […] Read more »
AI & GTM Positioning & Messaging Strong Claims Need Strong Proof: A Framework for B2B Messaging April 2, 2026 / June 19, 2026 by terryestioko Most B2B technology messaging does not fall short because the product lacks strength. It falls short because the supporting proof does. Many companies rely on phrases like “AI-powered,” “enterprise-grade,” “easy to implement,” or “built for scale” without offering buyers the concrete evidence needed to confidently trust those claims. Key Insights That is where credibility starts […] Read more »
Founder-Led Selling Positioning & Messaging Ohio State ECE Welcomes Jonathan W. Buckley for a Guest Lecture on Startup Growth March 17, 2026 / June 19, 2026 by terryestioko Guest lecturer Jonathan W. Buckley joins Ohio State ECE graduate students to explain why revenue growth should be engineered with the same rigor as product development. In this guest lecture for an Ohio State ECE graduate course, Johnathan Buckley explores how startups can apply engineering-style thinking to commercialization. Rather than treating marketing and sales as […] Read more »
AI & GTM B2B Marketing Founder-Led Selling Positioning & Messaging On Falkcroft: Turning B2B Technology Into Revenue With the Right GTM Strategy March 13, 2026 / June 19, 2026 by terryestioko Building a successful B2B technology company requires more than a strong product—it requires a disciplined and well-designed go-to-market strategy. In this interview with Jonathan W. Buckley, he explains how founders can build a GTM blueprint that aligns product positioning, messaging, distribution, and revenue execution into a single coherent system. The discussion explores why many startups […] Read more »
B2B Marketing Founder-Led Selling Positioning & Messaging Scaling Startups to Exit with Jonathan Buckley, Founder The Artesian Network February 6, 2026 / June 19, 2026 by terryestioko Are you a tech founder in the early phases of scaling your business and proving your revenue model? 60% of exit-eligible clients of our clients have ultimately reached a successful exit, while many others have progressed to advanced stages of financing to support their growth. In a recent interview, I discussed our process and key […] Read more »
Positioning & Messaging The Art (and Science) of Storytelling in Enterprise Sales October 9, 2025 / June 27, 2026 by terryestioko Early in my career, in the role of Business Development, I once walked into a boardroom convinced I had the perfect pitch. 30 slides. Financial models. Competitive benchmarks. Every detail nailed down. I thought the math would speak for itself. It seemed compelling enough for me and the team backing me. It didn’t. Halfway through, […] Read more »
Founder-Led Selling GTM Leadership Positioning & Messaging Jonathan W. Buckley: How to Implement Direct, Channel, and PLG Sales Tactics August 20, 2025 by terryestioko Building successful sales strategies isn't rocket science, but most companies get it wrong anyway. Read more »
B2B Marketing Founder-Led Selling Positioning & Messaging The One Question Every GTM Plan Must Answer (But Rarely Does) July 2, 2025 by terryestioko When early-stage tech companies show me their go-to-market plan, I ask one simple question: “Can a rep with no industry experience close a deal in 60 days using this story and these tools?” Most founders pause. Then nod. Then—more often than not—they realize the answer is no. That pause is the real test. Because if […] Read more »
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 »
