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 »
Positioning & Messaging The World’s First Immersive 3D NFT: Where Pancakes, Pixels, and Vision Converged June 11, 2025 / June 27, 2026 by terryestioko www.jonathanwbuckley.com Founder, www.elevarpictures.com & www.artesiannetwork.com The Idea That Started at Buck’s—and a Client Engagement That Sparked It I’ve always been fascinated by technology’s ability to capture and preserve the intangible—history, energy, context. So when I found myself having breakfast meetings at Buck’s of Woodside in the early 2000s, I knew the place was special. What […] Read more »
AI & GTM Positioning & Messaging ? Ten Red Flags to Look for Before You Join, Invest In, or Represent a Startup June 10, 2025 / June 27, 2026 by terryestioko As someone who has been deep in the trenches of startup life—leading marketing transformations, advising founders, and recovering from a few spectacular crashes—I’ve learned the hard way that due diligence is not just for lawyers and VCs. Whether you’re considering joining a startup, investing in one, or taking it on as a client, these are […] 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 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 »
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 »
