We only take on 4 clients per month. Join our August cohort. 1 spot left.
Welcome to another episode of Marketing From the Front Lines — the show that explores GTM stories from tech’s most innovative B2B founders. In today’s episode, we’re speaking with Ariana Faustini, Head of Global Marketing at Golioth, an IoT developer platform that has raised over $7 Million in funding.
Here are the most interesting points from our conversation:
Ariana’s journey into marketing, starting with her creative roots in an engineering family, highlights the value of leveraging unique backgrounds. For B2B tech founders, combining diverse perspectives can lead to innovative approaches to product development and marketing, enhancing the ability to connect with a wider audience.
The complexity of developing IoT devices, as discussed by Ariana, underscores the importance of deeply understanding the technical challenges your product addresses. Founders should aim to simplify complex solutions in their marketing messages, making the value proposition clear and accessible to their target audience, especially when dealing with intricate technologies.
In developer marketing, authenticity and directness are key. Avoiding hyperbole and being straightforward about what your product does and does not do can build trust with your audience. This approach is critical in sectors where the end-users, such as developers, highly value transparency and specificity.
Thought leadership can be a powerful tool in developer marketing if used correctly. It should stem from genuine expertise and address the specific needs and pain points of the developer community. Founders should consider how thought leadership can be applied effectively to educate and engage their target audience without resorting to traditional top-down sales tactics that may not resonate.
Building and nurturing a community should be a top priority, especially in fields like IoT and software development, where peer recommendations and community support play a significant role in adoption. Employing a developer relations professional early can help in creating valuable content, fostering community interactions, and identifying ambassadors who can champion your product authentically.
Co-Founder and CEO of &Open
Jonathan Legge, Co-Founder and CEO at &Open: Over $35 Million Raised to Create the Future of Corporate Gifting
Co-Founder & CEO of OneScreen
Sam Mallikarjunan, Co-Founder & CEO of OneScreen: $10 Million Raised to Power the Future of Offline Advertising
CEO and Co-Founder of Botify
Adrien Menard, CEO and Co-Founder of Botify: $82 Million Raised to Build the Future of SEO
CEO & Founder of Rownd
Robert Thelen, CEO & Founder of Rownd: $3.3 Million Raised to Build the Future of App Onboarding
CEO and Founder of Tetra Insights
Michael Bamberger, CEO and Founder of Tetra Insights: $7 Million Raised to Power the Future of Qualitative Research
Co-Founder and CEO of Tingono
Parry Bedi, CEO of Tingono: $7 Million Raised to Help Companies Boost Net Revenue Retention
CEO and Founder of Balto
Marc Bernstein, CEO and Founder of Balto: $52 Million Raised to Power the Future of Contact Centers
Founder & CEO of Prezent
Rajat Mishra, Founder & CEO at Prezent: Over $24 Million Raised to Build the Presentation Productivity Platform Category
CEO of Nomono
Jonas Rinde, CEO of Nomono: $15 million Raised to Power the Future of Podcasting
Head of Marketing of Heyflow
Mastering Organic Growth: Insights from Heyflow’s Head of Marketing
CEO & Co-Founder of Scoop
Rob Sadow, CEO & Co-Founder of Scoop: $8 Million Raised to Build the Future of Hybrid Team Coordination
CEO and Co-Founder of Channel99
Chris Golec, CEO and Co-Founder of Channel99: $5 Million Raised to Power the Future of B2B Marketing
CEO and Co-Founder of Staircase AI
Ori Entis, CEO and Co-Founder of Staircase AI: $5 Million Raised to Power the Future of Customer Revenue Growth
CEO and Founder of Omneky
Hikari Senju, CEO and Founder of Omneky: $10 Million Raised to Empower Brands With AI-Powered Ads To Maximize Performance
Alex Reynolds, CEO & Co-Founder of Vendelux: $20 Million Raised to Build the Future of Event Intelligence
Co-Founder & CEO of Vev
Tine Karlsen, CEO and Co-Founder of Vev: $7 Million Raised to Power the Future of No-Code Visual Design
CEO and Co-Founder of Gated
Andy Mowat, CEO and Co-Founder of Gated: Over $3 Million Raised to Build Noise Cancelling Headphones for Email
CEO and Founder of CompanyCam
Luke Hansen, CEO and Founder of CompanyCam: $38 Million Raised to Build the Future of Visual Communication for Contractors
CEO and Co-Founder of Orbit
Patrick Woods, CEO and Co-Founder of Orbit: Over $22 Million Raised to Power the Future of Communities
Founder & CEO of Datajoin
Sam Fonoimoana, Founder & CEO of Datajoin: $3.5 Million Raised to Help Brands Leverage Customer Behavioral Insights
Head of Growth of Puzzle
Helen Chong, Head of Growth at Puzzle: Collaborating with Founders – Insights for Effective Marketing Alignment
CEO and Co-Founder of Tackle.io
John Jahnke, CEO and Co-Founder of Tackle.io: $148 Million Raised to Build the Future of Cloud Go-to-Market
Co-Founder and CTO of Air
Tyler Strand, Co-Founder and CTO at Air: $38 Million raised to Build the Creative Operations Category
CEO and Co-Founder of OpenSponsorship
Ishveen Jolly, CEO and Co-Founder of OpenSponsorship: Over $5 Million Raised to Build the Future of Sports Influencer Marketing
CEO and Founder of Swantide
Taylor Lint, CEO and Founder of Swantide: $7 Million Raised to Revolutionize How Companies Design and Build Their GTM Infrastructure
CEO & Co-Founder of Sendbird
John Kim: The GTM Story of Sendbird ($1+ Billion Valuation)
CEO and Co-Founder of Seismic
Doug Winter: The GTM Story of Seismic ($3 Billion Valuation)
Marketing Director of Cleary
Stephen Karaolis, Marketing Director at Cleary: Mastering Speed to Market – The Key to Dynamic Content Strategy
CEO of Knapsack
Chris Strahl, CEO of Knapsack: $7 Million Raised to Build the Future of Design Systems
Founder and CEO of Viable
Daniel Erickson, CEO of Viable: $9 Million Raised to Build the Future of Customer Feedback Analysis
VP of Sapient AI
Omed Habib, VP of Marketing at Sapient AI: A Technical Founder’s Guide to B2B SaaS Marketing
VP of Marketing of Steno
Dan Malgran, VP of Marketing at Steno: Elevating Legal Tech with Revenue-Driven Marketing Strategies
CEO and Co-Founder of Sendoso
Creating the Sending Management Category with Sendoso’s Kris Rudeegraap
CEO & Founder of Aidium
Spencer Dusebout, CEO & Founder of Aidium: $19 Million Raised to Build the Future of Mortgage CRM
CEO & Founder of Fulcrum
John Golinvaux, CEO & Founder of Fulcrum: $6 Million Raised to Power the Future of Conversion Optimization
Co-Founder of LOVO AI
Tom Lee, Co-Founder of LOVO AI: $7 Million Raised to Build the Future of AI Voiceovers
CMO of ZoomInfo
Creating the Go to Market Category with ZoomInfo’s Bryan Law
CEO and Co-Founder of Dreamdata
Lars Grønnegaard Hansen, CEO & Co-Founder of Dreamdata: $12 Million Raised to Build the Future of B2B Revenue Attribution
Founder of Givz
Andrew Forman, CEO of Givz: $3 Million Raised to Make Donating, Not Discounts, eCommerce Brands Ultimate Growth Lever
Founder & CEO of Level AI
Ashish Nagar, CEO of Level AI: $35 Million Raised to Power Contact Centers of the Future
CEO and Founder of Qortex
Zack Rosenberg, CEO & Founder of Qortex: $11 Million Raised to Build the Future of Video Analytics
CEO of DemandJump
Thomas Millay, CEO at DemandJump: Over $25 Million Raised to Power the Future of Content Strategy
CEO of Eloqua
Creating the Marketing Automation Category with Mark Organ
Co Founder and CEO of GTM Partners
Behind the Category: Creating the Account-Based Marketing (ABM) Category with Sangram Vajre
CEO of CloseFactor
Leena Joshi, CEO of CloseFactor: $15+ Million Raised to Automate Repetitive Sales Processes
CEO and Founder of Aditude
Jared Siegal, CEO and Founder of Aditude: $15 Million Raised to Build the Future of Publisher Monetization
CEO of Knak
Pierce Ujjainwalla, CEO of Knak: $25 Million Raised to Empower Enterprise Marketers with Codeless Email and Landing Page Creation