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Marketing Craftsmanship Today

Gordon's LinkedIn newsletter — published when something worth saying demands more than a post. Longer-form perspectives on thought leadership, credibility, and business development for boutique advisory firms.

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Brief, direct perspectives on thought leadership, market credibility, and the business development strategies that boutique advisory firms actually use to grow. No trend summaries. No generic advice. Just the kind of thinking that comes from 40 years of doing the work.

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B2B Marketing Needs One Giant Step...Backwards

B2B Marketing Needs One Giant Step...Backwards

B2B Marketing Needs One Giant Step...Backwards

In the dark ages of B2B marketing communications, circa 1980, the goal was to get your snail-mailed communications past the office...

Gordon G. Andrew

3 min read

The Death of Rolodex Marketing

The Death of Rolodex Marketing

The Death of Rolodex Marketing

Surprisingly, a significant number of professional services firms continue to resist building online brand visibility as a business...

Gordon G. Andrew

3 min read

The 2 Most Deadly Sins of B2B Marketing

The 2 Most Deadly Sins of B2B Marketing

The 2 Most Deadly Sins of B2B Marketing

There are two major reasons why marketing is failing at your small- or medium-sized B2B firm: You view marketing as business triage. Your...

Gordon G. Andrew

3 min read

Marketing Survival Skills for the Hedge Fund Apocalypse

Marketing Survival Skills for the Hedge Fund Apocalypse

Marketing Survival Skills for the Hedge Fund Apocalypse

There's an increasing volume of negative news regarding the “exodus from hedge funds,” in favor of less expensive alternatives such as...

Gordon G. Andrew

4 min read

Why Social Media Marketeting is WRONG for Asset Managers

Why Social Media Marketeting is WRONG for Asset Managers

Why Social Media Marketeting is WRONG for Asset Managers

The latest round of blather regarding why and how asset managers (in this case, hedge funds) should use social media can be found in this...

Gordon G. Andrew

4 min read

Recent Posts

Thought Leadership Should Generate Business — Not Just Visibility

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Do Professional Services Firms Really Need a Website?

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5 Signs Your B2B Firm’s Marketing Is Structurally Incapable of Producing ROI

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Peter Drucker on the Four Roles of the CFO

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AI Marketing Madness: 5 AI Myths and Realities Every B2B Firm Needs to Understand

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Understanding the B2B Buying Process: The Importance of Due Diligence

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Google Page Rankings Alone No Longer Wins: Why and How B2B and Professional Services Firms Must Develop AI Credibility Marketing

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Keys to Driving Strategic B2B Marketing Success

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