Marketing Insights & Perspectives | Highlander Consulting

Marketing Craftmanship® Blog
A Smarter Approach to B2B Growth

Content that reflects our approach: designed to connect strategy to execution — and ensure your B2B marketing drives measurable business outcomes.

Our Marketing Craftmanship® Blog shares perspectives on B2B marketing, professional services growth, thought leadership, and AI-driven credibility. Written by Gordon G. Andrew, these short insights reflect more than three decades of experience helping business owners, CEOs, CHROs, legal and compliance leaders, and other senior executives strengthen their visibility, authority, and market positioning.

Each blog post focuses on practical, strategic ideas that help firms compete on expertise, stand out in crowded markets, and build the kind of credibility signals that influence real decision makers.

B2B Buyers Have Always Done Due Diligence. What Changed Is Who They Trust.

B2B buyers don’t start learning when they talk to you. Their due diligence process begins long before that. B2B firms that address this reality win more business.

Gordon G. Andrew

3 min read

Young boy fishing in a stream from the rocks

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

AI discovery is changing how professional services firms are found and recommended. This article explains how to shift from SEO-only visibility to AI credibility through earned media and expert-driven thought leadership.

Gordon G. Andrew

4 min read

Keys to Driving Strategic B2B Marketing Success

In today’s competitive B2B landscape, professional services firms face unique challenges. Growth, investment, and acquisition phases demand more than just expertise. They require a strategic marketing approach that transforms knowledge into tangible demand and credibility. That’s where strategic marketing becomes essential. It’s not just about marketing; it’s about aligning your firm’s unique strengths with market opportunities to unlock higher-value engagements. Drawing from

Gordon G. Andrew

5 min read

The Power of Intrinsic B2B Selling – And Why Most Marketers Still Avoid It

Most B2B marketing still relies on extrinsic selling : pointing to past results, client logos, case studies, and testimonials as evidence of future performance. It’s comfortable. It’s familiar. It’s the default approach for 90% of B2B firms. But extrinsic selling also asks the buyer to do something they no longer want to do: make a leap of faith. “Trust us. We did this for someone else. Imagine what we could do for you.” Today’s buyers don’t want to imagine. They want verific

Gordon G. Andrew

4 min read

Top B2B Digital Marketing Strategies and Tactics for Success

Mastering effective marketing tactics is essential for B2B and professional services firms aiming to grow and thrive. With a clear focus on transforming expertise into tangible demand, credibility, and higher-value opportunities, here are proven strategies that have consistently delivered results. These approaches are designed to help businesses like yours navigate critical growth, investment, or acquisition phases with confidence. Understanding the Core of B2B Marketing Stra

Gordon G. Andrew

4 min read

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