Marketing Craftsmanship | Highlander Consulting

Gordon G. Andrew

Make Your Company a "Safe Choice" to Compete Effectively

The most enduring injustice in marketing is that firms with strong brand recognition are often selected over more qualified, but...

Gordon G. Andrew

To Win New Clients, Your B2B Firm Needs to Understand "Career Risk"

In a perfect world, the most experienced and qualified B2B firms always win the business. But in our real world, prospects apply a very...

Gordon G. Andrew

4 Reasons Why Your B2B Firm's Content Marketing Isn't Working

There are 4 reasons why B2B firm content marketing fails

Gordon G. Andrew

Client Newsletters for B2B Firms is Content That's Dead on Arrival

Client newsletters are one of the most widely used, and often abused marketing tactic for B2B firms of any size. Here are three myths and...

Gordon G. Andrew

Three Good Reasons to Kill Your B2B Company's (Zombie) Blog

When pressed to explain why their company has a blog, many CEOs admit they were either pushed by marketing counsel to create one, or...