February - 2017

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Marketing Craftsmanship®
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.

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Making B2B Buyer Shortlists: Is Your Firm Even in the Game?

Making B2B Buyer Shortlists: Is Your Firm Even in the Game?

Making B2B Buyer Shortlists: Is Your Firm Even in the Game?

For most B2B companies, there's no way to predict when a prospect will purchase their product or engage their services. Sales cycle...

Gordon G. Andrew

3 min read

How to Sell to Companies that are Out of Your League

How to Sell to Companies that are Out of Your League

How to Sell to Companies that are Out of Your League

The most enduring injustice in the world of B2B marketing is that, very often, a firm with strong brand perceptions will be selected over...

Gordon G. Andrew

4 min read

Recent Posts

Why Your B2B Marketing Return on Investment is Disappointing, and What You Need to Do About It

2 min read

Applying for a Restaurant Job Taught Me Two Important Lessons About B2B Marketing

3 min read

Jamie Dimon on the Importance of Curiosity in Leadership

1 min read

Publicity for Your B2B Business: Short-Term Sugar High…or Credibility Tool?

4 min read

Make Your Company a "Safe Choice" to Compete Effectively

2 min read

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

1 min read

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

2 min read

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

4 min read

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