Marketing Craftsmanship® | B2B Strategy Framework | Highlander Consulting

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.

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

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

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

Why Your Law Firm Blog Doesn't Make the Phone Ring

You can gain reliable insight into the current state of law firm blogging from two recent market research studies: According to the...

Gordon G. Andrew

4 min read

What Type of Marketing Cry-Baby are You?

When a client complained to me recently about the difficulty of competing against larger companies, I had a flashback to when my kids...

Gordon G. Andrew

4 min read

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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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Marketing Craftsmanship® A Smarter Approach to B2B Growth

The 2 Most Deadly Sins of B2B Marketing

Marketing Survival Skills for the Hedge Fund Apocalypse

Why Social Media Marketeting is WRONG for Asset Managers

Why Your Law Firm Blog Doesn't Make the Phone Ring

What Type of Marketing Cry-Baby are You?

Recent Posts

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

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

Jamie Dimon on the Importance of Curiosity in Leadership

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

Make Your Company a "Safe Choice" to Compete Effectively

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

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

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

Marketing Craftsmanship®
A Smarter Approach to B2B Growth