Marketing Craftmanship® Blog

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, and professional services firm growth, thought leadership, and AI-driven credibility. Authored 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 credibility signals that influence real decision-makers.

Marketing Best Practices for Alternative Investments

Although the lion’s share of alternative funds have yet to dip their toes into Lake Transparency, some small funds are cutting a path for...

Gordon G. Andrew

2 min read

Why Your B2B Marketing Isn't Working

There are two major reasons why marketing is ineffective at B2B firms, regardless of size or industry: Marketing is viewed as triage ....

Gordon G. Andrew

2 min read

The Road to Hedge Fund Transparency: Marketing Essentials and Potential Pitfalls

To survive and prosper in a marketplace where transparency and trust are now valued by investors and promoted by regulators, hedge funds...

Gordon G. Andrew

4 min read

Make Your Corporate Anniversary Worth Celebrating

B2B firms that have flourished for 20, 30 or 50 years are understandably proud of their longevity, particularly after having endured the most recent decade’s harsh economic conditions. But many of those companies do not leverage their achievement, by failing to capture the attention, interest and engagement of the internal and external audiences that will determine their continued success. Too often important corporate milestones are treated in a manner similar to a wedding

Gordon G. Andrew

4 min read