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.

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

Transforming B2B Marketing: The Power of Intrinsic Selling

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 verifi

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

Effective Strategies for Sales and Marketing Alignment

In today’s competitive B2B landscape, the synergy between sales and marketing is no longer optional. It’s a critical driver of growth, credibility, and higher-value opportunities. When these two functions work in harmony, businesses can transform their expertise into tangible demand and accelerate their path to success. However, achieving this alignment is easier said than done. It requires deliberate strategies, clear communication, and shared goals. Let’s explore practical,

Gordon G. Andrew

4 min read

Marketing Moves Mid-Sized Consulting Firms Must Make Right Now — Or Prepare to be Left Behind

The consulting industry is shaking down. Big firms are cutting staff. Smaller firms are struggling to generate leads. Client budgets are tighter, buying cycles are longer, and procurement is squeezing margins. But the biggest disruption isn’t economic. It’s behavioral. Corporate buyers no longer discover or vet consulting firms the same way they did even two years ago. That shift has created a rare opening for small and mid-sized consultancies to break through. The firms that

Gordon G. Andrew

2 min read

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