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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.

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The Role of B2B Marketing in Intrinsic Selling

The Role of B2B Marketing in Intrinsic Selling

The Role of B2B Marketing in Intrinsic Selling

One of the most noteworthy articles on the subject of B2B selling was published in a 1966 Harvard Business Review article (#66213). In...

Gordon G. Andrew

3 min read

Is Your B2B Website Content a Brand Liability?

Distracted by social media, it’s easy for a company to lose sight of the fact that their website remains as the mother ship of brand...

Gordon G. Andrew

3 min read

B2B Thought Leadership Merchandising: How to Rise Above the Noise

B2B Thought Leadership Merchandising: How to Rise Above the Noise

B2B Thought Leadership Merchandising: How to Rise Above the Noise

Thought Leadership is one of the most widely used terms in B2B marketing. But there’s a range of opinion regarding what Thought...

Gordon G. Andrew

3 min read

PR Career Playbook: Earning Your Seat at the Senior Management Table

PR Career Playbook: Earning Your Seat at the Senior Management Table

PR Career Playbook: Earning Your Seat at the Senior Management Table

While waiting for the PR profession-at-large to earn a place at the senior management table, current practitioners should develop their...

Gordon G. Andrew

4 min read

5 Ways to Leverage the "Masthead Value" of Publicity

5 Ways to Leverage the "Masthead Value" of Publicity

5 Ways to Leverage the "Masthead Value" of Publicity

Many companies will invest considerable effort seeking positive publicity in influential media sources, and then fail to benefit from the...

Gordon G. Andrew

4 min read

Recent Posts

Do Professional Services Firms Really Need a Website?

3 min read

5 Signs Your B2B Firm’s Marketing Is Structurally Incapable of Producing ROI

2 min read

Peter Drucker on the Four Roles of the CFO

3 min read

AI Marketing Madness: 5 AI Myths and Realities Every B2B Firm Needs to Understand

3 min read

Understanding the B2B Buying Process: The Importance of Due Diligence

3 min read

Google Page Rankings Alone No Longer Wins: Why and How B2B and Professional Services Firms Must Develop AI Credibility Marketing

4 min read

Keys to Driving Strategic B2B Marketing Success

5 min read

Transforming B2B Marketing: The Power of Intrinsic Selling

4 min read

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