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.

The Importance of Earned Media in the AI Era

When you ask ChatGPT, Perplexity, or Google’s AI Overviews a business question, what sources are they quoting? Not ads. Not your company’s website. Increasingly, it’s what others are saying about you . The Data: AI Runs on Earned Media According to Muck Rack’s July 2025 study , more than 95% of AI citations come from non-paid sources , and as much as 85 – 89% come from earned media -- which is coverage you don’t buy, but earn. Independent analyses reinforce this point: Colum

Gordon G. Andrew

3 min read

A CEO’s Guide to Protecting Brand Reputation in the ArtificiaI Intelligence (AI) Era

Your Company's Reputation is now Algorithmic Executive Summary In 2010, a financial services firm with an 80-year history and offices in...

Gordon G. Andrew

3 min read

Why "Boutique Firm" is Not a B2B Brand Strategy

Position yourself as a high-value player to secure larger clients, instead of settling for a "boutique" status. If you're managing a...

Gordon G. Andrew

3 min read

B2B White Papers Aren’t Dead. They’re Thriving, if You Evolve.

Modern White Papers Can be Effective if B2B Marketers Drop Old Habits The B2B marketing world has declared white papers dead so many...

Gordon G. Andrew

3 min read

B2B Executive shooting an arrow representing Marketing goals

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

If you're a B2B business owner feeling disillusioned by the returns on your marketing investments, you're not alone. Many companies grapple with similar frustrations, often stemming from a disconnect between marketing efforts and tangible business outcomes.

Gordon G. Andrew

2 min read

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