Marketing Craftsmanship

Marketing Craftmanship® Blog
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.

Our Marketing Craftmanship® Blog shares perspectives on B2B marketing, professional services growth, thought leadership, and AI-driven credibility. Written 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 kind of credibility signals that influence real decision makers.

Toy monkeys in an arcade game playing musical instruments

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

AI is not a growth strategy. Applied thoughtfully, it can sharpen positioning, expand expertise, and improve market visibility. Applied carelessly, it accelerates confusion. The B2B firms that win won’t be the ones using the most AI. The winners will use AI to strengthen clarity, credibility, and trust.

Gordon G. Andrew

3 min read

Young boy fishing in a stream from the rocks

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

AI discovery is changing how professional services firms are found and recommended. This article explains how to shift from SEO-only visibility to AI credibility through earned media and expert-driven thought leadership.

Gordon G. Andrew

4 min read