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

How to Generate B2B Firm Publicity that Drives Market Engagement

Not all types of publicity have equal value, in terms of its potential to generate leads or revenue.

Gordon G. Andrew

4 min read

4 Reasons Why Your B2B Firm's Content Marketing Isn't Working

There are 4 reasons why B2B firm content marketing fails

Gordon G. Andrew

2 min read

Why Most B2B Firms Don’t Use Earned Media (Public Relations / Publicity)

Most B2B company websites, across all industries, contain some combination of self-produced “owned media” content, including blog posts,...

Gordon G. Andrew

4 min read

Why Content Marketing Fails in the Age of Artificial Intelligence (AI)

Artificial Intelligence (AI) will not make people more effective content marketers.

Gordon G. Andrew

2 min read

Branded Interviews: Your Pathway to "Enlightened" Thought Leadership

Traditional thought leadership – whether it’s delivered through owned media or earned media – most often involves showcasing your own...

Gordon G. Andrew

3 min read

Diet, Exercise And Marketing: Self-Imposed Obstacles That Ensure Failure

There are practical reasons diet companies and national gym chains spend most of their advertising budgets within two seasonal windows: in advance of the new year, when people make their annual resolutions, and in springtime, when beachgoers face the prospect of wearing a bathing suit in public. Despite best intentions, many people who join gyms in January are likely to drop out in February, and many other new members will drop out within the next few months. Countless resear

Gordon G. Andrew

4 min read

Are Pitch Letters The Cinderella Of Content Marketing?

Great content can build brand stature and increase market awareness, but in my experience, neither of those achievements necessarily delivers the type of market engagement that results in new accounts or revenue growth. Most marketing content is distributed through pull tactics, in which blog posts, social media posts, press releases, etc., expose information indirectly to a large audience. Pull-based content marketing is a shotgun approach. You’re firing at a flock of ducks

Gordon G. Andrew

4 min read