b2b marketing strategy | highlanderconsulting 2/2

Gordon G. Andrew

Your Marketing Content: Is it Fake News?

The marketing profession has a reputation for sometimes using less than reliable market research to promote a point of view. And this...

Gordon G. Andrew

The Power of Unsolicited Pitch Letters

Over the past 20 years, most of my firm’s new business has been generated by unsolicited pitch letters sent to targeted prospects. These...

Gordon G. Andrew

3.5 Reasons to Skip Industry Awards

For certain industries, such as financial services, that aggregate performance-related data – for example, in annual “league tables”...

Gordon G. Andrew

Seeing is Believing...in Marketing Your Professional Services Firm

Selling any type of professional service – from investment management, to forensic accounting or legal representation – involves two very...

Gordon G. Andrew

Skip the Marketing Plan. Try this "Easy-Bake" Recipe Instead.

The first question we ask prospective clients is, “Do you have a Marketing Plan?” Most prospects sheepishly acknowledge that they don’t...