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.

The 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 executives strengthen their visibility, authority, and market positioning.

Each 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.

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

How To Make Marketing An Invaluable Function

In its landmark 2018 Pulse Survey of 220 Chief Marketing Officers, the executive recruiting firm Korn Ferry reported that, although financial results were the most important factor in their performance-based compensation, “52% of CMOs say they cannot make a direct and obvious correlation between marketing efforts and company performance.” At small and mid-sized businesses, the heads of marketing rarely receive performance-based compensation related to financial results or re

Gordon G. Andrew

4 min read