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Gordon G. Andrew
- 4 min
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
- 3 min
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
- 4 min
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...
Gordon G. Andrew
- 4 min
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:...
Gordon G. Andrew
- 4 min
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...
Gordon G. Andrew
- 5 min
Should Marketing Automation Customers be Pre-Qualified?
For decades, the ONLY way to produce any type of printed material – ranging from sales & marketing brochures, to annual reports and...
Gordon G. Andrew
- 4 min
Marketing Lesson from Ian McTavish: 7th Generation Scottish Bagpipe Maker
On a trip to Scotland in the 1980s, from my rented car on a road outside of Glasgow, I spotted a crude hand-painted sign nailed to a tree...
Gordon G. Andrew
- 4 min
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
- 4 min
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...
Gordon G. Andrew
- 3 min
B2B Marketing Needs One Giant Step...Backwards
In the dark ages of B2B marketing communications, circa 1980, the goal was to get your snail-mailed communications past the office...
