Search
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
3 min
Two Reasons Why Marketing Fails at Small and Medium B2B Firms
There are two reasons why marketing fails most often at small- and medium-sized B2B firms. Either or both of these failings may apply to...
Gordon G. Andrew
3 min
Making B2B Buyer Shortlists: Is Your Firm Even in the Game?
For most B2B companies, there's no way to predict when a prospect will purchase their product or engage their services. Sales cycle...
Gordon G. Andrew
4 min
Manage the Pedigree Factor in Professional Services Marketing
Institutional pedigree always matters, regardless of the type of professional service you’re selling. But to leverage pedigree as a...
Gordon G. Andrew
3 min
The 2 Most Deadly Sins of B2B Marketing
There are two major reasons why marketing is failing at your small- or medium-sized B2B firm: You view marketing as business triage. Your...
