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Gordon G. Andrew
- Feb 21, 2023
- 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...
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Gordon G. Andrew
- Jul 8, 2019
- 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...
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Gordon G. Andrew
- Feb 22, 2017
- 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...
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Gordon G. Andrew
- Jul 5, 2016
- 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...
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Gordon G. Andrew
- May 6, 2016
- 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...
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