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.

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 delivers the type of market engagement that results in new accounts or revenue growth. Most marketing content is distributed through pull tactics, in which blog posts, social media posts, press releases, etc., expose information indirectly to a large audience. Pull-based content marketing is a shotgun approach. You’re firing at a flock of ducks