Strategic Marketing for B2B Firm
Growth, Differentiation & Exit
Trusted by company founders, managing partners, CEOs, and investors
to clarify brand positioning, implement effective growth strategies,
and increase their company's value
If you’re preparing for growth, entering a new market, or planning for an exit or acquisition, your marketing strategy must do more than look good.
It must drive clarity, confidence, and conversion.
If you’ve hired marketing "experts" or agencies that promised big results but delivered cookie-cutter strategies, generic messaging, or random tactics with no connection to business outcomes, you are not alone.
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Most of the B2B founders and CEOs I work with have been burned by marketing partners who didn’t understand their business, their customers, or the stakes involved.
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When you're building for growth, investment, or exit, misaligned marketing is more than a costly nuisance. It’s an opportunity loss and a brand liability.​
That's why I established Highlander Consulting
Frustrated by B2B Marketing...That Fails to Deliver?
Our Capabilities
I’m Gordon G. Andrew, founder of Highlander Consulting. I work with B2B business owners, private equity firms and portfolio companies, and leadership teams to align marketing strategy with business goals.
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With more than 25 years of corporate and consulting experience, I specialize in helping companies at critical inflection points: accelerating growth, repositioning to remain competitive, or preparing for acquisition.
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I don’t need to replace your marketing team or agency. I can help them focus, align, and deliver; bringing clarity, strategy, and a seasoned perspective to the management table.
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When you engage Highlander Consulting, you work directly with me. Not with a junior account executive or freelancer. I'm accountable to you for delivering results.
About Highlander Consulting
Clients We Serve
The leaders we work with often come from different industries, but they share a common mindset.
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They have real skin in the game, and a personal stake in their company’s success. Their business isn’t just a job; it’s a reflection of years of hard work, high standards, and earned achievement.
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They don’t compromise easily. They expect tangible value from every investment they make...including marketing.
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That’s why they come to us; not for vanity metrics or vague strategies, but for focused guidance that moves the needle where and when it matters.
B2B firm founders preparing for investment, growth, or exit with no confidence in their current marketing approach
Managing Partners of professional services firms needing to differentiate their brand in competitive markets
Technology company CEOs struggling to explain their value proposition to non-technical buyers
PE portfolio companies needing marketing lift without a full-time CMO
Senior corporate executives seeking to establish or improve their personal brand stature
Our Range of B2B Marketing Services
We offer three structured service packages, each designed to address distinct growth and value creation opportunities for B2B companies. We recognize that no two businesses—or their challenges—are exactly alike. If your situation requires a tailored approach, we’re happy to adapt the scope, timeframe, or budget parameters to align with your specific priorities and objectives.
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Our goal is to ensure that our work delivers the strategic impact your business needs, on terms that make sense for you.
Growth Strategy Audit
A fast, 30-day focused assessment of your B2B firm's marketing foundation, core messaging, and lead generation strategy. Ends with a detailed, practical action plan.
Typical Investment Range:
$4,500 – $7,500
Brand-to-Exit Plan
A 90-day positioning, messaging, and go-to-market strategy assignment to prepare your B2B firm for a premium acquisition or investor pitch.
Typical Investment Range: $12,000 – $18,000 (Premium tiers available for expanded scope)
Fractional CMO "Lite"
Ongoing senior-level B2B marketing guidance and tactical implementation—on a monthly or quarterly basis—tailored to your firm's budget and changing needs.
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Typical Investment Range:
$2,500 – $6,500 monthly
A More Disciplined Approach
To B2B Marketing Strategy
Our Marketing Craftsmanship® approach helps B2B firm leaders eliminate wasted time, money, and opportunity on tactics that don’t deliver measurable results.
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In this short video, I share the core principles behind our method, and how it can drive real growth and valuation for your company.
Tailored Solutions for
B2B Firm Growth and Value Creation
We don’t believe in one-size-fits-all marketing. Every company faces distinct challenges, whether it’s clarifying your messaging, strengthening your brand presence, or aligning marketing with growth or exit goals.
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At Highlander Consulting, we connect marketing strategy directly to business outcomes that matter, to strengthen growth, differentiation, and valuation.
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Here are some of the ways we help our B2B firm clients to achieve their goals:
Establish Marketing Discipline
We develop and apply marketing communication solutions in a strategic, consistent and accountable manner. No one-off tactics, only activity that delivers tangible business results.
Gain Market Position
We gain market exposure and valuable 3rd party endorsements for your firm's intellectual capital. This market presence and credibility provides the raw material necessary to shape opinions and influence decisions.
Generate New Business
We increase your firm’s win rate in RFIs, RFPs, and competitive shoot-outs. More importantly, we help you create de novo opportunities that enable your firm to avoid RFPs altogether.
Increase Conversion Rates
We build market perceptions of your firm as a "safe choice." This increases your win rates, and converts new business leads and inquiries into meaningful conversations and revenue opportunities.
Build Thought Leadership
We increase market awareness, credibility and respect for your brand, products, services, and intellectual capital. This brand equity serves as the cornerstone of an effective B2B marketing strategy. Without it, you are viewed and valued as a commodity.
Drive Top-of-Mind Awareness
We keep your firm top-of-mind with target audiences at every stage of the sales cycle. This ensures that your brand is in front of clients, prospects, and referral sources as they identify, evaluate and select solutions.
Communicate Corporate Transactions
We help your company to communicate effectively with internal and external audiences in connection with mergers, acquisitions, restructuring and bankruptcy. We are affiliated with Clear Thinking Group, one of the nation's leading advisory firms in value creation and value preservation.
Influence Investment Decisions
We help public companies, fund managers, and financial product and services providers to deliver their value proposition to investors and consumers in a clear, compelling manner.
Shorten the Sales Cycle
We help your company to hi-jack the buyer's journey by creating effective direct solicitations that engage prospects, avoid RFPs and eliminate competitors.
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