Marketing Craftmanship® Blog

Content that reflects our approach: designed to connect strategy to execution — and ensure your B2B marketing drives measurable business outcomes.

Our Marketing Craftmanship® Blog shares perspectives on B2B marketing, and professional services firm growth, thought leadership, and AI-driven credibility. Authored 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 senior executives strengthen their visibility, authority, and market positioning.

Each blog post focuses on practical, strategic ideas that help firms compete on expertise, stand out in crowded markets, and build the credibility signals that influence real decision-makers.

Hijacking the Buyer’s Journey: A New Approach for B2B Firms

For most B2B firms, the sales pipeline resembles a funnel. However, in reality, it’s more like a pinhole. At any given time, only about 5% of your total addressable market is actively shopping for what you sell. The other 95% aren’t looking, aren’t ready, or haven’t recognized that they have a problem or opportunity worth addressing. This 5% figure isn’t a marketing myth. It’s confirmed by the LinkedIn B2B Institute and other research. It explains why many B2B firms, even th

Gordon G. Andrew

5 min read

The Importance of Earned Media in the AI Era

When you ask ChatGPT, Perplexity, or Google’s AI Overviews a business question, what sources are they quoting? Not ads. Not your company’s website. Increasingly, it’s what others are saying about you . The Data: AI Runs on Earned Media According to Muck Rack’s July 2025 study , more than 95% of AI citations come from non-paid sources , and as much as 85 – 89% come from earned media -- which is coverage you don’t buy, but earn. Independent analyses reinforce this point: Colum

Gordon G. Andrew

3 min read

A CEO’s Guide to Protecting Brand Reputation in the ArtificiaI Intelligence (AI) Era

Your Company's Reputation is now Algorithmic Executive Summary In 2010, a financial services firm with an 80-year history and offices in...

Gordon G. Andrew

3 min read

Why "Boutique Firm" is Not a B2B Brand Strategy

Position yourself as a high-value player to secure larger clients, instead of settling for a "boutique" status. If you're managing a...

Gordon G. Andrew

3 min read

B2B White Papers Aren’t Dead. They’re Thriving, if You Evolve.

Modern White Papers Can be Effective if B2B Marketers Drop Old Habits The B2B marketing world has declared white papers dead so many times, it’s remarkable the tactic still shows any pulse at all. But in 2026, the data shows white papers remain one of the most trusted lead magnets for deep-dive content...when they’re executed with substance and strategy. A Checkup on the “Patient” Once revered as objective research and education tools, white papers fell from grace as organiza

Gordon G. Andrew

3 min read

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