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.

Effective Strategies for Sales and Marketing Alignment

In today’s competitive B2B landscape, the synergy between sales and marketing is no longer optional. It’s a critical driver of growth, credibility, and higher-value opportunities. When these two functions work in harmony, businesses can transform their expertise into tangible demand and accelerate their path to success. However, achieving this alignment is easier said than done. It requires deliberate strategies, clear communication, and shared goals. Let’s explore practical,

Gordon G. Andrew

4 min read

Marketing Moves Mid-Sized Consulting Firms Must Make Right Now — Or Prepare to be Left Behind

The consulting industry is shaking down. Big firms are cutting staff. Smaller firms are struggling to generate leads. Client budgets are tighter, buying cycles are longer, and procurement is squeezing margins. But the biggest disruption isn’t economic. It’s behavioral. Corporate buyers no longer discover or vet consulting firms the same way they did even two years ago. That shift has created a rare opening for small and mid-sized consultancies to break through. The firms that

Gordon G. Andrew

2 min read

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