Business Details
Strategic B2B Marketing for Growth and Exit Success
Founded on the principle that marketing must directly align with business objectives, Highlander Consulting has established itself as a strategic partner for B2B firms navigating critical growth phases. With over 25 years of corporate marketing and consulting experience, our founder has worked with Fortune 500 companies, private equity firms, and emerging growth businesses to develop marketing strategies that drive measurable outcomes. Our approach prioritizes disciplined execution over tactical experimentation, focusing on brand positioning, thought leadership development, and market differentiation.We specialize in helping companies at inflection pointswhether preparing for acquisition, entering new markets, or repositioning for sustained growthby creating marketing frameworks that enhance valuation and competitive advantage. Our team brings senior-level expertise without the overhead of traditional agencies, offering direct access to seasoned professionals who understand the stakes involved in high-stakes business decisions.
Services
Growth Strategy Audit
Brand-to-Exit Planning
Fractional CMO Services
Thought Leadership Development
Online Reputation Management
Highlights and features
- 25+ years of B2B marketing experience with Fortune 500 and PE-backed firms
- Direct engagement with senior consultants, not junior account teams
- Proven methodology connecting marketing to measurable business outcomes
- Specialized expertise in pre-acquisition positioning and brand differentiation
- Track record of successful crisis management and reputation restoration
What people say
Unique approach to marketing
Thoughtful and objective guidance
Creative and smart
Understand nuances of messaging
Services
Growth Strategy Audit
Our 30-day Growth Strategy Audit evaluates your B2B firm's marketing foundation, core messaging, and lead generation strategy. We identify gaps in market positioning and develop actionable plans to strengthen brand differentiation. The audit delivers practical recommendations for improving marketing effectiveness and aligning with business growth objectives.
Brand-to-Exit Plan
The 90-day Brand-to-Exit Plan prepares B2B firms for premium acquisitions through strategic positioning and messaging. We develop comprehensive go-to-market strategies that enhance valuation by clarifying brand identity and demonstrating market differentiation. This service includes investor communication frameworks and acquisition readiness positioning.
Fractional CMO Services
Our Fractional CMO 'Lite' provides senior-level marketing guidance on flexible terms. We offer strategic oversight and tactical implementation support tailored to your budget and changing needs. This service delivers executive marketing leadership without full-time executive costs.
Thought Leadership Development
We create practical thought leadership programs that validate your value proposition and drive business development. Our approach combines branded content creation with strategic distribution to position your firm as market authority. Services include platform development, bylined articles, and media relations.
Online Reputation Management
Our reputation management services protect and enhance brand equity in digital environments. We specialize in neutralizing negative search results, developing authentic testimonials, and implementing proactive visibility strategies. This includes algorithm-driven reputation risk mitigation and crisis communication planning.
People
Gordon G. Andrew
Founder and Managing Partner
With 25+ years in B2B marketing, Gordon has served as senior marketing executive at Prudential Financial and Travelers Group. He founded Highlander Consulting to provide strategic marketing guidance for companies at critical growth stages, combining corporate experience with entrepreneurial agility.
Questions
What industries do you specialize in?
We work with B2B firms across professional services, technology, financial services, and healthcare sectors.
How do you differ from traditional marketing agencies?
We focus on strategic alignment with business goals rather than tactical execution, providing senior-level consulting without junior team intermediaries.
Can you help with pre-acquisition marketing strategies?
Yes, our Brand-to-Exit Plan specializes in positioning companies for premium acquisitions through strategic messaging and market differentiation.
What's your approach to thought leadership development?
We create practical thought leadership that validates your value proposition and integrates directly into sales processes to engage target audiences.
How do you measure marketing effectiveness?
We track tangible business outcomes like lead quality, conversion rates, and valuation impact rather than vanity metrics.
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