--- title: White Space Marketing Group | SMB Marketing Consultants | Westchester NY | Ilene Rosenthal, CEO (14) description: Ilene Rosenthal is the CEO of White Space Marketing Group, fulfilling her aspiration to bring hybrid marketing expertise to the mid-market. With a deep love for the brand, and a practical passion for marketing that delivers results, Ilene runs the Strategy Lab at White Space, and serves as a fractional CMO for small and mid-sized businesses. (14) --- [![White Space Marketing Group](https://blog.whitespacemarketinggroup.com/hs-fs/hubfs/ws-logo-header.png?width=253&height=80&name=ws-logo-header.png "White Space Marketing Group")](https://www.whitespacemarketinggroup.com/) ![blogbanner](https://blog.whitespacemarketinggroup.com/hs-fs/hubfs/blogbanner.png?width=1500&name=blogbanner.png "blogbanner") # [Gray Matter at White Space](https://blog.whitespacemarketinggroup.com) ## [B2B Marketing Strategy for Small and Mid-Sized Companies](https://blog.whitespacemarketinggroup.com) ![Ilene Rosenthal, CEO](https://blog.whitespacemarketinggroup.com/hubfs/IHR%20BioPIc%20643x703.jpg) ### Ilene Rosenthal, CEO Ilene Rosenthal is the CEO of White Space Marketing Group, fulfilling her aspiration to bring hybrid marketing expertise to the mid-market. With a deep love for the brand, and a practical passion for marketing that delivers results, Ilene runs the Strategy Lab at White Space, and serves as a fractional CMO for small and mid-sized businesses. Connect with me: [https://www.facebook.com/WSMGStrategyLab/](https://www.facebook.com/WSMGStrategyLab/) [https://www.linkedin.com/in/ilenerosenthalwhitespace/](https://www.linkedin.com/in/ilenerosenthalwhitespace/) [https://www.twitter.com/ilenerosenthal](https://www.twitter.com/ilenerosenthal) [irosenthal@whitespacemarketinggroup.com](mailto:irosenthal@whitespacemarketinggroup.com) [https://www.whitespacemarketinggroup.com/](https://www.whitespacemarketinggroup.com/) ### Author's Posts ### [The Curse of Knowledge: A Content Marketer’s Bad Dream](https://blog.whitespacemarketinggroup.com/the-curse-of-knowledge-a-content-marketers-bad-dream) ![Ilene Rosenthal, CEO](https://blog.whitespacemarketinggroup.com/hubfs/IHR%20BioPIc%20643x703.jpg) by [ Ilene Rosenthal, CEO](https://blog.whitespacemarketinggroup.com/author/ilene-rosenthal-ceo) on Aug 26, 2019 - [Tweet](https://twitter.com/share) [![The Curse of Knowledge: A Content Marketer’s Bad Dream - Featured Image](https://blog.whitespacemarketinggroup.com/hubfs/book-2869_1280.jpg) ](https://blog.whitespacemarketinggroup.com/the-curse-of-knowledge-a-content-marketers-bad-dream) I first heard this rather dated concept at a recent Storybrand live training. How could I have missed it? I missed it because I’m blessed with an extra dose of this communications scourge. The concept was conceived back in 1989 in an economics publication, and supported by research in developmental psychology and human behavior. It has been played out in the markets, entertainment, and even charades (why don’t my teammates understand what I’m pantomiming?). Look it up on Wikipedia for more fun references. [Read More](https://blog.whitespacemarketinggroup.com/the-curse-of-knowledge-a-content-marketers-bad-dream) Topics: [ content marketing](https://blog.whitespacemarketinggroup.com/topic/content-marketing), [ marketing strategy](https://blog.whitespacemarketinggroup.com/topic/marketing-strategy) ### [Physical Therapy: Market Expansion Beyond The Aged And Injured](https://blog.whitespacemarketinggroup.com/physical-therapy-market-expansion-beyond-the-aged-and-injured) ![Ilene Rosenthal, CEO](https://blog.whitespacemarketinggroup.com/hubfs/IHR%20BioPIc%20643x703.jpg) by [ Ilene Rosenthal, CEO](https://blog.whitespacemarketinggroup.com/author/ilene-rosenthal-ceo) on Aug 1, 2019 - [Tweet](https://twitter.com/share) [![Physical Therapy: Market Expansion Beyond The Aged And Injured - Featured Image](https://blog.whitespacemarketinggroup.com/hubfs/Blog_images/dumbbells-2465478_1280.jpg) ](https://blog.whitespacemarketinggroup.com/physical-therapy-market-expansion-beyond-the-aged-and-injured) If you’ve ever had to go to a physical therapy clinic or rehab center, it’s most likely because something has already happened to you. You broke a bone, strained a muscle, or had surgery on your rotator cuff because you’ve been playing tennis since you were three. Let’s not forget the constant threat of carpal tunnel or “tech neck,” as we use keyboards and mobile devices to communicate. [Read More](https://blog.whitespacemarketinggroup.com/physical-therapy-market-expansion-beyond-the-aged-and-injured) Topics: [ marketing strategy](https://blog.whitespacemarketinggroup.com/topic/marketing-strategy) ### [Are You Tapping Into The Spending Power Of Gen X?](https://blog.whitespacemarketinggroup.com/are-you-tapping-into-the-spending-power-of-genx) ![Ilene Rosenthal, CEO](https://blog.whitespacemarketinggroup.com/hubfs/IHR%20BioPIc%20643x703.jpg) by [ Ilene Rosenthal, CEO](https://blog.whitespacemarketinggroup.com/author/ilene-rosenthal-ceo) on Jul 31, 2019 - [Tweet](https://twitter.com/share) [![Are You Tapping Into The Spending Power Of Gen X? - Featured Image](https://blog.whitespacemarketinggroup.com/hubfs/bills-2557263_1280.jpg) ](https://blog.whitespacemarketinggroup.com/are-you-tapping-into-the-spending-power-of-genx) Did you know Gen-Xers account for about 25 percent of the population but control 31 percent of total U.S. income? That’s some serious spending power. Knowing what I know about this cohort, that statistic makes me stand up and shout: Let’s stop treating Gen X as the middle child of marketers! (Apologies to all the middle children out there. I’m on your side!) [Read More](https://blog.whitespacemarketinggroup.com/are-you-tapping-into-the-spending-power-of-genx) Topics: [ marketing strategy](https://blog.whitespacemarketinggroup.com/topic/marketing-strategy) ### [What’s Getting In Your Way?](https://blog.whitespacemarketinggroup.com/whats-getting-in-your-way) ![Ilene Rosenthal, CEO](https://blog.whitespacemarketinggroup.com/hubfs/IHR%20BioPIc%20643x703.jpg) by [ Ilene Rosenthal, CEO](https://blog.whitespacemarketinggroup.com/author/ilene-rosenthal-ceo) on Jul 24, 2019 - [Tweet](https://twitter.com/share) [![What’s Getting In Your Way? - Featured Image](https://blog.whitespacemarketinggroup.com/hubfs/psychology-2422442_1280.png) ](https://blog.whitespacemarketinggroup.com/whats-getting-in-your-way) “Women are multitasking monsters.” It’s one of the statements that stood out to me in a recent [NY Times article](https://www.nytimes.com/2019/06/06/business/shannon-watts-moms-demand-action-gun-control-work-diary.html) featuring activist Shannon Watts. I couldn’t agree more. Shannon runs Moms Demand Action for Gun Sense in America, an anti-gun violence (*not* anti-gun) organization, which she formed after the Sandy Hook Elementary School shooting in 2012. In the article, she journals “a day in the life” and what it takes to keep going. [Read More](https://blog.whitespacemarketinggroup.com/whats-getting-in-your-way) Topics: [ marketing strategy](https://blog.whitespacemarketinggroup.com/topic/marketing-strategy) ### [Has Your Referral Network Dried Up?](https://blog.whitespacemarketinggroup.com/has-your-referral-network-dried-up) ![Ilene Rosenthal, CEO](https://blog.whitespacemarketinggroup.com/hubfs/IHR%20BioPIc%20643x703.jpg) by [ Ilene Rosenthal, CEO](https://blog.whitespacemarketinggroup.com/author/ilene-rosenthal-ceo) on Jul 17, 2019 - [Tweet](https://twitter.com/share) [![Has Your Referral Network Dried Up? - Featured Image](https://blog.whitespacemarketinggroup.com/hubfs/Blog_images/startup-593341_1280.jpg) ](https://blog.whitespacemarketinggroup.com/has-your-referral-network-dried-up) Growing a company is a constant lesson in growing pains. New business isn’t guaranteed, and when you’ve tapped out your referral network, the next steps can be uncertain. I am religiously opposed to spammy sales outreach. You know, those emails that [cast a broad net](https://blog.whitespacemarketinggroup.com/the-wrong-way-to-email), with no clear message. I don’t like to be the recipient of those communications, and I certainly don’t want to be the perpetrator. [Read More](https://blog.whitespacemarketinggroup.com/has-your-referral-network-dried-up) Topics: [ marketing strategy](https://blog.whitespacemarketinggroup.com/topic/marketing-strategy) ### [The Art Of The Word](https://blog.whitespacemarketinggroup.com/the-art-of-the-word) ![Ilene Rosenthal, CEO](https://blog.whitespacemarketinggroup.com/hubfs/IHR%20BioPIc%20643x703.jpg) by [ Ilene Rosenthal, CEO](https://blog.whitespacemarketinggroup.com/author/ilene-rosenthal-ceo) on Jul 10, 2019 - [Tweet](https://twitter.com/share) [![The Art Of The Word - Featured Image](https://blog.whitespacemarketinggroup.com/hubfs/Blog_images/brush-96240_1280.jpg) ](https://blog.whitespacemarketinggroup.com/the-art-of-the-word) I am not an artist in the typical sense of the word. I don’t paint, I’ve never made anything out of clay (at least not since elementary school), and the closest I’ve come to sculpting anything was helping my girls glue macaroni together. Where my artistry shines is in words. Words can incite design. [Read More](https://blog.whitespacemarketinggroup.com/the-art-of-the-word) Topics: [ marketing strategy](https://blog.whitespacemarketinggroup.com/topic/marketing-strategy) ### [Why Onboarding Is A Lot Like Marketing](https://blog.whitespacemarketinggroup.com/why-onboarding-is-a-lot-like-marketing) ![Ilene Rosenthal, CEO](https://blog.whitespacemarketinggroup.com/hubfs/IHR%20BioPIc%20643x703.jpg) by [ Ilene Rosenthal, CEO](https://blog.whitespacemarketinggroup.com/author/ilene-rosenthal-ceo) on Jun 21, 2019 - [Tweet](https://twitter.com/share) [![Why Onboarding Is A Lot Like Marketing - Featured Image](https://blog.whitespacemarketinggroup.com/hubfs/Blog_images/business-3152586_1280.jpg) ](https://blog.whitespacemarketinggroup.com/why-onboarding-is-a-lot-like-marketing) Onboarding new business partners can be a royal pain... for both the onboarders *and* the onboardees. With so much information to impart, it’s difficult to strike a balance between being thorough and downright mind-numbing.   [Read More](https://blog.whitespacemarketinggroup.com/why-onboarding-is-a-lot-like-marketing) Topics: [ marketing strategy](https://blog.whitespacemarketinggroup.com/topic/marketing-strategy) ### [The Father’s Day Rule: “Ask Good Questions”](https://blog.whitespacemarketinggroup.com/the-fathers-day-rule-ask-good-questions) ![Ilene Rosenthal, CEO](https://blog.whitespacemarketinggroup.com/hubfs/IHR%20BioPIc%20643x703.jpg) by [ Ilene Rosenthal, CEO](https://blog.whitespacemarketinggroup.com/author/ilene-rosenthal-ceo) on Jun 19, 2019 - [Tweet](https://twitter.com/share) [![The Father’s Day Rule: “Ask Good Questions” - Featured Image](https://blog.whitespacemarketinggroup.com/hubfs/Blog_images/ask-2341784_1280.jpg) ](https://blog.whitespacemarketinggroup.com/the-fathers-day-rule-ask-good-questions) With Father’s Day celebrations just behind us—and reflecting on how important a father’s guidance is—it reminded me of an attitude that was ever-present in our home. Every day that our kids left for school, from the youngest age, Lou sent them off with this instruction: “Ask good questions!” In a world where everyone is “selling” something, this philosophy represents a particular skill set that rises above all others. [Read More](https://blog.whitespacemarketinggroup.com/the-fathers-day-rule-ask-good-questions) Topics: [ marketing strategy](https://blog.whitespacemarketinggroup.com/topic/marketing-strategy) ### [Cha-Cha-Cha-Change: Moving On To Bigger And Better](https://blog.whitespacemarketinggroup.com/cha-cha-cha-change-moving-on-to-bigger-and-better) ![Ilene Rosenthal, CEO](https://blog.whitespacemarketinggroup.com/hubfs/IHR%20BioPIc%20643x703.jpg) by [ Ilene Rosenthal, CEO](https://blog.whitespacemarketinggroup.com/author/ilene-rosenthal-ceo) on Jun 12, 2019 - [Tweet](https://twitter.com/share) [![Cha-Cha-Cha-Change: Moving On To Bigger And Better - Featured Image](https://blog.whitespacemarketinggroup.com/hubfs/Blog_images/caterpillar-to-butterfly.jpg) ](https://blog.whitespacemarketinggroup.com/cha-cha-cha-change-moving-on-to-bigger-and-better) This past Monday, my newly minted college graduate daughter moved across the country to start her post-college life in Palo Alto, California. She’s facing lots of new things on this adventure: new work, new friendships, new town, new car, new apartment. She’s pumped. I’m... okay. But, as much as I already miss her and worry about her (hey, I get to do that—I’m the mom), I know all of these new encounters represent growth. And growth means “bigger and better,” or at least that’s the hope. [Read More](https://blog.whitespacemarketinggroup.com/cha-cha-cha-change-moving-on-to-bigger-and-better) Topics: [ marketing strategy](https://blog.whitespacemarketinggroup.com/topic/marketing-strategy) ### [Why Every Client Is Our "Passion Project"](https://blog.whitespacemarketinggroup.com/why-every-client-is-our-passion-project-0) ![Ilene Rosenthal, CEO](https://blog.whitespacemarketinggroup.com/hubfs/IHR%20BioPIc%20643x703.jpg) by [ Ilene Rosenthal, CEO](https://blog.whitespacemarketinggroup.com/author/ilene-rosenthal-ceo) on Jun 5, 2019 - [Tweet](https://twitter.com/share) [![Why Every Client Is Our ](https://blog.whitespacemarketinggroup.com/hubfs/concert-768722_1280.jpg) ](https://blog.whitespacemarketinggroup.com/why-every-client-is-our-passion-project-0) The idea had a zero-percent chance of more revenue for us. But I had to push forward and find an inside advocate who'd do the right thing. At the end of a very long week, I wrote an impassioned note to a client about an important step they need to take to realize growth. I've been talking about a way to plug up the holes I saw in their sales process for three years! [Read More](https://blog.whitespacemarketinggroup.com/why-every-client-is-our-passion-project-0) Topics: [ marketing strategy](https://blog.whitespacemarketinggroup.com/topic/marketing-strategy) [Previous](https://blog.whitespacemarketinggroup.com/author/ilene-rosenthal-ceo/page/13) [All posts](https://blog.whitespacemarketinggroup.com/all) [Next](https://blog.whitespacemarketinggroup.com/author/ilene-rosenthal-ceo/page/15) [![watch the WEBINAR: how to AVOID random acts of marketing ](https://no-cache.hubspot.com/cta/default/176305/c5f63d26-b091-48d9-822b-8e8904eecef0.png)](https://cta-redirect.hubspot.com/cta/redirect/176305/c5f63d26-b091-48d9-822b-8e8904eecef0) Search this site on Google Search Google ## We're glad you're here. 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