--- title: White Space Marketing Group | SMB Marketing Consultants | Westchester NY | Ilene Rosenthal, CEO (18) 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. (18) --- [![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 ### [Targeted Content: A Better Way to Spend Biz Dev Dollars](https://blog.whitespacemarketinggroup.com/bid/232126/new-york-times-magazine-supports-inbound-marketing-lawyers-help) ![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 Sep 27, 2017 - [Tweet](https://twitter.com/share) [![Targeted Content: A Better Way to Spend Biz Dev Dollars - Featured Image](https://blog.whitespacemarketinggroup.com/hubfs/iStock-177208710.jpg) ](https://blog.whitespacemarketinggroup.com/bid/232126/new-york-times-magazine-supports-inbound-marketing-lawyers-help) My beloved New York Times left me bereft recently. I peeled away all the sections, looking for the meaty magazine and there it was, bigger and juicier than usual! [Read More](https://blog.whitespacemarketinggroup.com/bid/232126/new-york-times-magazine-supports-inbound-marketing-lawyers-help) Topics: [ inbound marketing](https://blog.whitespacemarketinggroup.com/topic/inbound-marketing), [ marketing for professional services](https://blog.whitespacemarketinggroup.com/topic/marketing-for-professional-services), [ content marketing](https://blog.whitespacemarketinggroup.com/topic/content-marketing) ### [How Business Blogging Sets Your Company Apart](https://blog.whitespacemarketinggroup.com/how-business-blogging-sets-your-company-apart) ![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 Sep 20, 2017 - [Tweet](https://twitter.com/share) [![How Business Blogging Sets Your Company Apart - Featured Image](https://blog.whitespacemarketinggroup.com/hubfs/Blog_images/Blog_Impact_on_Traffic.png) ](https://blog.whitespacemarketinggroup.com/how-business-blogging-sets-your-company-apart) When we started White Space Marketing Group, we weren't focused on buzz words like inbound marketing. But, after years of working with large corporations, where moving brand performance was challenging and complex, we were moved by the use of metrics to guide marketing decision-making. What does this have to do with business blogging?  As you wrap up plans for 2017, with the newest bright and shiny marketing approach competing for your attention, you may be inclined to question blogging—especially when it's not a new idea, and the results aren't instant. You *should* question the results of every marketing tactic—with a metrics-driven philosophy, so do we! But the impact of blogging is well established, and we wanted to share the latest data to illustrate why we continue to be fans. [Read More](https://blog.whitespacemarketinggroup.com/how-business-blogging-sets-your-company-apart) ### [Is Pay-Per-Click Advertising A Shortcut to Inbound Marketing Results?](https://blog.whitespacemarketinggroup.com/using-pay-per-click-advertising-for-better-inbound-marketing-results) ![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 Sep 13, 2017 - [Tweet](https://twitter.com/share) [![Is Pay-Per-Click Advertising A Shortcut to Inbound Marketing Results? - Featured Image](https://blog.whitespacemarketinggroup.com/hubfs/Is_Pay-Per-Click_Advertising_A_Shortcut_to_Inbound_Marketing_Results.jpg) ](https://blog.whitespacemarketinggroup.com/using-pay-per-click-advertising-for-better-inbound-marketing-results) I recently dug out a bookmarked New York Times article from several years back: [Small Players Seek an Alternative to the Expense of Pay-Per-Click](http://www.nytimes.com/2012/10/18/business/smallbusiness/as-pay-per-click-ad-costs-rise-small-businesses-search-for-alternatives.html).  The article profiles a few business owners who learn an expensive lesson. While early PPC (pay-per-click) results can be seductive, this initial success is often followed by diminishing returns. In the hunt for other avenues to qualified lead generation, the authors find inbound marketing, a path to generating more leads at a lower cost. Today, twice as many growing businesses are using inbound marketing as when this article was written. Driving inbound marketing traffic to your website - driving *unpaid* traffic - is practically a mainstream philosophy.  In the early days of White Space Marketing Group, we drank that Kool-Aid, too -- but today, I have a slightly contrarian view to share.  We've found that paid ads - carefully tested and measured - can augment your inbound programs with efficient lead conversion. Here's how. [Read More](https://blog.whitespacemarketinggroup.com/using-pay-per-click-advertising-for-better-inbound-marketing-results) Topics: [ lead generation](https://blog.whitespacemarketinggroup.com/topic/lead-generation), [ inbound marketing](https://blog.whitespacemarketinggroup.com/topic/inbound-marketing), [ social media](https://blog.whitespacemarketinggroup.com/topic/social-media), [ mid market and SMB marketing](https://blog.whitespacemarketinggroup.com/topic/mid-market-and-smb-marketing), [ marketing strategy](https://blog.whitespacemarketinggroup.com/topic/marketing-strategy) ### [3 More Factors That Can Make or Break Your Marketing ROI Timeline](https://blog.whitespacemarketinggroup.com/3-more-factors-that-impact-marketing-roi) ![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 Sep 6, 2017 - [Tweet](https://twitter.com/share) [![3 More Factors That Can Make or Break Your Marketing ROI Timeline - Featured Image](https://blog.whitespacemarketinggroup.com/hubfs/Blog_images/Man_Clock.jpg) ](https://blog.whitespacemarketinggroup.com/3-more-factors-that-impact-marketing-roi) The essence of marketing ROI can be expressed in one word: PATIENCE.  The typical delay between beginning a new marketing program and seeing those investments pay off can be 12 months or more.  While the exact timeline varies for every business, the time lag is usually caused by one of three key factors: sales cycle length, building the marketing foundation, or budget. [Last week,](https://blog.whitespacemarketinggroup.com/blog/3-factors-that-impact-marketing-roi) we made suggestions about how to manage these three elements to get faster results.   Today we'll look at three marketing tactics that also have a dramatic impact on your ROI timeline, and offer tips to accelerate results. [Read More](https://blog.whitespacemarketinggroup.com/3-more-factors-that-impact-marketing-roi) Topics: [ marketing ROI](https://blog.whitespacemarketinggroup.com/topic/marketing-roi) ### [3 Factors That Can Make or Break Your Marketing ROI Timeline](https://blog.whitespacemarketinggroup.com/3-factors-that-impact-marketing-roi) ![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 30, 2017 - [Tweet](https://twitter.com/share) [![3 Factors That Can Make or Break Your Marketing ROI Timeline - Featured Image](https://blog.whitespacemarketinggroup.com/hubfs/Make_or_break_marketing_ROI.jpg) ](https://blog.whitespacemarketinggroup.com/3-factors-that-impact-marketing-roi) Marketing ROI isn’t a myth like some kind of marketing unicorn – but business owners and marketers can set themselves up to know what to expect. Otherwise, waiting for marketing to pay off can be a recipe for frustration. Many factors impact speed to business results. Some factors are in our control, others aren't.  Here's a look at the most significant variables that impact your marketing ROI timeline, with a few suggestions to get results faster. [Read More](https://blog.whitespacemarketinggroup.com/3-factors-that-impact-marketing-roi) Topics: [ marketing ROI](https://blog.whitespacemarketinggroup.com/topic/marketing-roi) ### [Social Listening: A Smart Marketing Strategy That Pays](https://blog.whitespacemarketinggroup.com/bid/200853/social-listening-for-consumer-insights-bottom-line-marketing-impact) ![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 23, 2017 - [Tweet](https://twitter.com/share) ![social_listening](https://blog.whitespacemarketinggroup.com/hs-fs/hubfs/social_listening.png?width=304&name=social_listening.png)When the conversation turns to social media, it helps to ask: Why? For whom? To what end? What is its role in the mix? There are many ways to use the power of social networks for business. Today, we want to focus on an underused but very powerful strategy: social listening. Listening for online consumer insights is a very powerful social media marketing strategy that can have a positive impact on your company's bottom line. Here's how: [Read More](https://blog.whitespacemarketinggroup.com/bid/200853/social-listening-for-consumer-insights-bottom-line-marketing-impact) Topics: [ social media](https://blog.whitespacemarketinggroup.com/topic/social-media), [ marketing strategy](https://blog.whitespacemarketinggroup.com/topic/marketing-strategy) ### [Does Social Media Marketing Work? 167 Social Media ROI Case Studies](https://blog.whitespacemarketinggroup.com/bid/262668/social-media-roi) ![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 16, 2017 - [Tweet](https://twitter.com/share) ![social_media_marketing](https://blog.whitespacemarketinggroup.com/hs-fs/hubfs/social_media_usage.jpg?width=300&name=social_media_usage.jpg "social_media_marketing")We are asked all the time: How much spending is really necessary to support our business on social networks? Does social media really work? And our all time favorite ... can the intern do it? Even as there is general acceptance that digital tools help businesses grow, we find that social media networks remain underutilized. The purpose of today's blog is to address the skepticism we still hear from business owners.   [Read More](https://blog.whitespacemarketinggroup.com/bid/262668/social-media-roi) Topics: [ social media](https://blog.whitespacemarketinggroup.com/topic/social-media) ### [Customer Loyalty Is Good For Your Bottom Line](https://blog.whitespacemarketinggroup.com/bid/196824/customer-loyalty-bottom-line) ![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 9, 2017 - [Tweet](https://twitter.com/share) ![Customer_Loyalty_](https://blog.whitespacemarketinggroup.com/hs-fs/hubfs/Customer_Loyalty_300.jpg?width=290&name=Customer_Loyalty_300.jpg "Customer_Loyalty_")My subscription is nearly up at one of my favorite magazines, *[Real Simple](http://www.realsimple.com)*. As part of the reminder for me to renew at a significant savings vs. the newsstand price, they include a big blue burst that says, "Thanks for your loyalty!" Really? [Read More](https://blog.whitespacemarketinggroup.com/bid/196824/customer-loyalty-bottom-line) Topics: [ customer loyalty](https://blog.whitespacemarketinggroup.com/topic/customer-loyalty) ### [Jumpstart 2016 Marketing Results With Inbound Marketing](https://blog.whitespacemarketinggroup.com/leapfrog-your-competition-in-2016-with-an-inbound-marketing-system) ![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 Sep 9, 2015 - [Tweet](https://twitter.com/share) [![Jumpstart 2016 Marketing Results With Inbound Marketing - Featured Image](https://blog.whitespacemarketinggroup.com/hubfs/inbound2015.png) ](https://blog.whitespacemarketinggroup.com/leapfrog-your-competition-in-2016-with-an-inbound-marketing-system) This week, over 14,000 business people have converged on Boston for the mother of all digital marketing conferences.   I attended in 2012, 2013, and 2014 ... and this year, Bari and I are excited to be back. Here's why I attend  [INBOUND](http://www.inbound.com/) every year ... and if you run a growing business, here's why you should pay attention to Inbound Marketing, too. [Read More](https://blog.whitespacemarketinggroup.com/leapfrog-your-competition-in-2016-with-an-inbound-marketing-system) Topics: [ inbound marketing](https://blog.whitespacemarketinggroup.com/topic/inbound-marketing), [ inbound sales](https://blog.whitespacemarketinggroup.com/topic/inbound-sales) ### [Brand Visibility: What SMB's Can Learn From Lilly Pulitzer](https://blog.whitespacemarketinggroup.com/bid/282802/brand-visibility-what-smbs-can-learn-from-lilly-pulitzer) ![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 15, 2015 - [Tweet](https://twitter.com/share) [![Brand Visibility: What SMB's Can Learn From Lilly Pulitzer - Featured Image](https://blog.whitespacemarketinggroup.com/hs-fs/file-28593056-png/images/screen_shot_2013-04-10_at_4.35.46_pm.png) ](https://blog.whitespacemarketinggroup.com/bid/282802/brand-visibility-what-smbs-can-learn-from-lilly-pulitzer) With the death of [Lilly Pulitzer at 81](http://www.nytimes.com/2013/04/11/fashion/remembering-lilly-pulitzers-bright-summertime-designs.html), we are reminded of the unique branding phenomenon that was Lilly. Even though her business success pre-dates our own digital media frenzy by several decades, her story reveals the elements of brand-building that promise longevity, flexibility and just the right amount of creative tension. [Read More](https://blog.whitespacemarketinggroup.com/bid/282802/brand-visibility-what-smbs-can-learn-from-lilly-pulitzer) [Previous](https://blog.whitespacemarketinggroup.com/author/ilene-rosenthal-ceo/page/17) [All posts](https://blog.whitespacemarketinggroup.com/all) [![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. We write about our marketing passions: building digital brands, digging deep for customer insights, tracking marketing effectiveness and ROI for better results. 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