--- title: White Space Marketing Group | SMB Marketing Consultants | Westchester NY | Ilene Rosenthal, CEO (8) 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. (8) --- [![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 ### [What Went Wrong? Saying “Yes” to the Gaps in Your Marketing Strategy](https://blog.whitespacemarketinggroup.com/what-went-wrong-saying-yes-to-the-gaps-in-your-marketing-strategy) ![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 Apr 6, 2021 - [Tweet](https://twitter.com/share) [![What Went Wrong? Saying “Yes” to the Gaps in Your Marketing Strategy - Featured Image](https://blog.whitespacemarketinggroup.com/hubfs/Blog_images/yes-1510054_1280.jpg) ](https://blog.whitespacemarketinggroup.com/what-went-wrong-saying-yes-to-the-gaps-in-your-marketing-strategy) Students of improvisation are very familiar with the concept of "Yes, and..." If your scene partner sets the environment as a cruise ship and passes the baton to you, you can't say, "No, remember, we're on the moon." You go with the bit, and help your fellow actors create the story. But, marketing should never feel as “spontaneous” as improv appears. In the [Strategy Lab](https://info.whitespacemarketinggroup.com/the-marketing-strategy-lab), I meet with a lot of CEOs who are all too used to saying, "Yes, *but*..." They understand the value of marketing, yet efforts have proven unsuccessful. Even though they’ve bought into building their own “story,” something has gone awry. - "Yes, we tried that Martech solution *but* it didn't pan out." - "Yes, we contracted with [several] marketing experts *but* are no closer to our goals." - "Yes, we tried using our internal resources *but* have gotten nowhere." - "Yes, we hired extra sales people *but* we still haven't seen any revenue growth." [Read More](https://blog.whitespacemarketinggroup.com/what-went-wrong-saying-yes-to-the-gaps-in-your-marketing-strategy) Topics: [ marketing strategy](https://blog.whitespacemarketinggroup.com/topic/marketing-strategy), [ strategy](https://blog.whitespacemarketinggroup.com/topic/strategy), [ marketing](https://blog.whitespacemarketinggroup.com/topic/marketing), [ channel strategy](https://blog.whitespacemarketinggroup.com/topic/channel-strategy), [ business strategy](https://blog.whitespacemarketinggroup.com/topic/business-strategy) ### [Retention As a No-Risk Marketing Strategy](https://blog.whitespacemarketinggroup.com/retention-as-a-no-risk-marketing-strategy) ![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 Mar 17, 2021 - [Tweet](https://twitter.com/share) [![Retention As a No-Risk Marketing Strategy - Featured Image](https://blog.whitespacemarketinggroup.com/hubfs/Blog_images/Retention-image-WSMG.png) ](https://blog.whitespacemarketinggroup.com/retention-as-a-no-risk-marketing-strategy) COVID-19 threw a big monkey wrench into many B2B companies’ business and marketing strategies. These brands had to carefully consider changes in how they communicated with, sold to, and served their customers. Some took a savvy step back and transitioned from acquisition to retention. However, this is not always an easy move to make. ### **Hitting Pause on Acquisition** It’s difficult to beat the rush (or the revenue) that comes with the “victory” of securing a new customer. Acquisition validates that your prospect-driven marketing efforts are working. [Read More](https://blog.whitespacemarketinggroup.com/retention-as-a-no-risk-marketing-strategy) Topics: [ marketing strategy](https://blog.whitespacemarketinggroup.com/topic/marketing-strategy), [ "marketing spending"](https://blog.whitespacemarketinggroup.com/topic/marketing-spending), [ strategy](https://blog.whitespacemarketinggroup.com/topic/strategy), [ marketing](https://blog.whitespacemarketinggroup.com/topic/marketing), [ retention](https://blog.whitespacemarketinggroup.com/topic/retention) ### [How One CEO Overcame “Household Name Syndrome”](https://blog.whitespacemarketinggroup.com/how-one-ceo-overcame-household-name-syndrome) ![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 Feb 10, 2021 - [Tweet](https://twitter.com/share) [![How One CEO Overcame “Household Name Syndrome” - Featured Image](https://blog.whitespacemarketinggroup.com/hubfs/Blog_images/WSMG.png) ](https://blog.whitespacemarketinggroup.com/how-one-ceo-overcame-household-name-syndrome) Being known doesn’t guarantee growth. Meet Marjorie: She’s a brilliant CEO, invested, has a solid reputation, and remarkable revenue in an innovative space. Despite her ambitions, her marketing wasn’t generating the momentum she expected… Even though she actually was the household name in her sector. Was she too ambitious?  Too aggressive?  Unrealistic? We didn’t think so. Marjorie didn’t think so. She believed in the mastery of her products and service. She saw the uniqueness of her product line. She knew her reputation had influence. So, what was the issue? Why wasn’t she seeing growth? [Read More](https://blog.whitespacemarketinggroup.com/how-one-ceo-overcame-household-name-syndrome) Topics: [ marketing strategy](https://blog.whitespacemarketinggroup.com/topic/marketing-strategy), [ strategy](https://blog.whitespacemarketinggroup.com/topic/strategy), [ marketing](https://blog.whitespacemarketinggroup.com/topic/marketing), [ business strategy](https://blog.whitespacemarketinggroup.com/topic/business-strategy) ### [Focus Pocus: It’s Not Magic, It’s Strategy](https://blog.whitespacemarketinggroup.com/focus-pocus-its-not-magic-its-strategy) ![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 Jan 27, 2021 - [Tweet](https://twitter.com/share) [![Focus Pocus: It’s Not Magic, It’s Strategy - Featured Image](https://blog.whitespacemarketinggroup.com/hubfs/Blog_images/hare-4103102_1280.jpg) ](https://blog.whitespacemarketinggroup.com/focus-pocus-its-not-magic-its-strategy) Concentrating your marketing dollars on a single initiative is hard. It’s like choosing which of your kids you like best. But I promise you, unlike in parenting, it will be simpler in the end (take it from a mom of two newly minted adults…). ### It’s All About Sharpening Your Focus Focusing on a single core audience, with a single message, around a single offering helps you make real hay with your restricted marketing resources. Even when you need to support more than one part of your business with marketing investment, focusing on growth one-by-one can lead to more [responsible spending](https://blog.whitespacemarketinggroup.com/budget-first-plan-marketing-next). [Read More](https://blog.whitespacemarketinggroup.com/focus-pocus-its-not-magic-its-strategy) Topics: [ marketing strategy](https://blog.whitespacemarketinggroup.com/topic/marketing-strategy), [ "marketing spending"](https://blog.whitespacemarketinggroup.com/topic/marketing-spending), [ strategy](https://blog.whitespacemarketinggroup.com/topic/strategy), [ marketing](https://blog.whitespacemarketinggroup.com/topic/marketing), [ channel strategy](https://blog.whitespacemarketinggroup.com/topic/channel-strategy) ### [When Random Acts of Marketing Turn Risky](https://blog.whitespacemarketinggroup.com/when-random-acts-of-marketing-turn-risky) ![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 Jan 13, 2021 - [Tweet](https://twitter.com/share) [![When Random Acts of Marketing Turn Risky - Featured Image](https://blog.whitespacemarketinggroup.com/hubfs/Blog_images/mountain-biking-95032_1280.jpg) ](https://blog.whitespacemarketinggroup.com/when-random-acts-of-marketing-turn-risky) Randomness is sometimes enticing; there’s a spontaneity about it that feels creative and bold.  Until, that is, you’re faced with burning questions around tepid results: what went wrong? Why didn’t the plan yield return? It’s like eating too much cake or drinking too much champagne. The spending hangover is hell to pay. ### **Do You Know Randomness When You See It?** Many of the companies I work with have indulged. The promises from marketing specialists, the lure of new MarTech, or sheer envy around what the competition is doing have spurred activity that didn’t deliver.   There simply wasn’t an organized set of objectives and sound strategies to bring it all home. [Read More](https://blog.whitespacemarketinggroup.com/when-random-acts-of-marketing-turn-risky) Topics: [ marketing strategy](https://blog.whitespacemarketinggroup.com/topic/marketing-strategy), [ strategy](https://blog.whitespacemarketinggroup.com/topic/strategy), [ marketing](https://blog.whitespacemarketinggroup.com/topic/marketing) ### [Tipping My Hat to 2020, Giving a Cheer to 2021](https://blog.whitespacemarketinggroup.com/tipping-my-hat-to-2020-giving-a-cheer-to-2021) ![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 Dec 31, 2020 - [Tweet](https://twitter.com/share) [![Tipping My Hat to 2020, Giving a Cheer to 2021 - Featured Image](https://blog.whitespacemarketinggroup.com/hubfs/Blog_images/bottle-of-sparkling-wine-4734176_1280.jpg) ](https://blog.whitespacemarketinggroup.com/tipping-my-hat-to-2020-giving-a-cheer-to-2021) It’s always good to start out a brand new year with a clean desk, but it’s even better to find something that validates the hard work—and lessons learned—of the previous one. While sorting through a pile of papers to prepare my office for 2021, I came upon a real gem.  It was a notepad with scribbled musings inspired by one of my business coaches. He asked us to list the mutual mindsets and beliefs that identify a perfect collaboration.  [Read More](https://blog.whitespacemarketinggroup.com/tipping-my-hat-to-2020-giving-a-cheer-to-2021) Topics: [ marketing strategy](https://blog.whitespacemarketinggroup.com/topic/marketing-strategy), [ strategy](https://blog.whitespacemarketinggroup.com/topic/strategy), [ marketing](https://blog.whitespacemarketinggroup.com/topic/marketing) ### [Are You Stuck in a Cycle of Wasteful Marketing Decisions?](https://blog.whitespacemarketinggroup.com/are-you-stuck-in-a-cycle-of-wasteful-marketing-decisions) ![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 Dec 2, 2020 - [Tweet](https://twitter.com/share) [![Are You Stuck in a Cycle of Wasteful Marketing Decisions? - Featured Image](https://blog.whitespacemarketinggroup.com/hubfs/Blog_images/pexels-photo-2283803.jpeg) ](https://blog.whitespacemarketinggroup.com/are-you-stuck-in-a-cycle-of-wasteful-marketing-decisions) One of the most common questions I get from CEOs and business leaders is, “How can I get unstuck on marketing decisions?” These companies are usually fighting one of two battles: 1. Frozen in place—not making *any* decisions because they have no idea where to begin (or begin again). 2. Making *ineffective* marketing decisions; the infamous “random acts of marketing.” Often, the second is accompanied by fears relates to budget. “I’ve already spent the money to fund this X, Y, or Z marketing tactic, so I best just stick with it.” But, clinging to past marketing decisions just because you spent time, money, or resources (or all three) isn't a strategy.  It's stagnation. [Read More](https://blog.whitespacemarketinggroup.com/are-you-stuck-in-a-cycle-of-wasteful-marketing-decisions) Topics: [ marketing strategy](https://blog.whitespacemarketinggroup.com/topic/marketing-strategy), [ strategy](https://blog.whitespacemarketinggroup.com/topic/strategy), [ marketing](https://blog.whitespacemarketinggroup.com/topic/marketing) ### [“Before” Can Be the Most Important Planning Word in Marketing](https://blog.whitespacemarketinggroup.com/before-can-be-the-most-important-planning-word-in-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 Nov 18, 2020 - [Tweet](https://twitter.com/share) [![“Before” Can Be the Most Important Planning Word in Marketing - Featured Image](https://blog.whitespacemarketinggroup.com/hubfs/Blog_images/concept-1868728_1280.jpg) ](https://blog.whitespacemarketinggroup.com/before-can-be-the-most-important-planning-word-in-marketing) When a CEO is running a growing company, the taste of success is intoxicating; we want to keep the growth train fueled by expanding to new marketing approaches. But, when the markets are uncertain, it can be tempting to spread limited resources across a bundle of channels to see what will turn the tide. [Read More](https://blog.whitespacemarketinggroup.com/before-can-be-the-most-important-planning-word-in-marketing) Topics: [ "marketing spending"](https://blog.whitespacemarketinggroup.com/topic/marketing-spending), [ strategy](https://blog.whitespacemarketinggroup.com/topic/strategy), [ marketing](https://blog.whitespacemarketinggroup.com/topic/marketing) ### [One of My Marketing Strategy Lab Participants Reported, “It’s like having a personal trainer for your business.”](https://blog.whitespacemarketinggroup.com/one-of-my-marketing-strategy-lab-participants-reported-its-like-having-a-personal-trainer-for-your-business) ![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 Nov 5, 2020 - [Tweet](https://twitter.com/share) [![One of My Marketing Strategy Lab Participants Reported, “It’s like having a personal trainer for your business.” - Featured Image](https://blog.whitespacemarketinggroup.com/hubfs/Blog_images/workout-1931107_1280.jpg) ](https://blog.whitespacemarketinggroup.com/one-of-my-marketing-strategy-lab-participants-reported-its-like-having-a-personal-trainer-for-your-business) I tried to spend as much time outdoors on my exercise regimen before Daylight Savings time ended. During those outings, I kept returning to the power of consistency. Will I let the imminent winter weather dictate my health? Absolutely not. I already have a plan for what I’m going to do to keep moving as the temperature drops and daylight fades.  What does this have to do with business strategy? Marketing is so *hungry*; the machine needs to be fed consistently, strategically, week in and week out. Sharing relevant content, managing paid channels, evaluating ROI... it can be a drain, particularly if it requires last minute pivots, adjustments, and refinements. Someone has to be watching the store every day. It’s no wonder many business owners revert to a “best guess” approach to planning and implementation. [Read More](https://blog.whitespacemarketinggroup.com/one-of-my-marketing-strategy-lab-participants-reported-its-like-having-a-personal-trainer-for-your-business) Topics: [ marketing strategy](https://blog.whitespacemarketinggroup.com/topic/marketing-strategy), [ strategy](https://blog.whitespacemarketinggroup.com/topic/strategy), [ marketing](https://blog.whitespacemarketinggroup.com/topic/marketing) ### [Do You Have a Marketing Channel Strategy that Drives Budget?](https://blog.whitespacemarketinggroup.com/do-you-have-a-marketing-channel-strategy-that-drives-a-budget) ![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 Oct 28, 2020 - [Tweet](https://twitter.com/share) [![Do You Have a Marketing Channel Strategy that Drives Budget? - Featured Image](https://blog.whitespacemarketinggroup.com/hubfs/Blog_images/WSMG_FB-1.png) ](https://blog.whitespacemarketinggroup.com/do-you-have-a-marketing-channel-strategy-that-drives-a-budget) This week in the [Marketing Strategy Lab](https://info.whitespacemarketinggroup.com/marketing-strategy-builder-program), we’re working through Obs + Strats. Once we do, we’ll need a channel strategy to translate marketing strategies into a realistic plan.  A channel strategy defines the pathways we select in order to meet and engage prospects where they are most likely to seek and find information, knowledge, opinions, and guidance. We also consider the “relationship” factor, and how each channel engages prospects differently.  These pathways are integrally tied to meeting KPIs, payback scenarios, and even talent resources. [Read More](https://blog.whitespacemarketinggroup.com/do-you-have-a-marketing-channel-strategy-that-drives-a-budget) Topics: [ marketing strategy](https://blog.whitespacemarketinggroup.com/topic/marketing-strategy), [ strategy](https://blog.whitespacemarketinggroup.com/topic/strategy), [ marketing](https://blog.whitespacemarketinggroup.com/topic/marketing) [Previous](https://blog.whitespacemarketinggroup.com/author/ilene-rosenthal-ceo/page/7) [All posts](https://blog.whitespacemarketinggroup.com/all) [Next](https://blog.whitespacemarketinggroup.com/author/ilene-rosenthal-ceo/page/9) [![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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