Worry Less About Margin and More About Value

Ilene Rosenthal, CEO

A few weeks ago, I spoke to 50 members of the Collaberex networking organization about goal setting for 2020, in light of this new world we’re living in. 

The premise of the presentation was looking ahead to what business will look like on the eve of New Year’s Day, 2021, and what people can realistically expect to “celebrate.” As much as we’d all love for things to go back to normal, those days--as we knew them--will likely never be quite the same.

So, we adapt. We lead.

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Topics: "marketing spending", strategy, marketing

The Yin-Yang of Retail vs. Ecomm Has Got Me Dizzy

Ilene Rosenthal, CEO

I’m deep in the world of optimizing ecomm businesses for companies with an emotional, aesthetic focus. Their success is connected to both visual appeal and real-time experience, but fulfilled digitally.

Think about that: a customer connection driven by beauty, fulfilled digitally. Whoosh! What was once imagination, is now oh, so real.

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Topics: strategy, retail, ecomm, marketing

We Tore Up Our Podcast Schedule. Now We're Scrappy and Immediate.

Guest Contributor: Richard Davies, Davies Content

When the coronavirus crisis erupted, our podcast team at “How Do We Fix It?” had to react in a hurry. Co-host, Jim Meigs, producer Miranda Shafer, and I tossed our carefully orchestrated spring program plans into the trash.

We’re a weekly news show committed to talking about fresh and surprising ideas that could make the world a better place. We had to stay relevant. Now we’re winging it week-by-week, booking guests one or two days in advance. Scrappy and immediate is the order of the day. Quick turnaround time is essential.

The same is true for countless other content creators.

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Topics: "podcasts", "marketing spending", strategy

The Untested Seems Plausible During a Crisis

Ilene Rosenthal, CEO

Even with the understanding that this pandemic crisis is temporary, and that we will get through this, uncertainty looms. There’s so much unknown, it’s dizzying.

And yet, while some of the world seemed to be unraveling in the recent weeks, other plates shifted under our feet.

Suddenly, risk serves as a catalyst.

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Topics: content marketing, marketing strategy, marketing ROI

Qualified Leads in the Time of COVID: Resist the Temptation to Lower the Bar!

Guest Contributor: Stan Odachowski

While we all work through learning how to sell during the new world environment, it’s still vital to keep your eye on developing quality leads for your sales executives. Change and pressure have a way of forcing companies to lower expectations on deliverables. 

Remember, even though you may refine lead definitions over time, sales will still reject leads if they aren’t “sales ready.” No matter the situation we’re in now, it’s important to keep demanding quality from your lead generation teams.

Why Volume Isn’t the Answer

We all know that the definition of a “qualified lead” varies from business to business and even changes as your business evolves. I think back to a situation I was in with a large software company, where I managed their lead management organization. 

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Topics: lead generation, content marketing, marketing strategy

Can The Minimalists Help Guide Your Approach to Marketing Spending?

Ilene Rosenthal, CEO

This phrase was made popular by Marie Kondo and her book series, The Life-Changing Magic of Tidying Up. Many of you may have gone through your closets and drawers, identifying the items that do, in fact, bring you joy—and decluttering those spaces in the process. It’s so widespread, it’s even been coined, “The Marie Kondo Method.”

Another approach is similar, yet different.

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Topics: "marketing spending"

History Lesson: Maintaining Marketing Spend During A Downturn

Ilene Rosenthal, CEO

If you happen to be married to a financial risk analyst, who moonlights as a historian, you have to turn an eye toward history in order to gain any perspective on what’s happening today.

Here are a few of those tidbits, culled from a Forbes article from last year. 

Yes, last year.

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Topics: email marketing, marketing strategy

Podcasts: Inside Your Head - Not Six Feet Apart

Guest Contributor: Richard Davies, Davies Content

How many boring corporate emails and newsletters have your received in recent days, telling you how much brand X or company Y cares about their customers and employees during this pandemic we’re all coping with?

Can’t they do better than this?

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Topics: marketing strategy, "podcasts"

Brain Building: Growth Strategies Live Outside Your Industry

Ilene Rosenthal, CEO

Over our eight years in business, many White Space advisers have suggested I focus on a single vertical in my work. While we do have a concentration in certain industries—healthcare, for example—I’ve resisted this approach for one reason: It’s not right for growth businesses.

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Topics: email marketing, marketing strategy

What to Know Before Attending An Industry Conference

Bari Cener, Senior Director, Marketing & Client Services

Why do we attend industry conferences? To see and be seen, to be part of the industry camaraderie, and if we’re being honest, to take advantage of a few days in sunny Florida.

If you’re lucky, you walk away with a few nuggets of information that you could apply to your everyday business and a fistful of potential clients. But, in order to get there, you have to do the work.

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Topics: email marketing, marketing strategy

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