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

Bowie, Brothels, Horse Breeding And Risk

Ilene Rosenthal, CEO

One of my favorite podcasts is How Do We Fix It?, hosted by Richard Davies and Jim Miegs. It reeks of nuance, alternate views, reason, and charm.

I recently listened to an episode with Alison Schrager, who has looked at how risk is managed across circumstances and environments. Some of her conclusions from her book, An Economist Walks Into a Brothel: And Other Unexpected Places to Learn About Risk, really moved me.

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Topics: email marketing, marketing strategy

The Fractional CMO Balancing Act

Ilene Rosenthal, CEO

In an article written by Kevin Chesters, owner and partner at Harbour, an independent communications collective in London, he notes that marketing strategy is often an in-house function because of budget, time constraints, or convenience.

Well, who doesn’t want to save money, time, or hassle?

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Topics: email marketing, marketing strategy

Optimizing Member Retention: 5 Email Marketing Strategies for Nonprofit Organizations

Bari Cener, Senior Director, Marketing & Client Services

One primary concern of nonprofit organizations is budget. There’s not always a lot of money to dedicate to comprehensive marketing campaigns. But, these organizations are uniquely positioned to benefit from email marketing thanks to its comparatively low cost.

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Topics: email marketing, marketing strategy

Client Onboarding - Where do you begin?

Annette McMichael

I once had a therapist who asked me if I were standing in the middle of a messy room, and had to clean it, what would I start with? My response was that I would start with cleaning up the big things. Clearing up big pieces of space at a time would help me feel accomplished, less burdened, and would help me see the smaller things better. 

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Topics: marketing for professional services

What Moms and CMOs Have In Common

Ilene Rosenthal, CEO

We recently onboarded a new client who doesn’t have a CMO. They have tons of experience supporting their brand with the digital channels and PR. They’re in the design industry, so they’re fueled by creativity and innovation. They understand the value of metrics in proving the ROI of their marketing.

But, they came to us because they realized they needed something they called “high-level strategy” in order to use their marketing budget more intelligently. 

Seriously, when I heard that I thought I’d died and gone to heaven.

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Topics: email marketing, marketing strategy

Partnerships Are The New Lead Gen

Ilene Rosenthal, CEO

In the past few weeks, I’ve had the opportunity to be introduced to other marketing related firms that do things I don’t do--or don’t do well enough. In the past I viewed this as competition, but now my mind is changed. 

Oftentimes, we come into a business relationship to help focus strategy, messaging, and planning. We have implementation programs with our in-house “machine,” and project manage to sustain aggressive timetables and provide air-cover for client teams.

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Topics: email marketing, marketing strategy

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