Inertia Is The Enemy: How To Overcome Plateaus In Biz And Marketing

Adrianne DelaRaba, Director of Marketing

When you hit a plateau—in business or life—it can mess with your motivation. Oftentimes, it’s even more frustrating than hitting a “wall,” because that would mean there is a clear obstacle in your way and there are defined ways to get around it. With a plateau, there may not be a clear hurdle to get over or anything glaringly negative in terms of performance results. It may just be… boring.

Of course, this happens all the time in business, and many times marketing is leaned on to shoulder the burden and get out of the rut. A campaign levels off, then starts to become ineffective. Budget cuts can create a challenge and often require creativity. Senior leadership isn’t interested in what you have to say, making it easier to stay placated and say, “I guess this is fine…”

It’s anything but fine.

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Topics: email marketing, marketing strategy

The White Space Team’s 2019 Resolutions

Ilene Rosenthal, CEO

OMG 2019. That is just way too close to 2020. It means my kids have crossed over into adulthood. Lou and I will be married 25 years, we’ve lived in our “new” house for 12 years.

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Our Top 10 Blogs From 2018

Ilene Rosenthal, CEO

In 2018, one of the strategies we implemented focused on expanding our blog presence. Part of that approach included getting more of our team members involved, contributing to the conversation with their own areas of expertise. What resulted was a diverse representation of our team’s experience and knowledge.

Here are the 10 blogs from this past year that received the most readership.

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The Charcuterie Board Approach To Marketing

Bari Cener, Director of Client Services

 I love a charcuterie board- those little piles of nuts and seeds, clusters of grapes and cheese cubes, and tiny jars of fig or kumquat jam. Olives, savory spreads, and spicy salamis line up like gleaming soldiers. And, the brilliant orange dried apricots, although often left uneaten, add just the right pop of color. The pistachios mingle with the raisins and the olives run into the crackers. Everything is served up on a flat wooden board, showcasing these beautiful edibles that complement each other.

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5 Best Practices for Creating a Better Unsubscribe Experience

Jeannette Castañeda

It’s the end of the year and my annual “unsubscribe from emails” project is underway. I put on some holiday music, make myself a pot of spicy hot cocoa, and sit at my laptop to remove myself from email lists that are no longer relevant to me. The results are often mixed—a better, more pertinent inbox for me, peppered with frustration over the various poor unsubscribe experiences I have to slog through to complete this simple task.

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Finding The Value In All Customers, Regardless of Size

Sylvia Anderson, B2C/B2B Writer

When I was visiting my sister and her family over the Thanksgiving holiday, we got into a conversation about customer service based on an instance where my two nephews were attempting to order at Panda Express. The key word here is “attempting.”

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Topics: marketing strategy

5 Ways To Create More Enjoyable Content

Shina Neo, Editorial Manager

Last week, while doing my Thanksgiving shopping at Trader Joe’s, I noticed a sign reading, “We are sorry we are closed Thanksgiving, but we will be open Friday, November 22.” Do you see what I see? Thanksgiving Day was November 22; the following day when the store would reopen was November 23.

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Topics: content marketing

Turkey, Tradition, And Giving Thanks: Thoughts From The White Space Team

Ilene Rosenthal, CEO

Sometimes, it’s difficult to get past all the challenges of daily life and really step back to acknowledge the fortunes. The Thanksgiving holiday presents a good reminder, providing us an entire day dedicated to reflecting on the blessings bestowed upon us.

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Email Marketing Automation: Optimizing The Buyer’s Journey

Jeannette Castañeda

Automating certain marketing tasks is not only a great way to be productive, it’s also an effective strategy to strengthen your company’s brand. With marketing automation, you can guide prospects through your various marketing channels, turn leads into customers, and cultivate those customers to become your brand’s ambassadors.

There are many tools available that include marketing automation features. Before committing to a tool, it’s important to understand what marketing automation is and how it can be incorporated to improve your marketing efforts.  

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Topics: email marketing

Collaboration And Authenticity: A B2B Yin And Yang

Sylvia Anderson, B2C/B2B Writer

Last week I wrote about the little “aha” moments I’ve been experiencing lately, sparked by a few eye-opening webinars I’d attended. I love that these continuing education opportunities are so accessible and so affordable (aka, free).

And, they’ve been extremely inspirational—not just for contributions to the White Space blog, but in my everyday work and working relationships.

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Topics: marketing strategy

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