--- title: White Space Marketing Group | SMB Marketing Consultants | Westchester NY | channel strategy description: channel strategy | B2B Marketing Strategy for Small and Mid-Sized Companies --- [![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) ### [#FOBO. Not a Typo.](https://blog.whitespacemarketinggroup.com/fobo-not-a-typo) ![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 14, 2021 - [Tweet](https://twitter.com/share) [![#FOBO. Not a Typo. - Featured Image](https://blog.whitespacemarketinggroup.com/hubfs/Blog_images/choices.jpg) ](https://blog.whitespacemarketinggroup.com/fobo-not-a-typo) You’ve likely heard of FOMO (Fear of Missing Out), but have you met its close cousin, FOBO--Fear Of Better Options? It’s so prevalent in marketing, that we made it our own hashtag! #FOBO Here’s the deal: When it comes to crafting a marketing strategy and plan, options abound. We’ll often make choices based on: - What the competition is doing - Who has been recommended - What we’ve read last in the business press - What on the biz dev “to-do” list is the longest The options start to blur into one muddled orb of uncertainty. Just like the Sham 69 song goes, “Everybody’s right and everybody’s wrong.” [Read More](https://blog.whitespacemarketinggroup.com/fobo-not-a-typo) 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) ### [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) ### [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) [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. 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