--- title: White Space Marketing Group | SMB Marketing Consultants | Westchester NY | email marketing description: email marketing | 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) ### [History Lesson: Maintaining Marketing Spend During A Downturn](https://blog.whitespacemarketinggroup.com/history-lesson-maintaining-marketing-spend-during-a-downturn) ![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 1, 2020 - [Tweet](https://twitter.com/share) [![History Lesson: Maintaining Marketing Spend During A Downturn - Featured Image](https://blog.whitespacemarketinggroup.com/hubfs/Blog_images/glass-window-197838_1280.jpg) ](https://blog.whitespacemarketinggroup.com/history-lesson-maintaining-marketing-spend-during-a-downturn) 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](https://blog.whitespacemarketinggroup.com/podcasts-inside-your-head-not-six-feet-apart). Here are a few of those tidbits, culled from a [Forbes article](https://www.forbes.com/sites/bradadgate/2019/09/05/when-a-recession-comes-dont-stop-advertising/#7e9e6b460858) from last year.  Yes, last year. [Read More](https://blog.whitespacemarketinggroup.com/history-lesson-maintaining-marketing-spend-during-a-downturn) Topics: [ email marketing](https://blog.whitespacemarketinggroup.com/topic/email-marketing), [ marketing strategy](https://blog.whitespacemarketinggroup.com/topic/marketing-strategy) ### [Brain Building: Growth Strategies Live Outside Your Industry](https://blog.whitespacemarketinggroup.com/brain-building-growth-strategies-live-outside-your-industry) ![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 18, 2020 - [Tweet](https://twitter.com/share) [![Brain Building: Growth Strategies Live Outside Your Industry - Featured Image](https://blog.whitespacemarketinggroup.com/hubfs/Blog_images/brain-4142336_1280.jpg) ](https://blog.whitespacemarketinggroup.com/brain-building-growth-strategies-live-outside-your-industry) 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](https://blog.whitespacemarketinggroup.com/breaking-down-artificial-silos-in-b2b-vs-b2c-healthcare-marketing)—I’ve resisted this approach for one reason: It’s not right for growth businesses. [Read More](https://blog.whitespacemarketinggroup.com/brain-building-growth-strategies-live-outside-your-industry) Topics: [ email marketing](https://blog.whitespacemarketinggroup.com/topic/email-marketing), [ marketing strategy](https://blog.whitespacemarketinggroup.com/topic/marketing-strategy) ### [What to Know Before Attending An Industry Conference](https://blog.whitespacemarketinggroup.com/what-to-know-before-attending-an-industry-conference) ![Bari Cener, Senior Director, Marketing & Client Services](https://blog.whitespacemarketinggroup.com/hubfs/Market8/Team/Bari-Cener.jpg) by [ Bari Cener, Senior Director, Marketing & Client Services](https://blog.whitespacemarketinggroup.com/author/bari-cener-senior-director-marketing-client-services) on Mar 4, 2020 - [Tweet](https://twitter.com/share) [![What to Know Before Attending An Industry Conference - Featured Image](https://blog.whitespacemarketinggroup.com/hubfs/Blog_images/event-1597531_1280.jpg) ](https://blog.whitespacemarketinggroup.com/what-to-know-before-attending-an-industry-conference) 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. [Read More](https://blog.whitespacemarketinggroup.com/what-to-know-before-attending-an-industry-conference) Topics: [ email marketing](https://blog.whitespacemarketinggroup.com/topic/email-marketing), [ marketing strategy](https://blog.whitespacemarketinggroup.com/topic/marketing-strategy) ### [Bowie, Brothels, Horse Breeding And Risk](https://blog.whitespacemarketinggroup.com/bowie-brothels-horse-breeding-and-risk) ![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 19, 2020 - [Tweet](https://twitter.com/share) [![Bowie, Brothels, Horse Breeding And Risk - Featured Image](https://blog.whitespacemarketinggroup.com/hubfs/Blog_images/time-for-a-change-897441_1280.jpg) ](https://blog.whitespacemarketinggroup.com/bowie-brothels-horse-breeding-and-risk) 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](https://www.howdowefixit.me/podcast-page-2/allisonschragerrepeat), 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. [Read More](https://blog.whitespacemarketinggroup.com/bowie-brothels-horse-breeding-and-risk) Topics: [ email marketing](https://blog.whitespacemarketinggroup.com/topic/email-marketing), [ marketing strategy](https://blog.whitespacemarketinggroup.com/topic/marketing-strategy) ### [The Fractional CMO Balancing Act](https://blog.whitespacemarketinggroup.com/the-fractional-cmo-balancing-act) ![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 5, 2020 - [Tweet](https://twitter.com/share) [![The Fractional CMO Balancing Act - Featured Image](https://blog.whitespacemarketinggroup.com/hubfs/Blog_images/balancing-marbles.jpg) ](https://blog.whitespacemarketinggroup.com/the-fractional-cmo-balancing-act) In an [article written by Kevin Chesters](https://www.thedrum.com/opinion/2019/02/15/strategy-valuable-so-why-dont-we-value-it), 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? [Read More](https://blog.whitespacemarketinggroup.com/the-fractional-cmo-balancing-act) Topics: [ email marketing](https://blog.whitespacemarketinggroup.com/topic/email-marketing), [ marketing strategy](https://blog.whitespacemarketinggroup.com/topic/marketing-strategy) ### [Optimizing Member Retention: 5 Email Marketing Strategies for Nonprofit Organizations](https://blog.whitespacemarketinggroup.com/optimizing-member-retention-5-email-marketing-strategies-for-nonprofit-organizations) ![Bari Cener, Senior Director, Marketing & Client Services](https://blog.whitespacemarketinggroup.com/hubfs/Market8/Team/Bari-Cener.jpg) by [ Bari Cener, Senior Director, Marketing & Client Services](https://blog.whitespacemarketinggroup.com/author/bari-cener-senior-director-marketing-client-services) on Jan 22, 2020 - [Tweet](https://twitter.com/share) [![Optimizing Member Retention: 5 Email Marketing Strategies for Nonprofit Organizations - Featured Image](https://blog.whitespacemarketinggroup.com/hubfs/Blog_images/email-824310_1280.jpg) ](https://blog.whitespacemarketinggroup.com/optimizing-member-retention-5-email-marketing-strategies-for-nonprofit-organizations) 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. [Read More](https://blog.whitespacemarketinggroup.com/optimizing-member-retention-5-email-marketing-strategies-for-nonprofit-organizations) Topics: [ email marketing](https://blog.whitespacemarketinggroup.com/topic/email-marketing), [ marketing strategy](https://blog.whitespacemarketinggroup.com/topic/marketing-strategy) ### [What Moms and CMOs Have In Common](https://blog.whitespacemarketinggroup.com/what-moms-and-cmos-have-in-common) ![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 18, 2019 - [Tweet](https://twitter.com/share) [![What Moms and CMOs Have In Common - Featured Image](https://blog.whitespacemarketinggroup.com/hubfs/Blog_images/mother-and-child.png) ](https://blog.whitespacemarketinggroup.com/what-moms-and-cmos-have-in-common) 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. [Read More](https://blog.whitespacemarketinggroup.com/what-moms-and-cmos-have-in-common) Topics: [ email marketing](https://blog.whitespacemarketinggroup.com/topic/email-marketing), [ marketing strategy](https://blog.whitespacemarketinggroup.com/topic/marketing-strategy) ### [Partnerships Are The New Lead Gen](https://blog.whitespacemarketinggroup.com/partnerships-are-the-new-lead-gen) ![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 11, 2019 - [Tweet](https://twitter.com/share) [![Partnerships Are The New Lead Gen - Featured Image](https://blog.whitespacemarketinggroup.com/hubfs/Blog_images/handshake-businessmen.jpg) ](https://blog.whitespacemarketinggroup.com/partnerships-are-the-new-lead-gen) 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. [Read More](https://blog.whitespacemarketinggroup.com/partnerships-are-the-new-lead-gen) Topics: [ email marketing](https://blog.whitespacemarketinggroup.com/topic/email-marketing), [ marketing strategy](https://blog.whitespacemarketinggroup.com/topic/marketing-strategy) ### [An Unsubscribe Is Not The End Of The World](https://blog.whitespacemarketinggroup.com/an-unsubscribe-is-not-the-end-of-the-world) ![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 4, 2019 - [Tweet](https://twitter.com/share) [![An Unsubscribe Is Not The End Of The World - Featured Image](https://blog.whitespacemarketinggroup.com/hubfs/Blog_images/monitor-unsubscribe.png) ](https://blog.whitespacemarketinggroup.com/an-unsubscribe-is-not-the-end-of-the-world) Email unsubscribes are okay--really. Your email unsubscribe experience will influence how people feel about your brand. Helping people unsubscribe from your emails will actually have a positive impact on your email deliverability and internet service provider reputation, the goodwill of your customers and prospects, the health of your email list, your bottom line, and more. Here are some stress-free concepts to think about. [Read More](https://blog.whitespacemarketinggroup.com/an-unsubscribe-is-not-the-end-of-the-world) Topics: [ email marketing](https://blog.whitespacemarketinggroup.com/topic/email-marketing), [ marketing strategy](https://blog.whitespacemarketinggroup.com/topic/marketing-strategy) ### [5 Values-Based Factors That Elevate Customer Engagement And Retention](https://blog.whitespacemarketinggroup.com/5-values-based-factors-that-elevate-customer-engagement-and-retention) ![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 27, 2019 - [Tweet](https://twitter.com/share) [![5 Values-Based Factors That Elevate Customer Engagement And Retention - Featured Image](https://blog.whitespacemarketinggroup.com/hubfs/Blog_images/agreement-3546008_1280.jpg) ](https://blog.whitespacemarketinggroup.com/5-values-based-factors-that-elevate-customer-engagement-and-retention) As we embark on two late-2019 brand messaging projects, I’m reminded to stand my ground on the balance between brand values-based messaging and product features. Customers (whether B2B or B2C) are increasingly adamant that the buyer experience be holistically enjoyable. Yes, they need your product or service to solve their problem, but they also want to believe they're making a good decision -- and you need to be able to describe why they should invest in *you*. [Read More](https://blog.whitespacemarketinggroup.com/5-values-based-factors-that-elevate-customer-engagement-and-retention) Topics: [ email marketing](https://blog.whitespacemarketinggroup.com/topic/email-marketing), [ marketing strategy](https://blog.whitespacemarketinggroup.com/topic/marketing-strategy) [All posts](https://blog.whitespacemarketinggroup.com/all) [Next](https://blog.whitespacemarketinggroup.com/topic/email-marketing/page/2) [![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. We write about our marketing passions: building digital brands, digging deep for customer insights, tracking marketing effectiveness and ROI for better results. 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