--- title: White Space Marketing Group | SMB Marketing Consultants | Westchester NY | inbound marketing (2) description: inbound marketing | B2B Marketing Strategy for Small and Mid-Sized Companies (2) --- [![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) ### [Is Pay-Per-Click Advertising A Shortcut to Inbound Marketing Results?](https://blog.whitespacemarketinggroup.com/using-pay-per-click-advertising-for-better-inbound-marketing-results) ![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 Sep 13, 2017 - [Tweet](https://twitter.com/share) [![Is Pay-Per-Click Advertising A Shortcut to Inbound Marketing Results? - Featured Image](https://blog.whitespacemarketinggroup.com/hubfs/Is_Pay-Per-Click_Advertising_A_Shortcut_to_Inbound_Marketing_Results.jpg) ](https://blog.whitespacemarketinggroup.com/using-pay-per-click-advertising-for-better-inbound-marketing-results) I recently dug out a bookmarked New York Times article from several years back: [Small Players Seek an Alternative to the Expense of Pay-Per-Click](http://www.nytimes.com/2012/10/18/business/smallbusiness/as-pay-per-click-ad-costs-rise-small-businesses-search-for-alternatives.html).  The article profiles a few business owners who learn an expensive lesson. While early PPC (pay-per-click) results can be seductive, this initial success is often followed by diminishing returns. In the hunt for other avenues to qualified lead generation, the authors find inbound marketing, a path to generating more leads at a lower cost. Today, twice as many growing businesses are using inbound marketing as when this article was written. Driving inbound marketing traffic to your website - driving *unpaid* traffic - is practically a mainstream philosophy.  In the early days of White Space Marketing Group, we drank that Kool-Aid, too -- but today, I have a slightly contrarian view to share.  We've found that paid ads - carefully tested and measured - can augment your inbound programs with efficient lead conversion. Here's how. [Read More](https://blog.whitespacemarketinggroup.com/using-pay-per-click-advertising-for-better-inbound-marketing-results) Topics: [ lead generation](https://blog.whitespacemarketinggroup.com/topic/lead-generation), [ inbound marketing](https://blog.whitespacemarketinggroup.com/topic/inbound-marketing), [ social media](https://blog.whitespacemarketinggroup.com/topic/social-media), [ mid market and SMB marketing](https://blog.whitespacemarketinggroup.com/topic/mid-market-and-smb-marketing), [ marketing strategy](https://blog.whitespacemarketinggroup.com/topic/marketing-strategy) ### [Jumpstart 2016 Marketing Results With Inbound Marketing](https://blog.whitespacemarketinggroup.com/leapfrog-your-competition-in-2016-with-an-inbound-marketing-system) ![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 Sep 9, 2015 - [Tweet](https://twitter.com/share) [![Jumpstart 2016 Marketing Results With Inbound Marketing - Featured Image](https://blog.whitespacemarketinggroup.com/hubfs/inbound2015.png) ](https://blog.whitespacemarketinggroup.com/leapfrog-your-competition-in-2016-with-an-inbound-marketing-system) This week, over 14,000 business people have converged on Boston for the mother of all digital marketing conferences.   I attended in 2012, 2013, and 2014 ... and this year, Bari and I are excited to be back. Here's why I attend  [INBOUND](http://www.inbound.com/) every year ... and if you run a growing business, here's why you should pay attention to Inbound Marketing, too. [Read More](https://blog.whitespacemarketinggroup.com/leapfrog-your-competition-in-2016-with-an-inbound-marketing-system) Topics: [ inbound marketing](https://blog.whitespacemarketinggroup.com/topic/inbound-marketing), [ inbound sales](https://blog.whitespacemarketinggroup.com/topic/inbound-sales) [Previous](https://blog.whitespacemarketinggroup.com/topic/inbound-marketing/page/1) [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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Ask a question, comment ... or get in touch! ### Subscribe! ### Most Read ### Posts by Topic - [marketing strategy (163)](https://blog.whitespacemarketinggroup.com/topic/marketing-strategy) - [strategy (92)](https://blog.whitespacemarketinggroup.com/topic/strategy) - [marketing (91)](https://blog.whitespacemarketinggroup.com/topic/marketing) - [business strategy (72)](https://blog.whitespacemarketinggroup.com/topic/business-strategy) - [B2B (69)](https://blog.whitespacemarketinggroup.com/topic/b2b) - [B2B marketing (69)](https://blog.whitespacemarketinggroup.com/topic/b2b-marketing) - [CEOs (69)](https://blog.whitespacemarketinggroup.com/topic/ceos) - [Founders (69)](https://blog.whitespacemarketinggroup.com/topic/founders) - [small business (69)](https://blog.whitespacemarketinggroup.com/topic/small-business) - [email marketing (38)](https://blog.whitespacemarketinggroup.com/topic/email-marketing) - [content marketing (29)](https://blog.whitespacemarketinggroup.com/topic/content-marketing) - ["marketing spending" (13)](https://blog.whitespacemarketinggroup.com/topic/marketing-spending) - [sales strategy (13)](https://blog.whitespacemarketinggroup.com/topic/sales-strategy) - [inbound marketing (12)](https://blog.whitespacemarketinggroup.com/topic/inbound-marketing) - [social media (8)](https://blog.whitespacemarketinggroup.com/topic/social-media) - [lead generation (6)](https://blog.whitespacemarketinggroup.com/topic/lead-generation) - [marketing ROI (5)](https://blog.whitespacemarketinggroup.com/topic/marketing-roi) - [inbound sales (4)](https://blog.whitespacemarketinggroup.com/topic/inbound-sales) - [Distributed Agency (3)](https://blog.whitespacemarketinggroup.com/topic/distributed-agency) - [channel strategy (3)](https://blog.whitespacemarketinggroup.com/topic/channel-strategy) - [marketing metrics and ROI (3)](https://blog.whitespacemarketinggroup.com/topic/marketing-metrics-and-roi) - [mid market and SMB marketing (3)](https://blog.whitespacemarketinggroup.com/topic/mid-market-and-smb-marketing) - ["podcasts" (2)](https://blog.whitespacemarketinggroup.com/topic/podcasts) - [customer loyalty (2)](https://blog.whitespacemarketinggroup.com/topic/customer-loyalty) - [ecomm (2)](https://blog.whitespacemarketinggroup.com/topic/ecomm) - [marketing for professional services (2)](https://blog.whitespacemarketinggroup.com/topic/marketing-for-professional-services) - [retail (2)](https://blog.whitespacemarketinggroup.com/topic/retail) - [web design and development (2)](https://blog.whitespacemarketinggroup.com/topic/web-design-and-development) - [Branding (1)](https://blog.whitespacemarketinggroup.com/topic/branding) - [consumer insights (1)](https://blog.whitespacemarketinggroup.com/topic/consumer-insights) - [marketing investment (1)](https://blog.whitespacemarketinggroup.com/topic/marketing-investment) - [retention (1)](https://blog.whitespacemarketinggroup.com/topic/retention) [Expand all](https://blog.whitespacemarketinggroup.com/topic/inbound-marketing/page/2#) [![Share on facebook](https://7528309.fs1.hubspotusercontent-na1.net/hub/7528309/hubfs/raw_assets/public/mV0_d-web-default-modules_hubspot/img/facebook-color.png?width=24&name=facebook-color.png) ](https://www.facebook.com/whitespacemarketing/) [![Share on linkedin](https://7528302.fs1.hubspotusercontent-na1.net/hub/7528302/hubfs/raw_assets/public/mV0_d-web-default-modules_hubspot/img/linkedin-color.png?width=24&name=linkedin-color.png) ](https://www.linkedin.com/in/ilenerosenthalwhitespace/) [![Share on twitter](https://7528304.fs1.hubspotusercontent-na1.net/hub/7528304/hubfs/raw_assets/public/mV0_d-web-default-modules_hubspot/img/twitter-color.png?width=24&name=twitter-color.png) ](https://twitter.com/WhiteSpaceMarke) **  White Space Marketing Group** 119 Pondfield Road Box # 38 Bronxville, NY 10708   914.292.0303 ![HubSpot Certified Partner](https://blog.whitespacemarketinggroup.com/hs-fs/hubfs/Academy_Badge_certifiedpartner.png?width=150&name=Academy_Badge_certifiedpartner.png) ![Certified WBENC Business](https://blog.whitespacemarketinggroup.com/hs-fs/hubfs/WBENC-White.png?width=112&name=WBENC-White.png)   ![Certified Storybrand Guide](https://blog.whitespacemarketinggroup.com/hs-fs/hubfs/Web-StoryBrand-logo.png?width=74&height=77&name=Web-StoryBrand-logo.png) Copyright © 2022 White Space Marketing Group. 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