--- title: White Space Marketing Group | SMB Marketing Consultants | Westchester NY | marketing strategy (10) description: marketing strategy | B2B Marketing Strategy for Small and Mid-Sized Companies (10) --- [![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) ### [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) ### [Marketing Does Work If You Untangle The Data Disconnect](https://blog.whitespacemarketinggroup.com/marketing-does-work-if-you-untangle-the-data-disconnect) ![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 25, 2019 - [Tweet](https://twitter.com/share) [![Marketing Does Work If You Untangle The Data Disconnect - Featured Image](https://blog.whitespacemarketinggroup.com/hubfs/Blog_images/untangle_image.jpg) ](https://blog.whitespacemarketinggroup.com/marketing-does-work-if-you-untangle-the-data-disconnect) Only three percent of customers believe marketing is relevant. As in, 97 percent of customers do *not*?  It’s a staggering statistic for those of us who put everything into helping our customers define (and refine) their brand voice, craft the right messaging, and effectively deliver it to their target markets. Unfortunately, many companies don’t fully comprehend the intricacies of what makes marketing work. Simply throwing money at “marketing” is an inefficient and wasteful strategy. [Read More](https://blog.whitespacemarketinggroup.com/marketing-does-work-if-you-untangle-the-data-disconnect) Topics: [ email marketing](https://blog.whitespacemarketinggroup.com/topic/email-marketing), [ marketing strategy](https://blog.whitespacemarketinggroup.com/topic/marketing-strategy) ### [The Creds Deck: A 2D Representation Of The 3D You](https://blog.whitespacemarketinggroup.com/the-creds-deck-a-2d-representation-of-the-3d-you) ![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 20, 2019 - [Tweet](https://twitter.com/share) [![The Creds Deck: A 2D Representation Of The 3D You - Featured Image](https://blog.whitespacemarketinggroup.com/hubfs/Blog_images/playing-cards-1201257_1280.jpg) ](https://blog.whitespacemarketinggroup.com/the-creds-deck-a-2d-representation-of-the-3d-you) Recently, a friend asked for a WSMG credentials deck to send along to a referral. I’m so grateful, but I always pause and ask: Is this really a good idea? Credentials decks are about the “what” of what you do. It functions like a checklist. Do they do what I need? But, it’s hard to convey the unique why-and-how in a two-dimensional asset. [Read More](https://blog.whitespacemarketinggroup.com/the-creds-deck-a-2d-representation-of-the-3d-you) Topics: [ email marketing](https://blog.whitespacemarketinggroup.com/topic/email-marketing), [ marketing strategy](https://blog.whitespacemarketinggroup.com/topic/marketing-strategy) ### [Optimize Your Impact: How To Bring Storybrand Into The ABM Fold](https://blog.whitespacemarketinggroup.com/optimize-your-impact-how-to-bring-storybrand-into-the-abm-fold) ![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 18, 2019 - [Tweet](https://twitter.com/share) [![Optimize Your Impact: How To Bring Storybrand Into The ABM Fold - Featured Image](https://blog.whitespacemarketinggroup.com/hubfs/Blog_images/office-3295556_1280.jpg) ](https://blog.whitespacemarketinggroup.com/optimize-your-impact-how-to-bring-storybrand-into-the-abm-fold) A recurring theme in my recent history of blog posts has been the Storybrand framework, which really focuses on tightening up your messaging and setting your audience, your customer, as the focal point. They become the hero of the story. A common belief is that Storybrand is best utilized in smaller to mid-sized companies.  I'd argue that’s a misconception. [Read More](https://blog.whitespacemarketinggroup.com/optimize-your-impact-how-to-bring-storybrand-into-the-abm-fold) Topics: [ email marketing](https://blog.whitespacemarketinggroup.com/topic/email-marketing), [ marketing strategy](https://blog.whitespacemarketinggroup.com/topic/marketing-strategy) ### [Breaking Down Artificial Silos In B2B vs. B2C Healthcare Marketing](https://blog.whitespacemarketinggroup.com/breaking-down-artificial-silos-in-b2b-vs-b2c-healthcare-marketing) ![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 13, 2019 - [Tweet](https://twitter.com/share) [![Breaking Down Artificial Silos In B2B vs. B2C Healthcare Marketing - Featured Image](https://blog.whitespacemarketinggroup.com/hubfs/Blog_images/medical-563427_1280.jpg) ](https://blog.whitespacemarketinggroup.com/breaking-down-artificial-silos-in-b2b-vs-b2c-healthcare-marketing) As we know, physicians hold the golden ring: the referral or endorsement of health-related products and services. On paper, it looks like we have to jump through a lot of hoops to reach referring docs who might send patients to physical therapy, weight loss, wound care, or diabetes locations to get the care they need. But, physicians are people too, and you can often reach them with integrated marketing tactics without duplicating spend, or devising physician-only messaging.  [Read More](https://blog.whitespacemarketinggroup.com/breaking-down-artificial-silos-in-b2b-vs-b2c-healthcare-marketing) Topics: [ email marketing](https://blog.whitespacemarketinggroup.com/topic/email-marketing), [ marketing strategy](https://blog.whitespacemarketinggroup.com/topic/marketing-strategy) ### [Why Abandoning Sales Tech During The Sales Process Is A Miss](https://blog.whitespacemarketinggroup.com/why-abandoning-sales-tech-during-the-sales-process-is-a-miss) ![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 11, 2019 - [Tweet](https://twitter.com/share) [![Why Abandoning Sales Tech During The Sales Process Is A Miss - Featured Image](https://blog.whitespacemarketinggroup.com/hubfs/Blog_images/dart-102881_1280.jpg) ](https://blog.whitespacemarketinggroup.com/why-abandoning-sales-tech-during-the-sales-process-is-a-miss) Technology is changing the way we look at--and proceed with--sales. Sometimes, we rely heavily on technology and its predictive capabilities, especially in the beginning stages. The good news is that over half of organizations are using sales tech to effectively accomplish the following: - Social selling (57%) - Lead gen (57%) - Activity management and tracking (56%) [Read More](https://blog.whitespacemarketinggroup.com/why-abandoning-sales-tech-during-the-sales-process-is-a-miss) Topics: [ email marketing](https://blog.whitespacemarketinggroup.com/topic/email-marketing), [ marketing strategy](https://blog.whitespacemarketinggroup.com/topic/marketing-strategy) ### [Calling All Org Chart Snobs: Where’s The Customer’s POV?](https://blog.whitespacemarketinggroup.com/calling-all-org-chart-snobs-wheres-the-customers-pov) ![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 6, 2019 - [Tweet](https://twitter.com/share) [![Calling All Org Chart Snobs: Where’s The Customer’s POV? - Featured Image](https://blog.whitespacemarketinggroup.com/hubfs/Blog_images/chart-image.jpg) ](https://blog.whitespacemarketinggroup.com/calling-all-org-chart-snobs-wheres-the-customers-pov) The clock is ticking towards 2020, faster than many would like. All the slicing and dicing of budget planning that takes place during the next two months is a necessary evil--and is often dictated by a predetermined (and stiff) organization chart. But, just because the org chart provides structure, it doesn’t mean it’s truly cost efficient. Here’s an example, another [“blast from the past”](https://blog.whitespacemarketinggroup.com/blast-from-my-past-when-the-google-gods-find-you-and-remind-you) reference... [Read More](https://blog.whitespacemarketinggroup.com/calling-all-org-chart-snobs-wheres-the-customers-pov) Topics: [ email marketing](https://blog.whitespacemarketinggroup.com/topic/email-marketing), [ marketing strategy](https://blog.whitespacemarketinggroup.com/topic/marketing-strategy) [Previous](https://blog.whitespacemarketinggroup.com/topic/marketing-strategy/page/9) [All posts](https://blog.whitespacemarketinggroup.com/all) [Next](https://blog.whitespacemarketinggroup.com/topic/marketing-strategy/page/11) [![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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