Episode 11

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Published on:

27th Jan 2025

Exploring Modern Marketing Strategies for Manufacturing with Jennelle McGrath

Connect with Jennelle McGrath: https://www.linkedin.com/in/jennellemcgrath/

In this insightful episode of the Manufacturers Network Podcast, host Lisa Ryan engages in a compelling conversation with Jennelle McGrath, the dynamic leader of Market Veep. Specializing in helping manufacturing companies grow their market share and enhance their sales and marketing efforts, Jennelle shares her rich experience and practical tips for navigating the evolving landscape of manufacturing marketing.

Key Themes and Lessons Learned

1. Entrepreneurial Journey and Personal Growth

  • Early Business Ventures
  • : Jennelle began her entrepreneurial journey at 18, managing a successful company for 15 years.
  • Pivot to Market Veep
  • : After realizing her passion for marketing and business strategy, Jennelle transitioned to consulting and eventually founded Market Veep.
  • Importance of Culture Fit
  • : Jennelle emphasizes the significance of finding the right cultural fit within the team to ensure growth and alignment.

2. Culture and Leadership

  • Creating a Positive Workplace Culture
  • : The realization that Jennelle was the main factor in her earlier frustrations led her to focus on building a strong workplace culture at Market Veep.
  • Patient Hiring Practices
  • : Jennelle advises being cautious and patient in hiring, ensuring the right cultural and personality fit.
  • Transparency and Communication
  • : Encouraging open communication within the team to foster a transparent and collaborative environment.

3. Sales and Marketing Trends in Manufacturing

  • Impact of COVID-19
  • : The pandemic forced many manufacturing companies to rethink traditional sales methods like trade shows and door-knocking, leading to a digital transformation.
  • Leadership Involvement
  • : There is a growing trend of organizational leaders taking a more active role in sales and marketing strategies.
  • Embracing Technology
  • Manufacturers leverage tools like HubSpot for better data integration and customer relationship management (CRM).

4. Marketing Strategies and Tools

  • Know Your Market
  • : Jennelle recommends comprehensively understanding your existing market before expanding to new audiences.
  • Consistency and Goals
  • : Maintaining a consistent marketing approach with clear goals is pivotal for meaningful engagement.
  • Leveraging CRM Systems
  • : Effective use of CRM systems like HubSpot can streamline processes and improve sales efficiency.
  • Storytelling
  • : Humanizing the brand through storytelling can help manufacturers connect more deeply with their audience.

5. Challenges and Misconceptions in Marketing

  • Measurability and Effectiveness
  • : Addressing the misconception that marketing efforts cannot be measured. Jennelle insists that the right tools and strategies can effectively track and optimize outcomes.
  • Balancing Quantity and Quality
  • : Striking the right balance between generating a high volume of leads and ensuring the quality of those leads.
  • Miscommunications Across Departments
  • : Highlighting the importance of open communication between departments to reduce friction and improve overall performance.

6. Future Opportunities and Trade Shows

  • Trade Shows
  • : Despite the rise in digital marketing, trade shows offer valuable face-to-face interaction. Jennelle discusses innovative ways to blend digital strategies with traditional events.
  • Adaptation Post-Pandemic
  • : The renewed focus on human interactions and the strategic use of trade shows to build lasting professional relationships.

Jennelle McGrath’s insights offer valuable lessons for manufacturers navigating the evolving marketing and sales landscape. Jennelle’s experiences and strategies provide a comprehensive roadmap for success, from creating a robust workplace culture to leveraging technology and storytelling.

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About the Podcast

The Manufacturers' Network
Connecting Manufacturers with Manufacturers
The Manufacturers' Podcast is THE place for manufacturers to connect with and learn from other manufacturers. Not only will listeners get to learn from their manufacturing colleagues, but they will also discover HOW they can help each other as a resource or as a source of help and inspiration.

As a manufacturer, it's easy to get pigeon-holed into only focusing on your own industry, whether it be through your industry trade association or your industry colleagues. While trade associations are an excellent source of information for their members, sometimes it's gaining a perspective from someone else in a completely different industry that gives you the solution to your dilemma.

Stay tuned for new episodes every week on "Manufacturing Monday's." This drive-time length podcast will give you the information, tips and strategies you need to get your week off to a fantastic start.

About your host

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Lisa Ryan

As a Certified Speaking Professional (CSP), an award-winning speaker and author of ten books, Lisa Ryan, CSP, works with her clients to develop employee and client engagement initiatives and strategies that keep their top talent and best clients from becoming someone else’s.
Lisa’s expertise includes: strengthening workplace culture, improving employee engagement, increasing customer retention, and initiating gratitude strategies (“Grategies”) for personal and professional benefit. Lisa’s participants enjoy her high energy, enthusiastic delivery and quick wit and they leave the session with ideas they are committed to acting on immediately to make positive workplace culture changes.
Lisa costars in two films with other experts including Jack Canfield of “Chicken Soup for the Soul.” She is the Past-President of the National Speakers Association, Ohio Chapter and holds an MBA from Cleveland State University.

Relevant Experience

• Keynote, breakout or workshop speaker at more than 100 national and international conferences
• Thirteen years of industrial marketing and sales experience, including seven years in the welding industry – and yes, she does weld
• Host of “Elevate Your Engagement Levels: What You Need to Know” on the Elite Expert Network and the C-Suite Network
• Creator of “The Seven Mistakes Managers Make to Crush Company Culture” video series
• Best-selling author of ten books, including “Manufacturing Engagement: 98 Proven Strategies to Attract and Retain Your Industry’s Top Talent”
• Award-winning speaker