The Marketing Revolution in Manufacturing: Insights from Jenelle McGrath, Market Veep

GUEST: Jennelle McGrath, Founder and CEO of Market Veep

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In this episode of The B2B Revenue Executive Experience, host Cory Cotten-Potter speaks with Jennelle McGrath, Founder and CEO of Market Veep, to share insights about transforming sales and marketing strategies in the manufacturing and industrial sectors while maintaining the human touch that makes these industries unique.

What You’ll Learn:

• How to successfully implement CRM systems in traditional manufacturing companies
• Why manufacturing companies must balance traditional "boots on the ground" sales with modern digital strategies
• The Trade Show Success Framework for maximizing ROI
• How to achieve sales and marketing alignment in traditionally siloed manufacturing organizations
• Why company culture and value alignment are crucial for sustainable business growth in modern manufacturing
• The Technology Adoption Framework for helping traditional businesses embrace digital transformation

With over 20 years of entrepreneurial experience, Jennelle began her journey by founding her first business at age 18 while studying business and marketing at Merrimack College. Under her leadership, Market Veep has achieved recognition as a diamond HubSpot partner and landed on the Inc. 5000 regionals list after achieving 79% revenue growth over two years. Jennelle is particularly known for helping manufacturing and industrial companies modernize their sales and marketing strategies, bringing contemporary digital solutions to traditionally relationship-focused industries.

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Start Small, Scale Smart

If you're in manufacturing and still relying heavily on in-person sales and scattered spreadsheets, it's time to take the first small step toward smarter selling: get your data into a CRM. You don't need to overhaul everything overnight. Just start by organizing your sales process so everyone knows what's happening, where leads stand, and how to align messaging. It's not about replacing boots on the ground; it's about creating an easier, more balanced approach that saves time, reduces burnout, and sets you up for scalable growth.

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“I think the humans in this space in particular are just such a kind, generous, collaborative group of people. It's very rare that I see in other industries where competitors are sharing ideas or going into each other's facilities and seeing behind the curtain.”

Jennelle McGrath, Founder and CEO of Market Veep

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Maximize Trade Show ROI

Trade shows in 2025 are still valuable. However, only if you show up with a plan. The biggest wins come from doing your homework beforehand: run targeted ads, schedule nurture campaigns in advance, study the floor plan, and follow relevant companies on social media. Then, make your booth pop with creative hooks like giveaways, interactive experiences, or even coffee bars. The more engaging and tailored your approach, the more you stand out and the better your leads.

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“We use the scorecard, and that was a significant insight. Before it was just you were going on gut and feeling if this was going to be a fit.”

Jennelle McGrath, Founder and CEO of Market Veep

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Growth Fueled by Values

Jennelle's journey from burnout in her first business to 79% revenue growth and landing on the Inc. 5000 list wasn't about chasing numbers; it was about aligning everything around happiness and values. Focusing on cultural fit, both in her team and with clients, and using happiness as a guiding principle for every decision, allowed Jennelle to build a company where growth came naturally because the people were in sync.

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“Have grace with yourself. When you're growing and you are just starting out, you don't know everything.”

Jennelle McGrath, Founder and CEO of Market Veep

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‍Now that you know how traditional manufacturers can modernize their sales approach while maintaining valuable relationships, discover the full list of episodes at The B2B Revenue Executive Experience. If you enjoy the show, instructions to rate and review it are found here.