I recently had the pleasure of joining Jo Stapleton and John Canniffe on the Exit Engine Podcast, where we talked about something near and dear to my heart: marketing that actually means something—and works.
The conversation ranged from my journey building Agency Jen, to how I help business owners (especially purpose-driven ones) get clear on what’s really fueling their growth—and what’s just noise. We dug into what it means to do “marketing with meaning,” and why more business leaders are turning to fractional CMOs to bring structure, insight, and clarity to their marketing spend.
Here are a few highlights and reflections from the episode:
Why I Named It “Agency Jen”
Naming my business wasn’t just a branding exercise—it was personal. It started as “Presque Isle Designs” (a nod to Presque Isle and my Erie roots) when I was working primarily in design. But when I evolved into offering strategic marketing consulting, I needed a name that reflected both the personal nature of my work and the agency-level service I provide. “Agency Jen” just fit—and yes, I lean into it.
The Strategy Behind the Splash
We talked a lot about how marketing isn’t about tossing glitter in the air and hoping some of it sticks. I used my aquarium analogy to explain this—where strategy is the big rocks that go in first, before the tactical little rocks and flashy fish. If you skip the structure, you end up with a chaotic tank.
Marketing with Meaning
To me, marketing with meaning is about empathy—it’s not just about pushing a product or service. It’s about understanding your audience’s real challenges, showing them you get it, and then building trust over time. I want the businesses I support to feel like they’re solving problems and improving lives, not just increasing ad impressions.
DIY Tools Don’t Replace Strategy
We touched on Canva, AI tools, and all the resources out there that make marketing easier to execute. But here’s the truth: execution is only one part of the equation. Without strategy, most of what you’re doing will stay in the activity zone—not the impact zone. I see it all the time: overwhelmed owners piecing together tactics without understanding how it all fits. That’s where the mess starts.
Measuring the Right Things
I created the Jenerate Marketing ToolkitTM for exactly this reason—so businesses could start tracking ROI against actual goals. It’s not enough to know how many people saw your ad; you need to know if it moved the needle. Are more people booking? Donating? Signing up? If you don’t measure it, you can’t manage it.
Brand vs. Tactics: It’s Not Either/Or
We also explored the balance between brand awareness and growth marketing. Spoiler: You need both. Brand marketing is the slow-burn “air cover” that builds trust and recognition. Tactical marketing is what helps you capitalize on timely spikes—like seasonal sales or key enrollment periods. When done right, they complement each other and create sustainable momentum.
Lessons from the Nonprofit World
Nonprofits are some of the most mission-driven organizations I work with—but they also face serious challenges when it comes to marketing. Many are led by incredible social workers and program leaders who weren’t trained in business strategy. That’s where I come in—not just as a marketing consultant, but often as a thought partner and guide to help them reimagine how to structure and fund growth.
Fractional CMO Support for Exit Planning
The podcast itself is focused on helping owners prepare for exit. And while I don’t do exits, I do help businesses build something of real value—something worth exiting from. Whether it’s aligning branding with long-term goals or implementing a reporting system that shows exactly what’s working, I help business owners turn chaos into clarity.
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If you’re wondering whether your marketing is actually moving your business forward—or just keeping you busy—I’d love to talk.
You can connect with me anytime, I’m always up for a smart conversation with thoughtful people.
Here’s to growing smart,
Jenny
Let’s Talk About Growth
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