How do you think and act like an owner as a marketer? Lisa Cox at Teak & Twine shares her approach and how it informs everything from coming up with campaigns to running revenue reporting. Highlights include:

* Balancing business growth and personal goals. Lisa shares how her past experience as a business owner taught her how important it is to focus on business growth. Now that she's in-house, she finds ways to also drive personal growth and take risks.
* Their most successful paid ad. It's a meme. Seriously. And they haven't been able to top it. Lisa shares how they develop creative concepts. They went too far but pulled it back and are striking the right tone.
* B2B doesn't have to be boring. Beyond any one ad, they engage with the human-side of their prospects which include HR teams and other marketers. While also supporting a smaller DTC segment of their ecommerce business.
* Expanding their definition of success. Strictly speaking, Lisa is responsible for sales pipeline. But she has gone rogue to build her own reports and track revenue since she knows what's what really matters.
* Experimenting with ABM. Not wanting to invest heavily in data or tech, they found a scrappy way to experiment with ABM (account-based marketing) and achieved some pretty incredible results. Like a 50% meeting rate! Hear how.

Find Lisa Cox: https://www.linkedin.com/in/lisa-a-cox/
Find Teak & Twine: https://www.teakandtwine.com/