Think and act like an owner with Lisa Cox at Teak & Twine

11/21/22 • 14 min

Pipeline Meeting - Marketing Podcast About Sales

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/

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

Previous Episode

Customer lifecycle marketing with Madison Zimmerman at Property Meld

Madison Zimmerman has taken full lifecycle marketing on as head of marketing at Property Meld, a proptech (property technology) B2B SaaS company. Our discussion includes:

Generating new leads through webinars. Making webinars that people actually show up to and find interesting -- it's true, it's possible.
* Managing inbound with HubSpot. How marketing and their outbound BDR team use HubSpot for marketing and sales automation.
* Quantifying pain to justify pricing. Their custom scorecard drives their sales process and helped them increase their prices.
* Coordinating with customer success. Beyond generating leads, their marketing team focuses on win rates and retention, all in HubSpot.
* Trying new technologies. They implemented a new lead concierge tool called Chili Piper. It works and they learned something else, too.

Find Madison Zimmerman on LinkedIn: https://www.linkedin.com/in/madisonzimmerman/
Learn more about Property Meld: https://propertymeld.com/

Next Episode

How to motivate sales teams with Larry Long Jr. at LLJR Enterprises

Larry Long, Jr. founded LLJR Enterprises to help people, teams, and organizations go from good to great. He regularly speaks to organizations of all sizes, and he has been coaching sales organizations for 16+ years.

He recently concluded the Flip the Script 12-city, 18-day tour across the United States speaking directly with hundreds of sales professionals. Our conversation touches on the event, his book, motivating salespeople in the current environment, and timeless principles about sales.

If you want to learn how to motivate sales teams, listen to Larry Long Jr.'s interview on the Pipeline Meeting podcast. Hear lessons here for founders, marketers, and sales managers looking to engage sales reps, help them hit their numbers, and meet their personal goals.

Learn more about Larry Long Jr.: https://www.linkedin.com/in/longjr7/
Learn more about LLJR Enterprises: https://larrylongjr.com/