5 Paid Media KPIs to Track in Your Next B2B Campaign

There are hundreds of data points to consider when managing a business. Each team has its own list, and evaluating success can have different meanings depending on their goals. Paid media KPIs (key performance indicators) measure the effectiveness of how your paid or advertising campaign is performing, and there are ways to get the most out of using KPIs to improve your results.

Sound challenging? You bet.

Undoubtedly, there should be little disagreement on the importance of the following 5 to track in your next B2B campaign when it comes to paid media KPIs. Let’s take a look.

Continue reading “5 Paid Media KPIs to Track in Your Next B2B Campaign”

John Campos Joins Lake One 

Lake One is excited to announce the addition of John Campos as a Paid Media Strategist. 

John comes to Lake One after two and half years of managing campaigns for healthcare, higher education, and fundraising clients. Born and raised in Brazil, John came to the U.S. for college when he attended the Florida Institute of Technology in Melbourne, Florida, where he studied business and marketing. 

“John brings experience and expertise to our team,” said Andrew, Director of Performance Marketing. “He stays on top of changing trends, shares new ideas, and moves the needle for our clients. I am excited to watch him grow and make a difference.”

Welcome to the team of Digital Outfitters, John. We are so glad to have you! 


Here’s a little bit more about John and what makes him a fun part of the team.  

What kinds of activities energize you? 

Being with my family (wife, daughter, and dogs) and Crossfit.

What’s something you’ve done, but you’ll never do again? 

I recently became a United States Citizen. I never want to go through an immigration process again.

What’s your ideal way to spend your weekends? 

Going on hikes with my family, spending time with my family and dogs, working out, and watching movies.

Who’s your favorite musical artist? 

There are too many to list, The Beatles if I have to say one.

What book, movie, music, etc. changed your outlook on life? 

I wanted to work in advertisements after watching What Women Want. I really enjoyed the creative process that goes into creating a campaign.

Interested in learning more about Paid Media with Lake One? Speak with one of our experts today. 

How to Create Your Ideal B2B Buyer Personas

To execute a successful marketing campaign, you need to understand your target audience. This goes beyond learning the demographics and behaviors of your prospects. Carving out fictional characters that align with your business objectives will guide you in developing a strategic marketing campaign. 

Oftentimes, companies invest money into content marketing plans, google ads, or social ads with little knowledge of their B2B buyer personas and realize that the data and ROI aren’t adding up, inevitably blame the channels or product. More likely, you aren’t reaching your target buyer, the person with the purchasing power. 


In fact, companies that develop buyer personas see a 55% increase in organic traffic and a 210% increase in website traffic. So if you haven’t created your personas yet, now is the time!

Continue reading “How to Create Your Ideal B2B Buyer Personas”

An Introduction to the Inbound Marketing Funnel

Picture this, you’re scrolling on social media and see a random post on your feed about a new product. One catches your attention. You click through to get to the main post, read the caption, and inspect the picture. Feeling compelled to learn more, you navigate to the company’s website. From there, you hop on a landing page to read about this insanely attractive product you didn’t know you needed. You’re hooked. 

Welcome to the first two stages of the inbound marketing funnel – you’re not alone in this journey. Marketing gurus in this digital era use various strategies to capture their target audience’s attention. They want their audience to act and then somehow develop a long-term relationship with each of their customers. 

That’s the goal – not just to get sales and increase profits, but to build a meaningful relationship. In short, inbound marketing is a non-invasive approach to marketing for the right people at the right time in the right place. 

Discover more about the inbound marketing and the funnel experience below.

Continue reading “An Introduction to the Inbound Marketing Funnel”

Brian Potter Joins Lake One

Get to Know Brian

Lake One adds Brian Potter to our team as a Digital Marketing Account Manager.

Brian joined Lake One in April of 2022, where he quickly immersed himself in the day-to-day hustle and bustle of client services. Before Lake One, Brian worked in the financial sector for four years. He then started freelancing, consulting soccer players, and creating highlight videos for their college submissions. After realizing his passion lies within marketing, he made the complete switch to a Digital Marketing Account Manager at an agency in Maine.

With an insatiable self-starter drive, Brian left Maine and moved to Denver to join a sports tech startup as CMO. Later, joining an agency that specialized in the energy category. When he’s not nurturing client relationships or drawing up marketing strategies, you can find him coaching soccer as a Director of Goalkeeping for the Colorado Rapids, or playing soccer, and watching soccer. Anything soccer-related, Brian is here for it! 

“It’s only been a few weeks at Lake One, but everything has been great. Everyone has been very welcoming so far,” said Brian. “I can tell this is a place I want to be long-term. Lake One has grown a lot over the past few years, and I’m excited to be a part of the growth and success to come!”

I sat down with Brian and did a few rounds of rapid-fire questions so we could get to know him. 

L1: If you were famous, what would you be famous for?

Brian: Professional soccer, of course. Specifically goalkeeping.

L1: If you could live anywhere in the world, where would you choose?

Brian: England, because you can watch soccer pretty much anywhere at any time, but the digital nomad life is also cool. I would love to travel and stay at multiple locations for a few months at a time. 

L1: If you could trade places with anyone in the world, who would it be?

Brian: Probably the Manchester City goalkeeper, Ederson, so I can live out my dream of playing professional soccer. 

L1: Soccer seems to be the underlying passion here, so what got you into it?

Brian: I have just always played soccer from a young age. I played on travel soccer teams and was always a goalkeeper. The team I was on would destroy everybody, and I barely got any action, so I don’t know how I enjoyed goalkeeping so much. I got good at it over time, and soccer quickly became my best sport. This lead to a successful college career, before getting into coaching.

During his time at Lake One, Brian has not hesitated to jump right to work. His personable nature allowed him to start developing relationships with clients and fine-tuning marketing processes quickly. We cannot wait to see what’s in store for his future at Lake One!