Omar Rodriguez Joins Lake One

Lake One is thrilled to announce a new Digital Marketing Intern, Omar Rodriguez. With much experience during his undergrad, he’s an excellent addition to the Lake One team.

“Omar is bright with a lot of talent. We’re excited to bring him on board and watch him grow as a digital marketer,” said Meredith Garner, Account Manager at Lake One.

Although born in the Dominican Republic, he grew up in Florida and then moved to Boston to study Public Relations and Marketing at Suffolk University. During his time at Suffolk, he helped start the school’s TikTok account and assisted in running the school’s Instagram account. He also had the opportunity to intern at HubSpot on the partner communications team.

His experiences have led to an understanding of brand and social media marketing; however, he is looking to expand his knowledge and portfolio with Lake One. Design, project management, communications, and writing are just a few concepts he’s ready to tackle head-on with this experience.

Welcome to the Lake One Outfitters, Omar!

Here’s a little bit more about Omar:

What’s the best piece of advice you’ve ever been given?

“Success lies outside your comfort zone.” That was the motto of an influencer on YouTube that I used to watch, and it honestly stuck with me for years. 

What would it be if you could pick up a new skill in an instant?

Playing the piano or the guitar. I’ve always wanted to do it but never had the time or resources. But if I could, I would be unstoppable (or really annoying). 

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

I would like to live in southern Italy or Spain. The easy way of life and perfect weather just calls my name. Also, the food? Unbeatable. 

What is your favorite time of the day and why?

I am training myself to be a morning person solely because everything is so quiet at the crack of dawn. You have the whole world to yourself before everyone else wakes up. It’s honestly amazing. 

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

How to Develop a Digital Marketing Roadmap for a B2B Company

Marketing is a lot to juggle, from paid advertising and SEO to social media and content development. Without clear planning and communication, it’s easy to fall behind. If your team struggles to deploy a marketing strategy and can’t seem to stay organized, you might benefit from creating a digital marketing roadmap.

Keep reading to learn how to build a digital marketing roadmap and how it will help your company. 

What is a Digital Marketing Roadmap?

A digital marketing roadmap is a visual aid that allows for tracking and planning the implementation of your company’s digital strategy. You can organize in whatever time frame works for your company, whether days, weeks, or quarters. You can map out work allocation, prerequisite tasks, and other helpful information per the task.

A sample roadmap may look like this:

Source: M16 Marketing

Why a Digital Marketing Roadmap is Important for your B2B Company

We all know there is a lot to manage. Taking the time to create your digital marketing roadmap will ensure that your team is working efficiently and effectively to crush your goals. 

Here are a few examples of how a roadmap can add value to your B2B company:

  • Improved internal workflow: Internal processes and overall team efficiency will increase with defined goals, tasks, and deadlines.
  • Increased conversions: Identifying buyer personas and targeting potential customers through all stages of the buyer’s journey will lead to more conversions.
  • Surpassed goals: Creating informed KPIs, tracking goal progress, and adjusting as necessary will increase the likelihood of meeting (and hopefully exceeding) goals.

How to Develop Your Digital Marketing Roadmap

  1. Determine Goals/KPIs

What is your business trying to accomplish through these marketing efforts? Are you trying to acquire five new partners or increase the amount of demos given by 20%? Creating clear objectives you can quantify within a certain timeframe will guarantee you stay on track and meet your company’s goals. 

  1. Buyer Persona

Attracting the right type of customer is crucial to a successful marketing strategy. Buyer personas possess all of the characteristics your company looks for in potential customers. Although fictional, these personas are rooted in research and consumer data. Lake One provides buyer persona services where we help you conduct a deep dive into your ideal target audience and how to create buyer personas that will best inform your digital marketing strategies.

  1. Budget

Determining maximum marketing spend will help you determine how much paid media you can do within a specific timeframe. 

  1. Content & Services

What content and services are you marketing to help move potential customers through the funnel? For B2B businesses, this may be a consultation with a sales representative or downloading a resource. 

  1. Marketing Strategy

Now it’s time to decide how your team will market your content and services. Determine how paid advertising, SEO, social media, and other marketing tools will contribute to the marketing mix. 

  1. Timeline

This is where the visual comes in. The duration and timing of all marketing tasks will help the team stay organized, track goal progression, and identify any holes or complications.

  1. Conversion Opportunity 

The goal is to convert opportunities to leads and leads to customers. Schedule content that guides potential customers through the buyer’s journey and drives conversion. 

  1. Analyze & Adjust

Continually use analytics to assess the effectiveness of your marketing efforts as well as the overall strategy. For example, If potential customers are dropping off after their initial form submission or demo, they might not be receiving enough educational resources to lead them to purchase

Building Your Digital Marketing Roadmap with Lake One

Sounds like a lot? It can be, but it is well worth it. The digital marketing roadmap is a tool to help your team roll out your marketing strategy productively, convert potential leads into happy customers, and ultimately grow your B2B company.

If you’re ready to start building your roadmap, Lake One is here to help. Reach out to our experts to start creating your custom roadmap and blow your competitors out of the water. 

Zoë McKinney Joins Lake One

Zoë is coming to us from Denver, Colorado, though she will always be a Minnesotan at heart. She is an excellent addition to the Lake One team as our Digital Marketing Specialist.

“We are so excited to have Zoë on our team! She brings with her creativity, attention to detail, and a passion for social. I’m looking forward to watching her grow and make an impact,” said Rachael Cecko, Vice President of Client Services at Lake One.

After graduating from the University of Colorado Boulder with a degree in environmental studies and a minor in business, Zoë discovered that her true passion was for creative marketing. Social media and content creations are her bread and butter. She is enthusiastic about continuing to develop her skillset in digital marketing and growing with Lake One.

Welcome to the Lake One Outfitters, Zoë! We’re happy to have you!

Here’s a little bit more about Zoë

What’s your previous professional experience?

I started off on the analytics/research side of energy efficiency and clean tech. I was longing for something more creative, leading me to branch out into marketing. I joined a solar company’s marketing team before landing at Lake One. Best decision! 

What’s the best piece of advice you have ever been given?

Just think about what 80-year-old would say. Something feels like a big deal now? I guarantee 80-year-old you have forgotten about it. Debating going on that silly, spontaneous trip? 80-year-old you are so excited to tell the grandkids about it. 

If you could pick up a new skill in an instant what would it be?

Singing! I sing all the time but I am absolutely terrible. If I suddenly sang like Adele, that would be amazing (especially for all of my friends who need to listen to me). 

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

Copenhagen, Denmark. Top-notch cappuccinos, pastries, and architecture every day? Sign me up. 

What is your favorite time of the day and why?

Sunset/dusk. It’s suddenly so peaceful out, the air is brisk, and it signifies the start of winding down for the night. 

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