Lake One’s Rachael Cecko Becomes Senior Director of Operations

Never a shortage of fun and exciting things happening around Lake One! We are thrilled to announce and acknowledge the promotion of Rachael Cecko. Formerly our Director of Client Delivery, she is now officially our Senior Director of Operations.

Rachael Cecko, Lake One Digital Marketing

“I love my job and the Lake One team. I’m so fortunate to be able to say that! I’m grateful for the opportunity and can’t wait to see what the future brings,” said Rachael. “Not only do we have the best team, but we have the best clients. I’m looking forward to continued growth and partnerships as the Senior Director of Operations.”

Rachael Cecko joined the Lake One team in August of 2017. Prior to joining Lake One, Rachael obtained her Master’s in Mass Communications and got her feet wet in all things digital at an AdTech company, NativeX (acquired by Mobvista in 2016). At NativeX Rachael led strategic partnerships and technical onboarding initiatives for both the business and account development teams.

“I’ve had the pleasure of working with Rachael at both NativeX and now Lake One. She always has the client’s best interest at heart and works tirelessly to ensure they are happy and receive the absolute best,” said Tiffany Schultz, Lake One’s Director of Content Strategy and Promotion. “She is a tremendous asset to Lake One and I’m thrilled for her and this promotion!”

“Rachael has been with Lake One since its early days and worn about as many hats as I have,” said Ryan Ruud, Lake One CEO and Founder. “Her adaptability, willingness to take on new challenges and compassionate leadership is an extraordinary asset to the team. In her new position, adding operational responsibilities to her client services oversight, she’ll continue to add her unique touch to our organization as we continue to grow.”

Congratulations, Rachael! Thank you for all that you do for Lake One, our clients, and your colleagues. We can’t wait to see what greatness you’ll achieve next.

Lead Generation Guide Part II: Techniques, Tools and Tips

In part one of our series, we talked about some of the pros and cons associated with lead generation and some tools to help combat the challenges. (Click here if you missed it.) Now we’re going to share with you some techniques to actually generate those elusive leads we all covet so much. Let’s start by thinking of your lead gen strategies and program as a toolbox. These tactics are all just tools in there to use at your disposal. Some you’ll use, some you won’t. You might have a favorite that gets the job done every time and another that you only pull out to tackle special projects. There’s a mix of old school and new school lead gen tactics. Take a look and find the ones that will help you build a successful lead gen strategy.  

Lead Generation

Lake One’s Tiffany Schultz Enters VP Role for AdFed of Central MN Board

Lake One® announced today that its Director of Content Strategy and Promotion, Tiffany Schultz has stepped into the role of Vice President on the AdFed (American Advertising Federation) of Central MN Board of Directors. AdFed is a nonprofit 501(c)(6) organization comprised of business professionals in the sales, marketing, creative, publishing, print, radio, television, and photography industry.

AdFed of Central MN

Related Reading: Lake One Founder and CEO Joins PinkySwear Board

“Tiffany joined our organization in 2019 and from day one you could tell she was going to give it her all. Without hesitation, she jumped right into her role as the community connector and paved her own path. She wasn’t afraid of a challenge and learned to pivot as the year went on. In a year of change for our group, I can confidently say having Tiffany in the room made us better,” said Taylor Sellnow, Board President. “Her fortitude, creativity, and belief in the club made her a great candidate to fill the Vice President role for the 2020-2021 year. I’m so happy she said yes to this opportunity and I know once my presidency is up in 2021, the club will continue to be in great hands.”

AdFed of Central MN has monthly events to entertain, educate, and network. To learn more about the AdFed of Central Minnesota and how they got their start, click here.

“I had attended several AdFed events in the past and instantly felt a sense of belonging. When I was approached to take on a bigger role and join the board, there was no question. The same was true for the VP role. While 2020-2021 might look a little different than previous years, I’m excited to see what great things this group can accomplish together, ” said Tiffany. “Whether you attend events, are a member or you’re on the board, you’re surrounded by smart, creative people who all support one another and the hidden gem that is the creative community of Central Minnesota.”

“We’re thrilled to see Tiffany grow in her role and involvement with AdFed of Central MN. At Lake One she’s shown tremendous leadership and grit to tackling challenges of all shapes and sizes. A perfect addition to the AdFed Central MN leadership team!” said Ryan Ruud, Founder & CEO of Lake One.

Lake One Becomes a Vidyard Partner

Lake One® announced today that they have officially become a Vidyard Partner and Video Selling Certified agency. Vidyard is an online video platform for business that allows you to increase leads, accelerate your pipeline , and delight your customers. With this partnership, Lake One looks to enable their clients with the power of video

“Through our new partnership, Lake One has the expertise they need to help clients transform the way they market and sell with engaging and personalized video content,” says Tyler Lessard, VP Marketing at Vidyard. “By leveraging Vidyard’s solutions in an integrated way with HubSpot, we’re already seeing joint customers generating more sales opportunities by taking a more personal and impactful approach to how they connect with new prospects. We’re excited to see Lake One bring these ideas to more businesses to help them grow faster in an increasingly digital world.”

Lake One launched in 2014 and has grown every year since, with a belief that business can pursue both profit and purpose. As a virtual marketing team, based in Minneapolis, it supports organization’s who have complex buying processes including Technology, Manufacturing, and professional services in healthcare, IT and staffing.  

“Lake One takes a consultative approach to understanding the challenges businesses face today, and to deliver solutions that have an immediate impact on their success,” says Ali Hammoud, Partner Account Manager at Vidyard. “We’re thrilled to partner with Lake One to help more businesses integrate video into their marketing and sales programs in a way that aligns with their goals and how they currently go to market.”

“Video usage continues to surge and we’ve been in search of a technology partner that fits well into the solutions we support our clients with – driving aligned sales and marketing growth. Vidyard fits that need, integrating with the existing sales and marketing tools our clients are already using and empowers both sides of the revenue team to grow with video. We’re thrilled to partner with these leaders in video technology.” says Rachael Cecko, Sr. Director of Operations at Lake One

About Lake One: Founded in 2014, Lake One is a revenue operations and growth firm based in Minneapolis, MN. They partner with B2B organizations to compete and win online by planning, building and implementing aligned sales and marketing programs. They help organizations navigate sales and marketing technology decisions to deploy right sized tools that scale program performance. 


About Vidyard: Vidyard helps businesses and professionals connect with their audiences in a whole new way through engaging, personalized, and measurable video experiences. Through its global video hosting and analytics platform, Vidyard empowers businesses like Honeywell, Citibank, and HubSpot to transform their approach to marketing, sales, and corporate communications. Through its free and pro tools, Vidyard helps any business professional create and share custom videos to deliver their message in a more personal and impactful way. Thousands of businesses and millions of people around the world rely on Vidyard for their video needs. Sign up for Vidyard for free: https://www.vidyard.com/free-screen-record

Lake One Founder and CEO, Ryan Ruud Joins Pinky Swear Foundation Board

Lake One® announced today that their Founder and CEO, Ryan Ruud has accepted a board position with the Pinky Swear Foundation. Pinky Swear Foundation eases the financial and emotional impacts experienced by children with cancer and their families by providing basic needs support during a very challenging time. 

pinky swear foundation

“Ryan’s board service at Pinky Swear Foundation is an incredible combination of his professional and personal passions,” said Erica Campbell, Pinky Swear Foundation Executive Director. “He has been a powerful advocate for kids with cancer and their families for decades, and we are grateful for his strategic leadership and giving heart.” 

Lake One launched in 2014 and has grown every year since, with a belief that business can pursue both profit and purpose. As a virtual marketing team, based in Minneapolis, it supports B2B organizations with complex buying processes including Technology, Manufacturing, Clean Tech, Sustainability, and professional services in healthcare, IT, and staffing.  

“Lake One has been proud to partner with Pinky Swear Foundation since 2016. As a childhood cancer survivor myself, I know firsthand the impact of the support Pinky Swear provides to families in their darkest moments. It’s an honor to serve Pinky Swear’s mission.” says Ryan Ruud.

About Lake One: Founded in 2014, Lake One is a revenue operations and growth firm based in Minneapolis, MN. They partner with B2B organizations to compete and win online by planning, building and implementing aligned sales and marketing programs. They help organizations navigate sales and marketing technology decisions to deploy right sized tools that scale program performance. 

About Pinky Swear: Started in 2003, Pinky Swear Foundation eases the financial and emotional impacts experienced by children with cancer and their families by providing basic needs support during a very challenging time. Pinky Swear Foundation has provided more than $4.5 million in financial assistance and quality of life support. They’ve helped thousands of families whose children are bravely battling the ugliness of cancer. To learn more about the Pinky Swear Foundation and how they got their start, click here


Lake One Becomes a Platinum HubSpot Solutions Partner

Minneapolis, MN: Lake One®, a revenue operations and growth firm in Minneapolis, Minnesota, announced today that it has reached another new milestone as a HubSpot solutions partner, reaching platinum status. HubSpot’s growth platform lets your entire company work together — from marketing, to sales, to customer service. HubSpot works hand-in-hand with solutions partners to grow their businesses and their client’s businesses with software, services, and support.

Platinum HubSpot Solutions Partner

“Congrats to the Lake One team on accomplishing this milestone,” said Chris DiPietro, HubSpot Agency Partner Manager. “They join a select group of our solutions partners to obtain this status. It’s a testament to their revenue operations approach to marketing and sales alignment.”

Lake One launched in 2014 and has grown every year since. As a virtual marketing team, based in Minnesota, they support B2B organizations that have complex buying processes including Technology, Manufacturing, Clean Tech, and professional services in healthcare, IT, and staffing.  

 As a HubSpot solutions partner, they help these organizations make marketing their unfair advantage.

“We’ve gotten a lot of value out of being a HubSpot solutions partner,” says Founder & CEO, Ryan Ruud. “We couldn’t have reached this achievement without our great clients and support from the HubSpot team.” 

In addition to being a HubSpot solutions partner, Lake One is also a DataBox Premier Partner and a Certified LGBT Business Enterprise™.

“The HubSpot Solutions Partner Program is rich with talented inbound marketers. It takes hard work and dedication to reach platinum tier status, which is why I’m so thrilled to congratulate Lake One on this exciting achievement. I can’t wait to see what they’re able to achieve as part of the platinum partner community.” says Katie Ng-Mak, VP, Solutions Partner Program.

About Lake One

Founded in 2014, Lake One is a revenue operations and growth firm based in Minneapolis, MN. They partner with B2B organizations to compete and win online by planning, building and implementing aligned sales and marketing programs. They help organizations navigate sales and marketing technology decisions to deploy right sized tools that scale program performance. 

About HubSpot

HubSpot (NYSE: HUBS) is a leading growth platform. Since 2006, HubSpot has been on a mission to make the world more inbound. Today, over 73,400 total customers in more than 120 countries use HubSpot’s award-winning software, services, and support to transform the way they attract, engage, and delight customers. Comprised of Marketing Hub, Sales Hub, Service Hub, CMS Hub, and a powerful free CRM, HubSpot gives companies the tools they need to Grow Better.

HubSpot has been named a top place to work by Glassdoor, Fortune, The Boston Globe, and The Boston Business Journal. The company is headquartered in Cambridge, MA with offices in Dublin, Ireland; Singapore; Sydney, Australia; Tokyo, Japan; Berlin, Germany; Bogotá, Colombia; Paris, France; and Portsmouth, NH.

Learn more at www.hubspot.com.

Lake One Becomes a Certified LGBT Business Enterprise™

Lake One® announced today they have officially become a Certified LGBT Business Enterprise™ through the National LGBT Chamber of Commerce (NGLCC). The NGLCC is the largest advocacy organization dedicated to expanding economic opportunities and advancement for LGBT people and the exclusive certifying body for LGBT-owned businesses. 

Certified LGBT Business

“We are so pleased to welcome Lake One to the ever-expanding network of NGLCC certified LGBT Business Enterprises and the hundreds of corporations and government agencies eager to put them to work,” said NGLCC Co-Founder and President Justin Nelson and CoFounder and CEO Chance Mitchell. “According to NGLCC’s groundbreaking America’s LGBT Economy report, America’s estimated 1.4 million LGBT business owners, many of them NGLCC certified, add over $1.7 trillion to the GDP and create tens of thousands of new jobs. We are proud to count Lake One among those who prove every day that LGBT businesses are the future of the American economy.”

Lake One is now eligible to participate in the NGLCC’s supplier diversity programs with the Fortune 500 and government agencies nationwide, can take advantage of the vast educational opportunities promoted by the NGLCC and can work to foster business-to-business relationships with other Certified LGBT Business Enterprise™ companies worldwide throughout the year.

Certified LGBT Business

“I’m honored to have Lake One join the ranks of NGLCC certified LGBT Business Enterprises. We join an economic force of LGBT owned businesses creating jobs and adding value to communities across the country. Diversity and impact are core to our DNA and this certification helps recognize those values,” says Ryan Ruud, Founder and CEO at Lake One. 

About Lake One: Founded in 2014, Lake One is a revenue operations and growth firm based in Minneapolis, MN. They partner with B2B organizations to compete and win online by planning, building and implementing aligned sales and marketing programs. They help organizations navigate sales and marketing technology decisions to deploy right sized tools that scale program performance. 

About NGLCC: The National LGBT Chamber of Commerce is the business voice of the LGBT community and the largest global not-for-profit advocacy organization specifically dedicated to expanding economic opportunities and advancements for LGBT people. NGLCC is the exclusive certification body for LGBT-owned businesses. www.nglcc.org

How Marketers Can Prepare Sellers to Keep Pace with Modern Buyers

Today’s buyers are in a class all their own: They’re independent, they do their research, and they demand detailed answers to their questions. Modern buyers don’t want to be sold at, they want to be talked to. They’re looking for content that’s pertinent to their situation, and they want to work with trusted advisors who are ready and willing to lead their prospects through every step of the purchasing process. 

Before marketers can arm their sales team with content worthy of these informed buyers, marketing and sales teams require immediate and convenient access to assets, tools, and training––all within a single source of truth. 

If you’re seeking answers for how to centralize your content and ensure your reps have everything they need to win deals, follow these steps.  

modern buyers

Strive to simplify.

As early as 2016, marketers reported that 47% of buyers were likely to review three to five pieces of marketing content before even speaking to a sales rep (and we can only assume that number has risen in the last four years). Given the multitude of moving parts within marketing and sales departments, it’s now more vital than ever to simplify content production processes and align on providing a cohesive customer experience.

Tips on how to simplify: 

First, develop a plan to consolidate your content across all departments. Identify all content storage locations, and then consider: 

  • Where can these materials be accessed and by who? 
  • Does your team have the means to establish a single, reliable repository for content and training?
  • What tools are in place for notifying sellers and marketers if content is updated? 

Depending on how you answer that second question, it may be useful to implement sales enablement best practices. A sales enablement solution provides a centralized platform for uploading, organizing, managing, and sharing content, including training materials. An advanced solution will also include interdepartmental communication capabilities and analytics — for example, data on content engagement and performance.

Prioritize alignment. 

Buyers expect unique and highly customized buying experiences. And regardless of the challenges, sales reps will have to keep up. Given the heightened competition, well-laid sales plans should keep seller preparedness front and center. 

These trends signal a need for tight sales and marketing alignment. Working in lockstep will save companies time and effort by keeping teams in sync when it comes to content creation, usage, and performance. Once the teams are properly aligned, companies can then implement an integrated strategy for managing, stockpiling, and disseminating all sales-related materials. As a result, marketers and sellers will be able to breathe easy knowing that the sales team will always be prepared for every customer conversation. 

Tips on how to stay aligned: 

When determining whether or not your sales reps have the knowledge and tools to make their next pitch, ask yourself: 

content mapping

Once you’ve answered these questions, make a point to re-examine marketing and sales processes with an eye to fixing any gaps you may have identified.

Keep content current. 

Sales reps are well aware of the expectations that fuel their results-driven fire. They likewise know that they need access to all content and training solutions necessary to provide their buyers with real value. Plus, reps need to find and deliver materials specifically curated for each individual buyer, making the job that much harder. 

When a buyer requests a certain asset, be it a case study or contract, a seller needs a seamless, expedited process for creating, distributing, and monitoring that material. Moreover, all company content (educational or otherwise) should feature the most up-to-date, relevant, brand-compliant information available. 

Tips on keeping content up-to-date: 

The key here is to implement systems for complete content evaluation, including plans for tracking buyer and seller engagement as well as for assessing content performance overall. 

Begin by considering:

  • Is sales content current?  Do you have a way to ensure that the assets that sales reps use have the latest messaging and design? 
  • How does your content change over time? What edits are your reps making to your assets once they get out in the field? 
  • How well does your content perform with buyers? How can you measure this performance in a quantifiable way? 

Sales enablement solutions can handle content management and offer comparative views of different versions of specific assets, demonstrating how a piece of content is modified over time. These tools can give marketers a fuller understanding of how their content is performing and can likewise alert marketers as to whether or not the alterations made to an asset remain acceptable and on-brand. Content engagement capabilities provide insight into how buyers interact with your marketing materials with a variety of valuable KPI metrics, from website scroll depth, to click activity, pitch views, asset downloads, and more. This raw data can be used to glean insights, which can, in turn, inform the creation of new content campaigns.

In this new age of the educated buyer, marketers can gain a real advantage if they deploy the tools and techniques that make it easy to partner with their sales team in driving business growth together. Innovative technology, such as sales enablement solutions, make it possible to meet the demands of modern buyers.  By integrating a holistic system for organizing, sharing, and analyzing all content, marketers will be better able to focus on creating content that sets their sales team up for success. 

Thanks to Highspot for this guest post.

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Lead Generation Guide: Basics of Lead Gen

If you’re in sales and marketing, there’s no doubt you’ve heard about lead generation. Business folks, in general, are probably at least a little familiar with it. Maybe it’s discussed in business conversations you’re apart of or you’ve seen it in sales and marketing materials. But what’s all the fuss about? What’s so important about lead generation? We’re here to break down the basics of what it is, what’s tough about it, why it’s worth it, trends to watch for and how tools can help with it all. 

HubSpot defines lead generation as the process of attracting and converting strangers and prospects into someone who has indicated interest in your company’s product or service. Lead generators are things like job applications, blog posts, live events, coupons or online content. These types of things {hopefully} create interest and attract potential customers. The goal is to create unique ways to get people, the right people, interested in your business. 

Lead generation sounds simple enough, right? Well, if it were that easy, everyone would do it and do it successfully. We know it’s not that simple, so we put together a few insights into lead generation to help get you started.

Click here to have the lead generation guide emailed to you.