Lake One

HubSpot Outfitters.

Don’t throw darts, chart courses with a team of accredited HubSpot experts who help B2B brands set up, scale, and optimize HubSpot for growth. 

We think B2B is sexy and solving gnarly business problems is our love language.

Founder & CEO

RevGenius

12,000+ members who are contributing to RevGenius’ mission and building the future of sales and marketing. More at https://vrlps.co/7jPPpOY/cp

Member

Pinky Swear Foundation

A childhood cancer diagnosis is an unfair crisis that turns a family’s world upside down. Amid having to make life-and-death decisions, there is the unanticipated burden of indirect costs, paired with a critical lack of resources or support.

High financial distress, significant income losses, and families going from middle class to poor are all too common outcomes of a childhood cancer experience. 

Since 2003, Pinky Swear Foundation has supported families’ quality of life with direct financial aid for basic needs.

Learn more about why I'm supporting this critical organization: https://www.classy.org/team/297404

Board Member

result150

Result150 was a funded, digital marketing startup CUSO conceived and launched by Members Development Company.

Recruited to direct the design, development and both B2C and B2B marketing of financial lead generation solutions augmenting the online marketing strategies credit unions. 

Launched B2B brand reaching ~ 10% of total addressable market in first quarter establishing sales pipeline by building website, brand, establishing inbound marketing and lead generation, online advertising (PPC, Display & Remarketing), social media presence, influencer marketing and public relations, and email marketing.

Established MVP lead generation products producing ~$600,000 in quarterly loan leads, leading internal and external resources to design and develop content focused financial services solutions optimized for lead conversion. 

Business needs led to the addition of CEO duties including partnering with the Board of Directors and investors to vet, define and articulate business models, corporate strategies, and management of P & L through the end of company burn rate.

VP Marketing

Four51, Inc.

Recruited and developed an integrated marketing team including a Marketing Coordinator, Business Development Specialist, Graphic Designer/Developer, CRM Specialist, and social media/PR coordinator.

Reduced user acquisition costs and increased acquisition rate 887% for SaaS product through integrated marketing strategy leveraging PPC, Display, Social Media, SEO Content, Trade Advertising, Tradeshows, Webinars, Email Marketing and the implementation of a Content Management System for rapid Landing Page development and A/B testing. 

Established new services business line generating substantial new revenue opportunity by partnering with cross functional business units. 

Increased customer insights and service response by leading company wide Salesforce CRM implementation.

Acquired by SiteCore

Marketing Director

NativeX

Recruited to then W3i to establish a global media presence for growing desktop, social and mobile AdTech network. Promoted to PR Manager.

Increased online lead generation by 20 % by developing and executing an integrated, global media and digital communications plan, enabling a year-over-year revenue increase of 133%. Plan leveraged media relations, social media, email, b2b PPC advertising and content marketing.

Partnered with sales, marketing, product managers, engineering, and executive leadership to develop and execute go-to market strategy and PR launch of a half dozen mobile app marketing products including sales enablement, media relations and events and tradeshows.

Established thought leadership and media relations by developing and launching two prominent industry blogs securing dozens of high profile industry placements and content partnerships including: TechCrunch, GigaOm, ReadWriteWeb, Macworld and more.

Acquired by Mobvista.

Public Relations Manager

Leighton Broadcasting

Live host and producer at 6-station cluster broadcasting on NewsTalk and CHR formats. (KNSI-AM, KCLD-FM)

Society of Professional Journalists - Mark of Excellence Award Winning Coverage of 2009 flooding in Red River Valley

Broadcast Journalist

Hubbard Broadcasting, Inc.

Authored station’s first social media policy and coached newsroom management and staff on digital strategy in news-gathering/reporting. 

Grew site traffic by 2 million visits per month and social media 20% for Twitter and 500% for Facebook in first 3 months of launching new digital strategy.

Digital Producer / Newsroom Intern

I help navigate growth driven organizations through digital transformation.

I've spent a bulk of my career aligning sales, marketing and support teams around goals and strategies that move their business forward - while equipping them with tools to drive efficiency for them and their customers.

I founded Lake One in 2014 and have been blessed to work with founders and go-getters in a variety of industries including tech, manufacturing, business services, financial services, and e-commerce from startup to Enterprise.

Before pursuing a career in marketing, I worked in broadcasting - journalism and entertainment as a top 40 DJ and radio news reporter where I earned recognition from the Society of Professional Journalists for reporting coverage of flooding in the Red River Valley.

Ryan Ruud

Aaron Keller

Capsule

Using the principles of design thinking to solve challenging problems for clients. Being there for clients during times of change to prototype their future brand experience. Launching products and services, naming, identity, packaging design and creating brand language.

Chief Executive Officer

Byggr.ai

Investor and advisor in the areas of brand, marketing, messaging and design. Byggr.ai is a new venture building an enterprise software development platform using a deterministic language model to build enterprise grade software in hours versus months.

Investor and Advisor

Twin Cities Business

Monthly column for Twin Cities Business Magazine on marketing, design, brand, advertising and research. Written to entertain, inform and cause you to question your marketing reality.

Columnist

Think and Link Podcast Speaker Series

Think & Link is Capsule's speaker series, featuring conversations with leading minds in design, retail, innovation, sustainability, entrepreneurship and marketing. We strive to inspire bold ideas, cultivate unlikely connections and promote lifelong curiosity in our community.

Founder and co-host

Read Indeed

Read Indeed is a nonprofit literacy organization founded by 14-year-old Maria Keller when she was 8 years old. Maria had a vision to collect and distribute 1,000,000 books to children in need by the time she's 18. To date, Read Indeed has collected nearly 1.1 million books and distributed them to children throughout the world. 

As a board member, I help with fundraising and provide guidance to Maria and her mission.

Rethink Brands 

Rethink Brands is a venture started by Matthew Swanson and a crew of idealists, capitalists and antagonists. They started with a splash by questioning our relationship with bottled water and have since moved into kids water-based drinks. We are proud to say we helped get this venture off the ground with brand strategy, design and packaging.

Investor

Take 16 Brewery

A community came together to design a new brand of beer. They chose a name, Take 16, to identify your route to visit this community on the edge of the prairie. The beer, brew pub and crew of supporters has grown far beyond the small town where the idea was born.

The Physics of Brand

Three practitioners take you on a theoretical journey to the depths of the brand universe. You'll be introduced to three new super models illustrating how brands aggregate value for brand owners, people and society. These models frame new ways to assess the value of brands, articulate smarter strategies and design memorable moments. The authors leave a smile in your mind as they weave neuroscience, micro and macro economics and complex systems into a narrative equally rewarding for finance as it is for marketing leaders. It’s a brand-new way of thinking.

Order it here: http://bit.ly/thephysicsofbrand

Co Author

Metro Meals on Wheels

Serving on the board of directors as well as the marketing committee.

Member of the Board of Directors

Serving on the marketing committee in an advisory role and on a the board in general because the cause is important to me and my family.

Member Board of Directors

Co-Founder, Capsule; Columnist, TCBmag.com; Author, The Physics of Brand

Our team works with clients to solve complex marketing challenges, identify new revenue opportunities and refresh lagging brands. We've worked with international brands (Pepsi, Patagonia), young brands (Pacha, Hydro Flask), and experienced brands (Red Wing Shoes, Leatherman).
 
The team at Capsule works on special projects in these areas:
– Connecting the customer experience map to brand value.
– Designing new engaging moments in a brand experience. 
– Naming and designing visual language for new ventures.
– Designing packaging structure and display to work harder.
 
Capsule’s clients include: Patagonia, Herman Miller, Coty Beauty, Target, Panda Express, SmartWool, Medtronic, Red Wing Shoes, 3M, General Mills, Jack Daniels, Fisher-Price, Mattel, and Leatherman Tools.
 
Aaron is the author of three books, two in a series called Design Matters and he recently co-authored The Physics of Brand.
 
He is a former Adjunct Professor of Marketing at the University of St. Thomas and the Minneapolis College of Art and Design (MCAD).
 
Aaron frequently speaks on:
–  How brands become valuable
–  Building a modern brand in a community driven economy
–  The impact of naming, packaging and identity on brand value
–  Customer experience = the value of brands

Connect with Aaron if you'd like to get an outside perspective on your marketing strategy, experience design or brand strategy:  

AaronKeller@Capsule.us

taplio

The Battle

Ryan Ruud

Aaron Keller

Followers

Posts

Engagements

Likes

Ready to grow your LinkedIn presence?