Ricardo Molina, Co-founder & Director – BrightBull
With over 20 years experience in B2B online community, marketing automations and events marketing, Ricardo has seen it all. From the heyday of direct mail and tens of thousands of printed brochures to the modern reality of what it takes to make an event succeed in our post-pandemic world. Ricardo’s mission is to shake up the world of B2B marketing sharing his skills in inbound, content and digital and empowering marketers to do things differently, with much better results. A regular speaker on the events circuit himself, Ricardo is happy to share some of what he’s learned with conference audiences and also delivers bespoke in-house training and consultancy to business executives and marketers around the world.
The time has come for B2B companies to get serious about engaging with their audiences. The barriers to entry into the virtual events, online content and communities spaces have come down and really anyone can challenge the status quo from their very own living room.
Traditional B2B media, event and membership based companies like you have had to think FAST on how they're going to:
Building B2B communities is now an absolute imperative but is perceived as a big, lengthy and expensive undertaking. But, it doesn’t have to be.
You might not know where to begin and don’t have a simple and cohesive plan to follow. You need to assess both the financial and non financial ROI and impact of such a decision.
This is where building a minimum viable community is the most sensible and smart way. Unless you have a sound and probably very costly strategy with paid social media and display your content and brand is not going to get the exposure you need to grow your business. Building your own online community is sustainable and scaleable once you have a plan and framework.
BrightBull has developed a very simple framework for B2B Community Building, this workshop shares an easy-to-follow step by step process that helps you understand and define what type of community makes the most sense for your vision, business goals and your audience.
This workshop includes:
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"Ricardo is a genius! Building a viable community isn't something you would usually think about but to explore the process is a great skill to add under your marketing belt. It will provide our marketing team with the tools and framework for building micro communities. We had a clear plan for our own work once the course was completed.
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"It was very eye opening to see how we can enhance our current marketing practices. Anyone starting out in event marketing should know these concepts. It really helped us think through what we're currently doing right now and what we could do better. It highlighted the gaps in our marketing program." Executive Marketing Director, Wall Street Journal  |
We hear this a lot - "we just don't have the time or resources to create content." This workshop is for you - it's all about putting a simple framework in place to create, repurpose and amplify your content in the easiest possible way. Content which you probably already have! We will cover:
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Recently Ricardo flew over to our Dubai office to facilitate a Marketing Away Day on 'Content marketing to drive leads and registrations'. The day went exceptionally well with attendees leaving enthused, inspired and with lots of practical ideas to implement. Ricardo met all my objectives, shared great advice and new insights.  |
This workshop will guide you through the step-by-step process of building a detailed buyer persona that will fuel your marketing campaigns and become your master framework for all your campaigns and marketing assets.
Every marketing asset, whether video, blogs, social, email should be built upon this master persona framework. Buyer personas help us provide the right message to the right person at the right time and is absolutely fundamental in building a successful strategy and making profitable marketing decisions for your business. The challenge is that most companies build buyer personas that just aren't insightful enough. They often focus on demographic data such as gender, age, income, spend, geographic location etc and don't provide any actionable insights like pains, needs and wants.
This workshop includes:
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"BrightBull have provided Argus Media with valuable expertise and training. We have worked closely with them to train up key individuals in our marketing team and also to deliver information to the global conference leadership group. I can see the progression in the business, with a real emphasis on cutting edge, innovative event marketing tactics. This is more than ‘standard’ training - they come in, take time to understand the business and then deliver what’s relevant. I trust in their training and plan to have more marketers put through their programme. I would highly recommend them to any organisation looking to give their marketing talent a boost."  |
Today we live in a world where whoever makes the most amount of noise or has the biggest budget to claim your audience's attention is the one that is winning. B2B Media and event organisations are facing true challenges in particular with email marketing, social media management and search engine optimisation. This is a big problem as these are the only tools available to you that are free and immediate.
Getting your messaging and audience segmentation right is an absolute must. This workshop will share with you key strategies and frameworks to align all your key channels and drive a cohesive, stimulating and eye-catching messaging strategy.
In this session we will cover:
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"We were just reading some of the many, many messages and reshares and we realised the advice you gave us once in one of your workshops definitely deserves a chunk of the credit. You advised us to find a way to engage with our industry that was purely giving - a long game strategy but if you get it right it really pays off"  |
Event companies love email, rely on it heavily but usually aren't so successful at it. This Accelerator Lab shares tested and proven methods to increase your open and click-through rates and helps you identify if you have old school habits that are killing your conversion rates. Most importantly you'll learn what types of emails are most appropriate for the right buying cycle, as well as crafting attention grabbing subject headers.
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We hired BrightBull to innovate our bog standard event marketing with a view to developing our online content brand and driving content led marketing to generate, foster and convert leads across sponsorship, exhibition, delegates and exhibition visitors. I have a natural scepticism towards external consultants but honesty couldn't be happier with the work BrightBull has done. Ricardo is very forward thinking and has brought an abundance of cutting edge ideas to the table. It was extremely worthwhile with clearly demonstrable ROI.
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“Events marketing is a clear passion for Ricardo and this is evident throughout all the training sessions. Ricardo’s exuberance during the training sessions left our team inspired and enthused to implement the insights gained. For a department with a range of marketing knowledge, Ricardo was able to provide informative sessions that was suitable for all - a tricky task.”  |
