Ricardo Rios built his marketing career on the B2C side, helping global consumer brands grow through customer acquisition and performance marketing. After more than a decade in growth marketing, he made the transition into B2B to apply those same principles to longer sales cycles, relationship driven buying, and enterprise growth.
In this episode of B2B Marketing Unlocked, Ricardo joins host Jony Mansilla to explore how great marketing builds qualified leads instead of simply generating more traffic. He shares how Atlas Invest combines performance marketing with brand building, why AI is transforming every part of the marketing workflow, and how SEO, podcasts, and strategic partnerships are helping the company attract high intent prospects. Ricardo also explains why marketers should focus on lead quality over quantity, how creative testing drives stronger campaign performance, and why human judgment remains essential in an AI powered world.
What You'll Learn:
• Why qualified leads matter more than lead volume in B2B marketing
• How AI is changing marketing workflows without replacing human judgment
• Why SEO, AEO, and podcasts are becoming key B2B growth channels
• How continuous creative testing improves advertising performance
• Why trust and relationships remain the foundation of successful B2B marketing
Ricardo Rios is the Head of Marketing and Growth at Atlas Invest, where he leads growth strategy across demand generation, brand, and customer acquisition. Atlas Invest is a commercial real estate lending platform specializing in bridge loans, connecting brokers, borrowers, and investors through a technology driven marketplace focused on speed, trust, and execution.
This podcast is brought to you by Jony Studios, where we help B2B brands turn conversations into content systems that build trust, generate pipeline, and attract ideal customers. Learn more at https://jonystudios.com
Highlights:
• [00:00] Introduction to B2B Marketing Unlocked
• [00:32] Ricardo Rios: Journey into B2B Marketing
• [01:54] B2C vs B2B Marketing Dynamics
• [04:13] Building Trust in B2B Relationships
• [06:32] The Role of AI in Marketing
• [09:21] Navigating AI's Impact on Jobs
• [11:11] Finding the Balance: AI and Human Touch
• [19:03] Identifying the Ideal Target Market
• [20:54] Effective Strategies for Attracting Clients
• [23:30] The Importance of SEO in B2B Marketing
• [26:23] Tools and Software for Marketing Success
• [27:47] Creative Testing and Ad Performance
• [32:35] Challenges in a Niche Market
• [39:12] The Value of Quality Leads Over Quantity
• [41:51] The Future of Podcasting in B2B Marketing
• [44:12] Quick Fire Round: Insights and Advice
Episode Resources:
• Ricardo Rios on LinkedIn
• Atlas Invest Website
• Airtable
• Jony Mansilla on LinkedIn
• Jony Studios Website
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