Navigating B2B Maritime Media and Events | Ryan Alexander Kerr from Riviera Maritime Media

Ernesto Quezada: Pathmonk is the intelligent tool for website lead generation. With increasing online competition, over 98% of website visitors don’t convert. The ability to successfully show your value proposition and support visitors in their buying journey separates you from the competition online. Pathmonk qualifies and converts leads on your website by figuring out where they are in the buying journey and influencing them in key decision moments. With relevant micro-experiences like case studies, intro videos, and much more, stay relevant to your visitors and increase conversions by 50%. Add Pathmonk to your website in seconds. Let the AI do all the work and get access to 50% more qualified leads while you keep doing marketing and sales as usual. Check us out on pathmonk.com. Welcome to today’s episode! Let’s talk about today’s guest. We have Ryan from Riviera Maritime Media, marketing manager with them. How are you doing today, Ryan?

Ryan Alexander Kerr: Yeah, I’m good, man. Thanks for having me.

Ernesto: It’s great to have you with us today. I appreciate you giving us a bit of your time, and I’m sure our listeners are tuning in, wondering what Riviera Maritime Media is all about. So, in your own words, tell us a little bit more.

Ryan: Yeah, sure. We’re a privately-owned, B2B media and events business with offices in the UK, Singapore, and the US. We serve the maritime sector. We began as a specialized publisher with one bimonthly magazine. Over the last 20 years, we’ve grown a portfolio covering multiple sectors within the maritime space. We aim to serve the entire ecosystem, which has enabled us to grow into a leading maritime media house.

Ernesto: Interesting. So, to give our listeners a good understanding of Riviera, what would you say is the key problem you help solve for clients?

Ryan: It’s more of an industry issue. The maritime sector is niche but very diverse, covering areas like offshore support, salvage, and liquefied natural gas. Each has different players with different needs. We keep abreast of industry changes, regulatory updates, and more, and report on these through our editorial team. We also host events because people in the industry want to meet qualified audiences and have educated conversations. So, we aim to bring the right people together in the right spaces to share insights and connect, positioning ourselves as a conduit in the industry.

Ernesto: Awesome. And would you say there’s a certain vertical or ICP that you focus on?

Ryan: I’d say it’s defined by the people in our database—industry professionals across various niches within the maritime sector. Our unique offering is that we have experts in every field within maritime. Our ICP would be professionals who rely on up-to-the-minute industry news, as the industry constantly evolves. We provide updates on changes, acquisitions, and developments, keeping everyone informed.

Ernesto: Great. So, how do people usually find out about Riviera? Do you have a main acquisition channel?

Ryan: Predominantly, we operate on LinkedIn, which serves the industry well. We have multiple community pages, or showcase pages, for specific maritime sectors. With the strength of our publication and events, we also get a lot of positive word-of-mouth.

Ernesto: Perfect. For listeners who are tuned in, they can check you out at rivieramm.com. What role does the website play in client acquisition?

Ryan: Our websites are split into two. Our publication site is a great place to see the in-depth reporting from our editorial team on industry news and breaking updates. Many stories link to our events. For instance, we might interview someone on our podcast or webinar who will also be a speaker or panelist at an upcoming event. From there, visitors can explore our events site, which details the benefits of attending and what to expect.

Ernesto: Definitely important. Any tools, tips, or methods you’d recommend for website lead generation?

Ryan: I’d say first understand the purpose of your site—is it primarily for providing information, or is it a conversion tool? Once you’re clear on this, you can ensure your layout and information guide customers smoothly through their journey.

Ernesto: Love it. Now, let’s switch gears a bit. Ryan, as marketing manager at Riviera, what are some key tasks you focus on daily?

Ryan: A lot of it is strategic alignment within my team and company-wide. My team includes three others, but I also work across departments. It’s important we’re all aligned on core aims and objectives for each event. So, I ensure we have processes in place to deliver on key deliverables and continue growing.

Ernesto: Great approach. How do you stay up to date on marketing trends and strategies? Any preferred sources?

Ryan: Marketing trends are everywhere, from innovations in AI to new approaches. But I focus on the fundamentals of marketing, which are about understanding the human condition. While the tools may evolve, the goal remains the same. I read books, listen to podcasts, and observe what other companies—big or small—are doing to adapt to consumer changes.

Ernesto: Interesting. Now, let’s jump into our rapid-fire questions. Are you ready?

Ryan: Yeah, sure. Let’s give it a go.

Ernesto: First, what’s the last book you read?

Ryan: I’m listening to the audiobook Sapiens by Yuval Noah Harari. It explores the evolution of modern man from prehistoric times to today.

Ernesto: Great read. Next, if there were no boundaries in technology, what’s one thing you’d like fixed in your role as a marketer?

Ryan: Probably mind-reading! Ultimately, I want to present our brand to the right people at the right time, so if there was AI that could help read my target market’s minds based on key instructions, that would be incredible.

Ernesto: That would be amazing! If there’s one repetitive task you could automate, what would it be?

Ryan: My team would appreciate an automation for liaising with third parties. For example, at our biggest biannual event in Dubai, my executive had to send 40 nearly identical emails. Automating that would be a huge help.

Ernesto: Good point. Lastly, if you could go back in time, what’s one piece of advice you’d give your younger self about marketing?

Ryan: The best advice I got was to manage my expectations based on my perception of others. Many new marketers approach things from their own preferences, but great marketers are empathetic and put themselves in the consumer’s shoes. Understanding what others want and adapting to that is essential.

Ernesto: Love it. Great advice for our listeners as well. Ryan, we’re wrapping up, but if listeners remember one thing from today’s interview, what should it be about Riviera?

Ryan: That we’re a comprehensive media publishing house, catering to the entire maritime ecosystem. If you’re in maritime and looking to connect with qualified prospects, Riviera Maritime Media is a great first step.

Ernesto: Well, there you have it! You can check them out at rivieramm.com. Ryan, thank you so much for being with us today, and thank you to our listeners. I look forward to the next episode of Pathmonk Presents. Thanks a lot, Ryan.

Ryan: Thanks for having me. I appreciate it.