Beyond Google - Winning Leads in 2025

Are you finding it difficult to generate leads?
- Is it harder to convert prospects than previously?
- Do you want to explore other marketing channels but not sure where to start?

Then join us at MOB Bailén - Coworking in Barcelona for our next event which will take place on:
Tuesday, October 14th from 6pm until 9pm

We have three speakers who will be sharing their insights with us, Laura I. Abreu and Raquel González Expósito and Felipe Torres.

Agenda:
6:00pm - Doors open and networking begins
6:30pm - Laura I. Abreu presents
6:50pm - Raquel González Expósito presents
7:20pm - Felipe Torres presents
7:40pm - Pizzas arrive and networking
9:00pm - Close

Buy your ticket on Eventbrite to secure your place. RSVPing on meetup will not guarantee entry.

Our first speaker of the night is Laura I. Abreu who will talk about:

Beyond Google: Using TikTok and TripAdvisor for SEO and Lead Generation

• La charla parte de un contexto clave: Google ya no es suficiente para captar usuarios. El comportamiento de búsqueda se ha fragmentado y hoy la gente acude a redes sociales, foros y reseñas antes de decidir. En este nuevo escenario, TikTok funciona como buscador emergente y TripAdvisor como plataforma de decisión.
• TripAdvisor como un Google vertical en turismo y hostelería. Su algoritmo valora calidad, cantidad y frescura de reseñas además, sus páginas rankean en Google, lo que permite aprovechar su autoridad para ganar visibilidad y convertir esas visitas en leads propios.
• La sinergia entre ambas plataformas potencia el embudo de conversión: TikTok inspira y genera deseo, TripAdvisor valida con confianza y la web propia convierte.
• Hablamos de Search Everywhere Optimization. Los KPIs ya no son solo tráfico orgánico, sino menciones, guardados, compartidos y reseñas.

Idea principal:
“SEO ya no va solo de ranking en Google, sino de estar presente en cualquier lugar donde la gente busque antes de decidir.”

The audience will learn about:

-How to drive leads from TikTok
-How to use TripAdvisor in your SEO strategy
-How to not be dependant on Google for on demand generation

Laura's talk will be in Spanish and the slides will be in English.
Laura's experience

• International Performance Consultant (Consultora Internacional de Marketing de Performance) con más de 12 años de experiencia en marketing digital.
• He trabajado en Inglaterra, India, Indonesia, Hong Kong y Australia, liderando campañas para marcas como Gordon Ramsay Restaurants, Kern Pharma, Bio-Oil o Plus Fitness.
• Especializada en diseñar estrategias de performance orientadas a la generación de leads de alta calidad, combino un enfoque técnico y analítico con creatividad y visión estratégica.
• Actualmente, a través de laurastrategy.com, colaboro con empresas para optimizar su marketing digital mediante estrategias integradas de PPC y SEO.

Come for a fun night of networking, strategy, and actionable insight for digital marketers.

Our second speaker of the night is Raquel González Expósito who will talk about:
When Google isn’t enough: Rethinking lead gen in global markets
When we think of SEO and lead generation, Google is usually the first platform that comes to mind. But around the world, people search and make decisions in very different ways.

• In countries such as Korea, China, Japan, or Russia, local search engines have developed their own ecosystems, integrating search with blogs, reviews, shopping, maps, and even messaging.
• This talk introduces how these platforms shape user behavior and what businesses can learn from them.
• The goal is not just to understand how people search abroad, but to reflect on how these models could inspire new approaches to lead generation in European markets, where customer journeys are also diversifying beyond Google.

Raquel's experience
Raquel González is the CEO of Seoulful Connect, an international digital marketing agency specializing in global SEO, localization, and web design. With over 8 years of combined experience in SEO and localization, she has built a strong specialization in Korea and Naver SEO, while helping brands expand mainly across Spanish, English, and Korean-speaking markets through a cross-cultural approach.

She has spoken at conferences in Spain and Korea and is an active participant in the SEO community, contributing through talks, podcasts, and panels. She brings a unique perspective on how companies can rethink their strategies in a world where Google is not always the default search engine and where understanding local search behavior is key to reaching new audiences.

Raquel's talk will be in English and the slides will be in Spanish

Our third and final speaker of the night is Felipe Torres who will talk about:
From Connections to Pipeline: Driving Measurable Growth on LinkedIn

Social selling isn’t about posting more. It’s about proving impact. By activating leaders, empowering subject matter experts, and amplifying employee voices, companies can grow pipeline, speed up sales cycles, and increase their share of voice in the market.
In this session, Felipe Torres will share how a global B2B company turned scattered LinkedIn activity into a measurable, revenue-aligned strategy. You’ll learn how to:
- Turn connections into qualified opportunities.
- Activate leaders and experts to influence deals.
- Embed social behaviours into daily sales rhythms.
- Link every action to pipeline, revenue, and growth.

Felipe's experience
Felipe Torres is Chief Revenue Officer at Tribal Impact, helping global B2B companies turn social selling, employee advocacy, and leadership activation into real business impact. He builds frameworks that connect LinkedIn behaviours to pipeline growth, faster sales cycles, and stronger customer relationships. Felipe also champions employee voices and authentic stories as a way to increase share of voice, attract and retain talent, and amplify leaders and subject matter experts, all in a measurable, structured way.

Buy your ticket on Eventbrite to secure your place. RSVPing on meetup will not guarantee entry.

Do you want to get involved with the local community? Contact us to be a sponsor !