The Campaign | A Marketing Podcast by 97th Floor
The Campaign is a marketing podcast about better knowing your audience, innovating beyond best practice and converting visitors into customers. 97th Floor is the number one digital marketing agency built to create pipeline and revenue for clients by crafting and executing custom, audience-first channel strategies that deliver bottom-line results. Our core services include SEO (Search Engine Optimization) and AI Search Optimization, Advertising (PPC, SEM, Social Ads, Display), and Content Marketing. For over twenty years, 97th Floor has worked in the cybersecurity, finance, industrial and manufacturing, insurance, software, and health and wellness industries. 97th Floor proudly works with a diverse range of clients, from well-funded startups to Fortune 50 companies, including Oracle, McKinsey & Company, Google, Crumbl, and Princess Cruises. Learn more and schedule a discovery call at 97thfloor.com.
Episodes
A staggering 41% of marketers admit they don't do audience research nearly enough, and over half do it very infrequently. In this conversation, SparkToro co-founder Rand Fishkin breaks down why audience research has become marketing's orphaned responsibility and what it's costing companies in missed opportunities.
From ...
Matt Frisbee went from Disney performer to marketing executive, and is one of the best storytellers around. In this conversation, Matt breaks down the art of storytelling in marketing, shares how he built breakthrough campaigns at Little Giant Ladder Systems, and explains why "feeling understood is the sexiest feeling in the universe."
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Most B2B marketers are missing a goldmine of audience insights hiding in plain sight. While everyone flocks to LinkedIn, 68% of Reddit users aren't even on the platform—meaning there's a massive chunk of your audience having authentic conversations about their real problems elsewhere.
Deep tech CMO Kiersten Gaffney has ...
Most marketers think they know their audience — but they stop at surface-level demographics and wonder why their campaigns plateau. In this conversation, Rachel Bascom and Paxton Gray break down what it really Read more
CMOs are more optimistic about AI than ever—yet many organizations are still stuck at the starting line. In this episode, Aby Varma, founder of Spark Novus, joins us to share how marketing leaders can move from AI curiosity to meaningful adoption. Drawing on real-world examples from Fortune 500 companies, Aby reveals why asking “Can AI do this?” is the wron...
In this conversation, Pax and Nick Cawthon explore the evolution of technology, particularly focusing on the impact of AI on workplaces and team dynamics. They discuss the importance of adapting to new technologies, the challenges of AI adoption, and the need for collaboration and skill augmentation within teams. Nick emphasizes the significance of understanding the hype cycle surroundin...
In this conversation, Patrick Kajirian shares his extensive experience in enterprise SEO, particularly in large organizations like Walmart and Disney. He discusses the unique challenges and strategies involved in managing SEO at scale, including the importance of product management, indexation, and internal linking. The conversation also explores the impact...
Everyone wants to be “data-driven.” But what does that actually look like when you’re a marketer without a data warehouse, a team of analysts, or endless resources?
In this episode, we talk with Gallant Chen, a marketing strategist who helps companies make better decisions with imperfect data. From messy attribution mod...
If your messaging isn’t clicking, your conversions won’t either.
In this episode, we’re joined by Chris Silvestri—conversion copywriter, SaaS strategist, and founder of Conversion Alchemy—to talk about how AI is changing the way top teams do message-market fit.
With a background in ...
Clicks aren’t enough. Today’s marketing funnels need to account for real user behavior, changing customer journeys, and how people find and interact with your brand in AI search engines.
In this episode, Adam Gunn, VP of Marketing at FullStory, joins 97th Floor CEO Paxton Gray to break down what a modern, optimized funn...
In this episode Pax and Justin Loera discuss internal site search–a forgotten gold mine of data and audience insights to inform content strategy and sales enablement. Data from internal search can help improve conversion rates, reveal gaps in the content journey or optimization needs, and increase customer loyalty and trust as they find what they need right...
As Google rolls out AI‑powered summaries at the top of search results, we’re seeing clicks on traditional blue links evaporate—and with them, the traffic and revenue models we’ve all relied on.
Kevin Indig and his team recently completed the very first large‑scale UX study of Google’s new AI Overviews, revealing how use...
AI is everywhere. Budgets are tight. Audiences are skeptical. So how do you get people to actually trust your brand—and stick around?
In this episode, Ashley Faus joins us to talk about what trust really looks like in marketing today. We get int...
How Smart B2B Teams Evaluate, Launch, and Win on New Channels w/ Ryan Nelsen, CMO @ StackAdapt
Most B2B marketers stick to LinkedIn and Google Ads, but buyers are everywhere. A multi-channel strategy ensures you reach them at the right time, in the right place.
In this episode of T...
In this episode, we’re joined by Karl Van den Bergh, 2024 Cybersecurity Marketer of the Year and CMO at Illumio, to talk about how marketing leaders can build credibility, keep budgets, and turn uncertainty into a competitive edge.
Karl shares the playbook he used to align marketing with the way sales is measured: build...
If you’re investing in SEO but not seeing results, your content might be the problem.
97th Floor’s Head of SEO, Mike Witham, built the Content Consolidation Audit to cut waste, boost rankings, and drive real results.
In this episode of The Campaign, Mike joins 97th Floor CEO Paxt...
AI Is Rewriting the Economy—What CMOs & CEOs Must Do to Survive w/ Marie Haynes, SEO & AI Consultant
Ready or not, AI is about to radically reshape our work and our lives.
Over the next decade the stuff of sci-fi movies will be just another Tuesday.
For CEOs and CMOs, understanding these changes and preparing now is critical.
This isn’t just ...
Marketing is more unpredictable than ever—ad costs rise, algorithms change, and audience behaviors shift overnight. But there’s one thing you can control: how effectively you convert the traffic you do get.
That’s where CRO (conversion rate optimization) becomes your force multiplier—turning uncertainty into opportunit...
Search is changing fast, and AI is at the center of the disruption.
With LLMs reshaping SERPs, Google's AI Mode on the horizon, and AI assistants claiming search share, SEOs have more to consider than ever before.
Marie Haynes is an expert SEO and AI Consultant known for her deep e...
Every marketer has felt it—that sinking feeling when organic traffic takes a sudden hit. Maybe it’s an algorithm update, increased competition, or just Google being Google. But what if you didn’t have to live in fear of these swings?
In this episode, we’re joined by **Eli Schwartz**, SEO expert, consultant, and author...
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