The attribution model marketers have relied on for years was never as reliable as we wanted to believe. Sam Brown, VP of Strategy at 97th Floor, makes the case that the zero-click era isn't just changing how we measure marketing, it's forcing us to finally do marketing the right way.
In this conversation, Sam breaks down why the obsession with credit and channel-specific metrics has made marketers worse at their jobs, and what the shift to audience-first, bottom-line thinking actually looks like in practice.
Key takeaways:
- Perfect attribution was always a myth, and chasing it is costing you more than you think
- Brand mentions in AI matter more than citations; visibility is the new conversion
- Audience research isn't a fluffy deliverable; it's the only real foundation for GEO strategy
- Blending your team's roles around revenue instead of channels is the competitive advantage AI makes possible
Resources:
Reach Sam at: samantha@97thfloor.com
Connect with Sam on LinkedIn: https://www.linkedin.com/in/brownsamanthak
Connect with Paxton on LinkedIn: https://www.linkedin.com/in/paxtongray/
Looking for an agency that'll be worth the investment? 97th Floor creates custom, audience-first campaigns that drive pipeline and conversions. Get started here: https://97thfloor.com/lets-talk/.
About Sam Brown: Sam has been a marketing leader for over 7 years. Her early career was dedicated to developing and executing on results-focused marketing campaigns for enterprise clients in an agency setting. She has managed Key accounts including Google, Dell, and AT&T. In her current role at 97th Floor, she leads our fulfillment teams, focusing on nurturing a thriving culture and enhancing client experiences. Her marketing knowledge and expertise span over both B2B and B2C industries. She manages a department of over 40 individuals, and is passionate about fostering career growth and empowering her team to reach their full potential.
Timestamps:
- 01:10 – Zero-click defined
- 05:15 – Measuring success via brand mentions
- 09:50 – Specialization created the credit problem
- 13:00 – Correlation over perfect attribution
- 16:00 – Redefining SEO goals beyond traffic
- 22:00 – GEO built on audience, not keywords
- 28:00 – "Jobs to be done" framework
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