The Campaign | A Marketing Podcast by 97th Floor

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 on your site. What You’ll Learn:  If you...

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 users are actually using the new SERP feature. Kevin’s team tracked 70 real users...

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 into how common language like “lead capture” and “MQLs” is working against us, and why rethinking your buyer’s journey—starting with intent and ending with lo...

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 The Campaign, Ryan Nelsen, CMO of StackAdapt, joins 97th Floor’s CEO Paxton Gray to break down the Multi-Channel B2B G...

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: building forecasts, hitting targets, and earning trust from even the ever-skeptical...

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 Paxton Gray to break down the audit process and show how consolidation and optimization can have an immediate impact on o...

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 about adopting new technology—it’s about rethinking the fundamentals of how your business will function in an AI-driven world. Understanding how AI will im...

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 opportunity and making every marketing channel more profitable.  What You’ll Learn:  How...

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 expertise in Google’s search algorithms and machine learning systems—including the intricacies of E-E-A-T. Marie is a...

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 of *Product-Led SEO*. With over a decade of experience helping companies like...

Webinars have been a staple in B2B marketing for years, but let’s be honest—most of them are forgettable.  Attendees tune out, engagement drops, and worst of all, they don’t drive real pipeline. So, what separates a webinar that works from one that flops? In this episode of The Campaign, we’re breaking down the strategies that keep audiences engaged and, more importantly, move them through the fun...

ABM is supposed to be the most effective way to drive pipeline and revenue—but for many CMOs, it still feels like a never-ending struggle. Sales and marketing aren’t aligned. Measurement is murky. The tools are expensive, and let’s be honest—half the time, you’re not even sure if you’re actually doing ABM or just running a glorified demand gen campaign. And then there’s the biggest challenge that...

Most technical B2B industries are changing daily—cybersecurity is no exception. AI, global conflicts, new regulations, and nonstop threats are keeping security teams on their toes.  But here’s the problem: marketers struggle to tap into that expertise, and cybersecurity SMEs are too busy putting out fires to help. The result? Content that’s too generic, too slow, or just doesn’t hit the mark. If y...

Case studies should be your mid-to-low-funnel MVP—building trust, closing deals, and driving serious ROI.  But for most teams, they’re a nightmare. Slow, messy, and frustrating to produce.  Even when they do go live, they rarely deliver the impact they should. Why? Because great customer stories don’t just happen—they require a strong internal infrastructure. Without the right processes, accountab...

We all know B2B marketing is about more than just features and data—it’s about connecting with your buyers on a deeper level.  The problem? B2B marketers often get stuck in the weeds of rational, logical content and miss the emotional triggers that actually drive purchase decisions. The key to closing more deals? Storytelling. Feels cliché. We know.  That’s why we’re digging into the best scholarl...

Segmenting B2B audiences by industry is a great way to demonstrate empathy and gain trust with your audience through tailored content and personalized solutions. In practice, it’s more complicated. Industry segmentation can stretch teams thin, risk overpromising, and even feel insincere to our intended audience. It demands in-depth product knowledge, a deep understanding of each audience, a flexib...

You don’t have to be an expert in SEO to know that the search landscape is more volatile than ever before. AI has completely disrupted search, to say nothing of major algorithm updates and changes in search behavior.  What worked for SEO in the past decade just won’t cut it in the decade ahead.  Marketing leaders need SEOs they can place full confidence in to navigate the new AI world of search. J...

According to LinkedIn, nearly 80% of B2B content is gated. But some research suggests that buyers are strongly averse to gated content. Rather than surrender their inbox to an onslaught of nurture campaigns, buyers are choosing to skip the gated content all together or to give a false name and temporary email in the form. (Hello, Daffy Duck and Bruce Wayne.)  Gated content “doesn’t work,” but some...