The Campaign | A Marketing Podcast by 97th Floor

97th Floor
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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, and Crumbl. Learn more and schedule a discovery call at 97thfloor.com.

  1. Why the Best CMOs Are Getting Comfortable With Ambiguity w/Sam Brown, VP of Client Services @ 97th Floor

    22 hr ago

    Why the Best CMOs Are Getting Comfortable With Ambiguity w/Sam Brown, VP of Client Services @ 97th Floor

    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

    30 min
  2. How to Use Agentic AI Without Breaking Your Process w/ Blake Nielson, Jasmin Bennett & Rachel Bascom @ 97th Floor

    30 Jun

    How to Use Agentic AI Without Breaking Your Process w/ Blake Nielson, Jasmin Bennett & Rachel Bascom @ 97th Floor

    Blake Nielson sits down with Head of Content Rachel Bascom and Enterprise Account Director Jasmin Bennett to break down how the team at 97th Floor has moved from AI chatbots to agentic AI workflows, and what that shift has meant for content quality, efficiency, and process design. Key Takeaways: Agents act. Chatbots talk. That gap is where most teams get stuck. Break your process into small skills. Fewer tokens, less bloat, easier fixes. Make AI plan before it builds. Let it run free and you get junk. Build one skill, use it everywhere. Good persona work pays off across every channel. Resources:  Connect with Blake Nielson on LinkedIn: https://www.linkedin.com/in/blakejnielson  Connect with  Jasmin Bennett on LinkedIn: https://www.linkedin.com/in/jasmin-rock  Connect with Rachel Bascom on LinkedIn: https://www.linkedin.com/in/rachelbascom  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 Blake Nielson: Blake is the Head of Accounts at 97th Floor, where he leads organic growth strategy and client performance for enterprise and high-growth brands. With deep expertise in SEO and AI Search. Blake specializes in helping teams adapt to the evolving search landscape and drive sustainable demand. Known for building holistic, full-funnel organic strategies, he helps clients turn search visibility into measurable, revenue-driving results. About Jasmin Bennett: Jasmin has built her career around one idea: that the best marketing happens when strategy and collaboration go hand in hand. She works closely with clients across every channel always thinking backward from the goal to craft campaigns that actually move the needle. About Rachel Bascom: Rachel is the Head of Content Marketing at 97th Floor, boasting over a decade of expertise in the realm of digital marketing and a fervent dedication to crafting audience-centric content strategies. In her tenure, Rachel has been a trailblazer in the development of the content marketing department, playing an integral role in the transformative journey that positioned 97th Floor as a comprehensive, award-winning, holistic marketing agency.  Timestamps:  00:00 Introduction and what "agentic AI" means 02:56 Why modular skills beat monolithic prompts 09:34 How Jasmin rebuilt the content brief infrastructure from scratch 20:39 Using agentic tools for LLM analysis and brand sentiment 23:52 Prompt engineering strategies that actually work

    28 min
  3. How to Win the Trust War While Everyone Else Is Automating It Away w/ David Meerman Scott, Author of The New Rules of Marketing and PR

    23 Jun

    How to Win the Trust War While Everyone Else Is Automating It Away w/ David Meerman Scott, Author of The New Rules of Marketing and PR

    David Meerman Scott coined newsjacking, wrote the book that redefined B2B marketing, and had a Hollywood film based on his work. Now he's back with a clear take on what AI actually changes and what it doesn't for marketers who want to stay relevant. In this conversation, David ranks AI against the content revolution he helped spark in the 90s, explains why the middle layer of marketing is disappearing, and shares three underused tactics for getting your brand surfaced in LLMs today. Key takeaways:  Proprietary data is your secret weapon: anonymized internal data is one of the best ways to earn AI citations and build authority The middle layer is disappearing: AI is connecting strategy directly to execution, eliminating the managers in between Newsjacking still works: real-time content on breaking news is exactly what AI chatbots surface when people search that topic Own your real estate: social platforms control the algorithm and own your content — your site doesn't Resources:  Check out David’s work: https://www.davidmeermanscott.com  Connect with David on LinkedIn: https://www.linkedin.com/in/davidmeermanscott  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 David Meerman Scott: David Meerman Scott spotted the online marketing revolution in its infancy and wrote multiple books about it including “The New Rules of Marketing and PR”, with more than 500,000 copies sold in 29 languages from Albanian to Vietnamese. Now David says the pendulum has swung too far in the direction of superficial online communications. He shows how organizations win by developing fans, the subject of his Wall Street Journal bestseller “Fanocracy” and his new book “The Fandom Playbook” which will be published in late 2026. He is an advisor to emerging companies, serves on the HubSpot advisory board, and delivers keynotes and masterclasses around the world. He loves to surf, backpack, and dance the Lindy Hop.

    34 min
  4. How to Build a Personal Brand That Gets You Hired w/Brandon Smithwrick, Founder of Content to Commas

    9 Jun

    How to Build a Personal Brand That Gets You Hired w/Brandon Smithwrick, Founder of Content to Commas

    Most people know they should be building a personal brand, but they're stuck. Brandon Smithwrick, content strategist and founder of the newsletter Content to Commas, didn't study marketing, didn't have a roadmap, and didn't go viral overnight. What he did have was a fashion student's competitive instinct and a relentless obsession with figuring out what makes content actually work. In this conversation, Brandon breaks down the real mechanics of building a personal brand, from his early days gaming LinkedIn's algorithm to land recruiter attention, to how he now runs AI-powered workflows while protecting the creative instincts that make his voice distinctly his own. Key Takeaways: The association game: When people think of your topic, do they think of you? How to engineer that before you ever go viral Turn scrolling into research: How to build a systematic content library organized by hooks, copy, and inspiration Speak to yourself five years ago: Why every question someone asks you is a content opportunity Cognitive offloading danger: How outsourcing your writing to AI quietly erodes your voice and where it actually belongs Building a brand while employed: How to stay transparent with leadership and have the visibility conversation before it becomes a problem Resources:  Learn how to increase, scale, and grow your revenue through content: https://www.contenttocommas.co/  Connect with Brandon on LinkedIn: https://www.linkedin.com/in/brandonsmithwrick  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 Brandon Smithwrick: Brandon is a trailblazer in content marketing and social media strategy. Renowned for his innovative approach and award-winning strategies, Brandon has transformed marketing campaigns for leading brands across Fashion, Tech, Music, and Beauty. As a motivational speaker, he offers exceptional insights into creating impactful content and driving brand success. Brandon’s expertise is evident from his tenure as Head of Content at Kickstarter, where he led groundbreaking crowdfunding campaigns, to his role at Squarespace, where he orchestrated record-breaking Super Bowl social media strategies. His work has garnered accolades and features in prestigious publications like Hypebeast, AdAge, and Complex. Timestamps:  00:00 - Why Brandon started building a personal brand at graduation  05:04 - Brandon's system for turning doom scrolling into content research  07:03 - How Brandon got hired without applying for jobs  09:13 - Brandon's advice for when you feel like you have nothing to say  16:41 - Where AI helps and where it hurts your personal brand, per Brandon  22:36 - Brandon: always start with your story

    33 min
  5. Search Just Changed Forever (Again): What Google I/O Means for Your Brand w/Mike Witham, Head of Search & Rachel Bascom, Head of Content

    5 Jun

    Search Just Changed Forever (Again): What Google I/O Means for Your Brand w/Mike Witham, Head of Search & Rachel Bascom, Head of Content

    Google I/O just dropped a wave of search announcements,  and the implications for marketers are massive. In this episode, Paxton Gray sits down with 97th Floor's Head of Search, Mike Witham and Head of Content, Rachel Bascom to break down what's actually changing. From AI-powered personalized results to agentic search that browses and buys on behalf of users, they cover what these shifts mean for your content strategy, your technical SEO, and your brand's discoverability. Plus: predictions on whether Google will dominate AI search or whether challengers like Claude and ChatGPT will hold their ground. Key takeaways:  Audience-first content matters more than ever: AI personalizes results based on user preferences, so generic content gets filtered out faster. Build topical authority, not just keyword pages: LLMs want depth and original perspective across an entire subject. Technical and content are equally critical: great content bots cannot find or read is invisible. Stay discoverable even as attribution gets harder: being cited by AI builds brand presence that feeds every other channel. Resources:  Google I/O 2026 Search Announcements: https://blog.google/products-and-platforms/products/search/search-io-2026/  Connect with Mike on LinkedIn: https://www.linkedin.com/in/michael-o-witham/  Connect with Rachel on LinkedIn: https://www.linkedin.com/in/rachelbascom/   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 Rachel Bascom: Rachel Bascom is the Head of Content Marketing at 97th Floor, boasting over a decade of expertise in the realm of digital marketing and a fervent dedication to crafting audience-centric content strategies. In her tenure, Rachel has been a trailblazer in the development of the content marketing department, playing an integral role in the transformative journey that positioned 97th Floor as a comprehensive, award-winning, holistic marketing agency.  About Mike Witham: Mike Witham is the Head of Search at 97th Floor, where he has spent the past seven years leading SEO strategy and performance for enterprise and high-growth brands. Based in Lehi, Ut. he specializes in building data-driven search campaigns that achieve bottom line results for clients. With his ability to create wholistic, full funnel marketing campaigns, Mike helps teams turn organic search into a highly profitable, revenue driving channel. Timestamps:  00:47 - Google I/O breakdown: the two biggest search announcements 03:19 - How SEO strategy has to change with personalization and AI 05:03 - Why audience-first content matters more than ever 08:17 - How to structure content so bots can actually find and use it 20:00 - Why brands should keep investing in search even as attribution gets harder 31:16 - Predictions: will Google win the AI search race?

    40 min
  6. How the Most Trusted Page on the Internet is Tackling AI w/ Jimmy Wales, Founder of Wikipedia

    26 May

    How the Most Trusted Page on the Internet is Tackling AI w/ Jimmy Wales, Founder of Wikipedia

    Wikipedia became one of the most visited websites on earth without ads, VC money, or a top-down editorial team. Jimmy Wales, co-founder of Wikipedia and author of The Seven Rules of Trust, joins the show to share what actually built that, and why the lessons apply far beyond a nonprofit encyclopedia. Key takeaways: The accidental innovation advantage: The dot-com crash left Wikipedia with no money to hire moderators, forcing a community trust model that top-down platforms still can't replicate Why Wikipedia survived what Stack Overflow didn't: Depth and interconnectedness protect against AI disruption. Transactional Q&A loses its reason to exist; rabbit holes don't The trust-building power of the ask: Reader funding signals no conflict of interest, and donors become advocates Making AI companies pay their fair share: 88 billion AI bot page views became the case for an enterprise API that makes AI companies fund the resource they're exploiting Resources:  Get Jimmy’s new book The Seven Rules of Trust: A Blueprint for Building Things That Last: https://sites.prh.com/the-seven-rules-of-trust  Follow Jimmy on Twitter: https://x.com/jimmy_wales  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 Jimmy Wales: Jimmy Wales is an American-British Internet entrepreneur best known for founding Wikipedia.org in 2001, the Wikimedia Foundation in 2003, and Fandom in 2004. Today, Wikipedia and its sister projects are among the top-five most visited sites on the web. He holds finance degrees from Auburn University and the University of Alabama and was appointed a fellow of the Berkman Center for Internet & Society at Harvard Law School in 2005. His debut book, "The Seven Rules of Trust," was published by Bloomsbury and Crown Currency in October 2025. Wales has been recognized with the Time 100 Award, the World Economic Forum's "Young Global Leaders" designation, and the UNESCO Niels Bohr Medal. Timestamps: 00:46 - Why trust (not traffic) is Wikipedia's real foundation 07:47 - AI search and Wikipedia's 8% traffic drop 17:44 - How the dot-com crash accidentally built a better Wikipedia 30:19 - 88 billion AI bot views and making companies pay their fair share 35:34 - Why editing Wikipedia backfires (and what actually works) 48:47 - Where Wikipedia goes in the next 25 years

    1 hr
  7. Guiding Buyers Through Year-Long Decisions: The Continuum Strategy w/B2B Strategy Consultant Ardath Albee

    5 May

    Guiding Buyers Through Year-Long Decisions: The Continuum Strategy w/B2B Strategy Consultant Ardath Albee

    Personas have earned a bad reputation in B2B marketing—and for good reason. Most sit unused on hard drives, filled with irrelevant demographic data like "married with two kids, drives a Volvo." Ardath Albee, author of Digital Relevance and a pioneer in buyer persona development since 2000, explains why most personas fail and what actually makes them work. Key takeaways for marketing leaders: Why 12 personas is too many: How to consolidate by focusing on roles (not titles) to focus your efforts. The questions framework: Why the most valuable part of a persona is the list of questions buyers need answered—and how to sequence them so one answer naturally prompts the next question. Building the continuum: How to engage buyers across a year-long journey by mapping content from trigger event through implementation (including the challenges nobody wants to disclose). Personal vs. personalized: Why "Hi [First Name]" is creepy and useless, while understanding context, stage, and challenges is actually personal. AI for semantic connections: How Ardath uses AI for research and a new tool (VizX) to build the entity relationships that get you into AI knowledge graph. If your personas are gathering dust—or if you're starting from scratch in 2026—this episode is your roadmap to building buyer understanding that actually drives content strategy, engagement, and revenue. Resources: See Ardath’s work and writings here: https://marketinginteractions.com/ Find Ardath on LinkedIn: https://www.linkedin.com/in/ardathalbee/ 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 Ardath Albee: Ardath brings over 30 years of business management and marketing experience to help B2B companies with complex sales use digital marketing strategy and compelling content to turn prospects into buyers. She’s a strategist, storyteller, speaker, blogger, teacher, and content geek who is obsessed with helping companies become so damn relevant that buyers can’t help but choose to become customers and, once a customer, making sure they’d never think of leaving. Ardath has written two books about her obsession, Digital Relevance and eMarketing Strategies for the Complex Sale. Timestamps: 00:25 - How fiction writing skills translate to building buyer personas 02:24 - Why most personas fail (and how to spot a bad one) 10:44 - What actually belongs in a B2B persona 14:32 - The continuum framework: guiding year-long buying journeys 25:38 - Making personas useful instead of shelf-ware 38:29 - Personal vs. personalization: the difference that matters

    45 min
  8. Stop Chasing Efficiency: A Marketing Leader's Guide to Real Innovation w/Whitney Goldstein @ Gorilla Logic

    21 Apr

    Stop Chasing Efficiency: A Marketing Leader's Guide to Real Innovation w/Whitney Goldstein @ Gorilla Logic

    When Whitney joined Gorilla Logic a year ago, she inherited a team facing the same pressure every marketing organization feels right now: prove you're using AI or fall behind. But instead of chasing efficiency metrics, Whitney asked a harder question: "If we can't definitively say why it's making progress and showing up better and making incremental change that helps the bottom line, why are we doing it?" Her solution was to stop the daily AI scrambling. Give the team four dedicated hours every two weeks to explore, experiment, and learn—with zero pressure to show immediate ROI. In this episode, Whitney also shares hard-won lessons on leading teams through change, why "we're not saving lives" creates the psychological safety needed for innovation, and how to give team members space to bring their whole selves to work while still pushing for growth. If you're tired of AI adoption theater and want to build a marketing team that actually innovates (instead of just moving faster), this episode offers a refreshingly honest roadmap. Key takeaways for marketing leaders: The Swiss Army Marketer philosophy: Why the shift from specialist to generalist is essential for career growth, and how leaders can create opportunities for team members to expand beyond their comfort zones The contrarian positioning play: How Gorilla Logic differentiated itself by NOT jumping on the AI agent bandwagon, and why the market responded with relief instead of skepticism Getting marketing back to the C-suite: The two fundamental things holding marketers back from board-level conversations—and how to bridge the gap between marketing metrics and business goals Resources:  GorillaLogic.com  Connect with Whitney on LinkedIn: https://www.linkedin.com/in/whitneygoldsteinmba/  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 Whitney Goldstein: With nearly 10 years of marketing experience, Whitney’s strategic direction as a B2B Marketing leader encompasses mission, vision, and strategy. Currently, Whitney serves as Director of Marketing at Gorilla Logic.  Timestamps: 02:48 - Leading with truth and honesty when taking over a team 05:06 - The biggest mistakes marketing leaders make: moving too fast or too slow 13:38 - Why Gorilla Logic isn't "just another AI company" 18:46 - The dedicated exploration time approach: 4 hours every two weeks 35:20 - The Swiss Army Marketer: why specialists won't make it to the boardroom 43:50 - Creating space for teams: "This is PR, not ER"

    47 min
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About

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, and Crumbl. Learn more and schedule a discovery call at 97thfloor.com.

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