The Campaign

97th Floor

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The Campaign

A B2B Marketing Podcast with Paxton Gray by 97th Floor

5일 전

A Practical Look at ABM: Tools, Teams, and Measurement w/ Madelyne Oliver

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 doesn’t get talked about enough: data governance. Platforms like 6sense and Demandbase rely on your first-party data, but if that data is a mess—full of gaps, duplicates, and outdated info—your account lists won’t be trustworthy, sales won’t buy in, and your entire ABM strategy will struggle to gain traction.So how do you fix it? In this episode, we’re tackling what actually makes ABM work. No fluff, no vendor pitches—just real talk on how to clean up your data, align your teams, and finally see ROI.Because ABM shouldn’t be this hard—and with the right strategy, it doesn’t have to be.

35분
2월 28일

Engaging Deeply Technical SMEs To Create High-Converting Content w/ Maria Velasquez

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 you’ve ever struggled to get cybersecurity experts involved in content—or to make their knowledge work for your marketing—this one’s for you.

33분
2월 21일

Building a Case Study Growth Engine: From One-Off to Always-On w/ Joel Klettke

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, accountability, and buy-in, your customer stories will stay stuck in limbo (or worse, go completely unused). In this episode, we’re joined by case study maven Joel Klettke to learn how to create powerful, scalable case studies with the right engine.

34분
2월 14일

Storytelling that Sells: How to Influence B2B Buyers with Emotion w/ Tara Ramroop

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 scholarly research we can find to discover how to craft stories that build trust, resonate deeply, and ultimately close deals. Paxton is joined by Tara Ramroop, a former journalist and the Director of Content Marketing at Braze.

33분
2월 7일

Segmentation by Industry w/ Rick Galan, SVP of Growth Marketing @ BILL

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 flexible sales team, and substantial marketing resources to pull it off. Paxton and Rick Galán from BILL discuss the best way to approach industry segmentation and the audience research that makes it truly effective.

36분
1월 31일

How to Spot SEOs Worth their Chops in the AI World of Search w/ Nick LeRoy, SEO Consultant

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. Join Nick Leroy and Paxton Gray to hear what success will look like for SEO moving forward and what signs to look for in an SEO with the skills to carry your organic strategy through to the future.

37분
1월 24일

Your Gated Content Strategy Needs an Overhaul w/ Jonathan Riemer, Director of Global Content @ ServiceNow

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 of the world’s biggest and most successful companies are still using it. What gives? Gated content still has a place in B2B strategy. Companies that capture contacts with gated content and excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost per lead, according to Forrester Research. The right gated content strategy can attract, nurture and close your highest-value leads. In this episode, Paxton Gray and Jonathan Riemer discuss the value of gated content and how marketers should be thinking about where and why they choose to gate to maximize impact.

39분

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2개의 평가

A B2B Marketing Podcast with Paxton Gray by 97th Floor

제작진

97th Floor
방송 연도

2024년 - 2025년
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7
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The Campaign