The Campaign | A Marketing Podcast by 97th Floor

97th Floor
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  • 一周一更

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.

  1. SEO at Scale: Lessons from Disney, Realtor.com, and ESPN w/ Patrick Kajirian, Senior Product Manager of SEO at Walmart

    4天前

    SEO at Scale: Lessons from Disney, Realtor.com, and ESPN w/ Patrick Kajirian, Senior Product Manager of SEO at Walmart

    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 of AI and new agentic browsers on the future of SEO and digital marketing, emphasizing the need for adaptability and a focus on fundamentals in an evolving landscape. Resources:  Request a free AI Audit: https://97thfloor.com/ai-audit/  Connect with Patrick on LinkedIn: https://www.linkedin.com/in/patrickkajirian/   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 Patrick Kajirian: Patrick Kajirian honed his career in technology and media in a broad range of roles that involved managing a full-service web design agency, operating world-class e-commerce and media websites, and driving user acquisition initiatives for global brands and fortune 500 companies. Patrick facilitated over a million daily Google searches as a principal product manager for SEO at Realtor.com. He currently works as a senior product manager in SEO at Walmart in the San Francisco Bay area. Timestamps: 02:26 - Enterprise SEO as a product function vs marketing function 06:24 - Google's indexation challenges and internal linking strategies at scale  16:47 - AI agents and agentic browser automation discussion  30:38 - Disney and ESPN migration war stories  46:51 - Traffic quality vs quantity in the AI era "This is a really great time to be thinking about SEO in general... We're thrown back into the Wild West days where you just had to study and test and experiment and see what works. The fundamentals are still the same." - Patrick Kajirian

    55 分钟
  2. How to Actually Be a Data-Driven Marketer (Without a Data Team) w/Growth Advisor Gallant Chen

    7月23日

    How to Actually Be a Data-Driven Marketer (Without a Data Team) w/Growth Advisor Gallant Chen

    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 models to marketing CRMs that don’t talk to your ad platforms, we get honest about the real-world barriers marketers face—and how to work around them. If you’ve ever wasted hours in a spreadsheet or fought with your team over who “gets credit,” this one’s for you. We’ll talk systems, shortcuts, and how to build the simplest version of a marketing data engine that actually drives results. What you’ll learn: How to set up a marketing system that delivers insights—even if your tools are limited The dangers of over-optimizing for data (and when to just make a call and act) What kind of attribution model actually works for most marketing teams Resources:  Connect with Gallant on LinkedIn: https://www.linkedin.com/in/gallantc/  Connect with Paxton on LinkedIn: https://www.linkedin.com/in/paxtongray/  Check out Gallant’s work: https://gallant.co/ Request a free AI Audit: https://97thfloor.com/ai-audit/  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 Gallant Chen:  Gallant is the Founding Partner of Gallant Growth and a seasoned Marketing Executive with a track record of scaling growth for B2B SaaS and marketplace businesses. He has served as an Advisor and Consultant for companies including Docusign, Shopify, New Relic, Mixpanel, Nutanix, Upwork, and Thumbtack on marketing strategy, customer acquisition, retention, and monetization. He has deep expertise in demand gen and paid acquisition, but also supports areas including the hiring of internal/agency teams, lifecycle and email marketing, CRO, marketing analytics, and marketing operations. Prior to founding Gallant Growth, he ran Digital Marketing at Zendesk and held marketing roles at SurveyMonkey and Apple. He started his career as a strategy consultant at Bain & Company and holds an MBA from the Kellogg School of Management and a BS from Stanford University. Timestamps:  3:17 - Under-resourced data analytics ...

    52 分钟
  3. How to Turn Customer Insight into High-Converting Copy with AI w/ Chris Silvestri, Founder and Conversion Copywriter @ Conversion Alchemy

    7月15日

    How to Turn Customer Insight into High-Converting Copy with AI w/ Chris Silvestri, Founder and Conversion Copywriter @ Conversion Alchemy

    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 both engineering and UX, Chris has helped companies like Moz Crimes turn deep customer insight into high-performing SaaS copy. He shares how AI can accelerate—not replace—the research and writing process, and how to train it to think more like your customers than your competitors. You’ll learn: How to use AI for smarter, faster customer research Why most messaging fails—and how to fix it with data How to align your copy with what your customers are actually thinking Whether you're rewriting a homepage, launching a new product, or rethinking your entire brand voice, this episode will show you how to turn AI into your most valuable copywriting assistant. Resources:  Get a free scorecard to assess your messaging fit on Chris’ website here: conversionalchemy.net  Connect with Chris on LinkedIn here: https://www.linkedin.com/in/christophersilvestri Connect with Paxton on LinkedIn: https://www.linkedin.com/in/paxtongray/  AI platforms Chris uses for audience research: https://www.syntheticusers.com https://askrally.com Read the full article:https://97thfloor.com/articles/podcasts/how-to-turn-customer-insight-into-high-converting-copy-with-ai↗ 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 Chris Silvestri:  Chris is the Conversion Alchemist. A SaaS message-market fit specialist and conversion copywriter, he worked 10 years as a software engineer in industrial automation. Then, took a sharp turn to enter the digital marketing world as UX lead at the usability testing startup Conversion Crimes (and previously at the conversion design agency Zeda Labs). Chris has been working as a messaging strategist and copywriter for B2B SaaS brands like Moz since 2016....

    48 分钟
  4. How to Blend Brand, Behavior Data, and AI to Win in Modern Marketing w Adam Gunn, VP of Brand at Fullstory

    7月8日

    How to Blend Brand, Behavior Data, and AI to Win in Modern Marketing w Adam Gunn, VP of Brand at Fullstory

    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 funnel really looks like. You’ll hear how to identify friction points, rethink old metrics, and build digital experiences that work for both humans and AI. What You’ll Learn: How to use behavioral data to diagnose funnel issues Where AI is changing what marketers should track (and ignore) Which metrics actually matter—and which ones are misleading Why your site needs to be ready for AI agents, not just users Adam Gunn is the VP of Marketing at FullStory, a behavioral analytics platform that’s changing the way teams understand and act on user behavior. He brings a unique perspective around data, storytelling, and how marketing teams can evolve alongside AI. Resources:  Request a free AI Audit: https://97thfloor.com/ai-audit/  Connect with Adam on LinkedIn: https://www.linkedin.com/in/adamgunn Connect with Paxton on LinkedIn: https://www.linkedin.com/in/paxtongray/  Read the article: https://97thfloor.com/articles/podcasts/how-to-blend-brand-behavior-data-and-ai-to-win-in-modern-marketing/   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/. "The future is customer-based agents surfing our website. Historically we've built all of our experiences for humans, but agents are often going to be now going out and doing business on our behalf... we'll have to build web experiences that serve the good traffic." About Adam Gunn: Adam Gunn is the VP of Marketing at FullStory, a behavioral analytics platform that’s changing the way teams understand and act on user behavior. He brings a unique perspective around data, storytelling, and how marketing teams can evolve alongside AI. Timestamps: 02:35 - From Disney animator to marketing leader 06:51 - Creative skills in the boardroom 13:08 - "Rage clicks" and user frustration signals 23:44 - AI reality check vs. hype 31:47 - Reactive vs. proactive analytics 41:53 - Stay nimble for industry changes

    45 分钟
  5. Internal Search: The Conversion Channel You’re Not Tracking w/ Justin Loera, Owner of Loera Consulting and Search Expert

    7月1日

    Internal Search: The Conversion Channel You’re Not Tracking w/ Justin Loera, Owner of Loera Consulting and Search Expert

    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 your brand should be investing in internal site search The massive missed opportunities for companies that don’t take this seriously How to use internal site search data to make improvements for marketing, sales, and company-wide How to balance on-site search with traditional SEO Resources:  Request a free AIO Audit: http://97thfloor.com/ai-audit  Connect with Justin on LinkedIn: https://www.linkedin.com/in/justin-loera-a156969  Connect with Paxton on LinkedIn: https://www.linkedin.com/in/paxtongray/  Read the article: https://97thfloor.com/articles/podcasts/how-to-blend-brand-behavior-data-and-ai-to-win-in-modern-marketing/   Read the article: https://97thfloor.com/articles/podcasts/internal-search-the-conversion-channel-youre-not-tracking↗ 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/. Timestamps:  02:43 - Which companies need internal search 05:44 - The data goldmine vs. Google Analytics 16:51 - Building the C-suite business case 23:53 - Teams that benefit from search data 25:15 - Breaking down team silos "You could have the best search engine in the world, but if your content isn't good, it doesn't matter. And it's an inverse relationship too. You could have great content, poor search, and still have the same problem." - Justin Loera

    31 分钟
  6. How Users Really Interact With AI Search — And What to Do About It w/ Kevin Indig, Organic Growth Advisor

    5月30日

    How Users Really Interact With AI Search — And What to Do About It w/ Kevin Indig, Organic Growth Advisor

    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 across eight search tasks, captured 29 hours of think‑aloud sessions, and coded over 400 AI Overview encounters. They measured scroll depth, click behavior, emotional reactions, and trust signals—data no one else has compiled at this scale. We’ll dig into what this study reveals about how people actually read AI Overviews, how brands can win—or lose—visibility in this new world, and what every SEO and content strategist needs to do right now to adapt. What You’ll Learn:  What makes users engage with AI Overviews — and what makes them bounce How this behavior is shifting the value of traditional SEO What kinds of queries are most affected Practical strategies to future-proof your content in an AI-first search world Resources:  Connect with Kevin on LinkedIn: https://www.linkedin.com/in/kevinindig/  Check out Kevin's study: https://www.growth-memo.com/p/the-first-ever-ux-study-of-googles  Sign up for the Growth Memo Newsletter: https://www.growth-memo.com/subscribe?utm_source=menu&simple=true&next=https%3A%2F%2Fwww.growth-memo.com%2Fp%2Fthe-first-ever-ux-study-of-googles  "Clicks are empty calories, which means that clicks are always just a means to an end... Only 20% of the time does the AIO give participants the final answer. But 80% of the time they clicked on other results, mostly organic results." - Kevin Indig Timestamps:  03:32 - Study design explanation 04:12 - Trust as primary user filter 11:48 - Clicks as "empty calories" 15:42 - Brand mentions vs citations 25:50 - "Answer first content" doesn't work

    32 分钟
  7. Why Trust is the Fastest Way to Long-Term ROI w/ Ashley Faus, Head of Lifecycle Marketing, Portfolio @ Atlassian

    5月23日

    Why Trust is the Fastest Way to Long-Term ROI w/ Ashley Faus, Head of Lifecycle Marketing, Portfolio @ Atlassian

    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 long-term value—can lead to better results. We also talk about her new book, Human-Centered Marketing, and why building trust isn’t fluffy—it’s a strategic advantage. Register now to attend live and to receive show notes and a special pre-order bonus from Ashley. What You’ll Learn:  What trends in public trust mean for marketers The language and practices marketers are using internally that hurt their chances for connecting with their audience A new way to think about the audience journey that honors the intelligence and curiosity of your audience  Resources:  https://www.linkedin.com/in/ashleyfaus/ If you'd like to buy Ashley's new book, you can order it here and get 25% off when you use code: KOGANPAGE25 https://97thfloor.com/articles/podcasts/why-trust-is-the-fastest-way-to-long-term-roi↗  "People trust people like themselves and people buy from people they trust. And so how do you showcase the humans? Which work remains important for the humans to do and having the thoughts and connecting with folks continues to be something that I think even in the age of AI is gonna be more important." - Ashley Faus Timestamps:  08:36 - Why trust is essential for business results 13:58 - The content playground vs. traditional funnel 20:54 - The case against gated content 23:13 - Data-informed vs. data-driven measurement 34:56 - Short vs. long-term content strategy 41:22 - Book discount and final takeaways

    39 分钟
  8. How Smart B2B Teams Evaluate, Launch, and Win on New Channels w/ Ryan Nelsen, CMO @ StackAdapt

    5月16日

    How Smart B2B Teams Evaluate, Launch, and Win on New Channels w/ Ryan Nelsen, CMO @ StackAdapt

    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 Growth Framework—a step-by-step approach to mapping the buyer’s journey, selecting the right channels, and optimizing ad spend for maximum ROI. Plus, we’ll take you behind the scenes of a real-world campaign and show you exactly how we built and executed a high-performing multi-channel strategy. What You’ll Learn:  How to audit your current media mix to uncover untapped opportunities How to go beyond LinkedIn & Google—find your buyers where they actually spend time How to use programmatic advertising to optimize campaigns in real time and scale efficiently Real-world case study of how multi-channel strategies drive measurable results Resources:  https://www.linkedin.com/in/ryanelsen  https://97thfloor.com/articles/podcasts/how-smart-b2b-teams-evaluate-launch-and-win-on-new-channels/  "It's such a fun time to be a marketer, to start literally the sky's the limit in terms of creativity and the ability to target and measure that." - Ryan Nelsen Timestamps:  06:52 - What spurs brands to add new channels 09:39 - Multi-channel conversion data and results 14:03 - Balancing brand vs. performance marketing 19:42 - Creative digital out-of-home trends 25:09 - How AI is lowering video creation costs 29:10 - Key takeaways for channel expansion

    31 分钟
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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, Crumbl, and Princess Cruises. Learn more and schedule a discovery call at 97thfloor.com.

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