The Campaign | A Marketing Podcast by 97th Floor – Détails, épisodes et analyse

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The Campaign | A Marketing Podcast by 97th Floor

97th Floor

Business & Entrepreneuriat

Fréquence : 1 épisode/13j. Total Éps: 36

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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🇨🇦 Canada - marketing
03/05/2026
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🇺🇸 États-Unis - marketing
29/07/2025
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🇩🇪 Allemagne - marketing
14/05/2025
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🇨🇦 Canada - marketing
25/03/2025
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https://97thfloor.com/lets-talk/
40 partages
https://97thfloor.com/ai-audit/
18 partages
https://97thfloor.com/articles/podcasts/how-to-consolidate-optimize-and-finally-see-seo-results/
10 partages

https://www.linkedin.com/in/paxtongray/
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Score global : 68%

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How to Avoid Organic Revenue Swings by Being User-Obsessed, not Google-Obsessed w/ Eli Schwartz, SEO Consultant and Growth Advisor

Saison 1 · Épisode 9

vendredi 21 mars 2025 • Durée 28:06

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 WordPress, Shutterstock, Quora, and Zendesk scale their organic visibility, Eli knows what it takes to build SEO strategies that don’t just survive algorithm changes—but thrive despite them.

We’ll dive into why traditional SEO tactics are losing their effectiveness, how AI is shifting search behavior, and why focusing on users—not search engines—is the key to long-term organic growth.

If you’re tired of reactive SEO and want a strategy that stands the test of time, this episode is for you.

What You’ll Learn:

Why optimizing for search engines alone sets you up for failure
How to make your product and content work *for* search, not just for rankings
The mindset shift that helps you avoid revenue-killing SEO surprises

Resources:

https://97thfloor.com/articles/podcasts/how-to-avoid-organic-revenue-swings-by-being-user-obsessed-not-google-obsessed/

https://www.linkedin.com/in/schwartze

"They don't want content. They want to solve maybe pain, maybe curiosity, but they want to solve something and you solve it with an asset... you're creating for the user, not creating for the search engine." - Eli Schwartz

Timestamps:

03:02 - Product-led SEO vs traditional keyword-driven approach

07:00 - GEO (Generative Engine Optimization) vs SEO debate

12:50 - Moving from deliverable-focused to value-driven SEO

16:22 - Why understanding users is crucial for future SEO success

18:43 - How to develop customer empathy beyond personas

23:45 - Balancing expectations while transitioning SEO strategy

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Webinars that Work: Keeping Attendees Engaged and Moving Down the Funnel w/ Matt Murdoch, VP of Marketing @ FranklinCovey

Saison 1 · Épisode 8

vendredi 14 mars 2025 • Durée 30:00

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 funnel.

If you’re tired of lackluster webinars that don’t deliver, this conversation is packed with insights to help you rethink your approach.

What You’ll Learn:

The biggest mistakes marketers make when planning webinars
Matt’s 3-layer framework for keeping webinar guests engaged the entire time
Live vs. on-demand webinars—what actually works?

Resources:

https://97thfloor.com/articles/podcasts/webinars-that-work-keeping-attendees-engaged-and-moving-down-the-funnel/

https://www.linkedin.com/in/mattmurdoch

"When they register, that's the moment of need for them... The company that delivers the value first is the company that's going to win." - Matt Murdoch

Timestamps:

02:33 - What inspired the Webinar Manifesto 10+ years ago

06:36 - Common planning mistakes: "Field of Dreams" fallacy

09:13 - Three essential ingredients for successful webinars

11:41 - Virtual accountability framework: verbal, visual, kinesthetic

A Practical Look at ABM: Tools, Teams, and Measurement w/ Madelyne Oliver, Senior Marketing Operations Manager @ Cloudflare

Saison 1 · Épisode 7

vendredi 7 mars 2025 • Durée 34:37

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.

What You’ll Learn:

How to fix your first-party data so your ABM platform actually delivers results
The real difference between ABM and demand gen (and why so many teams blur the line)
How to get Sales and Marketing to trust—and act on—the same account list

Resources:

https://97thfloor.com/articles/podcasts/a-practical-look-at-abm-tools-teams-and-measurement/

https://www.linkedin.com/in/madelyneoliver

"ABM is single-handedly account-centric. It focuses on the journey of the account, whereas DemandGen is leads, contacts, all of those people touch points that we would expect that get associated of course with the account." - Madelyne Oliver

Engaging Deeply Technical SMEs To Create High-Converting Content w/ Maria Velasquez, Chief Growth Officer & Co-Founder of Cybersecurity Marketing Society

Saison 1 · Épisode 6

vendredi 28 février 2025 • Durée 32:56

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.

What You’ll Learn:

Why B2B marketing teams need SMEs more than ever
How to actually get time with busy experts (without annoying them)
The secret to turning deep security insights into content people actually want to read

Resources:

https://97thfloor.com/articles/podcasts/engaging-deeply-technical-smes-to-create-high-converting-content/

https://www.linkedin.com/in/maria-vepa

"We are selling to humans. Sure, we're in B2B, but it really is human behind that computer screen, and there's no better way to just really relate and connect directly to that person." - Maria Velasquez

Timestamps:

04:15 - Why SMEs are crucial for B2B cybersecurity marketing trust

06:48 - Finding external SMEs when you don't have internal expertise

09:05 - Video-first framework for extracting SME value

Building a Case Study Growth Engine: From One-Off to Always-On w/ Joel Klettke, Conversion Copywriter and CRO Consultant @ Business Casual Copywriting

Saison 1 · Épisode 5

vendredi 21 février 2025 • Durée 33:52

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.

What You’ll Learn:

The mistake that’s killing your case studies before they’ve even seen a first draft,
How to get internal buy-in so that customer stories become a shared priority, and
How to build a process that keeps fresh, powerful case studies rolling.

Resources:

https://97thfloor.com/articles/podcasts/building-a-case-study-growth-engine-from-one-off-to-always-on/

https://www.linkedin.com/in/joelklettke

"The companies who are going to win are going be the companies who realize, they can steal our features, they can poach our people, they can copy our design... the one thing they can't take away from us that are ours to lose are our advocates, our customer stories." - Joel Klettke

Timestamps:

03:15 - Customer stories vs case studies: terminology matters

- Infrastructure as the #1 barrier to case study creation

Storytelling that Sells: How to Influence B2B Buyers with Emotion w/ Tara Ramroop, Director of Content Marketing @ Braze

Saison 1 · Épisode 4

vendredi 14 février 2025 • Durée 32:38

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.

What You’ll Learn:

How to increase conversion rates with effective storytelling;
How major technology brands are using archetypes to reduce uncertainty;
The story structure that C-suite executives love;
And how to discover and tell the best stories in your data and people.

Resources:

https://97thfloor.com/articles/podcasts/storytelling-that-sells-how-to-influence-b2b-buyers-with-emotion/

https://www.linkedin.com/in/tararamroop

"Stories connect like people, people to people, businesses to businesses, businesses to humans in those businesses. And they also inspire." - Tara Ramroop

Timestamps:

03:35 - What storytelling means in B2B marketing

08:15 - How bus wraps and billboards fit into the story framework

- Demonstrating understanding vs. hard selling

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

Saison 1 · Épisode 3

vendredi 7 février 2025 • Durée 36:29

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, SVP of Growth Marketing at BILL discuss the best way to approach industry segmentation and the audience research that makes it truly effective.

What You’ll Learn:

How to decide what industries to focus on
The best customer research strategies to inform messaging
How to successfully target multiple industries without burning out

Resources:

https://97thfloor.com/articles/podcasts/segmentation-by-industry-tailoring-b2b-marketing-to-multiple-audiences/

https://www.linkedin.com/in/rickgalan

"Great creative work is born out of constraints. And getting really focused on a message to a specific audience in a specific place is a ton of constraint that allows for a lot of really interesting creativity to happen." - Rick Galan

Timestamps:

04:02 - Why B2B segmentation matters for message alignment

09:01 - Understanding natural business segmentation first

12:03 - Big vs small company segmentation approaches

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

Saison 1 · Épisode 2

vendredi 31 janvier 2025 • Durée 36:50

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 SEO Consultant 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.

What You’ll Learn:

How SEO success may look different in 2025,
The markers of an SEO expert you can trust and the red flags to avoid, and
The right way to think about investing in SEO.

Resources:

https://97thfloor.com/articles/podcasts/how-to-spot-seos-worth-their-chops-in-the-ai-world-of-search/

https://www.linkedin.com/in/nickleroyseo

"If it's not expensive, time consuming, or take a lot of resources, 95% of the time, it's not going to provide value for SEO." - Nick LeRoy

Timestamps:

03:39 - 2025 SEO changes: biggest pivot in 15 years

06:09 - Why flat SEO performance is actually a win

12:20 - Mass content strategy sustainability debate

- SEO expensive/resource rule for real growth

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

Saison 1 · Épisode 1

vendredi 24 janvier 2025 • Durée 39:08

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.

What You’ll Learn:

How to map your buyer’s journey to identify the best places for gated content;
how to source unique, high-value content that your audience can’t get anywhere else;
and how AI can change the gated content scene for a new generation of buyers.

Resources:

https://97thfloor.com/articles/podcasts/gated-content/

https://www.linkedin.com/in/jonathanriemer

"It is up to us as marketers to really understand where our audiences are and what's driving them. And that's the real answer between forming and not forming." - Jonathan Riemer

Timestamps:

02:35 - Gated vs ungated debate

- "Kitchen sink" analogy for gating decisions

How to Build Predictable Marketing the C-Suite Will Bet On w/ Karl Van den Bergh, CMO @ Illumio

Saison 1 · Épisode 14

vendredi 9 mai 2025 • Durée 37:32

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 CFO.

We’ll show you how to make the intangible measurable with the one-page marketing plan that maps business goals directly to marketing execution.

If you’re trying to defend long-term strategy while your executive team needs short-term ROI, this episode will give you the language, framework, and tools to do it.

What You’ll Learn:

The exact template Karl uses to connect every marketing move back to business objectives
The most crucial thing that a CMO can do to build trust with other executives
How a shift to treating marketing more like sales can transform internal perception and relationships

Resources:

https://www.linkedin.com/in/karlvandenbergh

https://97thfloor.com/articles/podcasts/how-to-build-predictable-marketing-the-c-suite-will-bet-on/

"If you want to be successful through a downturn and coming out of the downturn, is to take and maintain a long-term perspective... the bigger opportunity actually is to build your brand because the rest of the competition is likely to be doing the same." - Karl Van den Bergh

Timestamps:

03:13 - Why CMO is the Hardest C-Suite Role

Finding Growth During Economic Downturns

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