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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Episode #9
What Most Marketers Get Wrong About Influence w/ Dr. Robert Cialdini, Author of Influence
Aug 18, 202631 minS4
Dr. Robert Cialdini has spent his career researching the science of why people say yes, and his seven principles of influence have become the backbone of how the world's best marketers, salespeople, and leaders communicate. In this conversation, he shares where marketers consistently misapply his research, how AI is making the line between influence and manipulation harder to hold, and what the science actually says about techniques most people think they already understand. Key takeaways for marketing leaders: In authority vs. an authority: Most managers confuse power with persuasion. One lasts, one doesn't. Stop manufacturing urgency: If a real constraint exists, point to it. And limited number always beats limited time. Give first, make it tailored: The McDonald's balloon study showed parents spent 25% more when the gift came before the order, not after. Humanize everything: In-person asks are 16x more effective than email. A video call cuts that to 2x. Resources: The Cialdini Institute is giving 97th Floor followers their Cialdini Influence Assessment for free for 30 days. Use code 97FLOOR at checkout: https://assessment.cialdini.com/ They’re also offering 20% off the Cialdini Certified Practitioner Course. Use code 97FLOORCCP at checkout: https://cialdini.com/certified-practitioner Connect with Dr. Cialdini on LinkedIn: https://www.linkedin.com/in/robertcialdini 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 Dr. Cialdini: Robert Cialdini, a thought leader in the fields of influence and persuasion, has spent his career publishing scientific research on what causes people to say “Yes” to requests. The results of his research, his ensuing articles, and his New York Times bestselling books have led to his election to the National Academy of Sciences and the American Academy of Arts and Science. His 7 Principles of Persuasion have become a cornerstone for any organization serious about significantly increasing its influence, while doing so ethically. As a keynote speaker, Dr. Cialdini is renowned for his ability to translate the science of influence through valuable and memorable stories that result in immediate and long-term business applications. His books, including his New York Times Bestselling Influence and Pre-Suasion, have sold more than seven-million copies in 50 languages. As a result, he is frequently regarded as “The Godfather of Influence”. Timestamps : 1:05 - AI, citation rates, and the persuasion arms race 9:12 - Being "in authority" vs. being "an authority" 16:18 - Warren Buffett's credibility trick 26:44 - The McDonald's balloon study 44:32 - Daniel Kahneman's biggest influence on Cialdini
AI Search: What’s Wrong with Everything Your Dashboard is Telling You w/Ted Coxworth, President of Extensor
Aug 4, 202628 minS4
As cookies disappear, AI search obscures organic traffic, and paid media consumes a growing share of marketing budgets, attribution has never been more complex—or more consequential. Ted Coxworth, President of Extensor,, has been building Media Mix Models since 2013, and in this episode he breaks down why most measurement stacks are quietly leading marketers into an expensive trap. Ted walks through the difference between MMM, MTA, and incrementality testing—and why the smartest measurement programs use all three. He also tackles the AI overview problem head-on: why last-click models can't touch it, and why correlation-based modeling is currently the best tool available for measuring its impact. Key takeaways: Last-click is costing you: Over-reliance on easily attributable channels captures demand but stops generating it, and most measurement systems won't tell you that's happening MMM was built for this moment: Cookie loss, AI overviews, zero-click search—MMM's correlation-based approach sidesteps all of it Better measurement changes the conversation: When you can prove multi-touch influence, you earn the budget to invest where it actually matters Resources: Learn about Ted's work at goextensor.com Connect with Ted on LinkedIn: www.linkedin.com/in/ted-coxworth-4330568b Reach Ted directly: ted@goextensor.com 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 Ted Coxworth: Ted Coxworth is President of Extensor,, a marketing measurement firm that shows brands what's working, what's not, and how to get more from their media budget. He works with both in-house marketing teams and agencies to assess channels ranging from Google and Meta to billboards and radio, giving him a front-row seat to the measurement challenges across B2B and B2C businesses alike. He believes every marketer deserves an honest picture of how their budget works. Timestamps : 1:54 - MMM as the answer to cookie decay 5:39 - What media mix modeling actually is 7:37 - Weather, competitors, and surprise data 11:11 - MMM, incrementality testing, and MTA as a trio 15:03 - AI search's measurement blind spot 21:27 - Why paid media's budget share keeps climbing
The New SEO Pipeline: How Brands Win in AI Search w/Kevin Indig, Organic Growth Advisor
Jul 21, 202631 minS3
AI search doesn't work like classic SEO. Kevin Indig breaks down the new pipeline brands need to win in AI search: getting retrieved, getting cited, and getting trusted. He and Paxton dig into why citations don't guarantee mentions, why original data still beats everything else, and why the old click funnel no longer tells you what's working. Key takeaways: Retrieved isn't cited: Being crawled by an LLM only makes you eligible for citation, not guaranteed. Mentions beat citations: Users act on brand mentions, not source links, and the ratio varies by LLM. Trust beats position: Users pick the top result in a shortlist 75% of the time, unless a trusted brand shows up anywhere on the list. Self-reported attribution is the new north star: Click funnels break in AI search, so ask customers directly how they found you. Resources: Sign up for the Growth Memo Newsletter: https://www.growth-memo.com/ Check out Kevin’s work: https://www.kevin-indig.com/ Connect with Kevin on LinkedIn: https://www.linkedin.com/in/kevinindig 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 Kevin Indig: Kevin has led organic growth at Atlassian, G2, and Shopify, and now advises companies like Meta, Ramp, and Upwork on building cost-efficient acquisition channels. He is the author of Growth Memo, a weekly newsletter read by 26,000+ leaders, and speaks globally on growth strategy. Timestamps : 1:06 - The retrieved, cited, trusted framework 6:23 - The ghost citation problem 9:57 - How to test selection bias 14:18 - Original data and information gain 21:23 - Duplicate content isn't a risk anymore 28:07 - Self-reported attribution over the click funnel
Why the Best CMOs Are Getting Comfortable With Ambiguity w/Sam Brown, VP of Client Services @ 97th Floor
Jul 7, 202630 minS4
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
How to Use Agentic AI Without Breaking Your Process w/ Blake Nielson, Jasmin Bennett & Rachel Bascom @ 97th Floor
Jun 30, 202628 minS3
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
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