The Campaign
The Campaign
Podcast Description
A B2B Marketing Podcast with Paxton Gray by 97th Floor
Podcast Insights
Content Themes
Focuses on various aspects of B2B marketing including audience segmentation, SEO challenges in the era of AI, and the effectiveness of gated content. For example, episodes include discussions on segmenting B2B audiences by industry with Rick Galan, and improving gated content strategies with Jonathan Riemer, illustrating the need for personalized marketing approaches.
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.
A staggering 41% of marketers admit they don’t do audience research nearly enough, and over half do it very infrequently. In this conversation, SparkToro co-founder Rand Fishkin breaks down why audience research has become marketing’s orphaned responsibility and what it’s costing companies in missed opportunities.
From Fortune 500s sitting on unused data to marketers relying on ChatGPT for audience insights, Rand reveals the systematic problems preventing teams from understanding their customers. He shares how his own company discovered their biggest growth opportunity by actually talking to users, and why the channels you can’t easily measure might be your biggest competitive advantage.
What You’ll Learn:
- Why audience research consistently falls through the cracks
- The hidden dangers of using AI for customer insights
- How to identify the most underinvested marketing channels
Resources:
- Try Sparktoro for audience research: https://sparktoro.com/
- Request a free AI Audit: https://97thfloor.com/ai-audit/
- Connect with Rand on LinkedIn: https://www.linkedin.com/in/randfishkin
- 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 Rand Fishkin:
Rand Fishkin is the co-founder and CEO of audience research platform SparkToro and indie game developer Snackbar Studio. He’s dedicated his professional life to helping people do better marketing through the Whiteboard Friday video series, his blog, and his book, Lost and Founder: A Painfully Honest Field Guide to the Startup World.
Rand was previously the cofounder of Moz, and Inbound.org, and a co-author on The Art of SEO. He’s keynoted over 100 events around the world on marketing, technology, and startup topics.
Timestamps:
00:08 – Problem with audience research adoption
03:24 – SEO analogy for audience research
10:20 – Who should own audience research
19:17 – AI’s role in audience research
31:35 – Serendipitous insights from research
39:51 – Google, AI, and search trends
“I want to know who my potential customers are and what they do on the web so that I can target, reach them with the best possible messaging in the best places at the right time. That’s marketing 101.” – Rand Fishkin
Disclaimer
This podcast’s information is provided for general reference and was obtained from publicly accessible sources. The Podcast Collaborative neither produces nor verifies the content, accuracy, or suitability of this podcast. Views and opinions belong solely to the podcast creators and guests.
For a complete disclaimer, please see our Full Disclaimer on the archive page. The Podcast Collaborative bears no responsibility for the podcast’s themes, language, or overall content. Listener discretion is advised. Read our Terms of Use and Privacy Policy for more details.