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, and Crumbl.
Learn more and schedule a discovery call at 97thfloor.com.
When Whitney joined Gorilla Logic a year ago, she inherited a team facing the same pressure every marketing organization feels right now: prove you’re using AI or fall behind. But instead of chasing efficiency metrics, Whitney asked a harder question: “If we can’t definitively say why it’s making progress and showing up better and making incremental change that helps the bottom line, why are we doing it?”
Her solution was to stop the daily AI scrambling. Give the team four dedicated hours every two weeks to explore, experiment, and learn—with zero pressure to show immediate ROI.
In this episode, Whitney also shares hard-won lessons on leading teams through change, why “we’re not saving lives” creates the psychological safety needed for innovation, and how to give team members space to bring their whole selves to work while still pushing for growth.
If you’re tired of AI adoption theater and want to build a marketing team that actually innovates (instead of just moving faster), this episode offers a refreshingly honest roadmap.
Key takeaways for marketing leaders:
- The Swiss Army Marketer philosophy: Why the shift from specialist to generalist is essential for career growth, and how leaders can create opportunities for team members to expand beyond their comfort zones
- The contrarian positioning play: How Gorilla Logic differentiated itself by NOT jumping on the AI agent bandwagon, and why the market responded with relief instead of skepticism
- Getting marketing back to the C-suite: The two fundamental things holding marketers back from board-level conversations—and how to bridge the gap between marketing metrics and business goals
Resources:
Connect with Whitney on LinkedIn: https://www.linkedin.com/in/whitneygoldsteinmba/
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 Whitney Goldstein:
With nearly 10 years of marketing experience, Whitney’s strategic direction as a B2B Marketing leader encompasses mission, vision, and strategy. Currently, Whitney serves as Director of Marketing at Gorilla Logic.
Timestamps:
02:48 – Leading with truth and honesty when taking over a team
05:06 – The biggest mistakes marketing leaders make: moving too fast or too slow
13:38 – Why Gorilla Logic isn’t “just another AI company”
18:46 – The dedicated exploration time approach: 4 hours every two weeks
35:20 – The Swiss Army Marketer: why specialists won’t make it to the boardroom
43:50 – Creating space for teams: “This is PR, not ER”
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