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.
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
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