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.
AI has made it easier than ever to flood the market with content, and that’s exactly the problem. Rachel Neppes, who manages Alliance Marketing and PR for Targus, makes the case that credibility is now the only real differentiator in a world where audiences can feel the difference between authentic storytelling and generated noise. In this conversation, she breaks down how brands build credibility systematically across every channel, why most partnerships don’t move the needle, and what it actually takes to earn trust when skepticism is at an all-time high.
Key Takeaways:
- AI content creates noise, not trust. Use it to strengthen your message, not replace your voice. Audiences are more skeptical than ever and can feel the difference.
- Every company needs an AI content policy. Disclosure isn’t weakness; transparency is what keeps your audience believing you.
- Credibility is an ecosystem. Owned, earned, and paid content all need to run on the same credible messaging, and third-party validation carries more weight than anything you say about yourself.
- Don’t stop at the win. A media placement loses value fast if you’re not amplifying it internally and across channels.
Resources:
Learn more about Targus: targus.com
Connect with Rachel on LinkedIn: https://www.linkedin.com/in/rachelneppes/
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 Rachel Neppes: Rachel Neppes is a marketing leader focused on building brand credibility and relevance that drive demand and growth.
At Targus, Rachel leads Alliance marketing and global communications, advancing partnerships, go-to-market strategy, and positioning to strengthen market presence and drive measurable business impact.
Timestamps:
- 1:46 – Why AI content becomes noise
- 2:48 – How Rachel defines credibility
- 5:30 – Every business needs an AI policy
- 6:03 – Credibility as an ecosystem
- 10:13 – The mistake of cutting PR budgets
- 16:14 – Where to start building credibility
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