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.
Mike Witham, Alyssa Felix, and Noah Dansie are back from BrightonSEO, and their biggest surprise was how little anyone has AI search figured out. They cover entity mapping, schema, attribution, and why technical SEO still comes first.
Key takeaways:
- Confusion costs more than competition. Entity mapping helps LLMs understand who you are.
- Schema needs a strategy. Treat it as a checkbox and you’ll see no results.
- Attribution was never clean. Track prompts tied to your buyer persona and use the data as evidence.
- Bots have to find you first. Keep key content in your HTML, not behind JavaScript.
Resources:
Connect with Alyssa Felix on LinkedIn: https://www.linkedin.com/in/alyssa-felix-55016658
Connect with Noah Dansie on LinkedIn: https://www.linkedin.com/in/noahdansie
Connect with Mike Witham on LinkedIn: https://www.linkedin.com/in/michael-o-witham/
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 Alyssa Felix:
Alyssa is a Search Marketer at 97th Floor, where she helps enterprise and high-growth brands navigate the shift from traditional search to AI-driven discovery. With deep expertise across technical SEO, answer engine optimization, and AI search visibility, Alyssa specializes in helping clients understand and win within evolving search surfaces. Known for pairing rigorous data analysis with clear, client-facing strategy, she helps brands turn AI search presence into measurable, revenue-driving results.
About Mike Witham:
Mike is the Head of Search at 97th Floor, where he has spent the past eight years leading SEO strategy and performance for enterprise and high-growth brands. Based in Lehi, Ut. he specializes in building data-driven search campaigns that achieve bottom line results for clients. With his ability to create holistic, full funnel marketing campaigns, Mike helps teams turn organic search into a highly profitable, revenue driving channel.
About Noah Dansie:
Noah joined 97th Floor last year, bringing his digital marketing specialization from Brigham Young University’s Marriott School of Business as well as his holistic understanding of marketing from the multiple industries he’s worked in already. (Fashion with TAFT and Kizik, Beauty and Cosmetics with Dime Beauty, Consumer Goods with SharkNinja, and Leadership Consulting with FranklinCovey). Noah has expertise in helping marketing leaders identify the best way to approach what’s keeping them up at night in their marketing activities that aren’t getting the job done, and wouldn’t recommend any other fulfillment team than 97th Floor’s very own when it comes to digital challenges.
Timestamps:
0:26 – What surprised us at BrightonSEO
2:30 – Entity mapping and why schema needs a strategy
11:00 – Attribution and prompt tracking
22:00 – Why technical SEO still comes first
26:15 – Off-page: be where the LLM learns
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