97th Floor

Here's how I would track the impact of AI search/GEO today. Treat it the same way you would treat a billboard. - Increase in direct traffic - Increase in branded search - Increase in conversion rates (especially true for AI as a lot of the discovery is happening in AI chats) The big advantage AI Search/GEO has over billboards is that it's a "highway" full of your target audience and they're on their way to buy.

We run a semi-weekly benchmark survey for marketing leaders and I thought the most recent results were pretty interesting. A little over half of marketing leaders (51.3% to be specific) said they have no plans to run ads on Reddit. ~15% said they're planning on running them and only 17.9% said they're actively running them. Seems like a wide gap given the growth trajectory and breadth of Reddit, but it could be explained given what Reddit actually requires for success. Reddit users are classically skeptical of ads, spotting generic marketing language fast and often calling it out in the comments. This means a copy/paste creative strategy is likely going to be unsuccessful. And many teams don't have the bandwidth on top of everything else they're managing to produce a creative strategy unique to one platform. That barrier, is an opportunity. Reddit's targeting opportunities are somewhat unique and CPMs are often lower than other paid social platforms (Meta CPM can be as much as 20X higher). Reddit can be especially useful for niche, high-intent audiences who are harder to reach elsewhere. The low adoption rate illustrates both a barrier and an opportunity for brands willing to clear the high creative bar of the platform. If you're looking to breathe some new life into your paid social strategy, give Reddit a solid look.

Some people only climb the mountain if they know what's on the other side. Daniel Nissan isn't one of them. When a startup called and asked him to join as SVP of Sales & Marketing, he didn't have a proven concept, a clear roadmap, or much of a plan. → Just a small basement → A group of smart engineers → And a problem worth figuring out 4 years later, they rang the bell on NASDAQ. The people who win big aren't waiting for certainty. They get thrilled by not knowing what's on the other side. Thanks to Daniel for joining The Campaign. Listen to his full episode wherever you get your podcasts.

Most marketers never leave their digital dashboard. Udi Ledergor said something that stuck: some of the most effective moves in marketing aren't about targeting. They're about placement. Borrowing the credibility of where you show up is a strategy. Not every brand can afford Times Square, but every marketer should be asking what mediums are available to them that their competitors aren't using. Thanks to Udi for joining. Listen to his episode of The Campaign wherever you listen to podcasts.

Every demand channel you rely on today will eventually stop working. Google changes its algorithm. LinkedIn ads get more expensive. New ways of searching and discovering companies emerge. You don’t know when it will happen or which channel will go first. But it always does. Udi Ledergor budgets 10% of his marketing program each year for experiments. Not because he knows what he’ll spend it on. Because he knows he’ll need it. Two reasons to protect that budget: 1. You need a new channel ready before the old one dies 2. There will be opportunities next year that don’t exist yet today That's how you get preemptive budget approval. Listen to the full conversation on The Campaign wherever you listen to podcasts.

The best marketing channels have a short window. Once everyone figures out they work, costs go up and results go down. The marketers who win are the ones who find those channels first. That's exactly what Sterling Snow did at Divvy, cold calling newsletters before they ran ads and turning a $1,000 test into their number one demand channel for years. His full episode of The Campaign is out now wherever you listen to podcasts.

Most companies have a marketing team, a sales team, and a post-sales team. The problem with that is it makes it easy for things to fall through the cracks. At Redo, Sterling Snow runs a different model: one revenue team where every person owns a different leg of the relay race. No function can succeed without the others, which keeps everyone accountable to the same outcome. Sterling joined The Campaign to talk about what it actually takes to build a revenue team that drives growth. His episode is out now wherever you listen to podcasts.

Google just won the AI search war. For two years, the SEO industry has been saying ChatGPT replaced Google and made SEO obsolete. Apple's decision to power Siri with Gemini just did the opposite. Google now dominates the two largest search platforms and controls the entire AI search experience. The reality? Search is still Google. If you want to optimize for search, focus on what Google is doing. Eli Schwartz breaks down what this means for SEO in our latest episode of The Campaign. Find it wherever you listen to podcasts. #SEO #GoogleSearch #AISearch #DigitalMarketing