97th Floor is a digital marketing agency that provides services to well-funded startups, growth companies, and Fortune 500s. The company focuses on clients who have product-market fit, allocated marketing budget, and a need for a strategic partner.

97th Floor

We elevate people and brands we believe in, through creative and innovative digital marketing strategies. 

Day to day, we work with startup to enterprise clients, including Symantec, Pluralsight, O.C. Tanner, Dell, Nu Skin, InsideSales.com, Qualtrics, Progenex, Citrix, Dr. Axe, Utah Jazz, Thrive Market and many others. 

Our offices are located in Utah.

97th Floor started in 2005 and has been recognized as one of the leading digital marketing agencies in the world. We’re the only agency in Utah on the Moz Recommended List and we speak at industry conferences all over North America and Europe. We focus on building partnerships and lasting relationships with our clients. We believe in working with companies whose vision, people, product and/or services are inspiring. 

Our company culture is strong and the leading principle of our culture is that great colleagues create a great workplace.  We strive to only hire and keep "A"​ players so that everyone in the company gets the gift of being surrounded by amazing people that excel at their craft.  We never stop learning, testing and challenging ourselves and each other. We show our values through hiring, promoting and rewarding those individuals that demonstrate values such as curiosity, passion, innovation, honesty, selflessness, judgement, etc.  We are winners and extremely competitive, but at the end of the day we are a close-knit team that does whatever it takes to help our fellow team members succeed. While we are winners overall, we never shy away from failure and more often than not, we celebrate failure. We believe that if we have the fear of failure in our culture, then our creativity and innovation will cease to exist. We empower each employee with autonomy, mastery and purpose.

🗓️ Mark your calendars for July 30th! Join us for a breakfast panel where Marketing and Sales collide in the best way possible. 

Don’t miss the chance to hear from B2B marketing leaders about seamless handoffs, effective team communication, and performance-boosting strategies.

Come network and learn from our amazing panelists: 
📍Trish Stromberg, CRO at Swipeclock
📍 Michael Rutkowski, VP of Revenue Marketing at D2L
📍Mark Boothe, CMO at DOMO

This is one event you don't want to miss. Link to RSVP in the comments!

We hosted another brilliant B2B marketing panel Tuesday on the topic of collaboration between marketing and sales. Danny Allen led the discussion with Trish Stromberg, Mark Boothe, and Michael Rutkowski. Here are some of the highlights:

⚾ Trish notes that marketing now owns the entire customer lifecycle:
"There is no longer a fence to throw the lead over; [marketing] owns the entire journey, from the moment someone comes into our sphere, to when they are a customer, and even to when they are no longer a customer." 

💡 Michael says that marketing can include sales in campaign planning without making it a big deal:
“I believe in playing dumb. I started including the sales team in the campaign planning and organization. I acted like that’s what was normal; I didn’t [start with] a conversation. This is just what we do.”

🎯 Mark recommends building a strong relationship with sales by understanding individual motivations and aligning marketing efforts to support sales goals:
“You own a number as much as a salesperson does; if you don’t hit ACV you don’t get paid. My first focus when I became a CMO was that ACV became a company priority, not a sales priority.”

Thanks to all who came and to Kiln for the use of their great space!

A guideline we've learned from our work on hundreds of campaigns:
For more effective campaigns, fight the urge to use competitive research as inspiration – or worse, validation. Basing your campaign on what competitors are doing is flawed for so many reasons:

1. It assumes your competitors actually know what they're doing. Unlikely.
2. It assumes your competitors aren't just copying their stuff from another competitor. They probably are.
3. It assumes your market just wants to see more of the same things they're already seeing from competitors. Almost certainly not true.

You can see tons of examples of this in the marketing agency world. Do a quick Google search for "we are passionate about marketing" and you'll find over a hundred agencies using that exact phrase. 🤔 Is it because that's what the market wants to see or is it because it's what everyone else is saying?

Competitive research has it's place. It SHOULD mainly be about understanding the context in which your market lives. What messages are they hearing and what are they being told is important? How do you want to respond to and stand out among that messaging? 

At 97th Floor, part of our market research is what we call a User Experience Review (UXR). It's not classic competitive research. Instead, we put ourselves in the shoes of the customer and start to shop like they would. We browse, read, and convert. We make note of the messaging being used and what value props customers are being told to consider. We then find gaps in the market we should be taking advantage of to stand out to avoid the sea of sameness.

Why bother sending a bunch of traffic via SEO and advertising to mediocre pages? UXR + SEO/Advertising = 🤌

Chasing status quo is the quickest way to lose. The absolute best you can hope for with that strategy is to be middle of the pack. 

To win, show them something new.

🌟 Will you Join Us on July 30th?! 🌟

97th Floor presents: "B2B Marketing Panel: The Shifting Lines Between Marketing and Sales"

Event Highlights:
Breakfast & networking
Expert panel discussion
Actionable insights on Marketing and Sales alignment

Featuring:
➡️ Trish Stromberg, CRO at Swipeclock
➡️ Michael Rutkowski, VP of Revenue Marketing at D2L
➡️ Mark Boothe, CMO at DOMO

RSVP Today!
Link in the comments.

Cybersecurity marketers, spend an hour with us this Thursday and discover:
1. How to connect and build trust with your ad-averse audience
2. What content types and topics will have the greatest ROI
3. Ways to differentiate in the saturated cybersecurity industry
4. The #1 thing CISOs want to know before purchase
5. Brad's predictions for the industry in 2024

"Your leaders' first question [when hearing about an algorithm update] will be: are we making money or losing money as a result of this update?

An SEO’s job isn’t just to grow a website’s organic traffic, but to communicate to leadership the impact that organic is having on the bottom line."

Algorithm updates are hitting more frequently than ever so if your team doesn't have a defined algo response process, you're going to rock with the waves—and so will your leadership team.

We sat down with STAT Search Analytics and mapped out a 6-stage response process to follow every time you suspect an algorithm is rocking your boat: 

1. Gather trusted industry reports
2. Assess bottom-line impact on rankings and traffic
3. Investigate the SERPs
4. Review page-level ranking factors
5. Review domain-level ranking factors
6. Roll out a communication and execution plan

Hit the comments for an in-depth guide through these 6 steps and join us as we  prepare for that next wave! 🌊 🌊 🌊

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