How Audience Research Turned Frustration Into a Viral Campaign
Wed Jan 28 2026
What makes a great marketing idea… actually great?
In this episode of the BuzzStream Podcast, host Vince Nero sits down with Paxton Gray, CEO of 97th Floor, to break down one of the most talked-about creative B2B campaigns ever: The Rage Cage.
Paxton not only gives us the story behind the Rage Cage campaign (yes, accountants smashing printers), but we also go deep into how audience research (real conversations, not dashboards) fuels breakthrough ideas and why “best practices” rarely lead to great marketing.
This is a must-watch for agency owners, in-house marketers, SEOs, PRs, and growth marketers.
⏰ Timestamp
00:00 – Intro
02:10 – The Rage Cage campaign explained
05:55 – How the campaign drove SEO, PR, and real revenue
09:38 – Getting buy-in for big creative swings
14:23 – Why great ideas can’t be copied or scaled
21:10 – Turning audience research into breakthrough campaigns
🔗 Linkshttps://www.linkedin.com/in/paxtongray/
https://www.97thfloor.com/
https://www.buzzstream.com/
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What makes a great marketing idea… actually great? In this episode of the BuzzStream Podcast, host Vince Nero sits down with Paxton Gray, CEO of 97th Floor, to break down one of the most talked-about creative B2B campaigns ever: The Rage Cage. Paxton not only gives us the story behind the Rage Cage campaign (yes, accountants smashing printers), but we also go deep into how audience research (real conversations, not dashboards) fuels breakthrough ideas and why “best practices” rarely lead to great marketing. This is a must-watch for agency owners, in-house marketers, SEOs, PRs, and growth marketers. ⏰ Timestamp 00:00 – Intro 02:10 – The Rage Cage campaign explained 05:55 – How the campaign drove SEO, PR, and real revenue 09:38 – Getting buy-in for big creative swings 14:23 – Why great ideas can’t be copied or scaled 21:10 – Turning audience research into breakthrough campaigns 🔗 Linkshttps://www.linkedin.com/in/paxtongray/ https://www.97thfloor.com/ https://www.buzzstream.com/