The Marketing Millennials: “What’s Working in Marketing (And What’s Not)” | Bathroom Break #99
Episode Overview
This “Bathroom Break” mini-episode features Daniel Murray (The Marketing Millennials) and guest Jay Schwedelson (Do This, Not That / Subjectline.com) candidly diagnosing the state of marketing in 2026. The duo shares rapid-fire takes on what's failing and what's working across channels, particularly YouTube, influencer marketing, seasonal tactics, AI-driven customer intelligence, and email strategies. True to their podcasts’ ethos, both hosts drop actionable tips, personal anecdotes, and a dash of banter.
Main Discussion Points and Insights
1. Opener & Light Banter (00:07–01:55)
- The hosts riff on bad movies (“Greenland 2”), favorite films, and a generational mix-up over Lord of the Rings and Harry Potter characters.
- The playful tone sets up the episode’s real theme: marketing strategies that work (and those that don’t).
2. What’s NOT Working
a. YouTube Struggles (01:55–03:03)
- Jay shares his experience: after uploading 300+ YouTube videos, he’s seen views, particularly with Shorts, but “no meaningful conversions.”
- “Maybe we get subscribers, whatever. Maybe get way top of funnel. But we are getting no meaningful outcomes from YouTube.”
—Jay (02:28)
- “Maybe we get subscribers, whatever. Maybe get way top of funnel. But we are getting no meaningful outcomes from YouTube.”
- Jay reassures marketers struggling with YouTube: “if you’re not crushing YouTube, I’m on your team.”
b. One-Off Influencer Deals in B2B (03:03–04:43)
- Daniel critiques the common B2B approach of paying for single influencer posts, calling it a “failing strategy.”
- “It’s really hard to win if you want meaningful impact on one-off influencer deals… that isn’t influencer marketing.”
—Daniel (03:04)
- “It’s really hard to win if you want meaningful impact on one-off influencer deals… that isn’t influencer marketing.”
- He urges brands to distinguish between:
- “network” creators (community/event/newsletter leaders)
- “influence” builders (purely social followers)
- B2B marketers should move towards comprehensive, long-term partnerships, not transactional, single posts.
3. What’s Working
a. Integrated Influencer Partnerships (04:43–05:56)
- Jay no longer accepts one-off deals—prefers longer-term, multi-format collaborations.
- “If you are going to put your toe in the water for some sort of influencer… you need to make it more of a strategy.”
—Jay (04:46)
- “If you are going to put your toe in the water for some sort of influencer… you need to make it more of a strategy.”
- Actionable tip: bundle several posts, newsletters, and integrations for real impact.
b. Leveraging Real-Time Events (March Madness!) (05:00–05:56)
- Tie campaigns to trending events, even if only tangentially relevant to your brand.
- “Leaning into March Madness… actually will give you a boost.”
—Jay (05:26)
- “Leaning into March Madness… actually will give you a boost.”
- Works for B2B and B2C: using current themes increases email open rates, CTRs, and social engagement.
c. Building a Custom AI “Mind” of Customer Data (05:56–07:32)
- Daniel’s big bet: brands need their own AI models, trained on their customer reviews, feedback, and content.
- “You building your own AI mind of customer data… you need to start doing that now in marketing because it is working.”
—Daniel (06:01)
- “You building your own AI mind of customer data… you need to start doing that now in marketing because it is working.”
- Editing and human oversight is still crucial (“the human API”), but those who build internal, brand-specific LLMs will win.
- Feed positive, negative, Reddit posts, reviews—“all into one place.”
d. Email Tactics: Testimonial Subject Lines (07:32–08:32)
- Jay: Using customer testimonials as the entire email subject line (in quotes) is driving outsized conversions on offer emails.
- “We’re actually seeing it actually convert on the back end really, really well.”
—Jay (08:15)
- “We’re actually seeing it actually convert on the back end really, really well.”
- Works for both B2B and B2C. Adds authenticity and curiosity.
e. Email Formatting: All-Caps Subject Lines (08:32–09:18)
- Daniel skeptical, but shares that ALL CAPS subject lines are currently popping—“it is boosting my subject line way harder than it is, if I do all lowercase.”
- “People just want to be screamed at, I guess. But that is working.”
—Daniel (08:44)
- “People just want to be screamed at, I guess. But that is working.”
- Suggests marketers try different capitalizations as a test.
f. Lighthearted Closer: Pickleball, Harry Potter, and Brand Personality (09:18–11:28)
- Jay pokes fun at audience personas (“Your whole database may like a Dominatrix thing,” in response to all-caps subject lines).
- They close with more inside jokes about pickleball, Amazon purchases, and generational humor.
Notable Quotes & Memorable Moments
- “What’s not working was the start of this podcast, that’s for damn sure.”
—Jay, self-deprecating humor after a clunky intro (01:55) - “I consider that like investing in Jay’s guru network versus investing in a one-off play with Jay… those are two different plays.”
—Daniel, reframing influencer tiers (03:20) - “If you’re going to do a one-off, you’re literally burning money. You’re throwing it in the toilet.”
—Jay, on fleeting influencer deals (04:56) - “Building your own AI mind… the human API is the new thing.”
—Daniel, emphasizing the fusion of AI + human expertise (06:01) - “Testimonial subject lines… we’re actually putting quotes in the subject line. There’s nothing else in the subject line but the testimonial.”
—Jay (07:45)
Key Takeaways (For Your Marketing Meeting)
- YouTube alone is tough for conversions: “Views ≠ impact.” Supplement with other channels or rethink expectations if you’re struggling.
- Stop one-off influencer buys: Value is in strategic, long-term integrations with true “network creators.”
- Ride relevant trends: Latch onto major events (like March Madness) for boosts in engagement, even for B2B.
- Build your brand’s AI brain: Aggregate all customer data; let AI + human editors drive scalable personalized content.
- Email wins with authenticity & novelty: Try testimonial-based subject lines and experiment with ALL CAPS formatting.
- Keep tone human and banter-y: Engagement can be boosted by levity and personality, even in business spaces.
Recommended Segments
- 01:55 – Jay on failing at YouTube
- 03:03 – Daniel on influencer marketing’s evolution in B2B
- 04:43 – Jay’s rule: “Never do one-off influencer deals”
- 05:26 – Jay’s March Madness engagement hack
- 06:01 – Daniel’s AI-driven brand content manifesto
- 07:45 – Jay on testimonial email subject lines
- 08:44 – Daniel’s surprising results with all-caps subject lines
Summary by The Marketing Millennials Summarizer
For more, connect on LinkedIn or join the next Bathroom Break!