The Marketing Millennials

Most insurance brands look the same, sound the same, and spend billions on ads to prove it. Amica decided to do the opposite.

Daniel sits down with Tory Pachis (Executive Vice President & CMO of Amica Insurance) to break down how a 119-year-old, referral-only mutual insurer went from 2% unaided brand awareness to 70%…and why a jersey patch on the Boston Celtics was just the beginning.

Tory shares how Amica built a sports marketing strategy around values alignment, not logo slaps, and why the Jason Tatum "Back to Zero" campaign became one of the most authentic brand stories in insurance. They get into why humor isn't the only tool in the insurance advertising toolbox, how to make the case for brand investment to a skeptical CFO, and what happens when your star athlete tears his Achilles the night after you sign the deal.

They also dig into how Amica is thinking about AI and LLMs, and why a loyal customer base full of organic Reddit and Trustpilot reviews might be their biggest unfair advantage as search evolves.

If you want to understand how challenger brands build modern relevance without abandoning their heritage, this episode is for you.

Wrike brings structure, visibility, and accountability to work, so companies can make better business decisions, improve efficiency, and reduce risk. Learn more at wrike.com/tmm

Follow Tory: 

LinkedIn: https://www.linkedin.com/in/tory-pachis-7106064/

Follow Daniel: 

YouTube: https://www.youtube.com/@themarketingmillennials/featured 

Twitter: https://www.twitter.com/Dmurr68 

LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing

Sign up for The Marketing Millennials newsletter: www.workweek.com/brand/the-marketing-millennials

Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit: www.workweek.com

Should you keep your Marketing running on holidays, or hit pause and wait for a better day?

Jay and Daniel make the case for keeping the engine going, and back it up with actual tactics. 

Jay breaks down how to mine holiday auto-reply emails for retargeting gold and why long form content tends to perform especially well when people finally have time to read. Daniel explains why consistency beats timing every time, and why skipping one holiday post is how the skipping habit starts.

They also get into what is happening with the LinkedIn algorithm right now, why posts are taking 24 to 48 hours to pick up steam, and why that actually works in your favor when everyone else goes quiet on a holiday.

Follow Jay:

LinkedIn: https://www.linkedin.com/in/schwedelson/

Podcast: Do This, Not That

Follow Daniel:

YouTube: https://www.youtube.com/@themarketingmillennials/featured

Twitter: https://www.twitter.com/Dmurr68

LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing

Sign up for The Marketing Millennials newsletter:

https://themarketingmillennials.com/Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit: https://workweek.com/

Have a dog? If you’re a Millennial or Gen Z, there’s a good chance you’re already owning your first pet. But do you have pet insurance? According to statistics, you probably don’t. 

This episode’s guest, Trey Ferro, is in the business of making sure you and your pet are insured. From unexpected vet visits to making sure your pup is fully vaccinated, pet insurance can help you have peace of mind. But how do you market such a “complicated” product? The answer is personalization. 

And, just how important is a good CTA? Trey reveals the double digit number difference between a good CTA and a bad one. 

If you’re a Marketer who wants to learn more about Marketing tougher and more unique products, this is the episode for you. 

Wrike brings structure, visibility, and accountability to work, so companies can make better business decisions, improve efficiency, and reduce risk. Learn more at https://wrike.com/tmm

Follow Trey:

LinkedIn: https://www.linkedin.com/in/trey-ferro-320240141/

Follow Daniel:

YouTube: https://www.youtube.com/@themarketingmillennials/featured

Twitter: https://www.twitter.com/Dmurr68

LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing

Sign up for The Marketing Millennials newsletter: www.workweek.com/brand/the-marketing-millennials

Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit: www.workweek.com

Does everyone on your revenue team actually agree on who your ideal customer is?

Daniel sits down with Hailey McDonald, the new VP of Revenue Marketing at Sprout Social, on day one of her new role. They get into one of the most expensive mistakes in B2B Marketing: building campaigns before your ICP is truly locked in across every team.

Hailey breaks down why most companies are doing ABM in name only, how to tell within five minutes that a team's ICP is broken, and why getting Marketing, sales, CS, and rev ops aligned on a single definition is the foundation everything else is built on. She also explains the difference between ICP and total addressable market, and how pipeline hitting while revenue misses is one of the clearest signals something is off with your targeting.

Daniel makes the case that personalization at scale is really just personality at scale, and why the brands that stay consistent with their messaging even under pressure are the ones that win long term.

Plus, Hailey's marketing hill she would die on: you can't have demand without brand.

If you’re looking to actually understand and identify who your audience is, this episode is for you. 

Wrike brings structure, visibility, and accountability to work, so companies can make better business decisions, improve efficiency, and reduce risk. Learn more at https://wrike.com/tmm

Follow Hailey:

LinkedIn: https://www.linkedin.com/in/haymcdee/

Follow Daniel:

YouTube: https://www.youtube.com/@themarketingmillennials/featured

Twitter: https://www.twitter.com/Dmurr68

LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing

Sign up for The Marketing Millennials newsletter: www.workweek.com/brand/the-marketing-millennials

Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit: www.workweek.com

Is your June Marketing strategy ready for one of the wildest months in recent memory?

Jay and Daniel break down three major forces hitting the calendar at the same time.

Jay explains why the second half of June through the second week of July is one of the worst performing stretches of the year for webinar attendance, B2B content downloads, and high-ticket consumer products, and why you need to plan around it now.

Daniel makes the case for leaning into the FIFA World Cup with soccer-themed email copy and subject lines, whether you're a local brand or a global one. And Jay breaks down why Prime Day lifts all Marketing, not just Amazon sellers, including why people spend about 15% more time in their inboxes during that window.

If you’re looking for a plan for June, this is the episode for you. 

Follow Jay:

LinkedIn: https://www.linkedin.com/in/schwedelson/

Podcast: Do This, Not That

Follow Daniel:

YouTube: https://www.youtube.com/@themarketingmillennials/featured

Twitter: https://www.twitter.com/Dmurr68

LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing

Sign up for The Marketing Millennials newsletter:

https://themarketingmillennials.com/

Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit: https://workweek.com/