Jay Schwedelson on Email Myths, Fake Ads, and Marketing in a Mess | Ep. 16

Attribution is broken. Email gets too much credit. And fake out-of-home ads? They're everywhere.On this episode of Beyond the Billboard, host Charlie Riley and co-host Greg Wise sit down with Jay Schwedelson for an unfiltered look at what's working (and what's not) across marketing channels today. Jay, known for his email marketing expertise and outspoken industry takes, doesn't hold back.They explore how internal infighting over marketing attribution has led to budget brawls, why email only closes the deal because brand already did the work, and how brands are misusing performance metrics. From holdout testing to skydiving stunts at virtual events, Jay makes the case that trust—not tracking—is the real metric to watch.Plus, they get into how out-of-home has evolved beyond Times Square, and why modern marketers need to stop playing safe and start thinking creatively—even when budgets get tight.👤 Guest BioJay Schwedelson is the founder of SubjectLine.com and leads Outcome Media, a 100-person demand gen agency in South Florida. He also runs GURU Media Hub, which produces large-scale virtual events and podcasts in the marketing space. Known for causing “some trouble” in the email world, Jay's insights and bold takes make him one of the most visible voices in the industry.📌 What We CoverWhy Jay says attribution is “total garbage” and how internal budget politics drive flawed thinkingHow holdout groups can expose false performance signals in email marketingThe performance marketing trap: chasing dashboards instead of building trustOut-of-home as a powerful tool for account-based marketing and B2B salesJay's reaction to Times Square bias and what out-of-home really looks like todayUsing audience data to map campaigns around office HQs and event venuesThe rise of fake out-of-home ads and why IRL still winsCreative formats—from street teams to mobile trucks to skydiving at virtual eventsWhy uncertainty is killing marketing experimentation—and what smart brands should do insteadThe hidden opportunity as loyalty drops and switching behavior spikes🔗 Resources MentionedSubjectLine.comGuruConference.comNudge by Richard ThalerSampleABox.comLow-Tech, High-Impact Account-Based MarketingIf you’re ready to trade expensive, tech-heavy account-based marketing for a repeatable, revenue-driving ABM program, check out Scrappy ABM. Led by a team of Scrappy ABM experts, they specialize in low-budget plays and programs that deliver high impact—no shiny tools required. Scrappy ABM has built account-based programs that have delivered millions in revenue, and you can build your first successful ABM program with their help.Start with a pilot program or launch an account-based podcast. Learn more at scrappyabm.com. Let's get scrappy.