About the Episode
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About the Episode:
In the 100th episode of Higher Ed Pulse, host Mallory Willsea reunites with Seth Odell, CEO of Kanahoma, and Zach Busekrus, Founder of Enrollify, for a reunion-style retrospective packed with spicy takes, hard truths, and actionable wisdom. This milestone conversation explores what aged well, what flopped, and how higher ed marketers should be thinking about strategy, AI, and student trust in 2026. From brand refresh fatigue to the death of attribution, this is a must-listen for any enrollment marketer navigating today’s digital chaos.
Key Takeaways
- The marketing funnel is not dead—but your assumptions about it probably are.
- AI isn't optional. You either leverage it well or risk irrelevance.
- SEO has evolved into GEO (Generative Engine Optimization) and AEO (Answer Engine Optimization). Structure is king.
- Foundations still matter—conversion rate optimization, budget management, and audience strategy still win.
- People want to follow people. Human stories and influencer-style content are more powerful than ever.
- Email isn’t dead, but the way you're using it might be. Time to rethink your channel mix.
- CMOs need to know when to walk away. Not all institutional marketing games are winnable.
- Creators aren’t just individuals now—they're themes. Thematic social accounts are rising fast.
- Hiring in-house paid media experts often backfires. Outsourcing can deliver better ROI.
- True marketing attribution is a myth in 2026—measure what matters and move on.
Episode Summary: What This Episode of Higher Ed Pulse Answers
What advice from 2019 has aged like bad milk?
Zach admits that his take on not bidding on branded search terms was a total miss. In today’s search environment, if you're not paying for your brand terms, you're invisible above the fold—especially with AI summaries and paid results dominating real estate.
Seth confesses to being a former AI skeptic—only to now be one of its biggest advocates. The biggest mistake? Waiting to see how disruptive technology plays out instead of engaging early.
What content strategies still hold up in 2026?
Despite all the AI noise, Zach and Seth agree: the boring stuff works. Structured content, optimized H1s and H2s, and clear user pathways are outperforming shiny trends. Mallory adds that she's writing blog posts primarily for AI consumption now—welcome to the era of GEO.
What “smart” advice on LinkedIn is actually harmful?
- Zach: Overinvesting in email marketing as a primary conversion tool. Email now works best as reinforcement, not as your star player.
- Seth: The idea that every marketing situation is winnable. It’s not. Sometimes, the bravest move is walking away.
- Mallory: Most LinkedIn advice is obvious—and often shouted by people not doing the real work.
What's the new AI marketing playbook?
Seth and Zach agree: AI can’t be ignored or outsourced blindly. The real magic happens in the messy middle—where humans test, tweak, and train agents to actually deliver outcomes. In the future, creatives will design playbooks for AI agents to produce content at scale.
What's an overrated trend in higher ed marketing?
- Zach: Brand refreshes. Go big or don’t bother.
- Seth: Obsessive audience list building that ends in mediocre display ads.
- Mallory: Launching a podcast hoping it’ll solve everything (except this one, of course).
What skill does every CMO need in 2026?
Understanding the cost of AI vs. human work. It’s no longer about what can be done—it’s about what should be done by people vs. agents. CMOs need to lead those conversations and make hard choices on where to invest human creativity.
What’s one truth college presidents don’t want to hear?
- Zach: If presidents aren’t leading AI conversations, they’re failing their institutions.
- Seth: To succeed, presidents must risk unpopularity. Playing it safe isn’t going to cut it.
- Mallory: If enrollment is down, the problem started way upstream—creative alone can’t fix a misaligned program.
The Burn Book: What These Phrases Really Mean
"Strategic enrollment marketing"
- Zach: Trying to do too much with too little.
- Seth: If it was strategic, you wouldn’t have to say it.
"AI readiness"
- Seth: Code for appeasing board members.
- Zach: Someone’s been listening to one too many trend podcasts.
"We just need more awareness"
- Seth: You’re out of money.
- Zach: You have no clue what actually converts.
- Mallory: You can’t explain your value, so you're stalling.
"Let’s pilot this"
- Zach: You’re afraid to commit.
- Seth: Pilots are great, but usually just a way to avoid risk.
What Will Future CMOs Regret Not Starting Today?
- Zach: Not doing the hard, hands-on work to figure out how AI tools actually fit into workflows.
- Seth: Not investing in brand—not awareness campaigns, but genuine community-building and referral-worthy experiences.
Connect With Our Host:
Mallory Willsea
https://www.linkedin.com/in/mallorywillsea/
https://twitter.com/mallorywillsea
Enrollify is produced by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
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