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Data-driven Marketing Strategy with Marketing Mix Modeling

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Manage episode 462895558 series 2286857
Контент предоставлен Priscilla McKinney, Little Bird Marketing, and C-Suite Radio. Весь контент подкастов, включая эпизоды, графику и описания подкастов, загружается и предоставляется непосредственно компанией Priscilla McKinney, Little Bird Marketing, and C-Suite Radio или ее партнером по платформе подкастов. Если вы считаете, что кто-то использует вашу работу, защищенную авторским правом, без вашего разрешения, вы можете выполнить процедуру, описанную здесь https://ru.player.fm/legal.

Can data reveal which 50% of your marketing budget is actually working?

On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney talks with guest and CEO of Mix Analytics Hillary Borndahl about transforming content marketing strategy through data-driven analysis.

Through their company's marketing mixed modeling approach, Mix Analytics helps businesses develop a growth strategy framework to optimize marketing investments across channels by analyzing historical data and calculating actual returns. They begin their discussion with critical findings from Mix Analytics' study of $34 billion in sales data. The data revealed that most companies invest only 2-3% in marketing when they should at least 4% to protect and grow their brand. But what might be keeping the back is not knowing what will work and what will not.

Borndahl emphasizes that businesses can use this approach with niche applications like focusing on B2B buyer persona development, but that more often than not, this approach is more familiar to retail brands catering to larger, more general population consumer segments. Regardless of the segmentation, buyers rely on emotional decision-making for their marketing strategies, and in that liminal space of decision data sceince can help brands win the game. She shares how businesses of all sizes can benefit from this analytical approach, explaining that while the scale may differ, the fundamental need to understand marketing effectiveness remains constant.

Another key finding Borndahl highlights is that often brands are spreading marketing budgets too thin across multiple channels, leading to diminished results. "The future CMO role is actually a future analytics role," Borndahl explains. "To be a marketer in the 2020s, you have to be comfortable with data."

The conversation delves into the concept of "ad stock" as the lasting impact of marketing exposure and how understanding this metric can help businesses make more informed decisions about their marketing investments. Borndahl discusses how Mix Analytics helps companies move beyond gut feelings to identify which marketing efforts drive results, enabling them to adjust their strategies and budgets confidently. But that confidence can take time to grow. She emphasizes the importance of starting somewhere, even if you are downloading your LinkedIn data today, as building historical data is crucial for future analysis and optimization.

Sponsors:

Priscilla McKinney here! I am very excited to announce the release of my much-anticipated book:

Collaboration is the New Competition: Why the Future of Work Rewards A Cross Pollinating Hive Mind and How Not to Get Left Behind

The book's chapters are designed to be time-efficient, ensuring busy professionals can easily integrate these transformative ideas into their workflow. From discussing the state of affairs in business to providing fundamental strategies and seven practical anchors for staying on course, this book offers a fresh perspective and a competitive advantage in today's complex business landscape. Visit priscillamckinney.com for more information.

Priscilla McKinney is not just a CEO; she is also a LinkedIn Influencer. The reality is that very few people are using LinkedIn efficiently or effectively, and if you’re not careful, social media can become a black hole. When you emerge, you find you wound up in a place you never intended to go and you’re wondering where all the time went.

Time is precious, and trying to be everything to everyone means becoming nothing to no one. That's why she's developed a transformative 12-week course that goes beyond basic tips and tricks – teaching you how to build a strategic network and create stellar content that cuts through the LinkedIn noise.

Click here to learn more, and sign up for a spot in her social influence course today!

  continue reading

392 эпизодов

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iconПоделиться
 
Manage episode 462895558 series 2286857
Контент предоставлен Priscilla McKinney, Little Bird Marketing, and C-Suite Radio. Весь контент подкастов, включая эпизоды, графику и описания подкастов, загружается и предоставляется непосредственно компанией Priscilla McKinney, Little Bird Marketing, and C-Suite Radio или ее партнером по платформе подкастов. Если вы считаете, что кто-то использует вашу работу, защищенную авторским правом, без вашего разрешения, вы можете выполнить процедуру, описанную здесь https://ru.player.fm/legal.

Can data reveal which 50% of your marketing budget is actually working?

On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney talks with guest and CEO of Mix Analytics Hillary Borndahl about transforming content marketing strategy through data-driven analysis.

Through their company's marketing mixed modeling approach, Mix Analytics helps businesses develop a growth strategy framework to optimize marketing investments across channels by analyzing historical data and calculating actual returns. They begin their discussion with critical findings from Mix Analytics' study of $34 billion in sales data. The data revealed that most companies invest only 2-3% in marketing when they should at least 4% to protect and grow their brand. But what might be keeping the back is not knowing what will work and what will not.

Borndahl emphasizes that businesses can use this approach with niche applications like focusing on B2B buyer persona development, but that more often than not, this approach is more familiar to retail brands catering to larger, more general population consumer segments. Regardless of the segmentation, buyers rely on emotional decision-making for their marketing strategies, and in that liminal space of decision data sceince can help brands win the game. She shares how businesses of all sizes can benefit from this analytical approach, explaining that while the scale may differ, the fundamental need to understand marketing effectiveness remains constant.

Another key finding Borndahl highlights is that often brands are spreading marketing budgets too thin across multiple channels, leading to diminished results. "The future CMO role is actually a future analytics role," Borndahl explains. "To be a marketer in the 2020s, you have to be comfortable with data."

The conversation delves into the concept of "ad stock" as the lasting impact of marketing exposure and how understanding this metric can help businesses make more informed decisions about their marketing investments. Borndahl discusses how Mix Analytics helps companies move beyond gut feelings to identify which marketing efforts drive results, enabling them to adjust their strategies and budgets confidently. But that confidence can take time to grow. She emphasizes the importance of starting somewhere, even if you are downloading your LinkedIn data today, as building historical data is crucial for future analysis and optimization.

Sponsors:

Priscilla McKinney here! I am very excited to announce the release of my much-anticipated book:

Collaboration is the New Competition: Why the Future of Work Rewards A Cross Pollinating Hive Mind and How Not to Get Left Behind

The book's chapters are designed to be time-efficient, ensuring busy professionals can easily integrate these transformative ideas into their workflow. From discussing the state of affairs in business to providing fundamental strategies and seven practical anchors for staying on course, this book offers a fresh perspective and a competitive advantage in today's complex business landscape. Visit priscillamckinney.com for more information.

Priscilla McKinney is not just a CEO; she is also a LinkedIn Influencer. The reality is that very few people are using LinkedIn efficiently or effectively, and if you’re not careful, social media can become a black hole. When you emerge, you find you wound up in a place you never intended to go and you’re wondering where all the time went.

Time is precious, and trying to be everything to everyone means becoming nothing to no one. That's why she's developed a transformative 12-week course that goes beyond basic tips and tricks – teaching you how to build a strategic network and create stellar content that cuts through the LinkedIn noise.

Click here to learn more, and sign up for a spot in her social influence course today!

  continue reading

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Can data reveal which 50% of your marketing budget is actually working? On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney talks with guest and CEO of Mix Analytics Hillary Borndahl about transforming content marketing strategy through data-driven analysis. Through their company's marketing mixed modeling approach, Mix Analytics helps businesses develop a growth strategy framework to optimize marketing investments across channels by analyzing historical data and calculating actual returns. They begin their discussion with critical findings from Mix Analytics' study of $34 billion in sales data. The data revealed that most companies invest only 2-3% in marketing when they should at least 4% to protect and grow their brand. But what might be keeping the back is not knowing what will work and what will not. Borndahl emphasizes that businesses can use this approach with niche applications like focusing on B2B buyer persona development, but that more often than not, this approach is more familiar to retail brands catering to larger, more general population consumer segments. Regardless of the segmentation, buyers rely on emotional decision-making for their marketing strategies, and in that liminal space of decision data sceince can help brands win the game. She shares how businesses of all sizes can benefit from this analytical approach, explaining that while the scale may differ, the fundamental need to understand marketing effectiveness remains constant. Another key finding Borndahl highlights is that often brands are spreading marketing budgets too thin across multiple channels, leading to diminished results. "The future CMO role is actually a future analytics role," Borndahl explains. "To be a marketer in the 2020s, you have to be comfortable with data." The conversation delves into the concept of "ad stock" as the lasting impact of marketing exposure and how understanding this metric can help businesses make more informed decisions about their marketing investments. Borndahl discusses how Mix Analytics helps companies move beyond gut feelings to identify which marketing efforts drive results, enabling them to adjust their strategies and budgets confidently. But that confidence can take time to grow. She emphasizes the importance of starting somewhere, even if you are downloading your LinkedIn data today, as building historical data is crucial for future analysis and optimization. Sponsors: Priscilla McKinney here! I am very excited to announce the release of my much-anticipated book: Collaboration is the New Competition: Why the Future of Work Rewards A Cross Pollinating Hive Mind and How Not to Get Left Behind The book's chapters are designed to be time-efficient, ensuring busy professionals can easily integrate these transformative ideas into their workflow. From discussing the state of affairs in business to providing fundamental strategies and seven practical anchors for staying on course, this book offers a fresh perspective and a competitive advantage in today's complex business landscape. Visit priscillamckinney.com for more information. Priscilla McKinney is not just a CEO; she is also a LinkedIn Influencer. The reality is that very few people are using LinkedIn efficiently or effectively, and if you’re not careful, social media can become a black hole. When you emerge, you find you wound up in a place you never intended to go and you’re wondering where all the time went. Time is precious, and trying to be everything to everyone means becoming nothing to no one. That's why she's developed a transformative 12-week course that goes beyond basic tips and tricks – teaching you how to build a strategic network and create stellar content that cuts through the LinkedIn noise. Click here to learn more, and sign up for a spot in her social influence course today!…
 
Want to know what corn on the cob and mascara wands have in common? On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney talks with guest and QRCA President Jeff Hecker about building community in qualitative research. As co-founder and principal of Athena Brand Wisdom , Hecker brings 15 years of experience conducting research across industries from pharmaceuticals to agriculture, using methods from focus groups to marketing semiotics. But his volunteerism in making the qualitative space is of interest in this episode. With the upcoming annual conference for the Qualitative Research Consultants Association (QRCA), they discuss how this non-profit has been instrumental in shaping careers through its commitment to open knowledge sharing and community building. The organization's emphasis on welcoming new members includes conference ambassadors and speed networking events, fostering connections that support professional growth. Hecker gives an excellent overview of what attendees can expect at this year’s event. With tracks covering fundamentals like discussion guide writing, logistics, business leadership, and emerging topics like AI integration, QRCA's upcoming conference offers practical tools for immediate implementation. "When people come in," Hecker explains, "we just share everything that we've learned with everybody because there's this notion that a rising tide lifts all boats." The QRCA conference welcomes qualitative researchers, vendors, recruiters, translators, and quantitative researchers looking to expand their skill sets. This inclusive approach reflects the mixed-method reality of modern research, where complementary tools and perspectives enhance client insights. The organization maintains a global reach, with North American and international conferences fostering worldwide connections among research professionals. Sponsors: Priscilla McKinney here! I am very excited to announce the release of my much-anticipated book: Collaboration is the New Competition: Why the Future of Work Rewards A Cross Pollinating Hive Mind and How Not to Get Left Behind The book's chapters are designed to be time-efficient, ensuring busy professionals can easily integrate these transformative ideas into their workflow. From discussing the state of affairs in business to providing fundamental strategies and seven practical anchors for staying on course, this book offers a fresh perspective and a competitive advantage in today's complex business landscape. Visit priscillamckinney.com for more information. Priscilla McKinney is not just a CEO; she is also a LinkedIn Influencer. The reality is that very few people are using LinkedIn efficiently or effectively, and if you’re not careful, social media can become a black hole. When you emerge, you find you wound up in a place you never intended to go and you’re wondering where all the time went. Time is precious, and trying to be everything to everyone means becoming nothing to no one. That's why she's developed a transformative 12-week course that goes beyond basic tips and tricks – teaching you how to build a strategic network and create stellar content that cuts through the LinkedIn noise. Click here to learn more, and sign up for a spot in her social influence course today!…
 
Can intentional leadership transform workplace culture and employee trust? On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney talks with guest and RADICL Work co-founder Dan Riley about the critical role of trust in organizational success and creating transformative workplace environments. As a content marketing consultant helping organizations navigate change, Riley shares that only about 20% of employees trust their leadership but believe intentional changes and consistent actions can help build stronger, more engaged teams. Riley explains how companies need to embrace a robust values-driven communication strategy in their approach to workplace transformation, especially regarding technology implementation and return-to-office policies. His growth strategy framework emphasizes that organizations must focus on the "long play"—prioritizing people and culture over short-term outcomes. Revenue and profitability are natural results of taking care of employees and building strong teams. "We don't want to just tweak things," Riley shares about RADICL's approach. "We want to fundamentally make significant changes and take some chances and risks that focus on really empowering and putting the individuals first." Riley and McKinney also discuss how HR's transformation presents unique opportunities to align individual values with organizational purpose and talk about how something as mundane as a content marketing strategy can even be aligned with company values. As organizations navigate hybrid work environments and technological advancement, Riley emphasizes that human connection remains crucial. He suggests that bringing people together should serve clear purposes like relationship building and collaborative learning rather than simply maintaining traditional office structures. Sponsors: Priscilla McKinney here! I am very excited to announce the release of my much-anticipated book: Collaboration is the New Competition: Why the Future of Work Rewards A Cross Pollinating Hive Mind and How Not to Get Left Behind The book's chapters are designed to be time-efficient, ensuring busy professionals can easily integrate these transformative ideas into their workflow. From discussing the state of affairs in business to providing fundamental strategies and seven practical anchors for staying on course, this book offers a fresh perspective and a competitive advantage in today's complex business landscape. Visit priscillamckinney.com for more information. Priscilla McKinney is not just a CEO; she is also a LinkedIn Influencer. The reality is that very few people are using LinkedIn efficiently or effectively, and if you’re not careful, social media can become a black hole. When you emerge, you find you wound up in a place you never intended to go and you’re wondering where all the time went. Time is precious, and trying to be everything to everyone means becoming nothing to no one. That's why she's developed a transformative 12-week course that goes beyond basic tips and tricks – teaching you how to build a strategic network and create stellar content that cuts through the LinkedIn noise. Click here to learn more, and sign up for a spot in her social influence course today!…
 
** Be on the lookout for Part 2 to hear mental models Six through Ten ** Stop letting outdated thinking frameworks hold back your marketing strategies. On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO, Priscilla McKinney , introduces powerful mental models that revolutionize marketing strategy and professional decision-making. Drawing from her background as a cultural anthropologist and fractional CMO, she shares how these frameworks can transform both marketing initiatives and broader business decisions. McKinney discusses the first five fundamental models: map is not territory , circle of competence , second-order thinking , inversion , and availability cascade . She emphasizes how these frameworks can transform your thought leadership strategy and help avoid common pitfalls in marketing decision-making. The conversation explores how these mental models apply specifically to marketing tools and networking tools, highlighting the importance of testing conventional wisdom against real-world results rather than blindly following popular advice. "The danger comes in when we confuse our simplified understanding of something with the actual thing itself," McKinney explains about ‘map is not territory’. "It's like trying to eat the menu instead of the meal." While most marketing advice focuses on prescriptive tactics, McKinney challenges conventional wisdom by offering these helpful frameworks to help leaders think better, ask more thoughtful questions, and spot gaps in logic before they become costly mistakes. These mental models serve as cognitive tools for understanding market behavior, customer psychology, and improving campaign effectiveness. Sponsors: Priscilla McKinney here! I am very excited to announce the release of my much-anticipated book: Collaboration is the New Competition: Why the Future of Work Rewards A Cross Pollinating Hive Mind and How Not to Get Left Behind The book's chapters are designed to be time-efficient, ensuring busy professionals can easily integrate these transformative ideas into their workflow. From discussing the state of affairs in business to providing fundamental strategies and seven practical anchors for staying on course, this book offers a fresh perspective and a competitive advantage in today's complex business landscape. Visit priscillamckinney.com for more information. Ever feel like your marketing plan is just... meh? You've got all the pieces, but are they really working together? We often find that even when companies are doing the right things, they may not be doing them in the right order. The result is, well, no results. Want to effectively evaluate your marketing efforts and gain clarity on your next strategic move? Take our Marketing Assessment Quiz today and discover exactly where you stand – and where you could be going – in just minutes.…
 
Effective email list management demands a systematic approach. On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney breaks down essential email marketing best practices through a creative North Pole analogy. She explains how businesses often chase new prospects while overlooking opportunities within their existing database. McKinney unveils a data-driven approach to email marketing B2B lead generation, from processing bounces to strategic database maintenance. Her framework combines analytical insights with human intelligence, bringing together email marketing KPIs and invaluable team insights about subscriber relationships. She demonstrates how face-to-face interactions inform digital strategy, transforming routine list maintenance into a powerful tool for business growth. "Just as Santa doesn't need new chimneys to deliver more presents, businesses often don't need new lists to generate more revenue," McKinney explains. "They need clean lists that are meaningful… the magic really lies in reconnecting with those who already know and love you." Through strategic nurture campaign development, McKinney shows how organizations can revitalize their email lists. Her research reveals that while 25% of email lists contain inactive contacts annually, companies can recover up to 14% of these subscribers through targeted re-engagement efforts within 12 months - proving that the real opportunity often lies within existing databases. And for more information on email marketing best practices, click here for a comprehensive guide. Sponsors: Priscilla McKinney has taught many forward-thinking B2B professionals how to build a personal brand and create a presence on social media that advances their careers, showcases their thought leadership, and creates a dynamic relationship that expands their network. Now, she has put together a giveaway with the tools to make your social influence life easy. Click HERE for a chance to win this exciting package of goodies to start building your social influence today! (drawings to be held at stated dates) Ever feel like your marketing plan is just... meh? You've got all the pieces, but are they really working together? We often find that even when companies are doing the right things, they may not be doing them in the right order. The result is, well, no results. Want to effectively evaluate your marketing efforts and gain clarity on your next strategic move? Take our Marketing Assessment Quiz today and discover exactly where you stand – and where you could be going – in just minutes.…
 
Understanding consumers beyond traditional market research metrics is important. Perfecting buyer personas requires a deeper dive, and technology can help. On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney talks with guest and Glimpse Chief Strategy Officer + Chief Client Officer, Adam Ba i about the evolution of buyer personas in marketing and how anthropology can perfect them. Traditionally, personas were simplistic stereotypes or basic demographic profiles. However, modern approaches focus on persona mapping and deeper attitudinal and emotional insights that go beyond surface-level characteristics. Bai explains how Glimpse, a groundbreaking human response platform, helps companies develop a more nuanced understanding of their ideal customers. For example, in their work with HubSpot , they created a persona called "Growth Gabby.” Using a growth strategy framework and surveys that privileged unstructured, open-ended responses, this approach allows for capturing rich, emotional data about potential customers' aspirations, career goals, and worldviews rather than relying solely on traditional segmentation methods. "We've transformed from being a better [market research] survey platform,” Bai explains. “[To where] the value is in the platform itself." Bai and McKinney also discuss emerging technologies of synthetic data and digital twins. He describes synthetic data as a method of reconstructing potential human responses without directly interviewing individuals. This hybrid approach helps reach hard-to-access audiences, address representation gaps, and provide cost-effective market research. Sponsors: Priscilla McKinney here! I am very excited to announce the release of my much-anticipated book: Collaboration is the New Competition: Why the Future of Work Rewards A Cross Pollinating Hive Mind and How Not to Get Left Behind The book's chapters are designed to be time-efficient, ensuring busy professionals can easily integrate these transformative ideas into their workflow. From discussing the state of affairs in business to providing fundamental strategies and seven practical anchors for staying on course, this book offers a fresh perspective and a competitive advantage in today's complex business landscape. Visit priscillamckinney.com for more information. Priscilla McKinney is not just a CEO; she is also a LinkedIn Influencer. The reality is that very few people are using LinkedIn efficiently or effectively, and if you’re not careful, social media can become a black hole. When you emerge, you find you wound up in a place you never intended to go and you’re wondering where all the time went. Time is precious, and trying to be everything to everyone means becoming nothing to no one. That's why she's developed a transformative 12-week course that goes beyond basic tips and tricks – teaching you how to build a strategic network and create stellar content that cuts through the LinkedIn noise. Click here to learn more, and sign up for a spot in her social influence course today!…
 
Is your LinkedIn profile working against you? On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO, Priscilla McKinney , discusses how LinkedIn serves as more than just a job-hunting platform, positioning it as a powerful tool for networking and social selling at scale. The platform's evolution from a simple job board to a comprehensive professional networking space has created unprecedented opportunities for businesses and individuals to connect, share insights, and build meaningful professional relationships. As an influencer in the space she has a lot to say about it. Behold, her social proof: She explains how developing a thought leadership strategy can transform your professional presence while advocating for quality over quantity in networking. Random connections can dilute a network's relevance, and understanding your LinkedIn Social Selling Index (LinkedIn SSI) helps measure the effectiveness of your engagement efforts. McKinney emphasizes that successful networking isn't about collecting connections like baseball cards, but rather about cultivating relationships that can lead to genuine business opportunities and professional growth. "You don't sell to your network," McKinney explains. "[Rather], you sell through your network." McKinney also talks about the importance of personal storytelling on LinkedIn, challenging the notion that the platform should only feature formal corporate content. She emphasizes maintaining an updated profile with focused skills and meaningful recommendations, while encouraging users to adopt a casual yet professional tone in their communications. Sponsors: Priscilla McKinney here! I am very excited to announce the release of my much-anticipated book: Collaboration is the New Competition: Why the Future of Work Rewards A Cross Pollinating Hive Mind and How Not to Get Left Behind The book's chapters are designed to be time-efficient, ensuring busy professionals can easily integrate these transformative ideas into their workflow. From discussing the state of affairs in business to providing fundamental strategies and seven practical anchors for staying on course, this book offers a fresh perspective and a competitive advantage in today's complex business landscape. Visit priscillamckinney.com for more information. Priscilla McKinney has taught many forward-thinking B2B professionals how to build a personal brand and create a presence on social media that advances their careers, showcases their thought leadership, and creates a dynamic relationship that expands their network. Now, she has put together a giveaway with the tools to make your social influence life easy. Click HERE for a chance to win this exciting package of goodies to start building your social influence today! (drawings to be held at stated dates)…
 
Why are traditional market research firms getting left behind in the industry's rapid evolution? On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney talks with Tony Brown , founder of SKAIL , about transforming revenue generation strategies beyond traditional relationship-based selling. The urgency of this transformation is evident in recent industry reports, which show traditional firms growing at just 3% while the overall industry enjoys a 7.6% expansion rate. McKinney and Brown discuss how market research firms can adapt to changing market conditions, particularly focusing on marketing effectiveness in their business development efforts. Brown, with over 25 years of experience as a fractional sales leadership consultant, shares insights on helping research firms transition from reputation-based growth to proactive business development, emphasizing the importance of measuring marketing automation ROI. "Sales is not really about sales," Brown explains. "It's truly about understanding your clients' needs and understanding that you personally have a skill set that is of value." They also discuss the evolving role of conferences in business development, the challenges of balancing "seller-doer" roles within research firms, and the importance of properly implementing CRM systems. Brown emphasizes the need for cohesive strategies that align marketing efforts with sales processes, while McKinney highlights the critical connection between customer experience and revenue growth. The conversation touches on how AI's advancement might actually increase the value of qualitative research, positioning firms for future success if they can adapt their sales and marketing approaches accordingly. Sponsors: Priscilla McKinney has taught many forward-thinking B2B professionals how to build a personal brand and create a presence on social media that advances their careers, showcases their thought leadership, and creates a dynamic relationship that expands their network. Now, she has put together a giveaway with the tools to make your social influence life easy. Click HERE for a chance to win this exciting package of goodies to start building your social influence today! (drawings to be held at stated dates) Glimpse is a next-generation market discovery platform uniting human insights and AI-enhanced performance. It empowers marketers, researchers, and creators to make effortless decisions, create powerful content, and gain a perpetual advantage. The platform allows users to ask questions, find audiences, and analyze diverse data sources, uncovering behavior, emotions, awareness, and purchasing decisions through AI. Glimpse's capabilities extend beyond surveys, offering enterprise-grade digital twins and AI personas for real-time conversations with key audiences. To learn more, visit Glimpseahead.ai .…
 
On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney , along with guest and CRO Stephanie Douglass , discuss implementing the Little Bird Marketing SOAR™ system . The system was created after noting that many companies were implementing the right marketing tactics but in the wrong order, leading to suboptimal results. So if you’re tired of marketing strategies that fail to produce results, this is the episode for you. They discuss the two primary ways to implement the SOAR™ system: DIY (Do It Yourself) and DFY (Done For You). McKinney explains that the DIY option includes the framework, training, and essential assets designed for internal teams to handle execution themselves. She emphasizes that DIY clients receive persona development, strategy sessions, and an annual marketing roadmap. For the DFY option, Douglass describes it as making Little Bird Marketing "an extension of your team," handling everything from strategy to execution like a marketing machine humming in the background while your team continues to do their work. "Marketing isn't just about creating pretty things," Douglass explains. "It's really about creating meaningful connections that drive revenue." McKinney and Douglass also discuss the Revenue Sprint option, a focused and quick-start marketing strategy centered around premium content, case studies, and prescriptive guides. This option is valuable for clients who may already have some aspects in place and just need specific assistance. As always, these two aim to provide value by sharing their marketing experience and helping teams ask critical questions for better return on investment for marketing efforts. Sponsors: Priscilla McKinney here! I am very excited to announce the release of my much-anticipated book: Collaboration is the New Competition: Why the Future of Work Rewards A Cross Pollinating Hive Mind and How Not to Get Left Behind The book's chapters are designed to be time-efficient, ensuring busy professionals can easily integrate these transformative ideas into their workflow. From discussing the state of affairs in business to providing fundamental strategies and seven practical anchors for staying on course, this book offers a fresh perspective and a competitive advantage in today's complex business landscape. Visit priscillamckinney.com for more information. Glimpse is a next-generation market discovery platform uniting human insights and AI-enhanced performance. It empowers marketers, researchers, and creators to make effortless decisions, create powerful content, and gain a perpetual advantage. The platform allows users to ask questions, find audiences, and analyze diverse data sources, uncovering behavior, emotions, awareness, and purchasing decisions through AI. Glimpse's capabilities extend beyond surveys, offering enterprise-grade digital twins and AI personas for real-time conversations with key audiences. To learn more, visit Glimpseahead.ai .…
 
Trust and human connection are driving innovation in our digital world. On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney talks with global trust expert and author Philipp Kristian about developing a thought leadership strategy that transforms how businesses approach social selling and building your social influence in the digital age. McKinney and Kristian discuss how the trust economy is revolutionizing business relationships and social influence, drawing from Kristian's extensive work with Fortune 500 companies and his book " The Trust Economy: Building Strong Networks and Realizing Exponential Value in the Digital Age ." Through their conversation, they explore how technology is scaling human connection and why innovation naturally emerges in environments where trust flourishes."What technology is doing [is] scaling human connection," Kristian explains. "When we scale human connection and trust, all of a sudden, there are a huge number of possibilities, and innovation happens only when there is connection." They also discuss the neuroscience behind problem-solving, the value of diverse perspectives in decision-making, and practical techniques for effective social selling through authentic relationships. Their conversation touches on the importance of collaborative leadership, the power of vulnerability in innovation, and how businesses can develop a thought leadership strategy that builds genuine trust and influence. Sponsors: Priscilla McKinney here! I am very excited to announce the release of my much-anticipated book: Collaboration is the New Competition: Why the Future of Work Rewards A Cross Pollinating Hive Mind and How Not to Get Left Behind The book's chapters are designed to be time-efficient, ensuring busy professionals can easily integrate these transformative ideas into their workflow. From discussing the state of affairs in business to providing fundamental strategies and seven practical anchors for staying on course, this book offers a fresh perspective and a competitive advantage in today's complex business landscape. Visit priscillamckinney.com for more information. Glimpse is a next-generation market discovery platform uniting human insights and AI-enhanced performance.It empowers marketers, researchers, and creators to make effortless decisions, create powerful content, and gain a perpetual advantage. The platform allows users to ask questions, find audiences, and analyze diverse data sources, uncovering behavior, emotions, awareness, and purchasing decisions through AI. Glimpse's capabilities extend beyond surveys, offering enterprise-grade digital twins and AI personas for real-time conversations with key audiences. To learn more, visit Glimpseahead.ai .…
 
Ready to stop chasing every lead and focus on the ones that matter? On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney talks with guest and CRO Stephanie Douglass about Account-Based Marketing (ABM). As a B2B lead generation agency, Little Bird Marketing shares insights on this targeted and customer driven marketing strategy that focuses on identifying and pursuing specific high-value accounts rather than casting a wide net with traditional demand generation approaches. McKinney and Douglass discuss marketing effectiveness through the three-tiered approach to ABM: one-to-one (highly personalized campaigns for specific large accounts), one-to-few (targeting similar companies within specific industries), and one-to-many (broader targeting that resembles traditional demand generation). They explore the FIRE framework for selecting target accounts: Fit (alignment with ideal customer profile), Intent (showing interest in solutions), Relationship (existing connections), and Engagement (interactions with company content). "One of the key differences between demand generation and account-based marketing is what you start with," Douglass explains. "In DemandGen, you're trying to create demand for a product that you have, but in account-based marketing, you're trying to identify the people who are gonna buy your product first." They also discuss the importance of proper data management and CRM implementation through platforms like HubSpot, including the critical role of HubSpot lifecycle stages in tracking prospect engagement. The conversation explores the distinction between true personalization versus simple token replacement in marketing communications, and the resource requirements for executing effective ABM campaigns at different tiers. The conversation touches on the value of maintaining quality customer relationships over pursuing purely revenue-based partnerships. Sponsors: Priscilla McKinney here, CEO and Momma Bird at Little Bird Marketing. I am very excited to announce the release of my much-anticipated book: Collaboration is the New Competition: Why the Future of Work Rewards A Cross Pollinating Hive Mind and How Not to Get Left Behind The book's chapters are designed to be time-efficient, ensuring busy professionals can easily integrate these transformative ideas into their workflow. From discussing the state of affairs in business to providing fundamental strategies and seven practical anchors for staying on course, this book offers a fresh perspective and a competitive advantage in today's complex business landscape. Visit priscillamckinney.com for more information. Get your research done anywhere around the world quickly and efficiently with Gazelle Global! Are you looking for experts and tools to collect research data worldwide? Global sampling, field management, data collection? These are just some of the services that Gazelle Global provides with much, much more! Visit gazelleglobal.com to learn more about how our expertise can help you unearth quality data that drives meaningful insights.…
 
**This episode of Ponderings from the Perch is a replay of a popular episode first aired on Digital Transformation Success , the premier podcast for no-nonsense discussions of digital innovation in business.** No matter how advanced the technology it uses, market research still needs astute judgment… and the best judgment comes from humans. On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO, Priscilla McKinney , gives her patented Conference Flyover of Question Pro’s XDay 2024 in Austin, TX. XDay is a premier event where the best and brightest in market research come together to both network and share insights. Mckinney, and Little Bird Marketing CRO, Stephanie Douglass , talk with industry experts, such as Garry Batroff of Thematic and Ibby Sayed of Cotera (who is also a fellow podcaster ). Question Pro’s Cecil Puvathingal joins Priscilla in a conversational recap about what they heard and felt throughout the day. There were moments of inspiration – both personal and professional. They talk about conversations they had about solving timely problems in business including thoughts around digital innovation, data integrity, customer satisfaction, employee relations, communication gaps, maintaining a high survey response rate, and the impact of AI. Many colleagues were mentioned and some interviewed. Expand your network immediately by connecting with them on LinkedIn. We’ve made it easy for you with each link: Ibby Sayed , Gary Batroff , Cecil Puvanthingal , Stanley Gibbs , James Canga and Jeff Noonan , Mainak Mazumdar , Tim Sanders (who, by the way, is also a published author ), Dr. Andrea Hollingsworth , Stan Sthanunathan , Julie Rodda Ph.D , Stephanie Murphy Ph.D , Mainak Mazumdar and of course, Vivek Bhaskaran , founder and CEO of QuestionPro. Sponsors: I am very excited to announce the release of my much-anticipated book: Collaboration is the New Competition: Why the Future of Work Rewards A Cross Pollinating Hive Mind and How Not to Get Left Behind The book's chapters are designed to be time-efficient, ensuring busy professionals can easily integrate these transformative ideas into their workflow. From discussing the state of affairs in business to providing fundamental strategies and seven practical anchors for staying on course, this book offers a fresh perspective and a competitive advantage in today's complex business landscape. Visit priscillamckinney.com for more information. Priscilla McKinney has taught many forward-thinking B2B professionals how to build a personal brand and create a presence on social media that advances their careers, showcases their thought leadership, and creates a dynamic relationship that expands their network. Now, she has put together a giveaway with the tools to make your social influence life easy. Click HERE for a chance to win this exciting package of goodies to start building your social influence today! (drawings to be held at stated dates)…
 
Today, Miami. Tomorrow, the world! On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO, Priscilla McKinney , gives you her conference flyover of Greenbook’s IIEX LATAM in Miami, Florida. IIEX LATAM is a conference dedicated to exploring the latest trends, technologies, and methodologies in market research, with a specific focus on gathering market insights from the Latin American region. She talks with leaders in market research about evolving marketing strategies and consumer insights in Latin America and how Spanish and Portuguese are needed for conducting representative market research in the U.S. McKinney's guests, such as Natalia Infante Caylor, Brian Ewan, and Ricardo Alvarez, discuss topics like the importance of understanding Hispanic markets, the role of AI in revolutionizing marketing analysis, and the challenges of discrete choice modeling. The conversations delve into various aspects of marketing strategy, from the nuances of multicultural research to the impact of fintech on traditional banking in Latin America. Guests also explore the controversy surrounding terminology like "Latinx" and the growing need for customization in research approaches. "AI is revolutionizing everything," explains Alvarez. "It's going to make a big impact." Here are the names and LinkedIn accounts for all of McKinney's guests. If you find any of them interesting and want to link up with them, feel free to do so. But if you do, please let them know that Little Bird Marketing sent you their way: Natalia Infante Caylor , Brian McEwan , Cassiano Albequerque , Elizabeth Hecht , Emmily Maduro , Erica Ross , Gabriel Velez , Natalie Pusch , Ricardo Alvarez , and Tal Oren . . Use this podcast and list to immediately expand your network and start meaningful conversations! Special thanks to Carlos Hevia and the Multilingual Connections team for a fun photo booth experience at the event. Sponsors: Glimpse is a next-generation market discovery platform uniting human insights and AI-enhanced performance. It empowers marketers, researchers, and creators to make effortless decisions, create powerful content, and gain a perpetual advantage. The platform allows users to ask questions, find audiences, and analyze diverse data sources, uncovering behavior, emotions, awareness, and purchasing decisions through AI. Glimpse's capabilities extend beyond surveys, offering enterprise-grade digital twins and AI personas for real-time conversations with key audiences. To learn more, visit Glimpseahead.ai . EMI Research Solutions is a leading online sample consultancy dedicated to delivering high-quality, unbiased data tailored to the needs of their clients. Built on the foundation of quality, they were the first sample provider to recognize and implement sample blending as a best practice to reduce the sample bias inherent within and across panels. Their unique strategic sample blending methodology was built based on more than 11 years of research-on-research into the sample industry, making them an industry expert in the space. You can learn about EMI, their solutions, and download their annual report on the sample industry, called The Sample Landscape, by visiting their website at http://www.emi-rs.com .…
 
What if the magic behind the Cinderella story isn't a prince and a fairy godmother but rather strategies for tapping into our potential? On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO, Priscilla McKinney , talks with guest and published author Joanna Bloor about her book, Tales of Potential: The Cinderella Story You Haven't Heard . Bloor, who examines how things work behind the scenes, discusses her experience of writing a book that presents a different perspective on potential and future. She describes how she overcame initial reluctance to put her ideas on paper, resulting in a work representing her viewpoint and contributing to thought leadership in the field. Bloor and McKinney explore various elements of the Cinderella story that Bloor uses to illustrate her ideas about realizing one's potential. These include Cinderella's interaction with her fairy godmother, which Bloor interprets as a demonstration of holding one's own in front of a powerful figure, and the intentionally left-behind glass slipper, which she views as a marketing technique. Bloor discusses the importance of having a supportive squad and a decision-making "hive-mind," drawing parallels to collaborative efforts in achieving goals. By reframing these familiar story elements, Bloor presents an alternative way to consider personal narratives and potential futures, offering her perspective on what thought leadership entails and outlining marketing strategies for personal branding. "When you're sharing a story about yourself or your ideas," Bloor states, "You're blind to any other version of it." If you still need to grasp the best growth strategy framework to accelerate your career, your best marketing strategies have failed, or you need LinkedIn profile tips to help you get noticed, this is the episode for you! Joanna explains that the initial part of writing your own story, changing the narrative, and having your happy ending has to start with a bit of self-exploration. In fact, she urges everyone to start by finding out how people are describing you in the rooms where you are not present. Listen to her TWO-WORD EXERCISE, which is the best way to unlock your future. You don't want to miss it! Sponsors: Hey y’all, Priscilla McKinney here, CEO and Momma Bird at Little Bird Marketing, and am very excited to announce the release of my much-anticipated book: Collaboration is the New Competition: Why the Future of Work Rewards A Cross Pollinating Hive Mind and How Not to Get Left Behind The book's chapters are designed to be time-efficient, ensuring busy professionals can easily integrate these transformative ideas into their workflow. From discussing the state of affairs in business to providing fundamental strategies and seven practical anchors for staying on course, this book offers a fresh perspective and a competitive advantage in today's complex business landscape. Visit priscillamckinney.com for more information. Get ready for another amazing Insights Marketing Day! It’s everything you need to take control of your marketing funnel in one power-packed day. You’ll hear from fun, engaging and instructive speakers who are proven authorities in digital marketing. They’ll leave their egos behind and pull the curtain back to show you what it takes behind the scenes to achieve dramatic marketing results. This year, we’ll take you on a journey from the very beginning of the marketing funnel through realizing revenue and how to create a more predictive model for success. You’ll be challenged to change your mindset, learn emerging skills and discover game-changing tools. All this while creating genuine connections with like-minded professionals. Learn, network, discover and strategize. Make Insights Marketing Day a MUST on your 2024 calendar. Visit https://insightsmarketingday.com/ and get your tickets today!…
 
Learn how market researchers navigate the complex market landscape to deliver more accurate and valuable insights. On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO, Priscilla McKinney , gives you her 2024 ESOMAR Congress flyover, held in Athens, Greece. The ESOMAR Congress is the premier global gathering for market research professionals. It brings together industry leaders to explore cutting-edge trends, share innovative methodologies and shape the future of marketing research. McKinney’s guests discuss key topics such as the integration of AI in qualitative research, the use of virtual reality for enhanced consumer engagement and the challenges of conducting research in niche markets. She also highlights strategic insights from industry thought leaders, such as Ray Poynter , who emphasizes the importance of embracing diverse perspectives in today's global market research landscape. "The first thing we have to accept," Poynter explains. "Is [that] there is not one human point of view, there are many human points of view from around the world." Included here are all of our guests' LinkedIn profiles. If you find any of them or what they do interesting, then feel free to reach out, and let them know that Little Bird Marketing sent you their way: Alessandro Imborgia , Sebastian Stahlofen , Anne Brown , Belinda Brown , Julia Polakova , Martha Llobet , Syed Sumaya Bukhari , Jagriti Shahi , Francesc Bruna Jordà , Scott Worthge , Pravin Shekar , Nicha Tanskul , Paul Gaudette , Killi Hammock , Jon Puleston , JD Deitch , Adrian Sanger , Pratik Sawant, George Zdanowicz , Tibor Darabont , Marya Kaska and the aforementioned Ray Poynter . Again, if you do decide to reach out, let them know that Little Bird Marketing sent you their way! Sponsors: I am very excited to announce the release of my much-anticipated book: Collaboration is the New Competition: Why the Future of Work Rewards A Cross Pollinating Hive Mind and How Not to Get Left Behind The book's chapters are designed to be time-efficient, ensuring busy professionals can easily integrate these transformative ideas into their workflow. From discussing the state of affairs in business to providing fundamental strategies and seven practical anchors for staying on course, this book offers a fresh perspective and a competitive advantage in today's complex business landscape. Visit priscillamckinney.com for more information. Get ready for another amazing Insights Marketing Day! It’s everything you need to take control of your marketing funnel in one power-packed day. You’ll hear from fun, engaging and instructive speakers who are proven authorities in digital marketing. They’ll leave their egos behind and pull the curtain back to show you what it takes behind the scenes to achieve dramatic marketing results. This year, we’ll take you on a journey from the very beginning of the marketing funnel through realizing revenue and how to create a more predictive model for success. You’ll be challenged to change your mindset, learn emerging skills and discover game-changing tools. All this while creating genuine connections with like-minded professionals. Learn, network, discover and strategize. Make Insights Marketing Day a MUST on your 2024 calendar. Visit littlebirdmarketing.com/insights-marketing-day and get your tickets today! Glimpse is a next-generation market discovery platform uniting human insights and AI-enhanced performance. It empowers marketers, researchers, and creators to make effortless decisions, create powerful content, and gain a perpetual advantage. The platform allows users to ask questions, find audiences, and analyze diverse data sources, uncovering behavior, emotions, awareness, and purchasing decisions through AI. Glimpse's capabilities extend beyond surveys, offering enterprise-grade digital twins and AI personas for real-time conversations with key audiences. To learn more, visit Glimpseahead.ai .…
 
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