Ponderings from the Perch

Auteur(s): Little Bird Marketing & C-Suite Radio
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  • Résumé

  • Conversations with Priscilla McKinney, founder and President of Little Bird Marketing, an award-winning agency specializing in content marketing, lead generation, branding and design. As a CEO and serial entrepreneur, Priscilla's topics range from marketing best practices, the "stunning discomfort" of entrepreneurship, market research, her love of the autoharp, and other marketing oddities.
    ℗ & © 2018 Ponderings from the Perch
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Arts et spectacles Économie
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Épisodes
  • Data-driven Marketing Strategy with Marketing Mix Modeling

    Data-driven Marketing Strategy with Marketing Mix Modeling
    Jan 24 2025
    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!
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    39 min
  • What to Expect at QRCA 2025

    What to Expect at QRCA 2025
    Jan 17 2025
    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!
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    27 min
  • Putting the Human back in Human Resources

    Putting the Human back in Human Resources
    Jan 10 2025
    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!
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    19 min

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