Digital Transformation Success

Master the art of strategic LinkedIn engagement beyond viral moments.

On this episode of Digital Transformation Success, host and Little Bird Marketing CEO Priscilla McKinney shares powerful insights about effective B2B social selling and thought leadership on LinkedIn. Drawing from LinkedIn’s Thought Leadership Impact Study of 3,600 management-level professionals, she examines six key practices that drive meaningful engagement and business growth, starting with understanding your LinkedIn social selling index (SSI). McKinney explores critical findings from the study, including how 71% of professionals find most thought leadership content lacks value, while 65% say quality content significantly improves company perception.

She also breaks down essential strategies like the Rule of 15 for content balance, emphasizing value-driven posts over sales messaging. She explains the importance of creating audience-centric content, addressing industry blind spots, and the importance of challenging conventional wisdom. “Your audience isn’t just looking for information,” McKinney explains. “They’re looking for insights that help them make better decisions.”

While most B2B professionals focus on reaching massive audiences, McKinney demonstrates how strategic thought leadership targets the right 100-500 connections who truly matter for business growth. These proven frameworks, along with tools for networking, help leaders build trust, showcase expertise, and develop authentic professional relationships that drive measurable results.

Sponsors:

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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!

Learn more about your ad choices. Visit megaphone.fm/adchoices

Market research gets an innovation makeover by integrating digital innovation and psychological insights.

On this episode of Digital Transformation Success, host and Little Bird Marketing CEO Priscilla McKinney talks with guest Stefanie Francis, founder of Hootology, about modernizing market research through digital transformation. Francis, an experienced market research professional and former NYU adjunct professor, brings insights from her innovative approach to combining qualitative and quantitative research methodologies at scale.

They discuss how emerging technologies and digital transformation reshape traditional market research methods through gamification and enhanced data collection. Francis explains the “quantification of qual,” highlighting different approaches to gathering consumer insights in today’s segmented market landscape. They explore the practical applications of gamified platforms in market research, including their ability to facilitate cross-team collaboration and maintain a comprehensive customer database. They talk about how these platforms facilitate real-time, synchronous conversations with larger groups while retaining the depth of qualitative research.

“If we’re doing research in five years the same way we’re doing it now as Hootology, call us on it because society is changing so much,” Francis explains. “How can we not get so caught up in [how] it’s always been done and [evolve]?”

McKinney and Francis also discuss digital transformation strategy in market research, emphasizing the importance of combining traditional and innovative approaches. They explore digital transformation examples from Francis’s experience, highlighting the potential of gamified platforms to enhance data quality and consumer understanding. The conversation touches on the evolution of market research methodology and the role of digital innovation in creating more engaging and effective research experiences.

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!

Learn more about your ad choices. Visit megaphone.fm/adchoices

AI transforms medical documentation from burden to breakthrough.

On this episode of Digital Transformation Success, host and Little Bird Marketing CEO Priscilla McKinney talks with Dr. Michael Ewing, Chief of Surgery at Corpus Christi Medical Center and co-founder of MedQuill, the engine behind SurgeOn Scribe. They discuss how AI revolutionizes healthcare documentation by addressing the significant challenge of physician charting time and documentation accuracy.

Ewing shares his digital transformation strategy for implementing AI solutions, explaining how the technology captures patient conversations while maintaining HIPAA compliance and seamlessly integrating across multiple Electronic Medical Record (EMR) systems. Through this digital transformation case study, they explore the impact on healthcare delivery, including time savings, improved patient interactions, and enhanced documentation accuracy.

“With SurgeOn Scribe, doctors reclaim valuable hours in their day,” Ewing explains. “And focus on better patient care – and that’s why we’re there at the end of the day.”

McKinney and Ewing also discuss the broader implications of digital transformation in healthcare, examining how AI tools can reduce physician burnout while improving patient outcomes. The conversation highlights real-world examples of how digital innovation is transforming traditional medical practices, emphasizing the importance of maintaining the human element in healthcare while leveraging technology to enhance efficiency and accuracy.

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!

Learn more about your ad choices. Visit megaphone.fm/adchoices

Is optimizing existing tech more efficient than chasing the shiny, new object?

Is your company flush with technology but still faced with productivity challenges?

Did your last technology onboarding fall flat?

On this episode of Digital Transformation Success, host and Little Bird Marketing CEO, Priscilla McKinney, talks with Jane Hales, co-founder of Sapio Research, strategic partner for Seamless.AI, and most recently, founder of partofthe.team, about developing effective digital transformation strategies for businesses. Hales brings significant expertise in helping companies optimize their technology and processes, successfully systemizing Sapio Research to run efficiently without her daily involvement!

McKinney and Hales discuss how companies create operational gaps between changing business strategies and updating processes, usually a drastic difference of four to five years. Organizations face common challenges, such as unused software licenses, failed CRM implementations and the tendency to focus on edge cases rather than common scenarios. 

“About a third of [a company’s] software licenses and apps [are wasted],” Hales explains. “If you could put a third extra revenue or profit on your bottom line, wouldn’t that be fantastic?”

They also discuss the value of bringing outside expertise to optimize existing technology investments rather than constantly adopting new solutions. Hales emphasizes the importance of understanding and documenting processes before attempting to automate or transform them digitally. Her methodology includes practical solutions that enhance digital transformation customer experience, such as screen recording routine tasks for documentation, building process libraries for onboarding and training, and integrating core systems (what she calls “hero packages” – CRM, CMS, and project management systems)

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.

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 dynamic relationships that expand their network. 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! 

Learn more about your ad choices. Visit megaphone.fm/adchoices

Market research, no matter how advanced the technology it uses, still needs astute judgment… and the best judgment comes from humans. 

On this episode of Digital Transformation Success, host and Little Bird Marketing 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, along with 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 throughout the day about solving timely problems in market research, digital innovation, data integrity, customer satisfaction, employee relations, communication gaps, maintaining a high survey response rate, and the impact of AI.

Listed below are the names and LinkedIn accounts of this episode’s guests. If you like what they do or have to say, then please feel free to reach out to them, and also let them know that Priscilla McKinney and Stephanie Douglass sent you their way: Ibby Sayed, Gary Batroff, Cecil Puvanthingal, Stanley Gibbs, James Canga and Jeff Noonan.

Also included here are several keynote speakers mentioned in the interviews: Stanley Sthanunathan, 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 Vivek Bhaskaran. 

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 dynamic relationships that expand 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.

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Don’t crack open that old business textbook, because we got you covered!

On this episode of Digital Transformation Success, host and CEO, Priscilla McKinney, speaks with Rogier Verhulst, Senior Director at LinkedIn, and Marco Vriens, CEO of Kwantum, about the groundbreaking metric, Customer Surplus Value (CSV). As further described in the Harvard Business Review article entitled “Why You Should be Tracking Customer Surplus Value”, CSV measures how much customers would need to be compensated to give up a product or service, providing insights beyond the traditional Net Promoter Score (NPS).

While NPS has long been the standard for measuring customer feedback, CSV offers unique advantages: it provides concrete dollar values that executives can easily understand, it’s less affected by cultural biases, and it’s particularly useful for measuring value in digital and freemium products. When used together, these metrics tell a more complete story in behavioral marketing – for instance, AT&T’s low NPS but high CSV indicates customers might be unhappy but find it difficult to switch providers.

“If your consumer surplus value is five dollars, but the consumer pays two dollars for it,” Vriens explains. “[Customers] are going to be happy because they’re going to get more value than they’re giving up. But if the consumer surplus value is two dollars, but they’re paying five dollars, then you’re going to have to wonder: are these customers going to stay customers?” 

They also discuss LinkedIn’s experience using CSV to evaluate premium versus free features, future applications in brand research, and how this methodology could revolutionize the way businesses measure the dollar value of brand associations built through advertising campaigns.

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! (drawing to be held at stated date).

Learn more about your ad choices. Visit megaphone.fm/adchoices

Is AI the key to revolutionizing market research?

On this episode of Digital Transformation Success, host and Little Bird Marketing CEO Priscilla McKinney talks with guest Steve Male, Executive Vice President of Innovation and Strategic Partnerships at the Logit Group, about AI’s impact on market research. Male, an author and seasoned market research professional brings insights from his book, AI Empowered: Revolutionizing Market Research.  

They discuss how AI is transforming market research through digital innovation and improved data quality. Male explains the concept of the “AI spectrum,” highlighting different levels of AI adoption in businesses. They explore the practical applications of AI in market research, including its ability to process large datasets quickly and efficiently. They cover digital transformation trends in AI adoption and the importance of ethical considerations in AI implementation.

“AI can do a lot of the heavy lifting really quickly,” Male explains. “It addresses a couple of different areas of concern that you can then turn over to a human and get one final pass or look through.”

McKinney and Male also discuss digital transformation strategy about AI adoption, emphasizing the need for caution and due diligence when implementing AI tools. They explore digital transformation case studies from Male’s experience, highlighting the potential of AI to enhance data quality and operational efficiency in market research. The conversation touches on the challenges and opportunities of AI in creating a better digital transformation customer experience for market research clients.

Sponsors:

Hey y’all, 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 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!

Learn more about your ad choices. Visit megaphone.fm/adchoices

Can digital transformation change surgical education for the better?

On this episode of Digital Transformation Success, host Priscilla McKinney talks with guest and co-founder and CEO of Surgery Unified, Dr. Mark Soliman, about the innovative SurgeOn platform and its impact on the medical field. Dr. Soliman, chief of colorectal surgery at Advent Health Digestive Health Institute, brings his extensive background in surgical education and advanced robotic colorectal surgery to the conversation.

Soliman describes SurgeOn as a digital transformation platform for surgical networking and education. He describes it as a mixture of professional social media platforms, tailored specifically for surgeons. The platform aims to address issues in surgical education by providing a cohesive space for learning, networking, and professional development.

The conversation explores how SurgeOn is transforming surgical education through digital innovation. Soliman explains that the platform enables surgeons to search, sort, and filter operative videos down to specific steps, allowing for targeted learning. This approach to digital transformation in healthcare aims to improve surgical techniques and patient outcomes.

Soliman discusses the broader implications of this digital transformation solution for the healthcare industry. He emphasizes the importance of including medical device manufacturers and industry representatives in the platform, albeit with restricted access. This collaborative approach ensures that product development is informed by real surgical needs, potentially leading to better tools and techniques. The platform’s focus on privacy and identity verification is also highlighted as crucial for maintaining a professional and trustworthy environment.

“SurgeOn… fundamentally,” Soliman explains. “Is a surgical networking and education platform.”

Finally, Soliman shares an example of how SurgeOn has directly impacted patient care by enabling surgeons to learn from shared experiences of managing complications. He discusses the platform’s potential for expanding to include other healthcare professionals and international users, while maintaining strict identity verification processes.

Sponsors:

Hey y’all, 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 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 more about your ad choices. Visit megaphone.fm/adchoices

AI and digital innovation are actively reshaping the B2B landscape.

On this episode of Digital Transformation Success, host and Little Bird Marketing CEO, Priscilla McKinney, talks with guest and Fractional CMO at Data-Mania, Lillian Pierson, P.E., about the intersection of AI, digital transformation and product-led growth in B2B tech companies. Pierson brings over two decades of experience specializing in B2B tech startups. She has consulted with Fortune 100 companies and led go-to-market and product-led growth strategies for high-growth data and AI startups.

The two discuss the evolving landscape of digital transformation, emphasizing the importance of marketing strategies that support product-led growth. Pierson highlights the differences between traditional sales-led growth and product-led growth, noting that the latter focuses more on community building, email marketing, and self-service access. Pierson stresses the need for companies to adapt their digital transformation strategy to align with these new growth models.

Together they review how AI is driving efficiencies for growth, with Pierson explaining how AI, particularly machine learning and generative AI, is revolutionizing marketing automation and personalization. She shares insights on building digital communities and leveraging influencer marketing to support product-led growth initiatives. She has found this approach to be key to implementing successful digital transformation solutions that drive growth and engagement. “Once you have a strong underpinning of community,” Pierson explains. “You can leverage this… and yes, they will help you grow your business.” 

McKinney and Pierson also discuss the importance of product-market fit in digital transformation initiatives, the potential of data monetization, and Pierson’s upcoming book, Data and AI Imperative, which focuses on designing strategies for exponential growth. The conversation provides valuable insights for founders and leaders of data and AI-intensive companies looking to navigate their digital transformation journey. Be sure to sign up to be a part of the launch festivities for her much-anticipated book! 

Sponsors:

Hey y’all, 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 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!

Learn more about your ad choices. Visit megaphone.fm/adchoices

Can AI break barriers for underserved communities?

On this episode of Digital Transformation Success, host and Little Bird Marketing CEO, Priscilla McKinney talks with brothers Ifiok and Monk Inyang, co-founders of 1st Street Partnerships, about empowering entrepreneurs and creators of color through the emerging technology of generative AI.

Growing up in a poorer, working-class environment in Newark, NJ, the Inyang brothers understand the challenges faced by underserved communities. They recognize that a lack of resources often means these communities have no cushion to fail, with minor setbacks potentially setting them back years if not decades. But there is a solution, and it lies not just in providing hardware like laptops, but in harnessing the power of generative AI.

Their approach involves providing strategies for modern problem-solving, identifying necessary tools, and teaching how to use them effectively. This education-focused method helps build a supportive community, fostering B2B-cross-team collaboration.

“The way [underserved communities] interact with AI can be a very embracing moment,” Ifiok explains. “We can use it to break down the biases that we have… that keep brilliant minds out of certain industries.”

McKinney and the Inyang brothers also highlight the compounding barriers these communities face, noting that most industry gatekeepers are not people of color. They see AI as a game-changer, offering entrepreneurs less expensive, entry-level solutions. Their vision extends to partnering with academia, government, and public service organizations to increase access and expand the community of AI users.

Sponsors:

Looking for the right space to mix and mingle with corporate researchers and insights professionals who are moving the industry forward? Ready to take your skills to the next level and get connected within the consumer insights space? Join Little Bird Marketing at the Corporate Researcher’s Conference, presented by the Insights Association.

This conference is designed specifically for client-side insights leaders and practitioners who are committed to advancing the profession. We’ll talk about shifts in society, buyer’s beliefs, preferences and advances in technology. 

You’ll hear from innovative researchers and insights visionaries showcasing their groundbreaking work and sharing strategies to manage change and innovation.

Visit insightsassociation.org/events for more information. Register today and let us at Little Bird Marketing know you’re coming. We’d love to meet up in person.

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