Expert Advice for Better B2B Marketing Campaigns for Tech Companies

What if the difference between business success and stagnation lies in distinguishing flashy metrics from insights that beat your competition? On this episode of Digital Transformation Success, host and Little Bird Marketing CEO Priscilla McKinney talks with Andrew Elder, SVP for Advanced Analytics at Illuminas, a Radius Insights company, about the critical shift happening in quantitative research and competitive analysis. They explore how AI tools are transforming the baseline of what clients can accomplish independently, forcing research professionals to evolve beyond traditional metrics like Net Promoter Score toward more sophisticated competitive positioning strategies. Elder also explains how B2B decision-making complexity creates unique challenges that AI cannot fully address, particularly when dealing with collaborative organizational decisions involving multiple influencers across different timeframes and contexts. The conversation reveals why understanding your competitive position requires moving beyond simple recommendation scores to capture the nuanced reality of how brands elevate within their specific market categories. "The competitive context is absolutely crucial," Elder explains. “The reality is that companies need buyers to not only think positively about [their] brand, but also think about how that fits [their] needs relative to other options.” The discussion also covers Illuminas' "Science of Winning" methodology, which builds on over 10 years of research demonstrating that relative brand position predicts future outcomes far better than absolute scores. This approach helps technology companies understand that becoming the most recommended brand within their competitive set matters more than achieving high scores in isolation, whether they're competing at the platform level or within specialized technology stacks. Sponsors: Priscilla McKinney here! I am very excited to tell you about my 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. Tired of generic marketing firms that don't get market research? Say hello to Little Bird Marketing, the revenue generation company of choice for the market research industry. Our "peeps" understand market research inside and out. We know your buyers, craft meaningful messages that move them to buy, understand the competitive landscape and where you fit in the market. We get the industry - from qual/quant to emerging technologies. Why settle for getting the job done when you can soar with marketing that drives real revenue? Click here to get started. Learn more about your ad choices. Visit megaphone.fm/adchoices