Spiraling Up — Marketing For Professional Services

29 Episodes

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Culture vs Data: What AEC Firms Do to WIN

2026-04-2250:53

What happens when you take a podcast out of the studio… and put it on stage in front of a live audience? In this special Spiraling Up keynote episode recorded live at The SMPS Southeast Regional Conference (SERC), we put two industry experts on the hot seat—no scripts, no edits, no safety net. Just real-time answers to the biggest questions facing professional services firms today. From business development and branding to AI, authenticity, and what actually drives growth, this episode dives...

VP of Marketing Reveals the 4 Tactics That Still Work in 2026

2026-04-0159:58

If you could only choose four marketing strategies to rely on for the next year, what would make the cut? In this episode of Spiraling Up, the team is joined by Dawn Hancock, VP of Marketing at Vertex, for a practical and engaging exercise: building a “Marketing Mount Rushmore.” Each participant selects and defends the four tactics they believe deliver the greatest impact in today’s environment. The conversation explores how firms can prioritize effectively, allocate resources with intention,...

AI Search Has ARRIVED (Are you ChatGPT & Gemini-ready?)

2026-03-1150:19

AI search has arrived—and it’s reshaping how buyers discover and evaluate companies. In this episode of Spiraling Up, the team welcomes Leah from Brandi to explore the rise of Generative Engine Optimization (GEO) and what marketers must do to stay visible in tools like ChatGPT, Gemini, and Perplexity. Leah explains why the shift from traditional SEO to AI search changes the rules of digital marketing. Instead of simply matching keywords, AI systems evaluate intent, authority, and share of voi...

Business Leaders That CARE (Why Authenticity Always Wins)

2026-02-2556:55

In this episode, the Hinge team explores whether the gap between thriving and struggling marketing leaders can really be traced back to four letters: C.A.R.E. Leadership strategist and bestselling author Jonathan Eldridge joins us to put his CARE framework to the test in a series of high-stakes, real-world scenarios—from boardroom imposter syndrome to marketing team meltdowns and social media crises. Along the way, we unpack: Why executives don’t want perfection—they want truthHow small, ever...

Crazy, Stupid Rebrands (and How to Avoid Catastrophe)

2026-02-1145:30

Rebrands are hard. And when they go wrong, they can be really wrong. In this episode of Spiraling Up, the Hinge team takes a playful—but deeply practical—look at Crazy, Stupid Rebrands: the most common ways professional services firms sabotage their own brand transformations. Using a game-based format inspired by classic romantic comedies, the team dissects real branding blunders—from research-free repositioning and internal power struggles to rushed launches that leave teams confused and cli...

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Spiraling Up — Marketing For Professional Services