Spiraling Up — Marketing For Professional Services

Hinge
  • 5.0 (7)
  • MARKETING

Tired of dry, predictable marketing podcasts? Us too. Welcome to Spiraling Up—the show that puts a playful twist on professional services marketing. A few times each month, you'll hear Pivotal Stories about the hottest B2B marketing research and trends before diving headfirst into interactive games and challenges with marketing leaders, Visible Experts™, and practitioners.  Whether you’re spearheading marketing and business development efforts or building your expertise in the field, this podcast is your go-to resource for actionable insights and real-world advice with a fun twist! Hosted by Austin McNair, Joe Pope, and Mary-Blanche Kraemer. Join us as we spiral up with the brightest minds in professional services marketing. Get ready to laugh, learn, and level up your marketing game! Subscribe Today.

  1. The ROI of a Business Podcast: Was Spiraling Up Worth It?

    DEC 18

    The ROI of a Business Podcast: Was Spiraling Up Worth It?

    Was launching Spiraling Up actually worth it? In this special year-end episode, the team looks back on 2025 and asks the honest question every firm-led podcast eventually faces: did this experiment deliver real value? We revisit standout clips from across the year, reflect on what worked (and what didn’t), and unpack the lessons we learned about podcasting as a strategic business tool—not just a marketing channel. From audience engagement and format experiments to internal alignment and long-term ROI, this episode pulls back the curtain on what it really takes to run a successful professional services podcast. Whether you’re considering launching a podcast, already producing one, or questioning if the effort is paying off, this episode offers a candid, behind-the-scenes look at the realities of podcasting inside a growing firm. In this episode: Was the Spiraling Up podcast experiment worth the time and effort?What surprised us most after a full year behind the micClips and moments that shaped the direction of the showLessons on consistency, formats, and audience expectationsWhat we’d double down on—and what we’d do differentlyHow podcasting actually supports business development and brand growth Who this episode is for: Professional services marketers and leadersFirm owners considering a podcastPodcast hosts questioning ROI or momentumAnyone curious about podcasting beyond “downloads and likes”If you’re looking for a realistic, experience-based perspective on podcasting—not hype—this episode is a must-watch. Past episodes referenced: The 2025 Professional Services Marketing Tactics Draft + Everyday AI ExamplesIntern TAKEOVER: Will Gen Z Put Marketing in Jeopardy? with Sabrina AlperinGoogle Veo 3 is here and we're DOOMED...or are we? + B2G Power Plays with Megan Battaglia10 Things We Hate About Websites (And Examples of Ones We Like)

    1 hr
  2. The Human Advantage: Why EQ Beats AI

    DEC 3

    The Human Advantage: Why EQ Beats AI

    Now that AI is inundated across everything that we do at work, what are the most  important leadership skills to prioritize in your organization? In this episode of Spiraling Up, Dr. Mikah Sellers takes on our Blind Rankings challenge — and the results reveal the true skill gaps shaping the future of business leaders. From EQ and power skills to AI literacy and data fluency, this playful experiment uncovers the capabilities leaders must prioritize as technology accelerates faster than ever. Stay to the end for a Pivotal Story with Hinge Managing Partner, Liz Harr, adding a real-world lens to the trends redefining the professional services landscape. CHAPTERS: 00:00 Welcome 03:33 Introduction and Guest Welcome 04:17 Emotional Intelligence in Leadership 06:50 Blind Rankings Game Introduction 08:38 Data Fluency and Literacy 10:01 Inspirational Communication 12:04 Relationship Building 18:40 AI Interfacing Skills 24:30 Emotional Intelligence 31:15 Key Skills for Future Marketers 31:27 AI's Role in Seamless Customer Journeys 33:42 Adaptability and Continuous Learning 35:52 Maintaining Core Principles in Marketing 41:20 Ethical AI and Responsible Innovation 48:08 Concluding Thoughts on AI and Leadership 49:17 Introduction to the 2026 High Growth Study 51:44 Key Insights from the High Growth Study 54:20 The Impact of Hosting Events and Conferences 58:04 Final Thoughts and Podcast Sign-Off Connect with Dr. Mikah Sellers: https://www.linkedin.com/in/mikah-sellers/

    59 min
  3. M&A Brand Therapy: Sorren’s Approach to Uniting 16 Firms

    NOV 19

    M&A Brand Therapy: Sorren’s Approach to Uniting 16 Firms

    In today’s episode of Spiraling Up, we explore one of the boldest moves in the accounting world: the creation of Sorren, a new Top 50 accounting firm formed through the merger of 16 independent firms. We’re joined by two of the leaders behind this remarkable merger — Tara Davis, National Marketing Director, and Heath Alloway, Growth Partner — who take us inside the real story: How five long-time peer firms planted the seed for a larger mergerHow the idea spread to 16 firms within the BDO AllianceWhat it takes to align cultures, systems, processes, and peopleHow they brought together hundreds of employees under a new shared mission, vision, and valuesFrom the M&A strategy to the brand rollout, from overcoming fears and rumor mills to building trust and identity, Tara and Heath share candid insights into the challenges and breakthroughs that shaped Sorren’s launch. Whether you're navigating a merger, thinking about joining one, or simply curious about how large-scale integration actually happens, tune in for this masterclass in communication, culture, and leadership during transformation. CHAPTERS: 00:00 Introduction 00:34 Welcome 01:30 Mergers and Acquisitions 05:42 Background 14:36 M&A Brand Therapy Session 15:29 How Do We Bring 16 Firms Together?  23:07 Rebranding Worries 26:03 Rebranded Company's History 29:32 How To Advise An Exhausted Rumor Killer 33:58 We've Been Bought Out By The Man 39:45 The Impact on a CPA'S Career Trajectory 48:04 How Will a legacy Employee's Voice be Heard?  51:47 Pivotal Story 52:21 Welcome 52:47 All Things M&A 53:31 Current Climate For Quality 55:36 Due Dilligence Before Brand Integration 57:27 Success Stories and Nightmares Visit Sorren's website: https://sorren.com/ Connect with Heath on LinkedIn: https://www.linkedin.com/in/heath-alloway/ Connect with Tara on LinkedIn: https://www.linkedin.com/in/taradavis-sorren/

    58 min
  4. Date, Marry, Dump: Making Good Marketing (And Design) Choices with Thiel & Team

    NOV 12

    Date, Marry, Dump: Making Good Marketing (And Design) Choices with Thiel & Team

    The Spiraling Up crew takes the show on the road to Southlake, Texas, for a special live recording with Paige Byrd and Elyssa Stephenson, co-presidents of the award-winning interior design and procurement firm Thiel & Team. Together, they dig into what it takes to grow a thriving professional services business—balancing creativity, client management, and operational excellence. Then, things take a fun turn as they play Date, Marry, Dump: Business Edition—debating which marketing strategies and workplace trends they’d keep, test, or toss in today's marketplace. From thought leadership and speaking gigs to LinkedIn trends, company retreats, and even questionable office décor choices (yes, fake fig trees make an appearance), this episode blends laughter with serious insights about running a high-performing firm that still knows how to have fun. CHAPTERS: 00:00 Introduction and Welcome 01:03 Why Hinge is in Texas 02:21 Meet the Co-Presidents of Teal and Team 06:18 The Evolution of THIELCON 07:24 Canyon Creek Renovation 09:25 The Year of the Travel Maximizer 11:01 Experience in Business and Leisure 17:32 Game Time: Date, Marry, Dump 19:35 Thought Leadership Vehicles 25:55 Aesthetic Annoyances 30:16 Website and Digital Experience 35:19 Unfortunate Workplace Communications 36:50 Company Culture Initiatives 42:22 Remote/Hybrid Work Quirks 45:13 Branding Strategies 52:19 Conclusion and Contact Information Visit Thiel & Team's website: https://thielandteam.com/ Connect witih Paige: https://www.linkedin.com/in/paige-byrd-a0a44210/ Connect with Elyssa: https://www.linkedin.com/in/elyssa-stephenson/

    54 min
  5. Swipe Right: The Business Development Dating Game

    OCT 22

    Swipe Right: The Business Development Dating Game

    What if winning work felt a little more like dating?  In this episode of Spiraling Up, Joe and Mary-Blanche sit down with marketing pros Amy Cuddy (Wilmot Sanz) and Abby Harrington (Gilbane Building Company) to unpack the parallels between proposal pursuits and modern matchmaking. From the principal in charge who “flies in and out” to the designer who just can’t stop tweaking, Amy and Abby share how to manage every personality type you’ll encounter in business development — and when it’s time to swipe left. They’ll also play a round of The Business Development Dating Game, where red flags and green flags fly fast. Whether you’re chasing RFPs, courting clients, or trying to build better teaming partnerships, this episode will help you navigate the pursuit process with humor, empathy, and a few laughs along the way. 00:00 Welcome to Spiraling Up 03:19 Introducing Amy and Abby 07:52 Principal In Charge 08:48 Project Manager 12:42 Marketing Manager 14:43 Marketing Director 16:02 Business Development 18:35 Swipe Left Or Right? 20:03 Pick Up Line 1 21:30 Pick Up Line 2 23:38 Pick Up Line 3 26:29 Pick Up Line 4 27:54 Pick Up Line 5 29:38 Pick Up Line 6 30:56 Pick Up Line 7  32:42 Pick Up Line 8  35:36 Pick Up Line 9 38:09 Pick Up Line 10  39:30 Pick Up Line 11  41:18 Pick Up Line 12 42:30 Conclusion Connect with Amy Cuddy: https://www.linkedin.com/in/amypcuddy/ Learn more about Wilmot Sanz: https://www.wilmot.com/ Connect with Abby Harrington: https://www.linkedin.com/in/abby-f-harrington/ Learn more about Gilbane Building Company: https://www.gilbaneco.com/

    43 min
  6. How To Lose A Lead In 10 Days

    OCT 8

    How To Lose A Lead In 10 Days

    Participate in the 2026 High Growth Study Today: https://hingemarketing.com/survey In this episode of Spiraling Up, the Hinge team dives into classic rom-com territory with 'How to Lose a Lead in 10 Days.' Austin McNair, Mary Blanche Kramer, and Joe Pope discuss seven surefire ways to lose a lead, from neglecting your website to giving prospects only one option.  The team touches on the importance of social media, the pitfalls of responding to every RFP, and why you should never just talk about your services. Plus, learn how to involve your subject matter experts and tailor your pitches to prospects' actual needs.  CHAPTERS 00:00 Welcome 04:04 Have a Disorganized Business Development Process 13:52 Neglect Your Company's Website 19:10 Hide Your Subject Matter Experts 24:38 Respond To Every RFP That Comes Your Way 29:20 Limit Content To Focus on Your Firm And Services 36:19 Ignore the Prospect's Business Situation  43:17 One solution at one price 48:49 Pivotal Story: Sprout Social Report 58:13 Conclusion

    59 min
  7. 5 Ways to Fix Your CRM, with Wayne Larson

    SEP 24

    5 Ways to Fix Your CRM, with Wayne Larson

    Participate in the 2026 High Growth Study today: https://hingemarketing.com/survey In this episode of Spiraling Up, the Hinge team welcomes Wayne Larson, the CRM Plumber, for a lively discussion on how to un-clog your CRM pipes. From bad data to cumbersome reports, learn how to clean up your tech issues. Finally, the team dissects common branding missteps, taking lessons from Cracker Barrel and Patron Tequila.  CHAPTERS: 00:00 Welcome 06:20 Becoming a CRM Plumber 07:04 The Current Conversation on CRM 10:40 Five Scenarios 11:54 Our Data is a Mess 18:31 Metrics 23:51 Users 29:46 Marketing Teams 35:01 Partners are Questioning CRM's Value 41:56 High Growth Study and AI 45:49 Pivotal Story 58:19 Conclusion Connect with Wayne on LinkedIn: https://www.linkedin.com/in/larsonwayne/ Visit A-Sesh Tech: https://www.aseshtech.com/

    59 min
  8. Buy or Sell: The Case for Building B2B Relationships, with Dr. Ryan O’Sullivan

    SEP 10

    Buy or Sell: The Case for Building B2B Relationships, with Dr. Ryan O’Sullivan

    Buy or Sell? Relationships are the #1 asset to your organization. In this episode of Spiraling Up, Austin, Joe, and Mary-Blanche sit down with Dr. Ryan O'Sullivan, Global Account Manager at Introhive for a game of ‘Buy or Sell?’ This fun conversation centers on the importance of building stronger business relationships.  Then, the gang cuts through the GEO vs. SEO hype in this week’s Pivotal Story inspired by a post by Jeremy Moser. CHAPTERS: 00:00 Welcome 04:26 Dr. Ryan O’Sullivan 08:29 Gameshow - Buy or Sell? 10:50 Buy or Sell #1 14:35 Buy or Sell #2 20:54 Buy or Sell #3 24:36 Buy or Sell #4 31:49 Buy or Sell #5 35:38 Buy or Sell #6 39:42 Buy or Sell #7 44:28 Buy or Sell #8 48:52 Pivotal Story Connect with Ryan: https://www.linkedin.com/in/ryan-osullivan-uk/ Visit IntroHive: https://www.introhive.com/

    58 min
See All (22)

5
out of 5
7 Ratings

About

Tired of dry, predictable marketing podcasts? Us too. Welcome to Spiraling Up—the show that puts a playful twist on professional services marketing. A few times each month, you'll hear Pivotal Stories about the hottest B2B marketing research and trends before diving headfirst into interactive games and challenges with marketing leaders, Visible Experts™, and practitioners.  Whether you’re spearheading marketing and business development efforts or building your expertise in the field, this podcast is your go-to resource for actionable insights and real-world advice with a fun twist! Hosted by Austin McNair, Joe Pope, and Mary-Blanche Kraemer. Join us as we spiral up with the brightest minds in professional services marketing. Get ready to laugh, learn, and level up your marketing game! Subscribe Today.

Information