Spiraling Up — Marketing For Professional Services

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

    6D AGO

    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
  2. 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
  3. 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
  4. 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
  5. 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
  6. Don't SEVER Your Personality at Work, with John Garrett

    AUG 27

    Don't SEVER Your Personality at Work, with John Garrett

    Fight back against toxic workplace cultures ✊ In this episode of Spiraling Up, the Hinge team dives into the evolving landscape of work culture, featuring an insightful discussion with John Garrett, author of 'What's Your And?' Garrett emphasizes the importance of valuing employees beyond their job titles and integrating personal passions into professional life. The conversation also explores the impact of AI on productivity, managing work-life balance, and creating a people-centric workplace.  CHAPTERS: 00:00 Introduction 04:54 Introduction to John Garrett 11:27 Toxic Takes 13:01 Toxic Trait #1 20:21 Toxic Trait #2 22:53 Toxic Trait #3 30:22 Practical Ways to Apply Your 'And' 35:43 Toxic Trait #4 39:46 Sharing Hidden Talents 43:01 Connect With John Garrett 44:01 Pivotal Story: The Infinite Workday 54:41 Final Thoughts Connect with John Garrett on LinkedIn: https://www.linkedin.com/in/thejohngarrett/ Visit John Garrett's Website: https://www.thejohngarrett.com/

    56 min
  7. Firing Toxic Clients, Valuing Your Time, and Adapting to Change with Matt Tait

    AUG 13

    Firing Toxic Clients, Valuing Your Time, and Adapting to Change with Matt Tait

    In this episode, Matt Tait, Co-Founder of Decimal joins the show to play a game of 'Would You Rather?' with Austin, Joe, and Mary-Blanche.  Spinning a digital wheel to decide the questions, Matt is given abominable choices across 5 various categories: people, growth levers, profit centers, leadership, and business killers. This fun, gameshow-style podcast interview showcases important business leadership lessons in an entertaining way. Then, the gang explores why CMOs have shifted their strategies from client acquisition to client retention. CHAPTERS: 00:00 Introduction & Limited Banter 01:58 Would You Rather: Spin the Wheel Edition 06:42 Cash Flow Nightmares or AI Disruption? 09:43 Ignore Major Issues or Over-Flag Minor Concerns? 13:58 Sacrifice Margin for Fast Growth or Slow But Profitable? 19:58 Spend $100k On Brand or Outbound Sales? 25:54 Employee Happiness or Maximum Profits? 28:57 Hire Veterans or Young Talent? 33:21 Scale w Toxic Performer or Fire Them Now? 36:51 GTM Strategy: Go Deep or Broad? 39:28 Learn More About Decimal 40:03 Pivotal Story: CMOs Focus on Client Retention Connect with Matt on LinkedIn: https://www.linkedin.com/in/mtait83/ Visit the Decimal Website: https://www.decimal.com/

    50 min
  8. Intern TAKEOVER: Will Gen Z Put Marketing in Jeopardy? with Sabrina Alperin

    JUL 30

    Intern TAKEOVER: Will Gen Z Put Marketing in Jeopardy? with Sabrina Alperin

    In this special Intern Takeover episode of Spiraling Up, the 2025 Summer Intern, Sabrina Alperin, hosts an exciting gameshow very similar to (but definitely different than) the popular gameshow, Jeopardy! Austin, Mary-Blanche, and Joe compete to answer questions in categories like 'Everything Sabrina,' 'Marketing Mayhem,' and 'Hinge Story.' Sabrina also shares insights from her internship at Hinge, discussing the importance of SEO, social media strategies, and the role of AI in marketing. The episode wraps up with Sabrina's plans for the future as she returns to Vanderbilt University. Connect with Sabrina: https://www.linkedin.com/in/sabrinaalperin/ CHAPTERS: 00:00 Welcome 02:32 Intern Puts Marketing in Jeopardy 22:36 And the winner is... 23:31 Gen Z Perspective on B2B Marketing

    41 min
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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.

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