Spiraling Up — Marketing For Professional Services

Culture vs Data: What AEC Firms Do to WIN

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) [https://smps-serc.org/], 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 into: • How business development has evolved—and where it’s going • Why authenticity is becoming the most valuable (and rare) asset • What separates firms that grow from those that stall • How to build trust, visibility, and real differentiation in a crowded market • The role of consistency, adaptability, and execution in winning work This isn’t a typical interview. It’s a fast-paced, high-stakes conversation where ideas are tested live—and the best insights rise to the top.

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

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, and focus on strategies that generate meaningful business outcomes. Key themes include: * The role of conferences, gated content, and case studies in driving growth * How to align marketing efforts with buyer needs and long-term positioning * Why consistency and value creation matter more than volume * How to build a cohesive marketing system rather than isolated tactics Whether you’re refining your marketing strategy or rethinking your approach to business development, this episode offers a clear, experience-backed perspective on what works—and why. Connect with Dawn on LinkedIn [https://www.linkedin.com/in/dawnhancock/] Check out VERTEX [https://vertexeng.com/]

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

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 voice across an entire market conversation to determine which companies get recommended.  The discussion also explores how AI prompts compress the traditional marketing funnel, why content strategy must evolve to answer real user questions, and how businesses can track how AI models are describing and comparing them to competitors.  They also tackle a dangerous assumption many marketers are making today: that AI search is just another SEO tactic or a temporary trend.  If you’re responsible for marketing, brand visibility, or demand generation, this episode will help you understand how to prepare for a world where AI assistants increasingly decide which companies get recommended. Connect with Leah on LinkedIn [https://www.linkedin.com/in/leahgabriel/] Learn more about Brandi [https://mybrandi.ai/]

Business Leaders That CARE (Why Authenticity Always Wins)

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 truth * How small, everyday behaviors quietly signal (or sabotage) leadership * What adaptability looks like when budgets get cut and teams fracture * How to lead with enthusiasm and influence, even in uncertainty If you’ve ever felt the pressure to be flawless, the fear of not having all the answers, or the weight of leading through chaos—this episode will challenge you to rethink what strong leadership really means. Because in the moments that matter most, the question isn’t whether you’re perfect. It’s whether you CARE. Connect with Jonathan on LinkedIn [https://www.linkedin.com/in/jonathan-eldridge-3497231/], and check out his website [https://soulfocusmindset.com/].

Crazy, Stupid Rebrands (and How to Avoid Catastrophe)

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 clients unconvinced. Listeners will learn: * Why most rebrands fail before design even begins * How internal alignment breaks down during brand transitions * What separates a “clean breakup” from a branding disaster * The strategic foundations every successful rebrand needs This episode is equal parts entertaining and educational—and a must-listen for marketing leaders, firm partners, and executives navigating brand change.