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/

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/

In this episode of Spiraling Up, the Hinge team dives into the growing trend of fractional executives in professional services. Austin, Mary-Blanche, and Joe are joined by Jen Hamilton, a fractional COO and mentor to COOs, to play a game of “Blind Rankings” in a fun exploration of on-demand work in various aspects of business operations. 

Download the 2025 Marketing Budget Benchmark Study Executive Summary: https://accountingmarketing.org/category/surveys-studies-research-and-more/

In this special in-person episode of Spiraling Up, the team attended the 2025 AAM Summit in Phoenix, Arizona. During the event, marketing leaders, practitioners, and industry experts joined the show to share their ‘pivotal stories’ from the event—key learnings, takeaways, and overall impressions. Many common themes bubbled up, like how to build marketing budgets, fostering trust among teams, SEO strategies, and of course, artificial intelligence (AI). Recorded live on the showroom floor, this episode offers a window into one of the accounting industry’s key events.

Download the 2025 High Growth Study Executive Summary:
www.hingemarketing.com/highgrowth

In this episode of Spiraling Up, we tackle the ever-persistent question: Is SEO dead? Join Austin, Joe, and Mary-Blanche as they dive into fascinating new data from SparkToro (‪@SparkToro‬ ) highlighting Google's dominance and the relevance of SEO best practices. The team also hands out special marketing superlatives, recognizing companies excelling in thought leadership, talent acquisition, past performance, and more. In this episode, you'll hear:

• Is SEO dead? (enough with this nonsense)
• The Black Hole Award
• The Talent Magnet Award
• The Acquisition Amplification Award
• The People Powered Firm Award
• Legacy of Excellence Award

How do High Growth professional services firms go to market today? Download the 2025 High Growth Study to find out: https://www.hingemarketing.com/highgrowth

In this episode of Spiraling Up, the Hinge team discusses the complexities of time tracking in professional services, debating its benefits and drawbacks. Then, Becca Johns, an expert in accounting marketing, joins the show to play ‘Buy or Sell?’ where she shares insights on the challenges and potential of marketing in the accounting industry. The conversation touches on marketing strategies, ROI, risk aversion, the impact of marketing on M&A, and the importance of building personal brands.

How do High Growth professional services firms go to market today? Download the 2025 High Growth Study to find out: https://www.hingemarketing.com/highgrowth

In this episode of Spiraling Up, we discuss whether marketing attribution is a myth, inspired by Sherehan Ross’ hot take on LinkedIn which sparked a debate about revenue as a marketing KPI. 

Then, we welcome author, speaker, and sales strategy expert Amy Franko to play a game of ‘Would You Rather: Sales Edition.’ In this fun, gameshow style interview, we explore sales team dynamics, the importance of integrating technology, and practical tips for professional services marketing. In this fun-filled segment, you’ll hear whether Amy would rather…

• measure a marketing team’s performance based on revenue or a combination of core funnel KPIs?
• lead a team that excels in traditional sales tactics but is resistant to change, or a team that's adaptable but less experienced?
• focus on selling to established industries or emerging markets?
• have a salesperson who talks excessively and doesn't effectively listen to the client's needs or one who is too passive and fails to proactively guide the client through the sales process?
• enhance your sales team’s expertise in traditional sales methods or in new technologies such as AI and automation?

BONUS: At the end, we do a rapid-fire ‘lightning’ round with Amy to see how many questions she can answer in 5-minutes.

Connect with Amy Franko on LinkedIn: https://www.linkedin.com/in/amyfranko/
Visit Amy Franko’s Website: https://amyfranko.com/

How do High Growth professional services firms go to market today? Download the 2025 High Growth Study to find out: https://www.hingemarketing.com/highgrowth

In today's episode of Spiraling Up, Austin, Joe, and MB look at the cringy side of LinkedIn, exploring some of the most awkward moments on the platform. Then, they welcome podcast expert John Tyreman to debunk common myths about podcasting in professional services, like:

• Myth #1: Podcasts don't work in professional services
• Myth #2: You need a huge audience to start a podcast
• Myth #3: Only charismatic personalities can be successful hosts
• Myth #4: Creating ROI from a podcast is impossible
• Myth #5: Podcasting is a fad that will soon fade away

Connect with John Tyreman on LinkedIn: https://www.linkedin.com/in/johntyreman/
Visit the Red Cedar Marketing website: https://www.redcedarmarketing.com/

How do High Growth professional services firms go to market today? Download the 2025 High Growth Study to find out: https://www.hingemarketing.com/highgrowth

In today's episode of Spiraling Up, Austin, Joe, and MB explore the new challenges marketing faces in professional services, especially with the rising influence of AI and automation. Then, they channel the excitement of the NFL Draft by hosting the inaugural marketing tactic draft where each host picks from a selection of high growth  efforts to build a championship-caliber campaign for 2025. In this conversation, we cover:

• How AI is changing professional services marketing
• The top challenge marketers want to learn about in 2025
• Differences between networking and speaking at conferences
• The strategic impact of thought leadership and content creation
• Ways social media advertising is being leveraged in B2B
• Effective approaches to presenting in webinars
• The importance of incorporating PR in your marketing strategy
• The role of video blogging in expanding expertise and visibility

How can professional services firms get started with video marketing?

Yes, it is possible to get started with video, even right now! In this episode of Spiraling Up, Austin, Joe, and MB explore whether or not professional services marketers can actually measure ROI on their marketing. And then video producer Dane Frederiksen joins the show to play a game called 'fill in the blank.' In this fun conversation, we cover:

• The biggest mistakes firms make when starting with video
• The most important element of a video marketing strategy
• What to consider when scripting videos
• Keys to creating high quality content, consistently
• The best type of video for showcasing thought leadership
• How many times you should post videos per week
• How to use videos for client testimonials
• The future of video marketing

Connect with Dane on LinkedIn: https://www.linkedin.com/in/digitalaccomplice/
Visit the Digital Accomplice website: https://www.digitalaccomplice.com/

How do High Growth professional services firms go to market today? Download the 2025 High Growth Study to find out: https://www.hingemarketing.com/highgrowth

In this episode of Spiraling Up, the gang draws parallels between Super Bowl advertisements and professional services marketing. Then, Austin tries to trick Joe and MB in a marketing game of “Fact or Fiction” based on the results of Hinge’s recent 2025 High Growth Study. In this episode, you’ll learn:

• If creating content is still the top marketing priority
• What percentage of revenue firms dedicate to marketing today
• The key business challenges firms face, like AI integration
• How proficient firms are in using marketing metrics
• The impact of speaking at targeted events
• The effectiveness of webinars in current marketing strategies
• What type of research High-Growth firms focus on

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

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/

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/

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/

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/

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

In this episode of Spiraling Up inspired by the hit 1999 movie, "10 Things I Hate About You", Austin, Mary-Blanche, and Joe dive into the top ten things they hate about professional services websites. They discuss issues from huge navigation menus to poor SEO optimization and offer illustrative examples of websites that are doing it right. 

Hinge's Art Director Christian Baldo, also joins the show to share his perspective on why brands (and the world) has gone gray. And don't miss the unique closing segment where Joe reads a heartfelt poem about these website woes. 

View the Hinge website portfolio here: https://hingemarketing.com/portfolio#website-design

CHAPTERS:
00:00 Intro + Banter
04:22 Pivotal Story: Is the World Losing Color?
15:53 Complex Main Navigation
21:18 Bad Homepage Headlines
25:36 Stock Imagery
30:24 Websites With No Filtering Tools
33:07 Lack of Case Stories
37:16 Lack of Expert Bio Pages
39:40 Attributing Thought Leadership to the Company
43:33 Lack of Video
47:40 Lack of Employer Branding
51:09 Poorly Optimized For Search
55:40 List Recap
56:38 Slam Poet Joe

In this episode of Spiraling Up, the team dives into the implications of Google's new AI product, Veo 3, which can generate highly realistic video content from text prompts. What impact will this have on marketing? On humanity? 

Then, the hosts welcome Megan Battaglia, VP of Marketing at ThunderCat Technology, for a game of 'B2G Power Plays.' Megan shares valuable insights on building a government-focused marketing strategy, leveraging vendor partnerships, and ensuring event success. Don't miss this engaging discussion on the future of marketing in the B2G space!

00:00 Introduction
05:31 Pivotal Story: Google Veo 3 
16:50 Introducing Megan Battaglia
19:13 Power Play 1: Going from Solo Marketer to Small Team
32:35 Power Play 2: Impact of Administration Changes on Marketing
39:13 Power Play 3: Running a Successful Charity Golf Tournament
52:03 Ultimate Power Play: Mission Focus Mindset
53:33 Outro

Connect with Megan on LinkedIn: https://www.linkedin.com/in/meganbattaglia/
Learn more about ThunderCat: https://www.thundercattech.com/

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 merger
• How the idea spread to 16 firms within the BDO Alliance
• What it takes to align cultures, systems, processes, and people
• How they brought together hundreds of employees under a new shared mission, vision, and values

From 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/

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 mic
• Clips and moments that shaped the direction of the show
• Lessons on consistency, formats, and audience expectations
• What we’d double down on—and what we’d do differently
• How podcasting actually supports business development and brand growth

Who this episode is for:

• Professional services marketers and leaders
• Firm owners considering a podcast
• Podcast hosts questioning ROI or momentum
• Anyone 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 Examples
• Intern TAKEOVER: Will Gen Z Put Marketing in Jeopardy? with Sabrina Alperin
• Google Veo 3 is here and we're DOOMED...or are we? + B2G Power Plays with Megan Battaglia
• 10 Things We Hate About Websites (And Examples of Ones We Like)
  
  
  
  

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/

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.

Every year, business leaders set ambitious resolutions—delegate more, lead better, work less, grow faster. And every year, most of those goals quietly disappear.

In this episode of Spiraling Up, the team sits down with Dr. Josh Elmore, organizational scientist and executive advisor, for a live coaching conversation on why leadership resolutions fail—and how high-performing executives create change that lasts.

Rather than relying on motivation or willpower, Josh helps the hosts unpack the systems, incentives, and behaviors that shape real leadership growth. Through candid coaching, the episode explores delegation traps, visibility challenges, burnout, and how leaders can shift from being “the fixer” to building resilient teams.

This episode covers:

• Why New Year’s leadership goals break down
• How to replace willpower with systems and structure
• The hidden costs of always being the go-to problem solver
• What sustainable leadership change actually looks like
• Practical ways to design accountability into your role

If you’re entering the new year with big leadership goals—or trying to recover momentum you’ve already lost—this conversation offers a smarter, more sustainable path forward.

Connect with Dr. Josh: https://www.linkedin.com/in/joshelmore1/
Learn more about Court Street Consulting: https://www.courtstreetconsulting.net/

Download the executive summary of the 2026 High Growth Study: www.hingemarketing.com/hgs

What marketing decisions truly drive growth in professional services firms?

In this episode of Spiraling Up, the team explores findings from Hinge’s 2026 High Growth Study through a structured “This or That” conversation, examining the strategic choices that differentiate high-growth firms from their slower-growing peers.

Rather than relying on opinions or industry hype, Austin McNair, Joe Pope, and Mary-Blanche Kraemer use research-backed insights to unpack common marketing tradeoffs—revealing where high-growth firms focus, where they don’t, and why many popular debates miss the point entirely.

Topics include:

• How high-growth firms balance brand building and demand generation
• The role of thought leadership, SEO, and visibility in long-term growth
• Why specialization consistently outperforms broad positioning
• How data—not instinct—should guide marketing strategy

This episode is designed for professional services marketers and firm leaders looking to move beyond surface-level tactics and make smarter, more strategic decisions backed by evidence.

If you want to understand what high-growth firms actually do differently, this conversation delivers the clarity.

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, and check out his website.

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
Learn more about Brandi