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Spill The Ink

Spill The Ink

著者： Michelle Calcote King
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 Welcome to Spill the Ink, a podcast by Reputation Ink featuring growth and visibility experts from professional services firms, including law firms and AEC firms. マネジメント マネジメント・リーダーシップ 出世 就職活動 経済学
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  • Challenging AEC’s Myth That “Anyone Can Do Marketing”

    Challenging AEC’s Myth That “Anyone Can Do Marketing”
    2025/06/11
    The misconception that “anyone can do marketing” creates barriers that relegate AEC marketers to tactical roles rather than strategic business partners. In this “Spill the Ink” episode, Michelle Galindez, Director of Marketing and Communications at Syska Hennessy Group, discusses practical strategies for marketing leaders to find their voice, challenge assumptions and demonstrate value in terms that resonate with technical executives. Michelle has spent nearly a decade reinforcing Syska Hennessy's global marketing function into a trusted strategic business driver. She covers actionable tips to help marketers build technical fluency and gain the confidence to reshape conversations with seasoned technical experts, such as prioritizing hands-on learning through site visits, attending technical training alongside firm engineers and systematic relationship-building with internal champions who understand marketing's strategic value. Michelle also shares examples of the advice in practice at Syska Hennessy. Here’s a glimpse of what you’ll learn How to overcome the misconception that "anyone can do marketing" in AEC firms. Strategies for learning the technical aspects of an AEC firm without becoming an engineer. Practical approaches to finding your voice in rooms full of technical experts. How to challenge assumptions and ask strategic questions that drive results. Methods for demonstrating marketing ROI and tying efforts to firm goals. The importance of starting small and building a team of marketing champions. How to transition from order-taker to strategic partner. About our featured guest Michelle Galindez joined Syska Hennessy Group in 2017 to refine, realign and evolve the firm's marketing and communications strategy to establish a best-in-class, in-house marketing agency. This agency supports the firm's technical expertise and thought leaders while serving as a backbone for business development and client care. Previously, she served as the national marketing and communications lead for a global management and consulting firm for engineering services, where she developed and enhanced the brand by creating and implementing successful marketing, staffing, branding, communications and public relations campaigns. In 2016, she was featured in Hispanic Executive for her role in rebranding. She has served as past president of the Society for Marketing Professional Services (SMPS) and is part of the group's mentorship program. Based in New York, Michelle's areas of expertise include branding, staff development, strategic marketing, communications, public relations, graphics analytics and client care. She holds a bachelor's degree in business management with a concentration in marketing and psychology from City University of New York and attended Shillington College for Graphic Design. She is also a LEED Accredited Professional. Throughout her career, Michelle has successfully navigated the challenge of establishing marketing credibility in technically dominated environments. She's known for her hands-on approach to learning technical aspects, from riding construction elevators in buildings without walls to taking technical training courses alongside engineers. Her collaborative approach has led to innovative successes, including the development of a top-performing app through strategic marketing and technical team partnerships. A born-and-bred New Yorker, Michelle is a passionate Yankees fan. When she's not at a game, you can find her baking and decorating cakes for family and friends. Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a marketing and public relations agency that serves B2B professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms. Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services, creative services and more. To learn more, visit www.rep-ink.com or email them at info@rep-ink.com today.
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    22 分
  • Beyond Business Cards: Authentic Networking for New Law Firm Partners

    Beyond Business Cards: Authentic Networking for New Law Firm Partners
    2025/05/27
    In this episode, Michelle Calcote King sits down with Megan Senese, co-founder and principal at stage, a woman-owned legal marketing and business development consultancy, to discuss how newly minted partners can develop authentic networking approaches that generate business. Through her own journey from "networking-phobic" marketing professional to successful business developer, Megan demonstrates how connecting with people one-on-one transformed her career and led to connecting with 1,000 people in her first year of business. She identifies the two common mistakes lawyers make in business development: either being too transactional or building friendly relationships without ever asking for work. She shares practical techniques for initiating meaningful conversations, gracefully exiting interactions and creating effective virtual networking opportunities when in-person conferences aren't feasible. Here’s a glimpse of what you’ll learn Why finding your authentic networking style matters more than following prescribed business development formulas. The two common mistakes lawyers make in business development and how to avoid them. Practical conversation starters that bypass superficial small talk, including the "high-low buffalo" technique. Strategies for gracefully exiting conversations while maintaining professional relationships. How to create effective virtual networking opportunities when in-person conferences aren't feasible. The importance of being proactive in developing your own networking initiatives. How authenticity in professional communications can strengthen your network and visibility. About our featured guest Megan Senese is a seasoned legal marketing and business development professional with more than 16 years of experience in Big Law and the Big Four. She co-founded stage, a women-owned firm dedicated to helping lawyers and law firms enhance their client relationships, revenue and market visibility. Megan earned a Bachelor of Arts degree in corporate communications from Manhattan College, graduating magna cum laude. She began her career as a marketing intern at a law firm during college, which sparked her passion for legal marketing. Over the years, she has implemented client teams and launched industry programs at three different Am Law 100 firms. Known for her efficiency and problem-solving abilities, Megan is often referred to as "Super Speedy Senese." She is a certified Smart Collaborator and an accredited partner authorized to administer the Gardner & Co. Smart Collaboration Accelerator™, enabling her to assist teams and individuals in enhancing their collaboration and communication skills. Megan is a prolific writer and speaker. She has authored articles for Bloomberg Law and Law360, covering topics such as lateral partner integration and business development strategies. Additionally, she has been featured in various podcasts and speaking engagements, sharing her insights on authentic marketing and the power of collaboration in the legal industry. Megan resides on Long Island with her family and their dog, balancing her professional commitments with family life while sharing her insights on managing both. Resources mentioned in this episode Check out stage Follow stage on LinkedIn and Instagram Connect with Megan Senese on LinkedIn Say hello to Michelle Calcote King on LinkedIn Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a marketing and public relations agency that serves B2B professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms. Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services, creative services and more. To learn more, visit www.rep-ink.com or email them at info@rep-ink.com today.
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    27 分
  • AEC Strategy Driven by True Connection, Not Transactional Relationships

    AEC Strategy Driven by True Connection, Not Transactional Relationships
    2025/05/05

    Technical expertise is merely table stakes in the AEC industry. How firms approach their relationship-building is the true differentiator, with the potential to completely change the game for decision-makers. Brad Thurman, Chief Marketing Officer at Wallace Design Collective, shares his experience to help firms nurture authentic relationships — and knock cold outreach down from the top of their priority list.

    Brad unpacks three relationship-building principles that helped transform his firm into a powerhouse with more than 300 professionals across eight offices: prioritizing responsive communication, celebrating client milestones and aligning authentic connection with the firm’s core values. As he puts it, "It's not just a product ... It's buying into the entire life of a project."

    Here’s a glimpse of what you’ll learn

    • The ineffectiveness of cold outreach in the AEC industry, and the burden it puts on potential clients.

    • Why technical competence is merely table stakes in winning business.

    • Practical ways to celebrate client milestones and deepen connections.

    • The importance of aligning relationship development with a firm's core values.

    • Examples of simple gestures that can make big differences in nurturing long-term relationships.

    About our featured guest

    Brad Thurman, P.E., FSMPS, CPSM, is a Principal and Chief Marketing Officer of Wallace Design Collective, a professional consulting firm offering structural and civil engineering, landscape architecture, surveying and assessments. He joined Wallace in 1987 and is a licensed professional engineer. Since 1998, Brad has helped lead Wallace’s marketing and business development efforts across four disciplines and eight offices. He is a past president of the Oklahoma chapter of the Society for Marketing Professional Services (SMPS), served as the 2013-2014 President on the SMPS national board, and is a past president of the SMPS Foundation board of trustees. Brad is a certified professional services marketer, was named a Fellow of SMPS in 2009 and was inducted into the SMPS Oklahoma hall of fame in 2015. He was also elected to the National Academy of Construction in 2018.

    Resources mentioned in this episode

    • Check out Wallace Design Collective.

    • Follow Wallace Design Collective on LinkedIn, Facebook, X and Instagram

    • Connect with Brad Thurman on LinkedIn

    • Say hello to Michelle Calcote King on LinkedIn

    Sponsor for this episode

    This episode is brought to you by Reputation Ink.

    Founded by Michelle Calcote King, Reputation Ink is a marketing and public relations agency that serves B2B professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms.

    Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services, creative services and more.

    To learn more, visit www.rep-ink.com or email them at info@rep-ink.com today.
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    19 分

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