Beyond Inbound w/ Lindsey Thiele

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What do you do when you’re hired as a company’s very first CMO, and the entire business has been fed by Google Ads and inbound calls? For Lindsey Thiele, the answer was to become a pay-per-click expert almost overnight, then start building the one thing the company never needed before: an outbound strategy.

In this episode of He Said, She Said: Razor Branding™, Jaci and Michael sit down with Lindsey, the first-ever Chief Marketing Officer at ZTERS, a nationwide site services management company based in Houston. Lindsey has spent nearly 17 years in B2B marketing, most of it in oil and gas, with a detour through Waste Management along the way. She walked into ZTERS with a disjointed tech stack, years of untapped data, and a budget that had nowhere to go but down.

In this conversation, you’ll hear:

Why relying only on inbound has diminishing returns, and why outbound gives you a control valve
Why “if the only lever you have is outbidding your competitor, you’re in a bind”
What it takes to train AI to be strategy-first instead of just fast
Why multifunctional marketers and teams are still the secret to doing more with less

Listen wherever you get your podcasts or at razorbranding.org

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