How STACK Built a Custom GPT to Close Content Gaps

The Front Lines

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Lindsay Powers.

Senior Vice President of Marketing · STACK Construction Technologies

Lindsay Powers is a SaaS marketing executive who builds high-performing teams and GTM strategies that scale from early stage through growth and acquisition. She has led marketing through ARR growth from $5M to $50M+, built category-defining brands, and created demand engines that drive real revenue. She believes great marketing happens when strategy meets execution, so she works alongside her team rather than just directing from above. With a passion for demand generation, brand storytelling, and customer-first marketing, she brings an extreme ownership mindset to every challenge. Whether crafting campaigns, refining messaging, or analyzing data, Lindsay stays in the trenches to ensure real results. For her, leadership means empowering people, fostering collaboration, and pushing teams to think big and move fast. Success, to her, is defined by momentum, impact, and work her team is proud of. At STACK, her mission is to drive digital transformation in construction by equipping construction teams with cloud-native, AI-accelerated software to speed up workflows, reduce risk, and support the people building our world.

Guest

Lindsay Powers

Senior Vice President of Marketing

Company:

STACK Construction Technologies

Location:

Atlanta, Georgia, United States

Funding:

$29.3M Raised

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In this episode of The Marketing Front Lines, we speak with Lindsay Powers, SVP of Marketing at STACK Construction Technologies. STACK is one of the only cloud-based construction software platforms supporting the entire project lifecycle from bid through build and beyond. Lindsay shares how she's built marketing-sales alignment, deployed a custom GPT to identify content gaps, and established clarity as the foundational principle driving her team's strategy. From navigating the challenges of marketing to a specialized construction audience to leveraging AI as an accelerator rather than replacement, Lindsay provides tactical insights on building credible, outcome-focused marketing in a complex B2B environment.

Topics Discussed

Building clarity-driven marketing strategies that scale across messaging, measurement, and team alignment
Developing customer-centric narratives by starting with "why" before "how" or "what"
Shifting from vanity metrics to pipeline and revenue-focused alignment between marketing and sales
Creating trust through education and community building versus traditional advertising
Deploying custom GPT tools to identify content gaps and optimize content strategy
Balancing AI automation with human authenticity in both product and marketing execution
Operating lean marketing teams efficiently through strategic tooling and AI acceleration

Eight takeaways from this conversation.

Actionable for Construction Tech marketers

Establish Clarity as Your North Star Principle
Lindsay built her entire marketing strategy around a single word: clarity. Clarity in messaging, measurement, and team alignment drives performance across all marketing functions. This principle guides how STACK proves ROI rather than just promoting software features, leading with value and results instead of capabilities. When teams operate with clear principles, decision-making accelerates and execution improves.
Start Customer Discovery with "Why" Before "What"
Drawing from Simon Sinek's framework, Lindsay emphasizes stepping back from product features to understand the fundamental purpose behind customer pain points. The process involves walking a mile in customer boots—understanding daily hurdles, listening for what they're not saying, and exploring what they wish they could do rather than just what they're currently doing. This depth of customer understanding informs everything from messaging to product roadmap decisions.
Build Sales-Marketing Alignment Through Shared Revenue Goals
STACK achieved complete marketing-sales alignment by shifting focus from lead volume vanity metrics to pipeline generation and profitability. When both teams speak the same revenue-focused language and share responsibility for go-to-market outcomes, finger-pointing disappears. Marketing treats sales feedback as critical market intelligence that informs not just campaigns but also product development, creating a continuous loop of improvement.
Deploy Custom AI Tools for Strategic Content Gaps
Lindsay's team built a custom GPT trained on their brand to systematically identify where STACK appears—and critically, doesn't appear—in AI model responses. This tool evaluates competitive positioning across topics and rapidly suggests high-value opportunities to close content gaps. This approach transforms content strategy from reactive to proactive, uncovering opportunities that would never emerge from manual research due to bandwidth constraints.
Treat AI as Acceleration, Not Replacement: Lindsay established a clear team philosophy
"AI won't take your job, but someone who understands how to use it will." This framing helped her team embrace AI for content operations, research, and analytics while maintaining human judgment for creativity and strategy. The same principle applies to STACK's product—AI accelerates estimating processes but doesn't replace the decade-long expertise estimators bring to complex construction projects.
Prioritize Education and Community Over Advertising
The channels winning for STACK are those focused on education, trust-building, and community rather than traditional advertising. Content that feels like trusted advice or service—not sales pitches—earns credibility and long-term loyalty. Software users particularly value connecting with peers to share workarounds and hacks. Meanwhile, spray-and-pray tactics, generic webinars, mass emailing, and over-automation without human context continue to fail.
Remove Friction as Your Primary Leadership Mandate
For marketing leaders, the primary job is getting obstacles out of the team's way so they can do their best work. This extends to being "selfish" about hiring and tooling—speaking up when you need better versions of either, because people and tools make a world of difference in what lean teams can accomplish. Efficiency comes from strategic resource allocation, not just working harder.
Balance Product Efficiency with Market Authenticity
STACK's 2026 priorities center on driving efficiency in product delivery while maintaining authenticity in marketing execution. Construction customers are increasingly asked to do more with less amid labor shortages and market uncertainty. Meeting this customer need requires balancing AI and automation to scale execution while ensuring every touchpoint demonstrates genuine understanding of their world. Automation scales the work; authenticity scales the meaning.

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