Conquête

To receive our marketing & growth strategies by email: https://bullishbulldozer.substack.com/
To work with Bulldozer: https://bulldozer-collective.com

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Trevor Pyle is Head of Marketing at Profound, the platform helping brands understand and optimize how they show up in AI search engines like ChatGPT and Claude.

In this episode, Trevor makes the case that the face of marketing is changing faster than most teams realize. Answer engines are becoming the primary way people discover products and make decisions. SEO is not dead but the rules have fundamentally shifted. And the marketers who will win are those who can operate like engineers, think like media companies, and build aura in a world where AI controls discovery.

We also get into how Profound thinks about brand building, events as a growth channel, attribution in a post-performance era, and why the marketing engineer is the most important hire you're not making yet.

What we explore in this episode:
→ How to build brand aura and why it matters for AI discovery
→ Why content under 13 weeks old is what LLMs actually pull from
→ How Profound uses events as a core demand generation channel
→ The rise of the marketing engineer and what this role actually does
→ How to think about attribution when performance channels no longer tell the full story

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WHERE TO FIND TREVOR: https://www.linkedin.com/in/trevor-pyle/

DISCOVER PROFOUND: https://www.tryprofound.com/

WHERE TO FIND JORDAN: https://www.linkedin.com/in/jordanchenevier/

WORK WITH BULLDOZER: https://bulldozer-collective.com/

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WHAT IS BULLDOZER?

Bulldozer maximizes marketing & sales performance for SMBs and Scale-Ups across their entire funnel. Our hybrid agency/collective model gives us access to the best talent on the market and allows us to act on every performance lever for our clients (Outbound, Paid, SEO, ABM, RevOps, Data…). In 4 years, our strong social media presence, talent pool, and 360° vision of growth have fueled rapid growth and attracted 250+ clients (Aircall, Qonto, Doctolib, Hexa…).

Our ambition for the years ahead is bold: design and operate world-class growth strategies and become a global leader on the topic by 2030.

To work with us 👉 https://bulldozer-collective.com/

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TIMECODE

0:00 - Introduction
1:16 - What Profound does and why it exists
5:06 - How to think about brand building in the AI era
8:23 - Attention is the new moat
14:17 - How to measure brand aura
27:31 - Zero Click events and unreasonable hospitality
29:50 - Obsessive craftsmanship and the five star experience
31:56 - How Trevor built the Profound marketing team
32:49 - How to think about attribution when everything is connected
35:08 - Pipeline philosophy and sales and marketing alignment
41:33 - What's next for Profound

Hébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.

Pour recevoir nos stratégies marketing & growth par email : https://bullishbulldozer.substack.com/

Pour travailler avec Bulldozer - https://bulldozer-collective.com

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La plupart des équipes revenue sont organisées par fonction : le marketing d'un côté, les sales de l'autre, les BDR au milieu. Selma a tout réorganisé par étapes du funnel, et ça a changé radicalement la façon dont les responsabilités sont portées.

Dans cet extrait, elle explique concrètement comment elle a restructuré son org : trois équipes, trois étapes, trois types d'objectifs distincts. → Création d'audience

→ Conversion en MQL

→ Génération de RDV

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OÙ RETROUVER SELMA : https://www.linkedin.com/in/selma-chauvin

OÙ RETROUVER JORDAN : linkedin.com/in/jordanchenevier/

BOSSER AVEC BULLDOZER : https://bulldozer-collective.com/

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QU'EST-CE QUE BULLDOZER ?

Bulldozer maximise la performance marketing & commerciale des PMEs et Scale-Ups sur l'ensemble de leur funnel. Notre modèle hybride agence/collectif nous permet d’accéder aux meilleurs talents du marché et d’agir sur l’ensemble des leviers de performances de nos clients (Outbound, Paid, SEO, ABM, RevOps, Data…).

En 2 ans, notre forte visibilité sur les réseaux, notre pool de talents ainsi que notre vision à 360° du growth nous ont permis d’avoir une forte croissance et d’attirer 200+ clients (Aircall, Alma, Sunology, Hexa…).

Sur les années à venir notre ambition est forte : concevoir et opérer des stratégies “growth” qui font référence dans le monde et ainsi devenir un leader sur le sujet d’ici 2030. Pour travailler avec nous 👉 https://bulldozer-collective.com/

Hébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.

Pour recevoir nos stratégies marketing & growth par email : https://bullishbulldozer.substack.com/

Pour travailler avec Bulldozer - https://bulldozer-collective.com

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Je reçois dans Conquête, Sandrine Puichaffret, CMO/CRO et consultante en expansion internationale.

Dans cet épisode, elle explique pourquoi 80% des boîtes françaises qui s'internationalisent échouent, et ce qu'il faut déconstruire pour ne pas en faire partie :

→ Le piège du "j'ai 100 leads américains, je suis prêt."

Pourquoi ça ne marche pas et comment ultra-nicher avant d'attaquer

→ Le marketing vu comme un investissement, pas un coût. 3-5% du revenu en France vs. 8-25% aux US, et pourquoi c'est une décision de Comex, pas de CMO

→ New York n'est pas toujours la bonne solution. Pourquoi un hub comme Atlanta coûte trois fois moins cher et couvre autant de terrain

→ Le small talk, le réseau, la communauté : les codes culturels à adopter

→ Recruter aux US : pourquoi les CV américains donnent l'impression d'avoir des dieux en face de soi et comment ne pas se faire avoir

→ Faire carrière aux US en tant que marketeur français : ce qui est encore possible sous l'ère Trump et les alternatives (Canada, VIE, transfert interne)

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OÙ RETROUVER SANDRINE : https://www.linkedin.com/in/sandrinepuichaffret/

OÙ RETROUVER JORDAN : linkedin.com/in/jordanchenevier/

BOSSER AVEC BULLDOZER : https://bulldozer-collective.com/

▬▬▬▬▬

QU'EST-CE QUE BULLDOZER ?

Bulldozer maximise la performance marketing & commerciale des PMEs et Scale-Ups sur l'ensemble de leur funnel. Notre modèle hybride agence/collectif nous permet d’accéder aux meilleurs talents du marché et d’agir sur l’ensemble des leviers de performances de nos clients (Outbound, Paid, SEO, ABM, RevOps, Data…).

En 2 ans, notre forte visibilité sur les réseaux, notre pool de talents ainsi que notre vision à 360° du growth nous ont permis d’avoir une forte croissance et d’attirer 200+ clients (Aircall, Alma, Sunology, Hexa…).

Sur les années à venir notre ambition est forte : concevoir et opérer des stratégies “growth” qui font référence dans le monde et ainsi devenir un leader sur le sujet d’ici 2030. Pour travailler avec nous 👉 https://bulldozer-collective.com/

TIMECODE
00:00 Introduction

01:17 Le parcours de Sandrine : Disney, Moyen-Orient

05:34 La culture du lawsuit aux Etats-Unis : ce que les Français sous-estiment systématiquement

09:39 Les erreurs classiques des boîtes françaises qui attaquent le marché américain

13:09 La culture de la communauté aux Etats-Unis : pourquoi le small talk est une arme business

17:55 Marketing comme investissement : pourquoi les Américains mettent 25% là où les Français mettent 5%

22:12 Ce que ton succès en France vaut vraiment aux US

39:04 Comment convaincre son COMEX de changer d'approche sur l'international

47:39 Faire carrière aux Etats-Unis en tant que marketeur français : ce que Trump a changé

54:13 Comment Sandrine accompagne les entreprises sur les trois phases d'export

Hébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.

To receive our marketing & growth strategies by email: https://bullishbulldozer.substack.com/
To work with Bulldozer: https://bulldozer-collective.com

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In this extract, Kipp Bodnar (CMO at HubSpot) explains why distribution and attention are the scarcest resources in modern marketing, and what CMOs need to change right now:

→ From SEO to AEO: how to become visible across ChatGPT, Perplexity, Gemini and Claude. The concept of "consensus" and why LinkedIn, YouTube and Reddit are the platforms that matter most

→ No one on your team wants to be on camera? The 3 paths to solve the video problem: acquire a creator, convert a top performer, or partner with an external talent

→ The creator ROI equation: cost per lead + AI visibility impact + brand lift. Why the basic "views to leads" math is not enough

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WHERE TO FIND KIPP: https://www.linkedin.com/in/kippbodnar/

WORK WITH HUBSPOT: https://www.hubspot.com/

WHERE TO FIND JORDAN: https://www.linkedin.com/in/jordanchenevier/

WORK WITH BULLDOZER: https://bulldozer-collective.com/

--

WHAT IS BULLDOZER?

Bulldozer maximizes marketing & sales performance for SMBs and Scale-Ups across their entire funnel. Our hybrid agency/collective model gives us access to the best talent on the market and allows us to act on every performance lever for our clients (Outbound, Paid, SEO, ABM, RevOps, Data…). In 4 years, our strong social media presence, talent pool, and 360° vision of growth have fueled rapid growth and attracted 250+ clients (Aircall, Qonto, Doctolib, Hexa…).

Our ambition for the years ahead is bold: design and operate world-class growth strategies and become a global leader on the topic by 2030.

To work with us 👉 https://bulldozer-collective.com/

--

Hébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.

Pour recevoir nos stratégies marketing & growth par email : https://bullishbulldozer.substack.com/

Pour travailler avec Bulldozer - https://bulldozer-collective.com

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Je reçois pour la 2ème fois, Selma Chauvin, aujourd'hui CRO d'Agorapulse.

Ancienne CMO devenue CRO, elle a un parcours rare dans un monde où ce poste revient presque toujours aux sales.

Dans cet épisode, elle détaille comment elle a repris le contrôle du funnel de bout en bout et transformé la machine revenue d'Agorapulse :

→ Pourquoi un profil marketing au poste de CRO change tout quand le problème n'est pas le closing mais le pipe

→ Le shift PLG vers mid-market : comment structurer la transition sans casser ce qui marche

→ La création de l'équipe BDR qui avait échoué deux fois avant son arrivée, et pourquoi

→ Réorganiser l'équipe par étape du funnel et pourquoi elle a supprimé la frontière marketing/sales

→ L'IA en système, pas en POC : agents légaux, réponse RFP, démo automatisée, scoring façon "swipe Tinder"

→ Pourquoi les dashboards sans contexte humain sont dangereux et comment elle structure la boucle data/IA/décision

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OÙ RETROUVER SELMA : https://www.linkedin.com/in/selma-chauvin

DÉCOUVRIR AGORAPULSE : https://www.agorapulse.com/fr/

OÙ RETROUVER JORDAN : linkedin.com/in/jordanchenevier/

BOSSER AVEC BULLDOZER : https://bulldozer-collective.com/

▬▬▬▬▬

QU'EST-CE QUE BULLDOZER ?

Bulldozer maximise la performance marketing & commerciale des PMEs et Scale-Ups sur l'ensemble de leur funnel. Notre modèle hybride agence/collectif nous permet d’accéder aux meilleurs talents du marché et d’agir sur l’ensemble des leviers de performances de nos clients (Outbound, Paid, SEO, ABM, RevOps, Data…).

En 2 ans, notre forte visibilité sur les réseaux, notre pool de talents ainsi que notre vision à 360° du growth nous ont permis d’avoir une forte croissance et d’attirer 200+ clients (Aircall, Alma, Sunology, Hexa…).

Sur les années à venir notre ambition est forte : concevoir et opérer des stratégies “growth” qui font référence dans le monde et ainsi devenir un leader sur le sujet d’ici 2030. Pour travailler avec nous 👉 https://bulldozer-collective.com/

TIMECODE
00:00 - Intro

04:07 - Le shift PLG vers mid-market : par où commencer

07:57 - BDR côté sales ou côté marketing ? Sa réponse (et pourquoi elle change)

11:25 - Négocier un budget brand avec un CFO orienté court terme

16:07 - Réduire l'équipe et dérégionaliser : tout en anglais, localiser le meilleur

19:47 - Réorganiser par étape du funnel, plus par fonction

27:02 - Go-to-market : ce que ça veut vraiment dire vs. ce que tout le monde en fait

30:53 - L'IA en système : agents, feedback loops et scoring automatisé

39:22 - Le piège des dashboards sans contexte humain

49:53 - Concilier CRO, famille et compétition sportive internationale

Hébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.

To receive our marketing & growth strategies by email: https://bullishbulldozer.substack.com/
To work with Bulldozer: https://bulldozer-collective.com

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In this extract, Dave Kellogg (Executive in Residence at Balderton Capital, 30+ years in enterprise software marketing) explains the one principle that took him from PMM to CMO of a billion-dollar company:

→ "We exist to make sales easier." Why most marketers resist this mantra and why embracing it changes everything

→ Demand capture vs. demand generation: most marketers stop at finding buyers who are already shopping. The real value is deeper in the funnel

→ "Tell me your symptoms and I'll tell you your disease."

Why marketing should operate like a doctor

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WHERE TO FIND DAVE: https://www.linkedin.com/in/kelloggdave/

WHERE TO FIND JORDAN: https://www.linkedin.com/in/jordanchenevier/

WORK WITH BULLDOZER: https://bulldozer-collective.com/

--

WHAT IS BULLDOZER?

Bulldozer maximizes marketing & sales performance for SMBs and Scale-Ups across their entire funnel. Our hybrid agency/collective model gives us access to the best talent on the market and allows us to act on every performance lever for our clients (Outbound, Paid, SEO, ABM, RevOps, Data…). In 4 years, our strong social media presence, talent pool, and 360° vision of growth have fueled rapid growth and attracted 250+ clients (Aircall, Qonto, Doctolib, Hexa…).

Our ambition for the years ahead is bold: design and operate world-class growth strategies and become a global leader on the topic by 2030.

To work with us 👉 https://bulldozer-collective.com/

Hébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.

To receive our marketing & growth strategies by email: https://bullishbulldozer.substack.com/
To work with Bulldozer: https://bulldozer-collective.com

--

Kipp Bodnar has been running marketing at HubSpot for 15 years. He helped coin inbound marketing and now he's the one saying it's no longer enough.

In this episode, Kipp and Jordan unpack what comes next: Loop, the four-step framework he co-wrote with Kieran Flanagan for marketing in the post-AI world. They go deep on how HubSpot lost 140 million blog visits in a year and what they did about it, why differentiation has shifted back from tactics to story, and how to think about the transition from SEO to Answer Engine Optimization.

Kipp also pulls back the curtain on HubSpot's agent-first repositioning, outcome-based pricing, and what it means to navigate all of that as a public company with Wall Street watching.

He closes with the sharpest line of the episode: the best way to lose your board's trust in 2026 is to show up with the same plan you had last year.

→ What Loop marketing is and why inbound alone no longer works
→ How HubSpot rebuilt its content strategy after losing 140M visits
→ From SEO to AEO: what changes, what stays the same
→ Creator-led growth: how to find on-screen talent when no one wants to show up
→ What an agent-first company actually means at HubSpot's scale
→ Outcome-based pricing: how HubSpot thought about it and where it breaks down
→ What makes a great CMO: run your team like Sequoia

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WHERE TO FIND KIPP: https://www.linkedin.com/in/kippbodnar/

WORK WITH HUBSPOT: https://www.hubspot.com/

WHERE TO FIND JORDAN: https://www.linkedin.com/in/jordanchenevier/

WORK WITH BULLDOZER: https://bulldozer-collective.com/

--

WHAT IS BULLDOZER?

Bulldozer maximizes marketing & sales performance for SMBs and Scale-Ups across their entire funnel. Our hybrid agency/collective model gives us access to the best talent on the market and allows us to act on every performance lever for our clients (Outbound, Paid, SEO, ABM, RevOps, Data…). In 4 years, our strong social media presence, talent pool, and 360° vision of growth have fueled rapid growth and attracted 250+ clients (Aircall, Qonto, Doctolib, Hexa…).

Our ambition for the years ahead is bold: design and operate world-class growth strategies and become a global leader on the topic by 2030.

To work with us 👉 https://bulldozer-collective.com/

--

TIMECODE

00:00 Introduction

02:12 What is Loop marketing and why inbound alone no longer works

08:44 How HubSpot rebuilt after losing 140 million visits

10:32 Why differentiation has shifted back from tactics to story

23:14 From SEO to AEO: how to show up across ChatGPT, Perplexity, Gemini

25:05 Creator-led growth: finding on-screen talent when no one wants to show up

32:25 What agent-first actually means at HubSpot today

46:53 What makes a great CMO

51:21 The best way to lose your board's trust in 2026

Hébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.

To receive our marketing & growth strategies by email: https://bullishbulldozer.substack.com/
To work with Bulldozer: https://bulldozer-collective.com

Clay is everywhere in B2B right now. Bruno explains exactly how that happened.

In this extract, Clay's marketing lead breaks down the content machine behind one of the most talked-about B2B tools of the last two years: how they turned a flexible, self-serve product into a community that creates content on its own, why they funnel everything into LinkedIn, and how they structured an internal creator program where every team member speaks to a specific persona.

He also gets into something most B2B marketers avoid: the tension between building a horizontal, unopinionated product and still needing to position it clearly in the market.

→ Why Clay's product flexibility is what made organic content possible in the first place

→ How they built the Experts and Creators Programs to incentivize community content without paying for it

→ Why authenticity beats volume when everyone can generate AI content

→ How they matched internal creators to audience personas on LinkedIn

→ Why staying unopinionated as a product is both the hardest and most powerful positioning decision they made

WHERE TO FIND BRUNO: https://www.linkedin.com/in/brunoestrella/

WORK WITH CLAY : https://www.clay.com/

WHERE TO FIND JORDAN: https://www.linkedin.com/in/jordanchenevier/

WORK WITH BULLDOZER: https://bulldozer-collective.com/

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WHAT IS BULLDOZER?

Bulldozer maximizes marketing & sales performance for SMBs and Scale-Ups across their entire funnel. Our hybrid agency/collective model gives us access to the best talent on the market and allows us to act on every performance lever for our clients (Outbound, Paid, SEO, ABM, RevOps, Data…). In 4 years, our strong social media presence, talent pool, and 360° vision of growth have fueled rapid growth and attracted 250+ clients (Aircall, Qonto, Doctolib, Hexa…).

Our ambition for the years ahead is bold: design and operate world-class growth strategies and become a global leader on the topic by 2030.

To work with us 👉 https://bulldozer-collective.com/

--

Hébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.

To receive our marketing & growth strategies by email: https://bullishbulldozer.substack.com/
To work with Bulldozer: https://bulldozer-collective.com

--

Dave Kellogg, Executive in Residence at Balderton Capital ($1.3B fund), former CMO at multiple enterprise software companies, and one of the sharpest voices in B2B SaaS through his blog Kellblog. He's spent 30+ years watching what actually makes software companies win.

In this episode, he unpacks the principles most CMOs know they should follow but keep getting wrong:

→ The lesson from watching Ingress lose to Oracle: the best product doesn't win. What does

→ 30 years of "hey marketing, go get this." From boxes of leads to customers who drive outcomes

→ Outcome-based pricing: why everyone talks about it and almost nobody can do it properly

→ Marketing exists to make sales easier. The mantra that took him from PMM to CMO of a billion-dollar company

→ SaaS zombie companies: no middle ground between AI-native growth and profitable business. Slides won't save you

→ Trust is the last marketing moat. How to build it when AI slop is flooding every channel

→ PR is the new SEO (sort of). Why companies under-invest in earned media and how to do it without burning cash

→ Metrics reflect strategy, they don't drive it. How to reconcile being a metrics fanatic with being strategy-first

→ The three ways to get fired as a CMO

→ The CMO role is being decomposed. Why CEOs are splitting marketing into pieces and whether the pendulum will swing back

→ What European founders get wrong about the US market. And why most should start in New York

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WHERE TO FIND DAVE: https://www.linkedin.com/in/kelloggdave/

WHERE TO FIND JORDAN: https://www.linkedin.com/in/jordanchenevier/

WORK WITH BULLDOZER: https://bulldozer-collective.com/

--

WHAT IS BULLDOZER?

Bulldozer maximizes marketing & sales performance for SMBs and Scale-Ups across their entire funnel. Our hybrid agency/collective model gives us access to the best talent on the market and allows us to act on every performance lever for our clients (Outbound, Paid, SEO, ABM, RevOps, Data…). In 4 years, our strong social media presence, talent pool, and 360° vision of growth have fueled rapid growth and attracted 250+ clients (Aircall, Qonto, Doctolib, Hexa…).

Our ambition for the years ahead is bold: design and operate world-class growth strategies and become a global leader on the topic by 2030.

To work with us 👉 https://bulldozer-collective.com/

--

TIMECODE

00:00 - Intro

04:03 - The best product doesn't win

06:42 - 30 years of "hey marketing, go get this"

16:30 - Marketing exists to make sales easier

24:27 - SaaS zombie companies: no middle ground in the AI era

31:14 - Trust is the last marketing moat in the age of AI slop

40:05 - Metrics reflect strategy, they don't drive it

45:14 - The three ways to get fired as a CMO

51:59 - What European founders get wrong about the US market

Hébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.

To receive our marketing & growth strategies by email: https://bullishbulldozer.substack.com/
To work with Bulldozer: https://bulldozer-collective.com

In this extract, April Dunford (B2B positioning consultant, author of Obviously Awesome and Sales Pitch) reveals why your biggest competitor isn't who you think it is:

→ 40 to 60% of B2B deals end in no decision. Why positioning, not sales execution, is usually the real problem

→ "Too expensive" often means "too risky." How to de-risk your deal instead of dropping your price

→ Stop reacting to your competitors' marketing. What you see externally is almost never a reflection of what's actually working

WHERE TO FIND APRIL: https://www.linkedin.com/in/aprildunford/

Obviously Awesome: How to Nail Product Positioning so Customers Get it, Buy it, Love it : https://a.co/d/0eMZX1K9

WHERE TO FIND JORDAN: https://www.linkedin.com/in/jordanchenevier/

WORK WITH BULLDOZER: https://bulldozer-collective.com/

--

WHAT IS BULLDOZER?

Bulldozer maximizes marketing & sales performance for SMBs and Scale-Ups across their entire funnel. Our hybrid agency/collective model gives us access to the best talent on the market and allows us to act on every performance lever for our clients (Outbound, Paid, SEO, ABM, RevOps, Data…). In 4 years, our strong social media presence, talent pool, and 360° vision of growth have fueled rapid growth and attracted 250+ clients (Aircall, Qonto, Doctolib, Hexa…).

Our ambition for the years ahead is bold: design and operate world-class growth strategies and become a global leader on the topic by 2030.

To work with us 👉 https://bulldozer-collective.com/

--

Hébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.