Conquête

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

Bruno Estrella, Head of Marketing at Clay. The company went from 8 years to reach $1M ARR to $100M in just two years. He's the one who built the marketing engine behind it.

In this episode, he breaks down how Clay became the most talked-about product in B2B, and what it actually takes to build a community-led growth machine:

→ How Clay turned its community into a content army without paying for sponsored posts

→ Why brand association, not money, is what creators actually want

→ The internal content system: one persona, one executive, one writer. How Clay maps content to its audience

→ Why everything funnels into LinkedIn and how they measure what matters (qualified engagements, not vanity metrics)

→ Positioning a horizontal product without being opinionated. The marketing challenge of flexible tools

→ How Clay invented the GTM Engineer role and turned a market gap into a category

→ Brute force execution vs. analytical sophistication. When to stop measuring and just ship

→ Seven figures on billboards. Why, when, and how they tracked it

→ What's next: international expansion and breaking out of the tech bubble

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/

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00:00 - Intro

03:35 - Why flexible products create organic content machines

11:13 - Marketing an unopinionated product in a world that expects playbooks

17:09 - From "hacky tool" to legitimate brand: Clay's perception shift

19:06 - 8 years to $1M, 2 years to $100M. The positioning lesson behind it

22:18 - How Clay invented the GTM Engineer role

26:22 - Controlling the narrative vs. letting the community speak

35:38 - Measuring community-led growth: qualified engagements on LinkedIn

41:08 - How to not lose speed as you scale

46:08 - Seven figures on billboards. The logic and the tracking

52:07 - What's next: international expansion and going beyond tech

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

AI is flattening marketing orgs. Most leaders know it, but few know what to do about it.

In this extract, Kieran Flanagan breaks down what's actually happening inside marketing teams right now: why the middle tier is disappearing, why measuring AI adoption in marketing is harder than in any other function, and why the most dangerous person in your company isn't who you think.

He also gets into the question no one wants to ask out loud: if I train my team to use AI, am I just accelerating my own replacement?

→ Why agents can already replace average performers but not true domain experts → How marketing orgs are moving from specialist silos to AI-powered generalists

→ Why high AI agency without domain expertise creates slop, not output

→ How to hire AI-native marketers: give them tasks that are impossible without AI

→ How to hold the tension between pushing AI adoption and knowing it might replace your team

WHERE TO FIND KIERAN: https://www.linkedin.com/in/kieranjflanagan/
WORK WITH HUBSPOT: https://www.hubspot.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

April Dunford is the world's leading expert on B2B positioning and the author of Obviously Awesome, a book she just released in a fully updated 2026 edition after seven years and hundreds of companies worked with. In this episode, April and Jordan go deep on what positioning really is, when to work on it, and when to leave it alone.

We cover why 40 to 60% of B2B deals end in no decision and why that's a positioning problem, not a sales problem.

April explains how to run a positioning review without falling into the trap of changing everything for the wrong reasons, how to handle multi-product complexity without ending up with a Frankenstein document, and why category creation is mostly magical thinking.

We also get into one of the sharpest distinctions in the episode: investor positioning vs. customer positioning and why confusing the two is one of the most common mistakes founders make.

→ When to start working on positioning and when to keep it loose

→ The signals that tell you your positioning is broken

→ Why 40-60% of B2B deals end in no decision, and what to do about it

→ Multi-product positioning: how to structure it without creating a mess

→ Category creation: why most companies shouldn't try

→ Investor positioning vs. customer positioning: two completely different games

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/

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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

Kieran Flanagan is SVP Marketing, AI & GTM at HubSpot, comes from a software engineering background, and has built his own AI-powered content system from scratch in Claude Code.

He's one of the few marketing leaders who operates at both levels: strategic thinking and hands-on execution.

In this episode, Kieran and Jordan explore what AI is actually doing to marketing organizations.

We cover how to identify the most dangerous employee in your company right now, why measuring AI adoption in marketing is harder than in any other function, and how creator-led channels are being reshaped by synthetic avatars.

Then Kieran opens his terminal and shows his full content system live: audience profiles, research skills, win-in formulas, feedback loops, and a performance agent that iterates the system automatically.

→ Why high AI agency without domain expertise creates slop

→ How to flatten the marketing org and hire for AI-native profiles

→ The future of creator-led B2B marketing: AI mascots and synthetic avatars

→ Why data quality is what makes or breaks any AI project

→ A live demo of Kieran's Claude Code content system

WHERE TO FIND KIERAN: https://www.linkedin.com/in/kieranjflanagan/
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

04:10 - The most dangerous employee right now: high AI agency, low domain expertise

09:30 - Measuring AI adoption in marketing: why it's harder than in engineering or sales

13:00 - How to hire AI-native marketers: give them tasks that are impossible without AI

24:00 - Data quality: why AI projects live or die on what you feed them

26:30 - Kieran's day-to-day AI workflow: Claude projects as mini brains

33:00 - Live demo: inside Kieran's Claude Code content system

55:00 - Where to find Kieran

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 Gerhardt is the founder of Exit Five, a paid community of B2B marketing professionals, and one of the most followed voices in B2B marketing. He was previously CMO at Drift and Privia.

In this episode, Dave and Jordan cut through the AI noise to talk about what actually matters in marketing right now: why human connection is becoming a competitive advantage, how Dave built Exit Five from a $10/month Patreon into a full membership business, and why most B2B communities die and what separates the ones that don't.

They also get into Dave's real AI workflow (spoiler: it takes two hours, not ten minutes), the tension between personal brand and company brand, and why obsessing over attribution might be the thing holding your marketing back.

WHERE TO FIND DAVE: https://www.linkedin.com/in/davegerhardt/
JOIN EXIT FIVE: https://exitfive.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

04:40 - Timeless marketing: what can't be replaced

07:00 - Why human connection is becoming a competitive advantage

16:16 - Why most B2B communities are dead Slack groups

17:37 - How Exit Five works: charge money, enforce standards, stay niche

21:43 - Community as product vs. community as acquisition channel

34:12 - Personal brand vs. company brand: how to manage the tension

38:02 - Metrics at Exit Five: revenue, list growth, NPS, churn

41:26 - On attribution: "Fuck no"

44:42 - ROI of content: why Dave stopped asking the question

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

Alice de Courcy spent 7 years as CMO at Cognism, scaling the company from 3M to nearly 100M ARR and she documented almost every lesson publicly along the way.

In this episode, Jordan sits down with Alice to unpack what it actually takes to build a B2B marketing engine that compounds over time: how she earned the CMO title from within, how she structured a 28-person global team, and why she eventually blew up her entire lead generation model to replace it with a content-driven demand creation machine.

They go deep on the math behind ungating content, how she sold the shift to a skeptical C-suite and board, the tools she used to measure what happened in the dark, and the content pillars framework she built to make memorability systematic.

Alice also shares her current work as a fractional CMO, what she's learned from the outside looking in, and why quality of content is the one moat that AI still can't replicate.

WHERE TO FIND ALICE : https://www.linkedin.com/in/alice-de-courcy-5205516a/
Book "The diary of a first-time CMO" : https://amzn.eu/d/0h0vDLCC
Book "The diary of a first-time CMO: Volume 2" : https://amzn.eu/d/04Dn3lUa

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/

--

00:00 - Introduction

01:35 - Alice's journey at Cognism: from 3M to nearly 100M ARR

03:34 - What changes between early-stage and scale

06:23 - How she earned the CMO title from within

11:59 - Building the team: hiring for attitude over experience

17:39 - What she'd do differently with today's AI

21:17 - The seniority trap

31:30 - Fractional CMO: setting the right expectations

34:44 - Demand capture vs. demand creation

38:04 - Building a content engine that works like a media machine

43:28 - New metrics: demo requests, conversion rates, ACV

44:37 - Why most companies fail at demand creation

47:33 - Distribution: why great content isn't enough

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

Eli Schwartz is the author of Product-Led SEO, the book that reframes how companies should think about organic growth. Former SEO lead at SurveyMonkey, he now advises brands on building sustainable search strategies.

In this episode, he makes the contrarian case: AI is not killing SEO, it's reshaping the funnel. The top of funnel now belongs to LLMs. But mid and bottom funnel remain the territory of traditional SEO and that's where the real battle is for most companies.

We also get into what's overrated: technical SEO, link building, and the obsession with GEO as a separate investment. And what's missing in most organizations: SEO embedded inside product teams, not marketing.

What we explore in this episode:

- What Product-Led SEO really means and why classic tactics fall short

- Why AI is taking over top of funnel and what that means for your strategy

- Why technical SEO and link building are overrated

- Why GEO is not a separate investment from SEO

- Why SEO belongs inside product teams

WHERE TO FIND ELI: https://www.linkedin.com/in/schwartze/

BOOK "PRODUCT-LED SEO": https://a.co/d/04cqmiRN

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/

--

00:00 - Introduction to Product-Led SEO

02:48 - The Evolution of SEO in the Age of AI

05:54 - The Role of LLMs and AI in Search

09:00 - Navigating the SEO Landscape with AI

12:00 - Understanding the Funnel: Top, Mid, and Bottom

15:12 - The Future of SEO and Agency Trustworthiness

27:29 - Navigating FOMO in Marketing Strategies

30:26 - Budget Allocation: SEO vs. Other Marketing Channels

34:17 - Integrating SEO into Product Teams

38:07 - The Overrated Nature of Link Building and Technical SEO

42:40 - The Future of SEO in an Evolving Landscape

45:37 - Contrarian Views on AI and SEO Investment

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

The web is changing faster than any marketing team can anticipate. Here's how to respond.

Adrian Howard is CRO at Webflow, overseeing Sales, Marketing, Support and Customer Success for one of the most influential web platforms in the world, with over 300,000 customers including Spotify and Monday.

In this episode, we talk about what's really changing: how AI is redefining the way brands get discovered, why SEO as we know it is dying, and what that means concretely for your website and marketing strategy.

We also cover his vision of the CRO role, how he aligns very different teams around a single objective, and why creativity is, in his view, the last true competitive advantage in B2B.

What we explore in this episode:

• The new rules of web discovery in the AI era

• Why your website now needs to speak to machines as much as to humans

• How to run Sales, Marketing and Success as a single revenue engine

• What Webflow learns from 300,000 customers about the evolution of the web

WHERE TO FIND ADRIAN: https://www.linkedin.com/in/adrianrosenkranz/
BUILD WITH WEBFLOW : https://webflow.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.

Les liens importants de l'épisode ⬇️

Episode Conquête avec Guillaume Cabane

A écouter ici

Webinar AI Marketing le 25 février

Inscrivez-vous ici

Ressource à télécharger

Barometre de la fonction marketing 2026

S'abonner à Momentum

YouTube : https://www.youtube.com/@bulldozer-collective-en

Apple Podcast : https://podcasts.apple.com/fr/podcast/momentum/id1877919587

Spotify : https://open.spotify.com/show/3zQUovJVlTqwk8bMlFlyQf

Deezer : https://www.deezer.com/fr/show/1002664731

▬▬▬▬▬

C'est un épisode un peu spécial face caméra et sans invité cette fois-ci.

Je prends le micro pour faire le point : où en est Bulldozer (nos chiffres), la suite pour Conquête, et pourquoi 2026 va être une année charnière pour nous.

Je reviens sur notre croissance, nos apprentissages, ce qui change concrètement dans l’entreprise… et surtout sur la direction que l'on veut prendre pour la suite, avec plus d’IA, plus d’ambition, et une vraie ouverture à l’international

J'explique également pourquoi Conquête fait une pause.
Parenthèse nécessaire pour laisser la place au lancement de Momentum, la version anglaise du podcast.

Bonne écoute !

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

Pour travailler 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/

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

▬▬▬▬▬

Dans cet extrait, on plonge dans les vraies stratégies de partenariats B2B en 2026 : comment générer du business concret avec ses partenaires.

👉 Webinars communs
👉 Livres blancs co-brandés
👉 Activation ciblée type ABM
👉 Fréquence des touchpoints
👉 Sélection stratégique des partenaires

Nos invités, Flora de chez Payplug et de Julian chez Jahia, nous partagent leurs retours d'expérience.

Au programme :

• Pourquoi l’inbound “classique” fonctionne moins aujourd’hui

• Comment adapter sa stratégie partenariats au mid-market / enterprise

• L’importance des routines (webinars, événements, activation ciblée)

• Pourquoi il vaut mieux moins de partenaires, mais des partenariats de qualité

• Comment entretenir une relation bilatérale gagnant-gagnant

• Pourquoi “1 deal par an” peut représenter plusieurs millions d’euros

▬▬▬▬▬

OÙ RETROUVER FLORA : https://www.linkedin.com/in/florawolfer/

OÙ RETROUVER JULIAN : https://www.linkedin.com/in/julian-maurel/

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/

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