Podcast
Conquête
Hosted by Jordan Chenevier-Truchet | Bulldozer · FR
Dans Conquête, Jordan (CEO @ Bulldozer) invite des experts en Marketing et Growth pour parler de ce qu'ils font de mieux. On aborde leurs stratégies, leurs méthodes, leur organisation, etc.
Hébergé par Ausha. Visitez ausha.co/fr/politique-de-confidentialite pour plus d'informations.
35episodes
Episodes
Newest firstAll episodes
How to Move From SEO to AEO
1w ago00:11:24Tap to summarizeTo receive our marketing & growth strategies by email: https://bullishbulldozer.substack.com/ To work with Bulldozer: https://bulldozer-collective.com-- 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--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.
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Agorapulse : comment le Marketing a pris le contrôle du Revenu - (Selma Chauvin, CRO) - Conquête #88
2w ago00:55:47Tap to summarizePour recevoir nos stratégies marketing & growth par email : https://bullishbulldozer.substack.com/Pour travailler avec Bulldozer - https://bulldozer-collective.com▬▬▬▬▬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▬▬▬▬▬OÙ RETROUVER SELMA : https://www.linkedin.com/in/selma-chauvinDÉCOUVRIR 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/TIMECODE00:00 - Intro04:07 - Le shift PLG vers mid-market : par où commencer07:57 - BDR côté sales ou côté marketing ? Sa réponse (et pourquoi elle change)11:25 - Négocier un budget brand avec un CFO orienté court terme16:07 - Réduire l'équipe et dérégionaliser : tout en anglais, localiser le meilleur19:47 - Réorganiser par étape du funnel, plus par fonction27:02 - Go-to-market : ce que ça veut vraiment dire vs. ce que tout le monde en fait30:53 - L'IA en système : agents, feedback loops et scoring automatisé39:22 - Le piège des dashboards sans contexte humain49:53 - Concilier CRO, famille et compétition sportive internationaleHébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.
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Why Marketing Exists to Make Sales Easier
3w ago00:09:05Tap to summarizeTo receive our marketing & growth strategies by email: https://bullishbulldozer.substack.com/ To work with Bulldozer: https://bulldozer-collective.com-- 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--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.
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From Inbound to Loop: HubSpot's New Bet on the Future of Marketing (Kipp Bodnar - CMO @Hubspot)
4w ago00:52:01Tap to summarizeTo 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--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/--TIMECODE00:00 Introduction02:12 What is Loop marketing and why inbound alone no longer works08:44 How HubSpot rebuilt after losing 140 million visits10:32 Why differentiation has shifted back from tactics to story23:14 From SEO to AEO: how to show up across ChatGPT, Perplexity, Gemini25:05 Creator-led growth: finding on-screen talent when no one wants to show up32:25 What agent-first actually means at HubSpot today46:53 What makes a great CMO51:21 The best way to lose your board's trust in 2026Hébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.
Transcribe →The B2B Content Playbook That Made Clay Famous
Jun 1700:16:05Tap to summarizeTo receive our marketing & growth strategies by email: https://bullishbulldozer.substack.com/ To work with Bulldozer: https://bulldozer-collective.comClay 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 madeWHERE 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/-- 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.
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The CMO Role Is Being Dismantled. Here's Why (Dave Kellogg - EIR @Balderton Capital)
Jun 1001:02:01Tap to summarizeTo 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-- 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/--TIMECODE00:00 - 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 marketHébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.
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The real deal killer: why 40-60% of B2B deals end in no decision
Jun 300:16:36Tap to summarizeTo receive our marketing & growth strategies by email: https://bullishbulldozer.substack.com/ To work with Bulldozer: https://bulldozer-collective.comIn 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 workingWHERE 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/0eMZX1K9WHERE 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.
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The Clay Playbook: Community, Content and Conviction (Bruno Estrella - Head of Marketing @Clay)
May 2700:54:46Tap to summarizeTo receive our marketing & growth strategies by email: https://bullishbulldozer.substack.com/ To work with Bulldozer: https://bulldozer-collective.comBruno 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 bubbleWHERE 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/-- 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 - Intro03:35 - Why flexible products create organic content machines11:13 - Marketing an unopinionated product in a world that expects playbooks17:09 - From "hacky tool" to legitimate brand: Clay's perception shift19:06 - 8 years to $1M, 2 years to $100M. The positioning lesson behind it22:18 - How Clay invented the GTM Engineer role26:22 - Controlling the narrative vs. letting the community speak35:38 - Measuring community-led growth: qualified engagements on LinkedIn41:08 - How to not lose speed as you scale46:08 - Seven figures on billboards. The logic and the tracking52:07 - What's next: international expansion and going beyond techHébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.
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Restructuring marketing organizations for AI: the dangerous employee right now
May 2000:13:04Tap to summarizeTo receive our marketing & growth strategies by email: https://bullishbulldozer.substack.com/ To work with Bulldozer: https://bulldozer-collective.comAI 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 teamWHERE 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/--Hébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.
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April Dunford: The Positioning Mistakes That Kill B2B Deals
May 1301:14:29Tap to summarizeTo receive our marketing & growth strategies by email: https://bullishbulldozer.substack.com/ To work with Bulldozer: https://bulldozer-collective.comApril 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 gamesWHERE 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/0eMZX1K9WHERE 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.
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