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.
31episodes
Episodes
Newest firstAll episodes
The B2B Content Playbook That Made Clay Famous
2w ago00:16:05Tap 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)
3w ago01:02:01Tap 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
4w ago00:16:36Tap 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.
Transcribe →The one-person marketing team (with AI) - Kieran Flanagan, SVP Marketing @Hubspot
May 1201:01:15Tap to summarizeTo receive our marketing & growth strategies by email: https://bullishbulldozer.substack.com/ To work with Bulldozer: https://bulldozer-collective.comKieran 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 systemWHERE 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 - Introduction04:10 - The most dangerous employee right now: high AI agency, low domain expertise09:30 - Measuring AI adoption in marketing: why it's harder than in engineering or sales13:00 - How to hire AI-native marketers: give them tasks that are impossible without AI24:00 - Data quality: why AI projects live or die on what you feed them26:30 - Kieran's day-to-day AI workflow: Claude projects as mini brains33:00 - Live demo: inside Kieran's Claude Code content system55:00 - Where to find KieranHébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.
Transcribe →Why Most B2B Communities Die (Dave Gerhardt, founder Exit Five)
May 1200:47:23Tap to summarizeTo receive our marketing & growth strategies by email: https://bullishbulldozer.substack.com/ To work with Bulldozer: https://bulldozer-collective.comDave 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 - Introduction04:40 - Timeless marketing: what can't be replaced07:00 - Why human connection is becoming a competitive advantage16:16 - Why most B2B communities are dead Slack groups17:37 - How Exit Five works: charge money, enforce standards, stay niche21:43 - Community as product vs. community as acquisition channel34:12 - Personal brand vs. company brand: how to manage the tension38:02 - Metrics at Exit Five: revenue, list growth, NPS, churn41:26 - On attribution: "Fuck no"44:42 - ROI of content: why Dave stopped asking the questionHébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.
Transcribe →The First-Time CMO Playbook (Alice de Courcy, ex-CMO at Cognism)
May 1200:55:40Tap to summarizeTo receive our marketing & growth strategies by email: https://bullishbulldozer.substack.com/ To work with Bulldozer: https://bulldozer-collective.comAlice 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/04Dn3lUaWHERE 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 - Introduction01:35 - Alice's journey at Cognism: from 3M to nearly 100M ARR03:34 - What changes between early-stage and scale06:23 - How she earned the CMO title from within11:59 - Building the team: hiring for attitude over experience17:39 - What she'd do differently with today's AI21:17 - The seniority trap31:30 - Fractional CMO: setting the right expectations34:44 - Demand capture vs. demand creation38:04 - Building a content engine that works like a media machine43:28 - New metrics: demo requests, conversion rates, ACV44:37 - Why most companies fail at demand creation47:33 - Distribution: why great content isn't enoughHébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.
Transcribe →The Contrarian's Guide to SEO in the Age of Al (Eli Schwartz)
May 1200:50:16Tap to summarizeTo receive our marketing & growth strategies by email: https://bullishbulldozer.substack.com/ To work with Bulldozer: https://bulldozer-collective.comEli 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 teamsWHERE TO FIND ELI: https://www.linkedin.com/in/schwartze/BOOK "PRODUCT-LED SEO": https://a.co/d/04cqmiRNWHERE 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 SEO02:48 - The Evolution of SEO in the Age of AI05:54 - The Role of LLMs and AI in Search09:00 - Navigating the SEO Landscape with AI12:00 - Understanding the Funnel: Top, Mid, and Bottom15:12 - The Future of SEO and Agency Trustworthiness27:29 - Navigating FOMO in Marketing Strategies30:26 - Budget Allocation: SEO vs. Other Marketing Channels34:17 - Integrating SEO into Product Teams38:07 - The Overrated Nature of Link Building and Technical SEO42:40 - The Future of SEO in an Evolving Landscape45:37 - Contrarian Views on AI and SEO InvestmentHébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.
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