Conquête

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/

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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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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/

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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
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/

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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

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/

--

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/

--

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