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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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/

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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.

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/

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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/

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/

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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

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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/

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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 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/

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