Conquête

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/

--

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/

--

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.