Ahead of the marketing curve.
Host Jordan Chenevier-Truchet sits down with CMOs and VPs of Marketing/Growth to dive into the strategies, systems, and pivotal moments that make marketing a revenue driver.
Real conversations. Real numbers. Real insights from practitioners who've scaled companies from €1M to €100M ARR.
Produced by Bulldozer, the marketing collective behind €500M+ in pipeline generation.
Hosted on Ausha. See ausha.co/privacy-policy for more information.
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Building an Enterprise Marketing Playbook (Christelle Arquié, Head of Marketing @PayPal) - Momentum #0
Christelle Arquié, 15 years in B2B marketing, from Talentsoft to Adyen, Libeo, and now Head of Marketing at PayPal France.
In this episode, she gets real about what most marketers won't commit to: should you stay in startups or move to corporate? And why the SMB vs. Enterprise decision changes everything about how you do marketing.
In this episode:
→ Why she left the startup world for PayPal and what she learned that she never would have seen anywhere else
→ SMB vs. Enterprise: two radically different jobs. Which one to pick and why
→ PayPal, Stripe, Adyen: how competition in payments is actually structured
→ The moment every startup needs to consider the pivot to Enterprise
→ How she generated 200+ press and social mentions in one year with a lean B2B influencer strategy
→ Identifying, activating, and retaining B2B influencers: the concrete playbook
→ Building a full-funnel content strategy when classic channels are saturated
→ Strategic partnerships (Shopify, WooCommerce, PrestaShop): how to access qualified audiences without paying for acquisition
→ What corporates do well that startups should steal and vice versa
→ AI in marketing at PayPal: where it actually creates value
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.
The web is changing faster than any marketing team can anticipate. Here's how to respond.
Adrian Howard is CRO at Webflow, overseeing Sales, Marketing, Support and Customer Success for one of the most influential web platforms in the world, with over 300,000 customers including Spotify and Monday.
In this episode, we talk about what's really changing: how AI is redefining the way brands get discovered, why SEO as we know it is dying, and what that means concretely for your website and marketing strategy.
We also cover his vision of the CRO role, how he aligns very different teams around a single objective, and why creativity is, in his view, the last true competitive advantage in B2B.
What we explore in this episode:
The new rules of web discovery in the AI era
Why your website now needs to speak to machines as much as to humans
How to run Sales, Marketing and Success as a single revenue engine
What Webflow learns from 300,000 customers about the evolution of the web
Eli 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
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…).
In this extract, Eli Schwartz (SEO expert, author of Product-Led SEO) breaks down why the marketing funnel is being rewritten by AI and what it means for your SEO strategy:
→ AI owns top of funnel now. The queries that used to drive blog traffic are being answered directly by LLMs and AI Overviews
→ Mid funnel is where SEO wins. How to identify the exact queries worth investing in when top of funnel disappears
→ The end of bait-and-switch SEO: LLMs will route users to exactly what they need, not what you want them to see
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…).
The First-Time CMO Playbook (Alice de Courcy, ex-CMO at Cognism) - Momentum #3
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.
In this extract, Alice de Courcy (ex-CMO at Cognism) breaks down how she shifted from lead gen to demand creation and built a content engine that directly drives pipeline:
→ 25 demo requests to close one deal vs. 100 content leads. The math that killed their entire gated strategy
→ How to transition from lead gen to demand creation without going cold turkey and while keeping investors happy
→ The 4 content buckets, the distribution engine, and why "just ungate your content" is not a strategy
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 👉 --00:00 - Introduction
Why Most B2B Communities Die (Dave Gerhardt, founder Exit Five) - Momentum #4
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.
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…).
The Anti-Acquisition Channel: When Community Becomes the Product
Most B2B communities are dead Slack groups. Dave Gerhardt built one that people actually pay for and stay in.
In this extract, Dave breaks down the real reasons Exit Five works: charging from day one, staying ruthlessly niche, and treating the community as the product.
He also gets into what kills most communities: spam, low standards, and founders who delegate engagement to an intern after week one.
→ Why charging money is a forcing function, not just a revenue play
→ The difference between quality engagement and vanity metrics
→ Why "community as acquisition channel" is the trap most companies fall into
→ What founder-mode community building actually looks like at scale
→ How Exit 5 evolved from a message board to a full membership business
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…).
The one-person marketing team (with AI) - Kieran Flanagan, SVP Marketing @Hubspot - Momentum #5
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
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.
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.
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.
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.
