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/

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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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Hosted on Ausha. See ausha.co/privacy-policy for more information.

To receive our marketing & growth strategies by email: https://bullishbulldozer.substack.com/
To work with Bulldozer: https://bulldozer-collective.com

Google is dead. Everyone will use LLMs. Eli Schwartz disagrees and he explains why.

In this extract, Eli breaks down what product-led SEO actually means, why TripAdvisor and Amazon got it right before anyone else did, and why the rise of AI overviews doesn't kill SEO.

He also makes the case that every major LLM platform (OpenAI, Anthropic, Perplexity) is quietly investing in SEO, because they know that reaching 80 to 90% of the online world still runs through Google.

→ What product-led SEO is and what it's not

→ Why TripAdvisor and Amazon built SEO as a product, not a content factory

→ What Eli would rewrite in his book today and what still holds

→ Why Google's monopoly isn't going anywhere

→ Why the LLMs are all hiring SEO people

WHERE TO FIND ELI: https://www.linkedin.com/in/schwartze/

BOOK "PRODUCT-LED SEO": https://a.co/d/04cqmiRN

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/

--

Hosted on Ausha. See ausha.co/privacy-policy for more information.

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/

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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

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

Hosted on Ausha. See ausha.co/privacy-policy for more information.