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/

--

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/

--

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/

--

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

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

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

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/

--

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

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

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

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

WHERE TO FIND ALICE : https://www.linkedin.com/in/alice-de-courcy-5205516a/

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

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

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

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

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

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/

--

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.