Conquête

Episódios

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  Comment structurer son go-to-market américain en 3 phases 12.08.2026 18min

  Pour recevoir nos stratégies marketing & growth par email : https://bullishbulldozer.substack.com/Pour travailler avec Bulldozer - https://bulldozer-collective.com▬▬▬▬▬S'exporter aux Etats-Unis sans l'aval du board, c'est brûler de l'argent. Sandrine l'a vu des dizaines de fois.Dans cet extrait, elle explique pourquoi l'internationalisation n'est pas un projet marketing mais une décision de gouvernance, et ce qui arrive quand le COMEX ne porte pas le sujet dès le départ.Puis elle détaille les trois phases concrètes dans lesquelles elle intervient : le lancement, le décrochage après les premiers succès, et le désalignement entre la maison mère et l'équipe locale.→ Pourquoi un CMO seul ne peut pas réussir l'internationalisation→ Comment convaincre son board de passer d'une vision cost à une vision investissement sur le marketing→ Les trois phases d'export et les vrais problèmes à chaque étape→ Pourquoi réussir au Canada ne prépare pas à réussir aux Etats-Unis→ Lever 4 à 5 fois plus qu'en Europe : pourquoi faire ses preuves aux Etats-Unis avant de lever▬▬▬▬▬OÙ RETROUVER SANDRINE : https://www.linkedin.com/in/sandrinepuichaffret/OÙ RETROUVER JORDAN : linkedin.com/in/jordanchenevier/BOSSER AVEC BULLDOZER : https://bulldozer-collective.com/▬▬▬▬▬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/Hébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.
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  The Rise of the Marketing Engineer (Trevor Pyle - Head of Marketing @Profound) 05.08.2026 41min

  To receive our marketing & growth strategies by email: https://bullishbulldozer.substack.com/ To work with Bulldozer: https://bulldozer-collective.com-- Trevor Pyle is Head of Marketing at Profound, the platform helping brands understand and optimize how they show up in AI search engines like ChatGPT and Claude.In this episode, Trevor makes the case that the face of marketing is changing faster than most teams realize. Answer engines are becoming the primary way people discover products and make decisions. SEO is not dead but the rules have fundamentally shifted. And the marketers who will win are those who can operate like engineers, think like media companies, and build aura in a world where AI controls discovery.We also get into how Profound thinks about brand building, events as a growth channel, attribution in a post-performance era, and why the marketing engineer is the most important hire you're not making yet.What we explore in this episode:→ How to build brand aura and why it matters for AI discovery→ Why content under 13 weeks old is what LLMs actually pull from→ How Profound uses events as a core demand generation channel→ The rise of the marketing engineer and what this role actually does→ How to think about attribution when performance channels no longer tell the full story--WHERE TO FIND TREVOR: https://www.linkedin.com/in/trevor-pyle/DISCOVER PROFOUND: https://www.tryprofound.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/--TIMECODE0:00 - Introduction1:16 - What Profound does and why it exists5:06 - How to think about brand building in the AI era8:23 - Attention is the new moat14:17 - How to measure brand aura27:31 - Zero Click events and unreasonable hospitality29:50 - Obsessive craftsmanship and the five star experience31:56 - How Trevor built the Profound marketing team32:49 - How to think about attribution when everything is connected35:08 - Pipeline philosophy and sales and marketing alignment41:33 - What's next for ProfoundHébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.
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  Organiser une équipe revenue par étapes du funnel 29.07.2026 12min

  Pour recevoir nos stratégies marketing & growth par email : https://bullishbulldozer.substack.com/Pour travailler avec Bulldozer - https://bulldozer-collective.com▬▬▬▬▬La plupart des équipes revenue sont organisées par fonction : le marketing d'un côté, les sales de l'autre, les BDR au milieu. Selma a tout réorganisé par étapes du funnel, et ça a changé radicalement la façon dont les responsabilités sont portées.Dans cet extrait, elle explique concrètement comment elle a restructuré son org : trois équipes, trois étapes, trois types d'objectifs distincts. → Création d'audience→ Conversion en MQL→ Génération de RDV▬▬▬▬▬OÙ RETROUVER SELMA : https://www.linkedin.com/in/selma-chauvinOÙ RETROUVER JORDAN : linkedin.com/in/jordanchenevier/BOSSER AVEC BULLDOZER : https://bulldozer-collective.com/▬▬▬▬▬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/Hébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.
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  Le Playbook pour réussir aux USA (Sandrine Puichaffret, Fractional CRO/CMO) - Conquête #89 22.07.2026 58min

  Pour recevoir nos stratégies marketing & growth par email : https://bullishbulldozer.substack.com/Pour travailler avec Bulldozer - https://bulldozer-collective.com▬▬▬▬▬Je reçois dans Conquête, Sandrine Puichaffret, CMO/CRO et consultante en expansion internationale.Dans cet épisode, elle explique pourquoi 80% des boîtes françaises qui s'internationalisent échouent, et ce qu'il faut déconstruire pour ne pas en faire partie :→ Le piège du "j'ai 100 leads américains, je suis prêt."Pourquoi ça ne marche pas et comment ultra-nicher avant d'attaquer→ Le marketing vu comme un investissement, pas un coût. 3-5% du revenu en France vs. 8-25% aux US, et pourquoi c'est une décision de Comex, pas de CMO→ New York n'est pas toujours la bonne solution. Pourquoi un hub comme Atlanta coûte trois fois moins cher et couvre autant de terrain→ Le small talk, le réseau, la communauté : les codes culturels à adopter→ Recruter aux US : pourquoi les CV américains donnent l'impression d'avoir des dieux en face de soi et comment ne pas se faire avoir→ Faire carrière aux US en tant que marketeur français : ce qui est encore possible sous l'ère Trump et les alternatives (Canada, VIE, transfert interne)▬▬▬▬▬OÙ RETROUVER SANDRINE : https://www.linkedin.com/in/sandrinepuichaffret/OÙ RETROUVER JORDAN : linkedin.com/in/jordanchenevier/BOSSER AVEC BULLDOZER : https://bulldozer-collective.com/▬▬▬▬▬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/TIMECODE00:00 Introduction01:17 Le parcours de Sandrine : Disney, Moyen-Orient05:34 La culture du lawsuit aux Etats-Unis : ce que les Français sous-estiment systématiquement09:39 Les erreurs classiques des boîtes françaises qui attaquent le marché américain13:09 La culture de la communauté aux Etats-Unis : pourquoi le small talk est une arme business17:55 Marketing comme investissement : pourquoi les Américains mettent 25% là où les Français mettent 5%22:12 Ce que ton succès en France vaut vraiment aux US39:04 Comment convaincre son COMEX de changer d'approche sur l'international47:39 Faire carrière aux Etats-Unis en tant que marketeur français : ce que Trump a changé54:13 Comment Sandrine accompagne les entreprises sur les trois phases d'exportHébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.
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  How to Move From SEO to AEO 15.07.2026 11min

  To receive our marketing & growth strategies by email: https://bullishbulldozer.substack.com/ To work with Bulldozer: https://bulldozer-collective.com-- 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--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/-- 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.
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  Agorapulse : comment le Marketing a pris le contrôle du Revenu - (Selma Chauvin, CRO) - Conquête #88 08.07.2026 55min

  Pour recevoir nos stratégies marketing & growth par email : https://bullishbulldozer.substack.com/Pour travailler avec Bulldozer - https://bulldozer-collective.com▬▬▬▬▬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▬▬▬▬▬OÙ RETROUVER SELMA : https://www.linkedin.com/in/selma-chauvinDÉCOUVRIR AGORAPULSE : https://www.agorapulse.com/fr/OÙ RETROUVER JORDAN : linkedin.com/in/jordanchenevier/BOSSER AVEC BULLDOZER : https://bulldozer-collective.com/▬▬▬▬▬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/TIMECODE00:00 - Intro04:07 - Le shift PLG vers mid-market : par où commencer07:57 - BDR côté sales ou côté marketing ? Sa réponse (et pourquoi elle change)11:25 - Négocier un budget brand avec un CFO orienté court terme16:07 - Réduire l'équipe et dérégionaliser : tout en anglais, localiser le meilleur19:47 - Réorganiser par étape du funnel, plus par fonction27:02 - Go-to-market : ce que ça veut vraiment dire vs. ce que tout le monde en fait30:53 - L'IA en système : agents, feedback loops et scoring automatisé39:22 - Le piège des dashboards sans contexte humain49:53 - Concilier CRO, famille et compétition sportive internationaleHébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.
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  Why Marketing Exists to Make Sales Easier 01.07.2026 9min

  To receive our marketing & growth strategies by email: https://bullishbulldozer.substack.com/ To work with Bulldozer: https://bulldozer-collective.com-- 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--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/-- 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.
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  From Inbound to Loop: HubSpot's New Bet on the Future of Marketing (Kipp Bodnar - CMO @Hubspot) 24.06.2026 52min

  To receive our marketing & growth strategies by email: https://bullishbulldozer.substack.com/ To work with Bulldozer: https://bulldozer-collective.com-- 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--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/-- 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/--TIMECODE00:00 Introduction02:12 What is Loop marketing and why inbound alone no longer works08:44 How HubSpot rebuilt after losing 140 million visits10:32 Why differentiation has shifted back from tactics to story23:14 From SEO to AEO: how to show up across ChatGPT, Perplexity, Gemini25:05 Creator-led growth: finding on-screen talent when no one wants to show up32:25 What agent-first actually means at HubSpot today46:53 What makes a great CMO51:21 The best way to lose your board's trust in 2026Hébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.
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  The B2B Content Playbook That Made Clay Famous 17.06.2026 16min

  To receive our marketing & growth strategies by email: https://bullishbulldozer.substack.com/ To work with Bulldozer: https://bulldozer-collective.comClay 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 madeWHERE 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/-- 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.
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  The CMO Role Is Being Dismantled. Here's Why (Dave Kellogg - EIR @Balderton Capital) 10.06.2026 1h 2min

  To receive our marketing & growth strategies by email: https://bullishbulldozer.substack.com/ To work with Bulldozer: https://bulldozer-collective.com-- Dave Kellogg, Executive in Residence at Balderton Capital ($1.3B fund), former CMO at multiple enterprise software companies, and one of the sharpest voices in B2B SaaS through his blog Kellblog. He's spent 30+ years watching what actually makes software companies win.In this episode, he unpacks the principles most CMOs know they should follow but keep getting wrong:→ The lesson from watching Ingress lose to Oracle: the best product doesn't win. What does→ 30 years of "hey marketing, go get this." From boxes of leads to customers who drive outcomes→ Outcome-based pricing: why everyone talks about it and almost nobody can do it properly→ Marketing exists to make sales easier. The mantra that took him from PMM to CMO of a billion-dollar company→ SaaS zombie companies: no middle ground between AI-native growth and profitable business. Slides won't save you→ Trust is the last marketing moat. How to build it when AI slop is flooding every channel→ PR is the new SEO (sort of). Why companies under-invest in earned media and how to do it without burning cash→ Metrics reflect strategy, they don't drive it. How to reconcile being a metrics fanatic with being strategy-first→ The three ways to get fired as a CMO→ The CMO role is being decomposed. Why CEOs are splitting marketing into pieces and whether the pendulum will swing back→ What European founders get wrong about the US market. And why most should start in New York-- 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/-- 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/--TIMECODE00:00 - Intro 04:03 - The best product doesn't win 06:42 - 30 years of "hey marketing, go get this" 16:30 - Marketing exists to make sales easier 24:27 - SaaS zombie companies: no middle ground in the AI era 31:14 - Trust is the last marketing moat in the age of AI slop 40:05 - Metrics reflect strategy, they don't drive it 45:14 - The three ways to get fired as a CMO 51:59 - What European founders get wrong about the US marketHébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.
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  The real deal killer: why 40-60% of B2B deals end in no decision 03.06.2026 16min

  To receive our marketing & growth strategies by email: https://bullishbulldozer.substack.com/ To work with Bulldozer: https://bulldozer-collective.comIn this extract, April Dunford (B2B positioning consultant, author of Obviously Awesome and Sales Pitch) reveals why your biggest competitor isn't who you think it is:→ 40 to 60% of B2B deals end in no decision. Why positioning, not sales execution, is usually the real problem→ "Too expensive" often means "too risky." How to de-risk your deal instead of dropping your price→ Stop reacting to your competitors' marketing. What you see externally is almost never a reflection of what's actually workingWHERE 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/0eMZX1K9WHERE 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.
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  The Clay Playbook: Community, Content and Conviction (Bruno Estrella - Head of Marketing @Clay) 27.05.2026 54min

  To receive our marketing & growth strategies by email: https://bullishbulldozer.substack.com/ To work with Bulldozer: https://bulldozer-collective.comBruno Estrella, Head of Marketing at Clay. The company went from 8 years to reach $1M ARR to $100M in just two years. He's the one who built the marketing engine behind it.In this episode, he breaks down how Clay became the most talked-about product in B2B, and what it actually takes to build a community-led growth machine:→ How Clay turned its community into a content army without paying for sponsored posts→ Why brand association, not money, is what creators actually want→ The internal content system: one persona, one executive, one writer. How Clay maps content to its audience→ Why everything funnels into LinkedIn and how they measure what matters (qualified engagements, not vanity metrics)→ Positioning a horizontal product without being opinionated. The marketing challenge of flexible tools→ How Clay invented the GTM Engineer role and turned a market gap into a category→ Brute force execution vs. analytical sophistication. When to stop measuring and just ship→ Seven figures on billboards. Why, when, and how they tracked it→ What's next: international expansion and breaking out of the tech bubbleWHERE 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/-- 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 - Intro03:35 - Why flexible products create organic content machines11:13 - Marketing an unopinionated product in a world that expects playbooks17:09 - From "hacky tool" to legitimate brand: Clay's perception shift19:06 - 8 years to $1M, 2 years to $100M. The positioning lesson behind it22:18 - How Clay invented the GTM Engineer role26:22 - Controlling the narrative vs. letting the community speak35:38 - Measuring community-led growth: qualified engagements on LinkedIn41:08 - How to not lose speed as you scale46:08 - Seven figures on billboards. The logic and the tracking52:07 - What's next: international expansion and going beyond techHébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.
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  Restructuring marketing organizations for AI: the dangerous employee right now 20.05.2026 13min

  To receive our marketing & growth strategies by email: https://bullishbulldozer.substack.com/ To work with Bulldozer: https://bulldozer-collective.comAI 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 teamWHERE 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.
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  April Dunford: The Positioning Mistakes That Kill B2B Deals 13.05.2026 1h 14min

  To receive our marketing & growth strategies by email: https://bullishbulldozer.substack.com/ To work with Bulldozer: https://bulldozer-collective.comApril 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 gamesWHERE 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/0eMZX1K9WHERE 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.
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  The one-person marketing team (with AI) - Kieran Flanagan, SVP Marketing @Hubspot 12.05.2026 1h 1min

  To receive our marketing & growth strategies by email: https://bullishbulldozer.substack.com/ To work with Bulldozer: https://bulldozer-collective.comKieran 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 systemWHERE 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 - Introduction04:10 - The most dangerous employee right now: high AI agency, low domain expertise09:30 - Measuring AI adoption in marketing: why it's harder than in engineering or sales13:00 - How to hire AI-native marketers: give them tasks that are impossible without AI24:00 - Data quality: why AI projects live or die on what you feed them26:30 - Kieran's day-to-day AI workflow: Claude projects as mini brains33:00 - Live demo: inside Kieran's Claude Code content system55:00 - Where to find KieranHébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.
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  Why Most B2B Communities Die (Dave Gerhardt, founder Exit Five) 12.05.2026 47min

  To receive our marketing & growth strategies by email: https://bullishbulldozer.substack.com/ To work with Bulldozer: https://bulldozer-collective.comDave 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 - Introduction04:40 - Timeless marketing: what can't be replaced07:00 - Why human connection is becoming a competitive advantage16:16 - Why most B2B communities are dead Slack groups17:37 - How Exit Five works: charge money, enforce standards, stay niche21:43 - Community as product vs. community as acquisition channel34:12 - Personal brand vs. company brand: how to manage the tension38:02 - Metrics at Exit Five: revenue, list growth, NPS, churn41:26 - On attribution: "Fuck no"44:42 - ROI of content: why Dave stopped asking the questionHébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.
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  The First-Time CMO Playbook (Alice de Courcy, ex-CMO at Cognism) 12.05.2026 55min

  To receive our marketing & growth strategies by email: https://bullishbulldozer.substack.com/ To work with Bulldozer: https://bulldozer-collective.comAlice 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/04Dn3lUaWHERE 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 - Introduction01:35 - Alice's journey at Cognism: from 3M to nearly 100M ARR03:34 - What changes between early-stage and scale06:23 - How she earned the CMO title from within11:59 - Building the team: hiring for attitude over experience17:39 - What she'd do differently with today's AI21:17 - The seniority trap31:30 - Fractional CMO: setting the right expectations34:44 - Demand capture vs. demand creation38:04 - Building a content engine that works like a media machine43:28 - New metrics: demo requests, conversion rates, ACV44:37 - Why most companies fail at demand creation47:33 - Distribution: why great content isn't enoughHébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.
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  The Contrarian's Guide to SEO in the Age of Al (Eli Schwartz) 12.05.2026 50min

  To receive our marketing & growth strategies by email: https://bullishbulldozer.substack.com/ To work with Bulldozer: https://bulldozer-collective.comEli 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- Why GEO is not a separate investment from SEO- Why SEO belongs inside product teamsWHERE TO FIND ELI: https://www.linkedin.com/in/schwartze/BOOK "PRODUCT-LED SEO": https://a.co/d/04cqmiRNWHERE 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 to Product-Led SEO02:48 - The Evolution of SEO in the Age of AI05:54 - The Role of LLMs and AI in Search09:00 - Navigating the SEO Landscape with AI12:00 - Understanding the Funnel: Top, Mid, and Bottom15:12 - The Future of SEO and Agency Trustworthiness27:29 - Navigating FOMO in Marketing Strategies30:26 - Budget Allocation: SEO vs. Other Marketing Channels34:17 - Integrating SEO into Product Teams38:07 - The Overrated Nature of Link Building and Technical SEO42:40 - The Future of SEO in an Evolving Landscape45:37 - Contrarian Views on AI and SEO InvestmentHébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.
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  Is the Website Dead? Webflow’s CRO on AI Search & Zero-Click (Adrian Rosenkranz, CRO @Webflow) 12.05.2026 47min

  To receive our marketing & growth strategies by email: https://bullishbulldozer.substack.com/ To work with Bulldozer: https://bulldozer-collective.comThe 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 eraWhy your website now needs to speak to machines as much as to humansHow to run Sales, Marketing and Success as a single revenue engineWhat Webflow learns from 300,000 customers about the evolution of the webWHERE TO FIND ADRIAN: https://www.linkedin.com/in/adrianrosenkranz/BUILD WITH WEBFLOW : https://webflow.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.
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  La suite de Conquête, nouveau podcast, les chiffres de Bulldozer - Conquête HORS-SERIE 18.02.2026 24min

  Les liens importants de l'épisode ⬇️Episode Conquête avec Guillaume CabaneA écouter iciWebinar AI Marketing le 25 févrierInscrivez-vous iciRessource à téléchargerBarometre de la fonction marketing 2026S'abonner à MomentumYouTube : https://www.youtube.com/@bulldozer-collective-enApple Podcast : https://podcasts.apple.com/fr/podcast/momentum/id1877919587Spotify : https://open.spotify.com/show/3zQUovJVlTqwk8bMlFlyQfDeezer : https://www.deezer.com/fr/show/1002664731▬▬▬▬▬C'est un épisode un peu spécial face caméra et sans invité cette fois-ci.Je prends le micro pour faire le point : où en est Bulldozer (nos chiffres), la suite pour Conquête, et pourquoi 2026 va être une année charnière pour nous.Je reviens sur notre croissance, nos apprentissages, ce qui change concrètement dans l’entreprise… et surtout sur la direction que l'on veut prendre pour la suite, avec plus d’IA, plus d’ambition, et une vraie ouverture à l’internationalJ'explique également pourquoi Conquête fait une pause. Parenthèse nécessaire pour laisser la place au lancement de Momentum, la version anglaise du podcast.Bonne écoute !Pour recevoir nos stratégies marketing & growth par email : https://bullishbulldozer.substack.com/Pour travailler avec Bulldozer - https://bulldozer-collective.com▬▬▬▬▬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/Hébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.