Momentum

How to Build a Content Engine That Creates Demand

Wed, 08 Apr 2026 15:00:00 +0000

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/

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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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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

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The First-Time CMO Playbook (Alice de Courcy, ex-CMO at Cognism) - Momentum #3

Wed, 01 Apr 2026 15:00:00 +0000

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/

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.

AI is the new Top of Funnel

Wed, 25 Mar 2026 16:00:00 +0000

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/

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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The Contrarian's Guide to SEO in the Age of Al (Eli Schwartz) - Momentum #2

Wed, 18 Mar 2026 16:00:00 +0000

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

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

- Why GEO is not a separate investment from SEO

- Why SEO belongs inside product teams

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/

02:48 - The Evolution of SEO in the Age of AI

05:54 - The Role of LLMs and AI in Search

09:00 - Navigating the SEO Landscape with AI

12:00 - Understanding the Funnel: Top, Mid, and Bottom

15:12 - The Future of SEO and Agency Trustworthiness

27:29 - Navigating FOMO in Marketing Strategies

30:26 - Budget Allocation: SEO vs. Other Marketing Channels

34:17 - Integrating SEO into Product Teams

38:07 - The Overrated Nature of Link Building and Technical SEO

42:40 - The Future of SEO in an Evolving Landscape

45:37 - Contrarian Views on AI and SEO Investment

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AI and the future of websites

Wed, 11 Mar 2026 16:00:00 +0000

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

In this extract, Adrian Rosenkranz (CRO at Webflow) shares the data that is redefining the role of the website in B2B marketing:

→ +125% increase in AI bot crawling on Webflow sites. The website is no longer built for humans alone

→ 6x conversion rate from visitors coming through LLMs and why it changes everything about the experience you need to deliver

→ "Own the answer": the 4-pillar framework (authority, measurement, content, technical setup) to exist in AI-generated answers

→ Is the website dead? What would need to be true for that to happen and why we're far from it

→ The Wikipedia effect: when information alone isn't enough, it's the experience that brings people back

→ Why AI will kill websites optimized only for SEO and unlock creativity for the rest

WHERE TO FIND ADRIAN: https://www.linkedin.com/in/adrianrosenkranz/

WHERE TO FIND JORDAN: https://www.linkedin.com/in/jordanchenevier/

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.

Is the Website Dead? Webflow’s CRO on AI Search & Zero-Click (Adrian Rosenkranz, CRO @Webflow) - Momentum #1

Wed, 04 Mar 2026 16:00:00 +0000

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

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

WHERE 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/

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.

Building an Enterprise Marketing Playbook (Christelle Arquié, Head of Marketing @PayPal) - Momentum #0

Tue, 17 Feb 2026 17:27:22 +0000

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

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

WHERE TO FIND CHRISTELLE: https://www.linkedin.com/in/christelle-arquie/

WHERE TO FIND JORDAN: https://www.linkedin.com/in/jordanchenevier/

Episode originally in French, translated to English with AI.
To listen to the episode in French: https://youtu.be/uTzqxZwc7cU?si=4G2ksDy-l08DFGLq

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