Co-founder @ Bulldozer - On accélère la croissance des boîtes. HEC Lecturer. Startup Advisor. Investisseur. Je poste du contenu sur l'entrepreneuriat, le marketing & le growth.

I'm the CEO & Co-founder of Bulldozer, an AI-native B2B growth marketing company.

We help B2B companies scale revenue through AI-powered marketing and sales systems. Our approach combines proprietary technology, expert execution, and measurable ROI across Paid Advertising, SEO, ABM, RevOps, and Data Analytics.

In 4 years, we've grown to €8M revenue serving 500+ clients including Salesforce, Tide, and Vibe. 

Beyond Bulldozer, I teach Marketing & Growth at HEC Paris and host the Momentum podcast, where I interview top B2B leaders on what actually drives revenue.

I also invest in early-stage companies.

———

Content-wise, I publish daily insights on LinkedIn, bi-monthly podcast episodes and a monthly newsletter called Bullish.

Outside work: MMA, cycling, cooking, and living in the French mountains with my wife Céline and our two kids.

Jordan Chenevier-Truchet

Adrian is the CRO of Webflow. And he's got a strong point of view on what's coming for your website… 👇

Webflow powers the web presence of 300,000+ companies like Spotify, monday.com, and Anytime Fitness. 

Adrian joined 9 months ago from Salesforce and Tableau to lead Sales, Marketing, Support, and Success — the full revenue engine 😵‍💫

I invited him on this new episode of Momentum because he sits on some of the most unique GTM data on the web right now, and he's actually on the ground with customers to figure out what to do with it.

We covered:
+ His first 90 days as CRO: what he looked at, what surprised him
+ His ritual that replaced backward-looking business reviews
+ The rows and columns framework to align revenue teams
+ 125% increase in AI crawlers: what it means for your website strategy
+ HOW your website needs to be designed for AI
+ Global vs. local GTM: how he's designing his team
+ How Webflow's partnership model actually works

Concrete, no fluff.
To watch/listen to the episode, it's simple:

#1. A like on this post to thank Adrian
#2. Episode link (audio + video) in the comments 👇

Let's groowww 👊

CEO @ Bulldozer - Marketing & Growth (Aircall, Payfit, Salesforce…) | Author | GTM10 Award Winner | Investor

En moyenne, 68% des MQLs générés par le marketing ne sont *jamais* contactés par les sales. Et ce n'est pas par manque de temps.

C'est par manque de confiance dans la qualité de ce qui remonte du marketing…

La raison est souvent simple : marketing et sales ne partagent pas la même définition de ce qu'est un "bon" prospect.

C'est tout.

Donc chez beaucoup de nos clients, on a abandonné la course au volume pour se concentrer sur 3 choses :

+ Un ICP partagé entre marketing et sales (pas deux versions)
+ Du contenu qui adresse les objections des deals en cours
+ L'IA pour scorer l'intent réel, pas un semblant d'engagement

Et c’est là où l’IA est (selon moi) encore trop sous-exploitée : 
Identifier les signaux d'achat réels, créer du contenu adapté à chaque étape du cycle, et aligner marketing/sales sur les mêmes données en temps réel.

C'est le sujet de l'épisode 2 de la série IA avec HubSpot qui sort en webinar le 31 mars. Inscription ici 👉 https://hubs.la/Q042g5Tf0

Qui sera là ? 🙂

Let's grow 👊

No, the goal of LinkedIn isn't to generate direct sales through your posts.

The goal of LinkedIn is for your audience to think of you first when they have a need in your field.

99% of people here don't understand this principle.

You need credibility, not visibility.

Let's grow 👊

TOFU, MOFU, BOFU is a content taxonomy I love to hate.

Because it tells you what format to produce. Not who to write it for.

Eugene Schwartz mapped it out decades ago: your audience isn't a funnel, it's an awareness state. Unaware. Problem aware. Solution aware. Product aware. Most aware.

Each state requires a different channel and a different message. 

Especially now with AI. It's: who are you talking to, and what does AI do for them at that specific moment?

> For the Unaware: you build trust on YouTube, in AI assistants, in dark social communities. 

> For the Solution aware: you run long-form content and niche AI agents. 

> For the Most aware: you compress the sales cycle with intent data and real-time bid logic.

The channel follows the audience. The AI follows the channel.

Let's grow 👊

Eli Schwartz wrote THE book on SEO (literally). "Product-Led SEO" sold tens of thousands of copies. He consulted for SurveyMonkey, Tinder, Mixpanel. He's been in SEO longer than most agencies have existed.

He came on Momentum (Podcast) to say things most people in this space won't touch.

We covered:

→ Why GEO and AEO are mostly a rebranding exercise
→ The 5 stages of awareness applied to search: where AI wins, where SEO still dominates
→ Product-led SEO explained: why TripAdvisor and Amazon still beat everyone without chasing keywords
→ Why citations are just backlinks with better PR
→ Technical SEO: when it matters, when it's a distraction
→ How to allocate a $1M marketing budget between SEO, paid, and brand
→ The org structure that actually lets SEO teams get things done

One line stuck with me: "AI visibility is just the 2026 version of SEO. Breaking it off into a new budget line is a mistake."

To access the episode:
(1) A like on this post to thank Eli
(2) Link to the episode (audio + video) in the comments 👇

Let's grow 👊

We were tired of hunting down brand assets nobody ever writes down. 
So we built this for ourselves. Now we're opening it up ⚡️

(1) Open "Brand X-Ray"
(2) Paste the URL of the site you want to analyze
(3) Get a full report: color tokens, typography scale, spacing system
(4) Download or open directly in your browser

That's the whole thing.

Gabriel built this on Lovable because we kept losing time reverse-engineering brand assets on client projects. The design system exists on every live site. "Brand X-Ray" pulls what's already there and formats it properly.

Comment below if you want the link.

Let's grow 👊

AI created a problem nobody saw coming: it revealed your company had no taste 😅

You've got more content. 
10x the volume. 
100x the cadence.
Blog posts in 45 seconds. 
200 social assets a week. 
Email sequences before lunch.

And the output looks fine, really. But your brand disappeared.

Truth is, most marketing teams can't describe their brand voice in a prompt. They'll say "expert but approachable." They'll say "bold." They'll use adjectives that apply to 4,000 other B2B companies. 

Spoiler : that's not a brand. That's a vibe.

The teams producing recognizable content at scale right now didn't get there by finding a better model. They got there by doing the unglamorous work first — documenting exactly what makes them *THEM*, then encoding that into every tool they use.

I wrote about what that means in this week's Bullish edition → https://lnkd.in/dtY_hq9m

Let's grow 👊

3 questions auxquelles une team marketing doit savoir répondre en 2026 :

+ Quels profils recruter quand l'IA remplace certaines compétences ? 
+ Quelle stack adopter sans empiler des outils inutiles ? 
+ Comment réorganiser sans tout casser ?

Léo y répond le 3 avril à 11h, en live LinkedIn.

Pour s'inscrire → https://lnkd.in/dCiSUktw

Let's grow 👊

Many companies think they need a marketer when, in reality, they need a magician.

How do you know if you need a magician rather than a marketer?

👉 You don't have a budget.
👉 You want quick results.

Easy.

If you want your CMO to last more than 12 months, here are 7 things I believe you should fix before their first day:

#. Define attribution rules upfront. 
Agree on how marketing contribution gets measured - and don't revisit it every quarter under pressure!

#. Commit founder time to brand. 
Content, positioning, thought leadership. These require founder visibility. Put it in the calendar before the CMO arrives.

#. Create a request intake for sales. 
Every "can you prepare this deck" without a process is time taken from pipeline work. Build the process.

#. Assign channel ownership explicitly. 
Paid, outbound, PLG, partnerships… Each lever needs one accountable person. Document it.

#. Build one shared metric between marketing and sales. 
Not a dashboard with 40 KPIs. One number both teams are judged on together (aka Pipeline… 👀).

#. Match budget to scope. 
If the budget shrinks, the scope shrinks with it. Make that conversation explicit instead of letting the CMO absorb the gap.

The setup determines the outcome. 
So get the setup right.

Let's grow 👊

My biggest takeaways from my conversation with Adrian Rosenkranz (CRO at Webflow):

1. Websites are no longer built for humans alone. 
Webflow tracks a 125% increase in AI bot crawlers — meaning your site is now read by machines before humans ever see it. The implication: technical structure and content clarity are no longer just SEO best practices, they're table stakes for existing in an AI-mediated discovery environment.

2. LLM-driven traffic converts 6x better than traditional web traffic. 
According to Adrian, visitors arriving from LLMs come pre-educated — they've already processed your positioning, your offer, your differentiation. They land further down the funnel. The consequence: the homepage is no longer an awareness tool. It needs to perform like a conversion asset.

#3. "Own the answer" before optimizing for traffic. 
Adrian frames AEO (Answer Engine Optimization) across four pillars: authority, measurement, content clarity, and technical readability for AI. Most teams skip the last two. If an LLM can't parse what your brand does and what problem it solves, it won't cite you — regardless of domain authority.

#4. The "plan to make plan" replaces the retrospective. 
Rather than reviewing past performance in isolation, Adrian runs a monthly ritual where each team member presents their forward plan — what they'll do differently and who they need to execute it. This shifts the conversation from diagnosis to action, and surfaces cross-functional misalignments before they become revenue leaks.

#5. Rows and columns as a revenue alignment model. 
Adrian maps products (rows) against the functions responsible for them — sales, marketing, success (columns). Every intersection has a named owner. The rule: no initiative moves forward without at least two functions aligned on it. "We win together, we never lose alone" isn't a tagline — it's an accountability structure.

#6. The value agencies provide is shifting from implementation to judgment. 
As AI reduces build time, the differentiated value of agency partners moves toward discovery, creative direction, and strategic positioning. Adrian sees this as an opportunity: smaller in-house teams will increasingly rely on specialized partners not to build faster, but to think better.

#7. The death-of-the-website thesis requires assuming AI stops needing source data. 
For websites to become irrelevant, LLMs would need to generate answers purely from synthetic data — with no dependency on live web content. That's not where the market is moving. ChatGPT integrating Stripe and Shopify directly into its interface is the opposite signal: brands need on-brand digital experiences that work inside LLMs, not instead of them.

Thanks again Adrian for all these insights 🙏
Full episode : https://bit.ly/3N4kTLW

Let's grow 👊

Most companies think they're doing "growth". They're just doing marketing.

Marketing optimizes campaigns. Growth optimizes the business model.

Testing creatives and measuring clicks isn't the same as testing acquisition → activation → monetization and managing LTV/CAC + payback.

The problem: most organizations haven't made this shift. 
70%+ of CEOs judge marketing on revenue growth, but only 35% of CMOs know how to track these metrics.

When you hire a CMO from a brand background and then measure them on ARR, you've created the mismatch yourself. You're asking a chef to fix the supply chain.

Growth requires a different profile. Someone who's sat close to the P&L, who understands churn economics, who treats every channel as a hypothesis with a cost of capital.

Most CMO job descriptions still ask for "storytelling" and "brand vision." Then leadership wonders why marketing can't explain its impact on revenue.

You get the marketing function you hire for.

Let's grow 👊

There's two types of marketing teams:

Type A: reports on CAC, LTV, conversion, churn. Strong dashboards. Weekly reviews. The team understands the numbers well.

Type B: reports on the same metrics - plus Revenue Growth, Net Profit Margin, Operating Cash Flow, and Employee Engagement. Same rigor, wider lens.

The only difference between the two is *context*. Type B teams can explain why their work matters to people who don't know what an MQL is.

CAC, LTV, Churn… they are solid metrics. But they live inside the marketing team's world. The moment you walk into a board room, a CFO meeting, or a budget conversation, these numbers land flat.

When I started tracking these metrics, it was not because I wanted to become a finance person. It's because I needed marketing to be taken seriously.

Speaking the CFO's language isn't selling out. It's how you get the budget to do the work you actually want to do!

To help you, here are 50 KPIs — definitions, goals, calculation methods. Built for the teams that want influence beyond the marketing dashboard.

Let's grow 👊

Source : Nicolas Boucher

🎉 NEWS : Caterpillar Inc. has officially confirmed this morning its strategic investment in Bulldozer, as part of the company's expansion into the European market.

Financial terms are not disclosed.

"Honestly, I should have seen it coming from day one. We're called Bulldozer. They make bulldozers. It was always going to happen." — Jordan Chenevier-Truchet, Co-founder

Bulldozer will continue operating independently under its current brand. 

To our clients: nothing changes. 
To our competitors: same fight, bigger machines.

Let's grow 🐟

Top takeaways from my chat with Eli Schwartz (Author of Product-Led SEO & SEO Advisor):

1. GEO/AEO is not a new discipline — it's SEO updated for 2026. Framing AI visibility as a separate budget line creates fragmentation without strategic benefit. The fundamentals are the same: architecture, relevance, brand authority. Agencies selling "AEO" as standalone are manufacturing complexity to justify new fees.

2. The Five Stages of Awareness beats ToFu/MoFu/BoFu for SEO allocation decisions. Problem-aware searches now belong to AI. Solution-aware and product-aware searches still route to Google. That's where SEO budget should go — mid-funnel, where intent is specific enough to convert.

3. Citations are the 2026 version of backlinks (and equally overrated!). LLMs weight citations by brand legitimacy, not volume. If you're already credible, you'll get cited. If you're not, no citation campaign fixes that. According to Eli, spamming citations follows the same failed logic as buying DA links.

4. Brand before SEO, paid before brand. Paid search gives you fast feedback on whether search demand even exists. Without that signal, you're optimizing for queries no one makes. SEO only works when there's already a market searching for what you do.

5. Product-Led SEO is about building the asset that satisfies the intent. TripAdvisor and Amazon scaled because they built extensible architecture. Not because they wrote more blog posts.

6. Technical SEO matters at setup, not at audit. Most audit outputs — 301s, 404s, redirect chains — fix things that don't move revenue. The real technical decisions (CMS, site structure, subdomain vs. directory) happen once, at the start. Eli's concern: companies are now skipping those foundations entirely in the rush toward "AI visibility."

Full episode here → https://taap.it/IUPXMHv

Almost a decade in B2B marketing. 500+ clients. 11 things I see most teams get wrong:

1. The ICP you wrote at Series A is wrong. The one built from your last 50 closed-won deals is real.

2. MQLs are a marketing metric. Pipeline is a revenue metric. Most teams only own the first one and wonder why they get cut.

3. Brand and demand aren't competing budgets. Brand is what makes your demand gen cheaper over time.

4. Your CRM is lying to you. Not because of the tool but because of the humans entering data into it!

5. The best B2B content doesn't go viral. It gets forwarded internally before the buying committee meets.

6. Attribution models are either too simple (last touch) or too complex to trust. You should run your budget on trends and directional metrics (influenced pipeline).

7. Sales and marketing alignment is a weekly ritual or it doesn't exist.

8. Retention is a marketing problem. It just lives in a part of the org chart that marketing doesn't own yet.

9. Hiring a CMO and expecting a Growth Manager output is one of the most expensive mistakes in B2B.

10. At scale, B2B marketing gets quiet. Less noise, fewer campaigns, one message that actually lands.

TL;DR: The job isn't to do more. It's to do less, better, with a number you own.

Let's grow 👊

For most websites, top of funnel is gone. 
Not shrinking. Not shifting. Gone.

If someone searches "I can't sleep, my mind races at night," they're not landing on your blog post anymore. An LLM tells them they have anxiety, and brings them directly to the solution layer.

Your 10,000-visit anxiety article? Dead weight.

So what do we do now? Eli Schwartz has a strategy.

Full extract → https://taap.it/1mX9mJB
Full episode → https://taap.it/IUPXMHv

Let's grow 👊

Belledonne

Directeur artistique

MATÉ IN

Co-founder & Directeur artistique

Substances.info

Être mieux renseigné c’est être plus responsable.

Founder

Indépendant

Bulldozer

Germinal

Freelance Designer

L'antichambre de Germinal

Directeur artistique :
- Création du MVP Webflow + Memberstack en 3 jours
- Création du studio de tournage des formations
- Création de l'UI de la V2
- Aide à la communauté sur le Slack privé

WGTF ?!

En charge de l'identité visuelle globale, du design/intégration web, et de la capture/production vidéo

Loha

En charge du branding global, et du design/intégration de la plateforme web.

taplio

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The Battle

Jordan Chenevier-Truchet

Léo Machabert

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Jordan Chenevier-Truchet's LinkedIn Performance

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