The B2B Content Playbook That Made Clay Famous

Épisode de Conquête par Jordan Chenevier-Truchet | Bulldozer · 17 juin 2026 · 16 min

To receive our marketing & growth strategies by email: https://bullishbulldozer.substack.com/

To work with Bulldozer: https://bulldozer-collective.com

Clay 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 made

WHERE 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/

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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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Hébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.

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À propos du podcast

Dans Conquête, Jordan (CEO @ Bulldozer) invite des experts en Marketing et Growth pour parler de ce qu'ils font de mieux. On aborde leurs stratégies, leurs méthodes, leur organisation, etc. Hébergé par Ausha. Visitez ausha.co/fr/politique-de-confidentialite pour plus d'informations.

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