How to Build a Content Engine That Creates Demand

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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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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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