The Rise of the Marketing Engineer (Trevor Pyle - Head of Marketing @Profound)

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

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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

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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/

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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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TIMECODE

0:00 - Introduction
1:16 - What Profound does and why it exists
5:06 - How to think about brand building in the AI era
8:23 - Attention is the new moat
14:17 - How to measure brand aura
27:31 - Zero Click events and unreasonable hospitality
29:50 - Obsessive craftsmanship and the five star experience
31:56 - How Trevor built the Profound marketing team
32:49 - How to think about attribution when everything is connected
35:08 - Pipeline philosophy and sales and marketing alignment
41:33 - What's next for Profound

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