Bullish is Back. And It's Different.
From tactical playbooks to strategic thinking—why we're evolving the newsletter.
If you’ve been subscribed to Bullish for a while, you know it started as a very operational newsletter.
Tactical guides. Step-by-step processes. The kind of content you could forward to your team with “let’s implement this.”
And it worked. We covered everything from LinkedIn strategies to creative ad frameworks, from MQL definitions to cohort analysis. Pure execution mode.
But something’s shifted.
Over the past year, through conversations with hundreds of CMOs and Marketing Leaders, I’ve noticed a pattern. The questions have changed.
It’s no longer “How do I optimize my LinkedIn ads?”
It’s “Should we even be doing lead gen, or is demand gen the play?”
It’s no longer “What’s a good MQL definition?”
It’s “Does the MQL concept still make sense in 2025?”
The best operators don’t need more tactics. They need better strategic frameworks.
So we’re evolving Bullish.
What’s changing :
This newsletter is shifting from operational playbooks to strategic thinking.
Less “here’s how to do X” and more “here’s why X matters and when it doesn’t.”
We’ll still cover tactical frameworks—the CTVP model, the Messaging Pyramid, language/market fit—but through a more strategic lens. The kind of thinking that helps you decide what to do, not just how to do it.
Topics you can expect:
Why traditional attribution is broken (and what replaces it)
The shift from lead gen to demand gen—and what it means for your org
How AI is changing marketing
The evolution of B2B marketing roles and structures
These aren’t beginner topics. If you’re looking for “10 tips to improve your CTR,” this probably isn’t for you.
But if you’re a CMO or Marketing Leader trying to think three moves ahead, trying to understand where the discipline is going and how to position your team for it—then this is exactly for you.
Why now?
The B2B marketing landscape is undergoing its most significant transformation in a decade.
AI has commoditized content creation. Top talent is choosing independence. Revenue attribution is becoming both more important and more complex. And the gap between “doing marketing” and “generating revenue” has never been more scrutinized.
At Bulldozer, we’re right in the middle of this. We work with 500+ companies navigating these changes. We’re building AI technology to address these challenges. We’re organizing 300+ experts around these new realities.
This newsletter is where I’ll unpack what we’re learning.
What stays the same
The tone. The structure. The commitment to clear thinking over clever writing.
One topic per edition. Deep, not wide. Frameworks you can actually use.
And most importantly: no bullshit. If something isn’t working, I’ll tell you. If I don’t know, I’ll say so.
A new rhythm
Bullish will land in your inbox every two to three weeks.
Each edition will tackle one strategic concept in depth—with enough context to understand why it matters and enough structure to apply it.
What’s next
The first edition of this new format drops in two weeks.
We’re starting with a topic that’s been buzzing in my conversations with CMOs: the fundamental shift from lead generation to demand generation—and why most B2B companies are getting it wrong.
Until then, I’d love to hear from you. What strategic questions are keeping you up at night? What topics do you want me to tackle?
Hit reply. I read everything.
Let’s grow 👊
--- Jordan
P.S. — If you’re new here: welcome. Bullish used to be very tactical. Now it’s more strategic. Either way, the goal is the same—help you think more clearly about growth.