The latest episode of the Outfoxed podcast by Hunter.io features Matthew Kay, founder of Colman Rose, a B2B growth consultancy.

Matthew shares how he built a business around performance-based contracts, where a portion of the fee is tied to pre-agreed KPIs, with rebates for misses and bonuses for exceeding targets. He explains why he focuses on companies with 10 to 100 employees, how six roundtable events generated over $250K in contract value from under $8K in spend, and why most outbound fails when it skips the value step and jumps straight to the ask.

This episode delivers practical advice for consultants, agency founders, and B2B marketers trying to stand out in a crowded services market — with a clear framework for leading with value, timing your ask, and structuring pricing that aligns incentives with client outcomes.

Podcast Episode Highlights:

• Why less than 6% of marketing agencies offer performance-based contracts, and how his model works in practice
• How to use the 95:5 rule to stay top of mind until prospects are ready to buy
• The one question that gets a reply almost every time and recently opened a deal within six weeks
• Why roundtables and private events outperform webinars for high-value contracts
• His approach to warming up outbound through mutual connections

About Matthew Kay:

Matthew Kay is the founder of Colman Rose, a B2B growth consultancy that works with SaaS and professional services companies through performance-based contracts. He’s spent nearly 15 years in digital marketing and sales, starting with brands like Costa, PwC, and AXA before focusing on scaling B2B companies across the HubSpot ecosystem.

He launched Colman Rose in late 2023 with no clients, landed his first within two weeks through outbound outreach, and has grown the team to four. He’s based in Milton Keynes, England.

Learn more about Matthew Kay via:

• https://www.colmanrose.com/
• https://www.linkedin.com/in/matthewkay/

Credits: Podcast theme music by Transistor.fm.

The twelfth episode of the Outfoxed podcast by Hunter.io features Michelle Brammer, Director of Growth Marketing at Lingo.

Michelle shares how she ran an ICP analysis as the only marketer on the team and discovered that it wasn’t big-name clients driving Lingo’s most repeatable growth, but rather a healthy segment of low-LTV small businesses. She breaks down the challenges of serving highly regulated industries, how she used Lingo's own product usage data to identify two distinct buyer groups that no third-party intent signal would have surfaced, and why she's only ever purchased from one cold email in 20+ years of marketing.

This episode is a tactical playbook for solo marketers, growth leads at early-stage companies, and anyone trying to find their niche in a crowded market — with real examples of how product data, segmentation discipline, and hyper-personalization beat volume every time.

Podcast Episode Highlights:

• Why your ICP analysis should focus on repeatable opportunity, not necessarily top-revenue accounts or big logos
• How cannabis brands' state-by-state regulatory complexity created a product need that 300+ competitors missed
• The product usage signals that revealed two buyer groups already accessing Lingo without being customers
• Why she hyper-personalizes to small lists instead of scaling volume — and the one cold email that actually converted her
• Her two-year tech stack audit cycle and why contract timing, budget retention, and failure points all drive it

About Michelle Brammer:

Michelle Brammer is the Director of Growth Marketing and first marketer at Lingo, a digital asset management and brand guidelines platform born out of the Noun Project. She built the marketing department from scratch, ran the company's first ICP analysis, and identified the cannabis vertical as Lingo's primary growth segment.

She has over 20 years of experience in SaaS marketing, with previous roles at GaggleAMP and Anura.io spanning demand generation, content marketing, and marketing operations.

Learn more about Michelle Brammer via:

• https://www.lingoapp.com/
• https://www.linkedin.com/in/michellebrammer/

Credits: Podcast theme music by Transistor.fm.

The eleventh episode of the Outfoxed podcast by Hunter.io features Kodi McKinney, founder of Me In The Club.

Kodi shares why the marketing lessons he learned promoting records at college radio stations apply directly to B2B outreach, how founders and musicians make identical mistakes when trying to grow past their referral networks, and why he believes most people are stuck on one or two channels when they need to be visible across seven. He breaks down what separates cold outreach that gets marked as spam from the kind that starts real conversations — and why the answer has almost nothing to do with the tools you use.

This episode is packed with practical insight for founders transitioning away from founder-led sales, growth marketers looking for fresh perspective, and anyone who suspects that the human side of outreach is getting lost in the rush to automate everything.

Podcast Episode Highlights:

• Why the "Rule of Seven" still defines how modern buyers make decisions
• The layered communication hierarchy from face-to-face down to email and why each step adds resistance
• Why managing a CEO's patience is half the job of any fractional CMO
• His rule for marking cold emails as spam and what it reveals about most outreach today

About Kodi McKinney:

Kodi McKinney is the founder of Me In The Club, a growth marketing consultancy serving both creative businesses and tech companies. He has worked with thousands of artists and companies across 30+ countries, co-owned a NYC-based music marketing agency for nine years, and has spoken on marketing at conferences across three continents.

His background spans radio promotion, journalism, music management, and fractional CMO work for startups and corporations alike. He is based in New York City.

Learn more about Kodi McKinney via:

• https://www.meintheclub.com/
• https://www.theclublist.net/

Credits: Podcast theme music by Transistor.fm.

The latest episode of the Outfoxed podcast by Hunter.io features Emmet Gibney, CEO of Rewardful.

Emmet shares how he navigated the transition from indie-hacker pricing to enterprise customers, why PLG companies inevitably hit a tension point where they have to decide if they're self-serve or sales-led, and how Rewardful's single biggest customer is worth 1,400 entry-level accounts. He explains why the first 100 customers should come from daily conversations with your ICP rather than scalable channels, and why building a "repeatable case study" is the clearest signal of product-market fit.

This episode delivers practical lessons for SaaS founders, product-led growth operators, and anyone navigating the shift from small-customer base to enterprise sales — with honest takes on what works, what doesn't, and why your tech stack is probably not what’s holding you back.

Podcast Episode Highlights:

• Why PLG companies can't stay 50/50 with sales-led growth
• How Rewardful uses its own product as an attribution hack for paid ad channels
• Why enterprise buyers are psychologically averse to low price points
• The case for keeping your go-to-market tech stack lightweight instead of chasing tools
• How AI-generated content from B2C will reshape B2B marketing on YouTube and LinkedIn

About Emmet Gibney:

Emmet Gibney is the CEO of Rewardful, a SaaS platform for affiliate and referral programs, owned by SaaS Group. He joined the company after volunteering for support during COVID, moved into a marketing and product role post-acquisition, and pitched the board to let him take the CEO seat when the original founders departed — earning the title permanently in mid-2023.

Before Rewardful, Emmet co-founded a healthcare software startup, ran a media production company, and worked across product and marketing roles. He is based in Dublin, Ireland.

Learn more about Emmet Gibney via:

• https://www.rewardful.com/
• https://www.linkedin.com/in/emmetgibney/

Credits: Podcast theme music by Transistor.fm.

The ninth episode of the Outfoxed podcast by Hunter.io features Rahul Jain, CEO and co-founder of Noble.

Rahul shares how he pivoted from word-of-mouth recommendation software to paid placement for AI search, scaling from zero to over half a million dollars in ARR in two months. He explains why 88% of links that appeared on Google's first page no longer get cited by LLMs, how he productized link building to get brands mentioned in the sources ChatGPT and Google AI Overviews actually cite, and why focusing on doing one thing exceptionally well became their competitive advantage in a market already seeing competitors shut down.

This episode delivers strategic insights for founders navigating market pivots, go-to-market leaders adapting to AI-driven buying behavior, and anyone building in emerging categories — packed with honest metrics, tactical approaches, and hard-won lessons from someone who's built companies in both hardware and software.

Podcast Episode Highlights:

   • Why getting mentioned in cited sources guarantees visibility more than traditional SEO tactics
  • How Rahul leveraged existing customer relationships to validate and launch a completely different product
  • The accidental growth loop where publisher outreach converts into new customer leads
  • Why vulnerability with your team builds stronger connections than projecting fearless leadership
  • His interview technique for testing candidate grit: assignments that reveal effort level over credentials

About Rahul Jain:

Rahul Jain is the CEO and co-founder of Noble, a platform that enables paid placement in AI search results by getting brands mentioned in the sources cited by ChatGPT, Google AI Overviews, and Perplexity. Before Noble, Rahul led sales at digital healthcare companies including OODA Health and Cedar, and was previously CEO and co-founder of Tower View Health, a medication adherence startup he launched with college roommates in 2014.

Based in San Francisco, Rahul brings a unique perspective shaped by experience on both sides of the founder-sales divide — having built companies, led enterprise sales teams, and navigated the challenges of hardware manufacturing, 24-month healthcare sales cycles, and venture-backed pivots.

Learn more about Rahul Jain via:

   • https://www.linkedin.com/in/rahul-jain-noble/
   • https://www.thatsnoble.com/

Credits: Podcast theme music by Transistor.fm.

The eighth episode of the Outfoxed podcast by Hunter.io features Ryan Rogers, inventor and founder of multiple product lines, including Well Stated Clothing.

Ryan shares his journey from theoretical chemistry PhD to product inventor, explaining why he believes customers define themselves through purchasing behavior rather than predetermined personas, and how he validates new sales channels by testing everything simultaneously. His approach proves that scientific methodology can create competitive advantages in business, even when starting with zero industry experience.

This episode delivers practical insights for inventors, product developers, and anyone building physical products — filled with validation strategies, channel testing approaches, and honest advice from someone who's learned to embrace both the art and science of selling.

Podcast Episode Highlights:

• Why trying everything simultaneously beats picking one "perfect" sales channel
• How face-to-face selling still drives most business in a digital world
• The translation between business jargon and practical reality for inventors
• Why customers tell you who they are through purchasing behavior
• His manual approach to cold email focused on response rather than immediate sales

About Ryan Rogers:

Ryan Rogers is an inventor and product developer who transitioned from academia to entrepreneurship after earning his PhD in Theoretical Chemistry from the University of Arkansas. With degrees in both physics and theoretical chemistry, he applies scientific methodology to product development and business building, creating what he describes as "unique, innovative, and interesting" products across multiple industries.

Currently developing several product lines including Well Stated Clothing (featuring tees with state-shaped pockets), Ryan focuses on bringing truly original products to market. His philosophy centers on creating items that matter to people and make life "more efficient, fun, and beautiful" rather than just solving obvious problems.

Learn more about Ryan Rogers via:

• https://www.linkedin.com/in/ryan-rogers-24653a1b6/
• https://www.wellstatedclothing.com/
• https://www.trrdesigns.net/
  
  

Credits: Podcast theme music by Transistor.fm.

The seventh episode of the Outfoxed podcast by Hunter.io features Dennis Kelly, CEO and founder of Postalytics, a direct mail automation software company.

Dennis shares how Postalytics evolved from a horizontal platform to a verticalized approach targeting tech-enabled SMBs, the painful lessons learned from pivoting away from legacy direct mail providers, and why early customer wins can be dangerously misleading signals. His approach proves that sometimes the biggest opportunities come from disrupting the very ecosystem you initially tried to partner with.

This episode delivers strategic insights for founders, marketers, and anyone building in traditional industries — filled with pivot lessons, go-to-market evolution, and practical advice from someone who's learned to question early success.

Podcast Episode Highlights:

• Why multi-channel marketing nearly doubles outreach success rates
• The evolution from horizontal platform to vertical go-to-market strategy
• Lessons from the Boingnet pivot and why legacy players resist change
• How SEO became their primary growth channel in a competitive space
• Why founders must embrace evangelizing their products

About Dennis Kelly:

A Colgate University economics graduate who grew up on a farm in upstate New York, Dennis Kelly has held leadership roles spanning sales, product development, and operations across industries from healthcare software to wireless retail. With over 30 years of entrepreneurial experience, Dennis has founded six technology startups and achieved multiple successful exits.

Today, he’s the CEO and founder of Postalytics, a direct mail automation platform that helps marketers integrate physical mail into their digital marketing stacks. 

Learn more about Dennis Kelly via:

• https://www.linkedin.com/in/denniskelly/
• https://postalytics.com/

Credits: Podcast theme music by Transistor.fm.

The sixth episode of the Outfoxed podcast by Hunter.io features Kristie Jones, B2B sales consultant and author of "Selling Your Way In."

With over 20 years of experience helping small and mid-sized companies expand their teams and grow revenue, Kristie has built a specialized practice focused exclusively on B2B SaaS startups generating $1–5 million in revenue. After losing her VP of sales role in a 2016 reorganization, she discovered her true calling: helping founders transition from founder-led selling to building their first real sales teams — a challenge that requires equal parts strategy, psychology, and tough love.

Kristie shares why founders must "give the baby up for adoption" when hiring their first salesperson, how she creates cultures of accountability that focus on outcomes rather than call volume, and why getting small (specializing in a narrow niche) enabled her to go big in the consulting world. Her approach proves that sustainable sales growth comes from solid processes and realistic expectations, not fancy tech stacks or unrealistic quotas.

This episode delivers actionable frameworks for founders, sales leaders, and consultants — filled with honest insights, proven hiring processes, and practical advice from someone who's made the founder-to-sales-team transition work hundreds of times.

Podcast Episode Highlights:

• Why the founder advantage becomes a disadvantage when scaling sales
• Creating accountability cultures focused on outcomes, not just activities
• How to hire salesperson #1 without setting them up to fail
• Why good processes matter more than expensive tech stacks
• Her pragmatic take on VC funding and quota setting

About Kristie Jones:

Kristie Jones is a B2B sales consultant and author of "Selling Your Way In," specializing in helping startups transition from founder-led selling to building scalable sales teams. With over 20 years of experience in sales leadership and team development, she focuses on VC-backed B2B SaaS companies generating $1M–$5M in revenue.

A Kansas native, Kristie currently resides in St. Louis and regularly speaks at industry conferences about sales leadership and startup growth.

Learn more about Kristie Jones via:

• https://www.linkedin.com/in/kristiekjones/
• https://kristiejones.com/

Credits: Podcast theme music by Transistor.fm.

The fifth episode of the Outfoxed podcast by Hunter.io features Adam Goldfarb, founder of Transcendence Audio. 

Although he has 17 years of corporate strategy and operations experience in the medical assessment industry and an Executive MBA from Ivey Business School, Adam’s true passion is leveraging his 25+ years as a passionate audiophile to serve the unique high-end audio manufacturing market. He now helps these companies — from boutique speaker manufacturers to amplifier designers — navigate business challenges in a contracting, highly specialized market where products can cost tens of thousands of dollars.

Adam shares how he achieves a 20% positive response rate through hyper-targeted cold outreach, why he spends 80% of his time researching prospects and only 20% writing emails, and how his industry expertise has become his competitive advantage. His approach proves that deep knowledge and custom messaging outperform automation and mass campaigns, even in a world increasingly obsessed with AI.

This episode delivers tactical guidance for consultants, outreach professionals, and anyone building expertise-based businesses — filled with specific processes, honest metrics, and practical advice from someone who's chosen precision over scale.

Podcast Episode Highlights:

• How to achieve high response rates by establishing credibility in the first sentence
• Why 80% research and 20% writing beats automated mass campaigns
• The minimal tech stack that outperforms complex automation
• Why Adam refuses to use AI for writing but embraces it for research

About Adam Goldfarb:

With 17 years of corporate strategy and operations experience in the medical assessment industry and over 25 years as a passionate audiophile, Adam Goldfarb is the founder of Transcendence Audio Strategic Advisory, a consulting practice that helps high-end audio manufacturers navigate a specialized market where products can cost tens of thousands of dollars.

Learn more about Adam:

• https://transcendenceaudio.com/
• https://www.linkedin.com/in/adamvgoldfarb

Credits: Podcast theme music by Transistor.fm.

The fourth episode of the Outfoxed podcast by Hunter.io features Mattias Liivak, cofounder of ProcessPlot. He’s also a seasoned marketing and PR professional with over a decade in the IT industry. 

After spending 10 years at mobile payments company Fortumo through its acquisition, Mattias took the entrepreneurial leap to build ProcessPlot — a change management platform that transforms how organizations communicate and implement internal changes.

Mattias shares the reality of pivoting when your first product doesn't resonate, why cold outreach beats warm introductions for real validation, and how he learned to embrace selling despite being an introvert. His story is packed with insights for reluctant founders, first-time salespeople, and anyone building solutions for organizational change management.

This episode delivers actionable frameworks for introverted founders and reluctant sellers. It’s filled with systematic approaches, honest pivots, and tactical advice from someone who's learning to validate ideas the hard way.

Podcast Episode Highlights:

• Why you need to love your product but put it away to get honest feedback
• The power of cold outreach for validating ideas vs. relying on your network
• How to identify intent signals without expensive tools
• Building sustainable work-life balance while grinding through startup challenges
• Why change communication is broken in most organizations (and how to fix it)

About Mattias Liivak
Mattias Liivak is the co-founder and Head of Marketing & Growth at ProcessPlot, a startup that helps companies reinforce workplace learning and prove the ROI of training. He is a seasoned marketing and business development leader with over 15 years of experience in the tech industry.

Learn more about Mattias and his work via:

• https://www.linkedin.com/in/mattias-liivak-16b9511b
• https://www.processplot.com

Credits:

Podcast theme music by Transistor.fm.