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.