The latest episode of the Outfoxed podcast by Hunter.io features Matt Lauro, founder of Fractional CRO.

Matt shares how he transitioned from leading global marketing teams at companies like KellyOCG and Adecco to building his own fractional CRO practice, why he strips clients back to one or two core channels before adding complexity, and how face-to-face and offline outreach is becoming a serious differentiator as digital engagement rates decline. He breaks down why most founders struggle to narrow their ICP, how customer focus groups reveal positioning gaps that internal teams miss, and why the hardest part of any engagement is change management, not strategy.

This episode is for founders who've hit a growth plateau, fractional executives figuring out how to go to market, and anyone trying to move from hustle-driven revenue to something repeatable — with practical advice on channel strategy, ICP discipline, and building trust as an outsider coming into someone else's business.

Podcast Episode Highlights:

• Why stripping back to one or two strong channels beats spreading budget across a dozen you can't measure
• How offline and in-person outreach is cutting through as digital channels get noisier
• The ICP trap: why identifying your ideal customer is easy but filtering everything through it is hard
• Why he meets every stakeholder before making recommendations — and how being an outsider gets more honest customer feedback
• How the Fractional CRO Collective is built around operators who do strategy and execution, not just advice

About Matt Lauro:

Matt Lauro is the founder of Fractional CRO, a consultancy that helps staffing firms and B2B service companies build predictable revenue engines. He has over 20 years of experience in global sales and marketing, including senior roles at KellyOCG, Pontoon Solutions, and the Adecco Group, where he led teams across strategy, brand, demand generation, and sales enablement.

Having launched Fractional CRO as a side practice before going full-time in 2025, Matt is based in Charlotte, North Carolina.

Learn more about Matt Lauro via:

• https://www.fractionalcro.org/
• https://www.linkedin.com/in/mattlauro/

Credits: Podcast theme music by Transistor.fm.

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.