Outfoxed Matthew Kay - " How to rethink list building"
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:
Credits: Podcast theme music by Transistor.fm.