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 ratesThe evolution from horizontal platform to vertical go-to-market strategyLessons from the Boingnet pivot and why legacy players resist changeHow SEO became their primary growth channel in a competitive spaceWhy founders must embrace evangelizing their productsAbout 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 salesCreating accountability cultures focused on outcomes, not just activitiesHow to hire salesperson #1 without setting them up to failWhy good processes matter more than expensive tech stacksHer pragmatic take on VC funding and quota settingAbout 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 sentenceWhy 80% research and 20% writing beats automated mass campaignsThe minimal tech stack that outperforms complex automationWhy Adam refuses to use AI for writing but embraces it for researchAbout 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/adamvgoldfarbCredits: 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 feedbackThe power of cold outreach for validating ideas vs. relying on your networkHow to identify intent signals without expensive toolsBuilding sustainable work-life balance while grinding through startup challengesWhy change communication is broken in most organizations (and how to fix it)About Mattias LiivakMattias 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-16b9511bhttps://www.processplot.comCredits:Podcast theme music by Transistor.fm.

The third episode of the Outfoxed podcast by Hunter.io features Rand Fishkin, cofounder and CEO of SparkToro (and former cofounder of Moz). As a longtime leader in digital marketing, Rand has spent more than two decades helping companies understand where their audiences are and how to reach them effectively. His work has shaped how marketers think about SEO, audience research, and the balance between data and creativity.Today, Matt and Rand cut through the noise to talk about how SparkToro navigated a hard pivot off social media to clickstream data, why zero-click marketing changes how success is measured, and how founders can find their first 100 customers by focusing on channels they genuinely enjoy (including offline ones) instead of chasing trends. They also discuss the limits of AI-generated content and why judgment still matters more than automation.This episode offers practical lessons for founders, marketers, and creators — packed with data, candor, and grounded advice from someone who’s built and rebuilt in public.Podcast Episode Highlights:How SparkToro survived losing its primary data source and rebuilt from scratchWhy your first 100 customers should come from channels you actually enjoyThe rise of zero-click marketing and what it means for audience researchWhy AI is a useful tool but a poor substitute for human creativityAbout Rand Fishkin:Rand Fishkin is the cofounder and CEO of SparkToro, an audience research software company that helps marketers identify where their ideal customers spend time online. Known for his contrarian approach to entrepreneurship, Rand has earned a reputation for challenging Silicon Valley norms while building enduring, profitable companies.A Seattle native, Rand attended the University of Washington before leaving to help rescue his mother’s struggling marketing firm from debt. That company became Moz, which he co-founded in 2004 and led as CEO from 2007 to 2014. Under his leadership, Moz grew from a seven-person blog into a global, 200+ employee SaaS company that generated over $50 million in annual revenue.At Moz, Rand launched the Whiteboard Friday video series, co-authored “The Art of SEO,” and played a pivotal role in making SEO education accessible to millions at a time when the industry was notoriously secretive. He was named to BusinessWeek’s 30 Under 30 and became one of the most recognized educators in digital marketing, keynoting more than a hundred conferences worldwide.After leaving Moz in 2018, Rand cofounded SparkToro, which pioneered an alternative, transparent funding model and built tools that help marketers discover where their audiences actually spend time. His 2018 book, “Lost and Founder: A Painfully Honest Field Guide to the Startup World,” drew widespread attention for its candid take on venture capital, founder burnout, and mental health in tech. He also cofounded Snackbar Studio, an independent game company that experiments with creative funding models.He lives in Seattle with his wife, award-winning author and travel blogger Geraldine DeRuiter.Learn more about Rand and SparkToro via:https://www.linkedin.com/in/randfishkin/https://sparktoro.com/https://sparktoro.com/blogCredits:Podcast theme music by Transistor.fm.