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20Growth: How Transferwise Acquired Their First 5M Customers: The Two Types of Content All Companies Must Create, How to Crush Competition With Performance Marketing, What Growth Hacks Worked and Did Not with Nilan Peiris, CPO @ Wise
Jul 26, 2024
Nilan Peiris, Chief Product Officer at Wise, shares his expertise on scaling growth. He discusses key strategies that helped Wise acquire their first million users and reveals what didn't work. Nilan emphasizes the importance of creating two types of content to outpace competitors and explains why SEO and SEM still matter. He also dives into performance marketing, highlighting common mistakes and the right time to diversify channels. Hear firsthand insights from his journey in the fintech sector and valuable lessons on customer acquisition.
48:12
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Quick takeaways
- Wise's initial growth was fueled by a mix of organic marketing and strategic content, demonstrating the power of grassroots referrals.
- Creating targeted content that addresses customer pain points is essential for enhancing user engagement and driving long-term loyalty.
Deep dives
The Role of Product Marketing in Value Perception
Product marketing is defined as the process of bridging the gap between the perceived value a customer has of a product and the actual value delivered. A business must provide an experience that exceeds existing alternatives to generate significant word-of-mouth referrals. The podcast highlights the necessity for businesses to be an order of magnitude better than competitors to achieve impactful growth. This requires continuous efforts in shaping customer perceptions through effective messaging and understanding how customers define value.
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