Growth Marketer Lucas Calleja joined us in the studio while he was back home in Perth. He shared some fantastic growth lessons from experience working with companies big and small.
Ex - Revolut and British Airways, Growth Marketer Lucas Calleja joined us in the studio while he was back home in Perth. He shared some fantastic growth lessons from experience working with companies big and small. After years of experience in funds, corporate and fintech Lucas now focuses his energy on building strong unit economics for companies. The key to growth according to him - feedback and testing. Listen to this great chat to learn how you can apply these world leading marketing techniques in your business. And we have our first addition of "Ask us anything" in this episode, where we answer any questions you have about marketing with some of the best founders and marketers in the world.
Helping businesses drive strong unit economics
Small to large businesses
Never underestimate the power of feedback from partners and clients. You need to understand what your product does well, what your clients would like it to do, and who your clients look towards when your product isn’t getting the job done. You learn more about your competitors from people who use your competitors.
When it comes to growth, understand whether to drive quality or quantity. In the beginning, the focus should be quality until you can build a scalable process.
(1:09) – Lucas’ early career in emerging markets and transition to London
(3:05) – Lucas’ role at British Airways: Generating innovative marketing campaigns to drive foreign currency sales
(5:36) – Pop quiz: The business Lucas would start if he were to start one today (in the middle of COVID)
(7:42) – Lucas’ journey to joining Revolut and how Revolut made a 10x improvement to consumer finance
(12:19) – The archaic business banking processes of legacy banks
(15:20) – How Revolut built a sales pipeline to onboard new business customers: The importance of understanding your value proposition and communicating that value proposition clearly
(17:52) – Building a measurable funnel to maximise return on marketing spend: Cost of customer acquisition and lifetime value
(21:55) – The importance of understanding what a vanity metric is
(23:26) – The best tracking tools: Google Analytics
(24:45) – Compositis: Helping businesses drive strong unit economics
(27:29) – Compositis’ future: Retainer-led work and micro-credential courses
(29:25) – Lucas’ advice for founders
(34:44) – The power of G-Suite
(37:49) – How to get the most out of your email marketing: Personalisation and experimentation
(41:40) – The differences with marketing pre-and-post COVID-19: The erosion of physical events and need for cash flow optimisation
G-Suite – Collaboration for teams