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

Nilan Peiris is Chief Product Officer at Wise, where he leads on growth across channels including product and platform. Prior to Wise, Nilan was VP Growth at HouseTrip, in charge of scaling the company’s growth in the European market. He’s also worked as Chief Marketing Technology Officer at Holiday Extras, where he was responsible for all areas of technology, marketing and customer acquisition. Nilan also advises a number of early-stage startups on growth and getting to traction.

In Today’s Episode With Nilan Peiris We Discuss:

1. Lessons Scaling Transferwise to the First 1M Users:

• What growth tactics worked in scaling Wise to 1M users?

• What growth tactics did not work? What did they learn?

• What did Wise not do that Nilan wishes they had done?

• What single product change completely changed the trajectory of their growth?

2. How to Use Content to Crush Competition:

• What are the two different types of content that all companies must now make?

• What are the single biggest mistakes companies make with content today?

• What do you do when your competition can spend 7-8x more on marketing?

• Is SEO and SEM dead today or does it still play the same prominent role?

3. Wise’s Framework on How to Win at Performance Marketing:

• What have been Nilan’s single biggest lessons on how to win in performance marketing?

• What are the biggest mistakes companies make today in performance marketing?

• When is the right time to diversify and add new channels?

• What level of channel concentration would concern Nilan to see?

4. The Secret to Adding More Products:

• When is the right time to add a second product?

• How does Nilan define great product marketing today?

• How can one do amazing and targeted product marketing with several products aimed at different customers?

• What are the single biggest mistakes that companies make with brand marketing?