Growing a brand from $25M to $190M revenue in 4 years with Aussie Brandband’s Matthew Kusi-Appauh

This episode is a discussion with Matthew Kusi-Appauh – General Manager Marketing & Corporate Strategy at Aussie Broadband. We talk about how they grew from $25m to $190m in annual revenue in 4 years, and lessons along the way.


  • 00:00:10 Matthew’s Introduction to The Growth Manifesto Podcast
  • 00:01:42 The challenge of helping Aussie Broadband double its revenue 4 years straight
  • 00:04:16 How Matthew helped figure out Aussie Broadband’s Direct Mail Strategy
  • 00:06:41 How Aussie Broadband tested their Direct Mail Strategy
  • 00:09:48 How has the tracking for testing the strategy changed over the years?
  • 00:11:11 How has the marketing strategy changed in Aussie Broadband over time?
  • 00:13:45 How Aussie Broadband got more market share without overspending
  • 00:16:05 Aussie Broadband approaches cost per sale by channel
  • 00:18:44 How Aussie Broadband approached “Above-The-Line” marketing
  • 00:22:42 Something that is imperfect is still far better than nothing at all
  • 00:24:08 How Matthew is thinking about what’ll happen next for Aussie Broadband
  • 00:26:20 The biggest marketing lessons that Matthew has learned along the way
  • 00:28:53 How did Aussie Broadband adapt to the demand of better internet service thanks to the COVID-19 pandemic?
  • 00:35:05 How many hours a day was Matthew working around the start of the pandemic?
  • 00:36:48 If you have a great product, the marketing just becomes so much easier.
  • 00:38:54 The history of Aussie Broadband’s marketing team
  • 00:46:34 What’s the hiring process for the marketing team?
  • 00:49:48 What’s next for Aussie Broadband?


You’re listening to the 2020 Marketing Series on The Growth Manifesto Podcast, a Zoom video series brought to you by Webprofits where we talk about how to drive business and marketing success through the rest of 2020.

Hosted by Alex Cleanthous.

Now that you’re here…

Why not take a few minutes to see how Webprofits can help you achieve your growth aspirations?

We helped one company grow from $25M to $190M revenue in 4 years, and we work with challenger brands that want to make a serious impact in their industry and have the resources (and the will) to make it happen.

If you want a growth strategy that leads the way in your industry, find out how Webprofits can help you transform your digital marketing.

Adrian Clark

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