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Juan Colicchio Tells Us How LGG is Building Marketing Processes that Create Predictable Sales Outcomes

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Juan Colicchio LGG

First of all, how are you and your family doing in these COVID-19 times?

Juan Colicchio: Great, thanks for asking!

Tell us about you, your career, how you founded LGG.

Juan Colicchio: I’m a 27-year-old Argentinian-Canadian immigrant.

I graduated in 2016 with an Environmental Science bachelor’s degree from Carleton University. I ran out of money while looking for a job in my field, so I applied to work as a lead generation specialist for an international manufacturer.

This is the best thing that could have happened to me.

In 2017, I began working as a lead generation specialist. My quota was to schedule 100 appointments. I was really bad at making cold calls to book appointments, so naturally, I built an inbound marketing process to schedule appointments at scale. Twelve months later, I scheduled 700+ lunch and learned for the sales team, which translated to over +10M in revenue for the business the following year.

In 2018, I was approached by my partner Scott Conway. He had a personal trainer acquaintance who needed assistance generating new clients. I ran a trial for seven days that generated two new customers for the trainer.

LGG Media was founded shortly after to fill the lead generation gap in the personal training niche.

As of 2020, LGG Media is a full-stack digital marketing agency that is responsible for spending a combined marketing budget of $5.1M for our clients.

Our core services include lead generation, PPC, SEO, social media, video, and content marketing. His core client base ranges from local service-based businesses to established national brands.

How does LGG innovate?

Juan Colicchio: We use the 4 steps problem-solving methodology:

Step 1: Understand the problem.

o What is the gap? Where you are now and where you want to be? Does the gap hurt the business?

o What are the causes preventing me from getting to the desired condition?

  • § Manpower
  • § Machine (system, mechanical process, etc.)
  • § Material (data)
  • § Methodology

Step 2: Create a hypothesis

o Why does the problem keeps happen? Identify point cause (where did it happen) to direct cause (data element) to root cause (why)

Step 3: Run test to identify the problem root cause

o Start testing hypothesis for causes with most occurrences

Step 4: Measure before/after results to validate the hypothesis

o If the root cause is identified, a new standard is created. This is where innovation happens!

How the coronavirus pandemic affects your business, and how are you coping?

Juan Colicchio: The coronavirus did not affect our business. Our client acquisition channels (paid/organic) have become more profitable because there is less noise in the market.

Did you have to make difficult choices, and what are the lessons learned?

Juan Colicchio: We learned to work remotely. This allowed us to start hiring new talent from outside of Ottawa, Canada.

How do you deal with stress and anxiety?

Juan Colicchio: Implemented the Eisenhower matrix to maximize efficiency. Organization reduces stress and anxiety. Also, it’s important not to focus on elements that you cannot control.

LGG image

Who are your competitors? And how do you plan to stay in the game?

Juan Colicchio: All digital marketing agencies in Ottawa, Canada, are our competitors. We are building systems and processes that will allow us to have predictable sales outcomes for our customers. Positive outcomes generate brand loyalty and referrals.

Your final thoughts?

Juan Colicchio: If you need an agency to run your digital marketing campaigns, head over to, and schedule a discovery call.

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