The Twenty Minute VC (20VC): Venture Capital | Startup Funding | The Pitch 20VC: ElevenLabs Head of Growth on Why You Do Not Need PMs | The 7-Part Launch Playbook That Gets 700K+ Views Per Product | The Truth About CAC, Payback & Performance Marketing in AI with Luke Harries
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May 23, 2025 
Luke Harries, Head of Growth at ElevenLabs, shares his extensive experience in marketing and product strategy. He discusses the company’s impressive growth to a $3.3B valuation and reveals why he initially rejected the chance to invest in it. Harries outlines a 7-part launch playbook that consistently attracts over 700K views, debunks myths around customer acquisition costs, and advocates for the rise of growth-led product teams. He also touches on the impact of AI on revenue sustainability and the role of humor in effective B2B marketing.
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Early Skepticism on ElevenLabs
- Luke Harries met ElevenLabs' founder Matty at a hackathon when they were 19.
- He initially thought ElevenLabs' plan to build the world's best audio AI for everyone was terrible but was proven wrong as they hit a million users.
Build Growth Team Smartly
- Start growth teams by hiring a generalist growth marketer responsible for all growth aspects.
- Hire a growth engineer next who focuses on front-end tasks like SEO and automated outreach tools.
Use Motion Design Videos
- Invest in in-house video production for launches to move quickly and create high-quality content.
- Motion design videos are excellent for concise, attention-grabbing launch messages within the first 30 seconds.