Until this year, webinars at ElevenLabs ran the way they do at most companies: ad hoc, driven by whoever on the sales team had the bandwidth. Then one person used AI to turn the process into a real system, taking the pipeline from about $100,000 to more than $8 million by the end of H1.
That’s just one example of how ElevenLabs is using AI to rethink marketing. Luke Harries, who leads growth at the company behind some of the most realistic AI voice models in the world, shares how his team is turning AI into a practical part of the marketing function. That includes replacing a $40,000 ad localization tool with an AI system that drove $3 million in incremental revenue, to turning this internal tool into a full-fledged product other companies can now use for themselves.
Luke also explains how his team is thinking about ROI for AI agents that run around the clock, why international expansion creates new problems for SDR teams, and what all of this means for the future of marketing.
We discuss:
- Why ElevenLabs built its own internal Marketing Engineer role
- The real test for whether a background agent is actually working
- How one webinar system took pipeline from $100,000 to $8 million
- How they replaced a $40,000 localization tool with AI
- How a wave of one-star reviews turned into a $10 million ARR product
- Why international expansion breaks most SDR systems, and how AI fixed it
Connect with Luke
LinkedIn: https://www.linkedin.com/in/luke-harries/
ElevenLabs: https://elevenlabs.io/
Connect with Profound
Website: https://tryprofound.com
LinkedIn: https://www.linkedin.com/company/tryprofound/
Read the Marketing Engineer Manifesto: https://www.tryprofound.com/marketing-engineer
Profound University: https://university.tryprofound.com/
The Marketing Engineer is a show for practitioners figuring out in real time what it means to market at the frontier. New episodes every two weeks.
