Until this year, webinars at ElevenLabs were mostly ad hoc, run 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 that thinking extends beyond webinars, from 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 breaks down what’s working, how they’re measuring AI ROI, and what this shift could mean 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
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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.
What is The Marketing Engineer?
The show for marketers who build. Marketing Engineers pair creativity with systems thinking. They have a marketer’s instincts and creativity with the technical ability to bring their ideas to life. They’re architects, agentic operators, and craftspeople with high taste.
Hear directly from practitioners and leaders who've reorganized how their teams operate, built marketing workflows for scale and quality, and invented capabilities that didn't exist before.
From Profound, the company building the workbench for the Marketing Engineer.
New episodes every two weeks.