Paid economics: payback and LTV realities

Elena Verna is the Head of Growth at Lovable, one of the fastest growing companies in the world having hit $400M in ARR in just 18 months. Prior to Lovable, Elena was Head of Growth at both Dropbox and Miro.

AGENDA:

00:00 – Why "Growth Is Now a Trust Problem" (Not a Marketing Problem)

06:10 – Is SEO Dying Because of AI Search?

07:00 – Did Lovable's Growth Come From the Founder's Personal Brand?

08:30 – Why Every Founder Should Push Employees to Be Marketers?

13:10 – Why Every Employee at Lovable Ships Code (Even Marketing)

21:20 – Why Paid Marketing in Year One Is a "Death Trap"

31:50 – Why Annual Subscriptions Are the Wrong Monetization Model for AI

37:00 – If Elena Had an Unlimited Marketing Budget, What Would She Do?

48:00 – How Lovable Does Product Launches