Measuring incrementality and allocating budget

On the podcast: how ElevenLabs turns every new feature launch into a growth engine, how they're deploying over a hundred million dollars in paid ads, and why directing AI agents is quickly becoming a core skill for marketers and solo founders.

This conversation is shorter than usual and will be featured in RevenueCat’s State of Subscription Apps report. Each episode in this series will explore one crucial topic and share actionable insights from top subscription app operators.

Top Takeaways:

🚀Turn every feature launch into a full-funnel growth engine
Don't just ship and announce. Coordinate each release across organic posts, landing pages, and refreshed ad creative simultaneously so earned attention compounds into paid efficiency.

💰 Train a custom GPT on your own winning ad copy
Feed your top and bottom performing Meta and Google copy into a custom GPT, then use it to rapidly translate brand messaging into proven high-performing ad formats. It turns institutional knowledge into a scalable creative tool.

🤖Directing AI agents is the new core marketing skill
The future of marketing isn't just using AI tools but directing agents to handle messaging, storyboarding, ad creation, and localization, all grounded in your creative taste and brand direction.

About Luke Harries:

🚀Growth / Engineering at ElevenLabs, is an AI research and product company transforming how we interact with technology. Their vision is to make communication and creation with technology seamless.

👋 LinkedIn

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• RevenueCat - @RevenueCat
• SubClub - @SubClubHQ

Episode Highlights:
[0:00] Introduction to Luke Harries, Growth Lead at ElevenLabs
[1:05] ElevenLabs' approach to growth through "growth engines"
[2:20] The power of AI to unlock viral moments during product launches
[3:34] How ElevenLabs maximizes attention through paid ads alongside earned media
[4:41] The role of AI in optimizing ad copy and creative for paid campaigns
[5:42] Balancing AI-generated content with UGC and in-house production
[7:32] Why ElevenLabs stays away from AI influencers for product endorsements
[8:51] Leveraging user-generated content (UGC) for effective campaigns
[10:30] How ElevenLabs plans to spend over $100M in paid ads and approach campaign scaling
[11:38] The importance of localization and segmentation in paid advertising
[12:56] How ElevenLabs measures success and uses data to adjust their budget allocation
[13:18] Blending brand-building with performance marketing
[14:53] The future of marketing with AI-driven creative direction
[16:39] How AI could enable solo founders to create billion-dollar startups
[17:45] ElevenLabs' upcoming product, Flows, and recruitment efforts