11Labs 增长负责人：搞营销要学着做视频，但创始人出镜会有点自恋

Core Insights - ElevenLabs, a unicorn focused on AI voice generation, has achieved rapid growth, with a valuation exceeding $3 billion after a $180 million Series C funding round in January 2023 [1] - The company is set to surpass 33 million users by November 2024 and expects to achieve an ARR of over $100 million by 2025 [1] - The growth is attributed to continuous iterations of its Eleven series models and unique growth marketing strategies, including viral social media campaigns and hackathons [1][2] Growth Strategy - ElevenLabs does not have a single target customer but serves both B2B and B2C markets successfully [2] - The company employs a horizontal product supply model, dividing into independent business units, each with its own growth team [2][8] - Video is identified as the most effective medium for growth, and internalizing video production capabilities is crucial for rapid marketing responses [2][26] Marketing and Communication - The growth team emphasizes the importance of disseminating information across all channels to maximize reach [2][16] - A structured approach to product launches is followed, categorizing releases into three levels based on significance [13][14] - The company utilizes a multi-channel distribution strategy, including social media platforms like Twitter, LinkedIn, and Reddit, to create a "surround sound" effect during product launches [16][24] Team Structure and Recruitment - The growth team is advised to hire versatile growth marketers who can handle various aspects of marketing, from messaging to brand awareness [12][10] - Each independent business unit has its own growth team, while a horizontal growth team provides expertise across channels [10][9] - The company has transitioned from traditional product managers to growth engineers who are responsible for both product development and marketing [55][59] Video Marketing - Video content is deemed essential for product launches, with a focus on delivering key messages within the first 30 seconds [27][28] - Dynamic design videos are preferred for conveying complex product information quickly [27] - The company recognizes the importance of humor in marketing but maintains a serious brand image aligned with its mission [30][31] Market Positioning - The term "enterprise" is viewed as overused, with a focus on identifying specific sales targets within organizations [40] - The company adopts a dual approach to marketing, with one team focusing on top-down enterprise sales and another on grassroots developer engagement [41] - Brand marketing is considered essential from the outset, with an emphasis on authentic engagement with the community [42][43]