Building an audience on platforms like X (Twitter) is incredibly difficult because you're competing with world-class writers. In contrast, the standard for content on LinkedIn is much lower, making it significantly easier for founders and marketers to stand out, be authentic, and build a following.
Effective marketing involves positioning against competitors. Identify an incumbent's core value proposition (like Brex's rewards points) and frame it as a negative. Ramp successfully did this by arguing points are wasteful, repositioning their own lack of points as a focus on software and savings.
The primary function of an inbound SDR is data collection and qualification (BANT screening), which is inefficient and creates friction. This entire process can be replaced by a conversational AI agent that qualifies leads instantly, 24/7, and books meetings directly with AEs, drastically shortening the sales cycle.
ElevenLabs eliminates the traditional Product Manager role. They hire "product engineers" who own the entire development loop from ideation to shipping and analysis. Growth leads (often ex-PMs) then partner with engineering leads on GTM and acquisition, creating a faster, more accountable structure.
Classify launches into three tiers to allocate resources effectively. For major (Tier 1) launches, start by perfecting the tweet thread to nail the core hook and messaging. This forms the foundation for all other assets, including the video and blog post, ensuring consistency across a multi-channel push.
Motion designers are a crucial, yet often overlooked, early growth hire. Abstract, animated launch videos are more effective than founder monologues at capturing attention and quickly conveying core value propositions. These videos become the keystone marketing asset for every major product launch.
Instead of a single centralized growth team, ElevenLabs creates dedicated "sharded" growth teams for each product line (e.g., consumer app, creator tools). These pods act as mini-CMOs for their product, supported by a horizontal team of channel specialists like SEO and performance marketing leads.
Contrary to typical advice, ElevenLabs targeted multiple customer segments simultaneously. This worked because they first built a best-in-class foundational AI model, attracting diverse users. They then hired founder-type leaders to own and grow each vertical-specific product, treating them as separate business units.
While LTV is important, it's often a lagging and inaccurate indicator. Focusing on the CAC-to-Payback Period ratio provides a more immediate, tangible metric. If the ratio is positive against a set goal (e.g., 12-36 months), it's a clear signal for marketing teams to aggressively increase spend and accelerate growth.
While AI will diminish the value of traditional blog content for SEO, interactive mini-tools are far more defensible. Pages that offer a small piece of product functionality (e.g., a "Text-to-Speech Spanish" generator) provide immediate value that LLMs can't easily replicate, securing long-term organic traffic.
Don't create long, founder-led monologues for launch videos. The vast majority of viewer drop-off happens after the initial 30 seconds. Focus nearly all creative energy on making the first 30 seconds incredible by getting straight to the core value props. The rest of the video's length is secondary.