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I'm Rémy, and I break down marketing tactics from the best startups.
Today, we are going to analyze the growth strategy of Eleven Labs. One of the fastest growing UK startups.
If you're building a technical product, it will give you ideas to grow your company.
About Eleven Labs
ElevenLabs is an AI company helping creators turn text into a natural human voice. The company focuses on advanced research and products in AI audio. It was founded in 2022 by Piotr Dabkowski and Mati Staniszewski.
The playbook behind their growth
1. SEO
43.88M in monthly visits as of October 2025. It is insane.
Some content formats they used :
“How-to” tutorials
Case studies
Eleven Labs vs {competitor}
2. They built a whole ecosystem
On Eleven Labs, voice actors earn money, developers build agents, and enterprises create custom solutions.
Interesting metrics :
Voice Library creators earned $2M+ in payouts
2M+ conversational agents built on their platform
60% of Fortune 500 companies use their tools
The switching costs are too much for customers to leave.
3. Balanced Go-to-Market
The most successful AI B2B apps nail both enterprise sales and self-serve adoption simultaneously. Think of Cursor, Perplexity, NotebookLM.
ElevenLabs’ balanced approach:
Freemium model drives viral adoption (1M+ users in 5 months)
Enterprise features capture Fortune 500 customers (NVIDIA, Adobe, Epic Games)
So:
Self-serve provides growth velocity and market feedback.
Enterprise provides predictable revenue and expansion.
4. Moats
Proprietary training data and models
Superior user experience and performance
Network effects from platform adoption
Brand recognition in the space
Their Untapped potential for growth
0. Disclaimer
I don’t have all the context of the company. The team has done an incredible job at growing ElevenLabs and being a leader in AI audio. Thus I’m going to assume that the strategies I’m suggesting here aren’t applied yet.
1. Send benefit email flows
ElevenLabs currently only sends product updates, which may bore customers in the long run if they are not linked to concrete benefits.
My advice :
Send more email flows about the benefits of the product (time saved, etc.) and case studies.
Send weekly/monthly recaps of how users used ElevenLabs (number of hours saved, etc.)
Beehiiv is doing it well:
2. Grow Faceless Tiktoks and Youtube accounts
To increase our customer awareness, we need to post content where they already spend their time: Youtube, Instagram, Tiktok.
Faceless audiobooks channels get a lot of views in the long run:
My advice:
Publish full audiobooks on youtube
Do short ad breaks every 30-45min to promote our Mobile App ElevenReader
Publish a website directory with every single audiobook
Add a form to get leads’ email and which new book they want to get an audio version
Once we find a working format, we can repurpose it in every single language.
3. Affiliate marketing
Since Eleven Labs is hiring an Affiliate manager, I suppose they want to double down on this channel.
My advice:
Change the copy of the “affiliate page”
Affiliates want to make money. So we should make the writing more catchy : “How this content creator made 5 figures with Eleven Labs affiliate”
This works because:
We tap right into the benefits of doing affiliate (making money)
We could even publish YT video /short form content about the affiliate case study to get more affiliates
Example of a brand applying this strategy:
TL; DR
Eleven Labs has done a really good job on the product side.
This makes their content focused heavily on product and technical stuff.
I shared strategies on consumer marketing because I see there the most potential to grow the company.
Want help growing your tech company?
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See you next week,
Rémy