From original research to B2B pipeline
Designed original AI trust research around a live GTM question, then turned the findings into a Growth Unhinged record, a HubSpot keynote invitation, and a six-figure consulting engagement.
Choosing the research bet
AI messaging had become one of the loudest conversations in SaaS, but most companies were guessing at how buyers actually responded to it. We chose the research question on purpose: does leading with AI increase trust, change expectations, or affect willingness to pay? That gave Irrational Labs a commercially relevant way to enter the AI conversation with evidence instead of another opinion.
Turning the findings into a Growth Unhinged byline
I identified Growth Unhinged by Kyle Poyar as the right editorial channel for the research. The newsletter reached the SaaS, product, and GTM leaders Irrational Labs wanted to influence, so we shaped the findings into a practical byline: "Customers don't care about your AI feature."
Turning the findings into a Growth Unhinged byline
I identified Growth Unhinged by Kyle Poyar as the right editorial channel for the research. The newsletter reached the SaaS, product, and GTM leaders Irrational Labs wanted to influence, so we shaped the findings into a practical byline: "Customers don't care about your AI feature."
Amplifying the argument through LinkedIn
The article's reach grew through LinkedIn posts from Kyle Poyar, Kristen Berman, and the Irrational Labs network. The posts gave people a simple way to engage with the argument: AI claims only work when they make the product feel clearer, more useful, or more trustworthy.
Amplifying the argument through LinkedIn
The article's reach grew through LinkedIn posts from Kyle Poyar, Kristen Berman, and the Irrational Labs network. The posts gave people a simple way to engage with the argument: AI claims only work when they make the product feel clearer, more useful, or more trustworthy.
Turning attention into a keynote invitation
HubSpot's events team saw the work and invited Kristen to speak at a HubSpot keynote event. The idea moved from article to stage, putting Irrational Labs' thinking in front of an audience of GTM and product leaders.
Converting the conversation into consulting work
The keynote opened the door to a six-figure HubSpot consulting engagement. The research created a concrete way to discuss AI messaging, user trust, and product adoption with an enterprise team already working through those questions.
Compounding into renewals and referral pipeline
The work kept creating value after the first article and keynote. It generated more than 100,000 views in six weeks, set a Growth Unhinged performance record, led to renewals, and created enterprise referral pipeline from the same core research story.
Compounding into renewals and referral pipeline
The work kept creating value after the first article and keynote. It generated more than 100,000 views in six weeks, set a Growth Unhinged performance record, led to renewals, and created enterprise referral pipeline from the same core research story.
- Growth Unhinged article: Customers don't care about your AI feature ↗
- Original AI trust research designed around a live GTM question
- More than 100,000 views in 6 weeks
- Growth Unhinged all-time performance record
- HubSpot keynote invitation for Kristen Berman
- Six-figure HubSpot consulting engagement, plus renewals
- Enterprise referral pipeline generated from the work