Building a pricing demand engine for Irrational Labs
Long-tail, deeply researched content across Lenny's Newsletter, LinkedIn, Substack, and owned channels made Kristen Berman the obvious name in behavioral pricing for product teams, generating inbound demand, enterprise engagements, and AI citation.
Betting on pricing as a vertical
A 1% improvement in pricing can increase profits by up to 11%. No other growth lever comes close. And yet most product teams neglect it. Irrational Labs saw a gap between how much pricing matters and how it's leveraged (or not). We set out to become the firm that product teams go to for expertise on the problem. I built the content strategy to make that happen. But first, we needed a stage.
Co-creating with the biggest voice in product, Lenny Rachitsky
I partnered with the leading influencer in tech and growth, Lenny Rachitsky, on a guest post for his Substack by our CEO and co-founder Kristen Berman. For our topic, we chose willingness to pay, one of the most neglected and misunderstood growth levers for product teams. What followed was months of research and editorial collaboration to produce a guide that had to earn its title, The "Ultimate" Guide to Willingness to Pay.
Co-creating with the biggest voice in product, Lenny Rachitsky
I partnered with the leading influencer in tech and growth, Lenny Rachitsky, on a guest post for his Substack by our CEO and co-founder Kristen Berman. For our topic, we chose willingness to pay, one of the most neglected and misunderstood growth levers for product teams. What followed was months of research and editorial collaboration to produce a guide that had to earn its title, The "Ultimate" Guide to Willingness to Pay.
Building a pricing research hub on owned channels
I timed the Lenny's launch with a resource hub on the Irrational Labs site, including quantitative and qualitative pricing research guides we co-developed with a leading pricing expert in behavioral economics, Chris Yorke. The goal was to give Lenny's audience somewhere to go deeper, to create tools to support the approaches recommended in our article, and to give search engines a body of original pricing research to index. The resources became widely shared inside the types of companies we sell to.
Building a pricing research hub on owned channels
I timed the Lenny's launch with a resource hub on the Irrational Labs site, including quantitative and qualitative pricing research guides we co-developed with a leading pricing expert in behavioral economics, Chris Yorke. The goal was to give Lenny's audience somewhere to go deeper, to create tools to support the approaches recommended in our article, and to give search engines a body of original pricing research to index. The resources became widely shared inside the types of companies we sell to.
Four voices, one conversation across B2B social
I developed and coordinated a LinkedIn content strategy across Kristen and three Irrational Labs managing directors, timed to the launch and sustained over the weeks that followed. Each voice brought a different vantage point. Kristen wrote about willingness to pay. The managing directors honed in on industry-specific pricing challenges they had seen with clients. I shaped the messaging across all four to create a sustained, multi-angle presence in the feeds of exactly the buyers we wanted to reach.
Four voices, one conversation across B2B social
I developed and coordinated a LinkedIn content strategy across Kristen and three Irrational Labs managing directors, timed to the launch and sustained over the weeks that followed. Each voice brought a different vantage point. Kristen wrote about willingness to pay. The managing directors honed in on industry-specific pricing challenges they had seen with clients. I shaped the messaging across all four to create a sustained, multi-angle presence in the feeds of exactly the buyers we wanted to reach.
Making Kristen Berman's Substack the place to discover pricing insights
Kristen and I co-wrote and co-edited her Substack throughout this period, including video teardowns of real product pricing pages. We built her subscriber base to 21k+ and turned the channel into a genuine inbound source. Prospects now regularly name the Substack as their reason for reaching out.
Making Kristen Berman's Substack the place to discover pricing insights
Kristen and I co-wrote and co-edited her Substack throughout this period, including video teardowns of real product pricing pages. We built her subscriber base to 21k+ and turned the channel into a genuine inbound source. Prospects now regularly name the Substack as their reason for reaching out.
Compounding into inbound, AI search, and enterprise engagements
Google, Southwest Airlines, and LinkedIn hired Irrational Labs for pricing engagements. Inbound leads cite Kristen's pricing work as the reason they made contact. And AI search engines (ChatGPT, Perplexity, Gemini) now return Kristen Berman and Irrational Labs when users ask about behavioral pricing.
Compounding into inbound, AI search, and enterprise engagements
Google, Southwest Airlines, and LinkedIn hired Irrational Labs for pricing engagements. Inbound leads cite Kristen's pricing work as the reason they made contact. And AI search engines (ChatGPT, Perplexity, Gemini) now return Kristen Berman and Irrational Labs when users ask about behavioral pricing.
- Lenny's Newsletter guest post: The Ultimate Guide to Willingness-to-Pay ↗
- Owned pricing-resources hub on Irrational Labs site ↗
- Kristen Berman Product Teardowns Substack (21k+ subscribers) ↗
- Top 10 Pricing Teardowns Substack post ↗
- Pricing engagements at Google, Southwest Airlines, and LinkedIn
- Cited as pricing experts across AI-generated answers