In 2024, AI reports flooded the market. Every company seemed to be publishing research on artificial intelligence, so positioning yourself as a reputable thought leader required more than just good data. It demanded strategic thinking, creative execution, and a willingness to approach topics from entirely new angles.

When HubSpot for Startups partnered with Datalily to create their AI Go-to-Market (GTM) report, we created a campaign that became one of their highest-performing content initiatives to date. This goes to show how the right approach can cut through even the noisiest markets to deliver genuine value to your audience.

Excelling in an oversaturated market

Because of the proliferation of AI reports, HubSpot for Startups faced the complex challenge of creating meaningful content that stood out from HubSpot’s main marketing team, while also serving an audience of startup founders.

"I think the number one challenge out the gate was, how do we create a report that doesn't sound like every other AI report that was coming out? Because there were so many," explains Ron Dawson, Brand and Content Strategy Lead for HubSpot for Startups.

The team couldn’t rely on another data dump or generic AI insights. They needed a fresh angle that would provide genuine value to startup founders — something they could start practicing immediately in their businesses and not file away as "interesting research."

GTM focus meets authentic storytelling

The breakthrough came when we identified their key differentiator: focusing specifically on how AI impacts go-to-market strategies rather than AI in general.

"The GTM angle was something we decided to hone in on, and that made total sense," Ron explains. “How can you use AI specifically in your go-to-market? As a storyteller, that's one of the things that always stands out to me — how do you tell the same story but in a different way?"

This strategic positioning allowed us to carve out a niche within the broader AI conversation, but that was only one part of the equation. The other part was combining rigorous data analysis with authentic founder stories.

“Being able to interview people, founders who are actually using AI in GTM, and how they're using it is one of the things that really stood out," Ron shares. Instead of relying on the survey data alone, we incorporated real-world insights, creating a report that provided:

• Tactical takeaways that readers could immediately implement
• Credible insights backed by both data and lived experiences
• Authentic perspectives from founders who had tested AI tools

The visual design also played an important role in differentiation. "The second iteration of the visual design was spot on — it looked different than the traditional HubSpot look and feel," helping to establish HubSpot for Startups as a distinct voice within the broader HubSpot ecosystem.

Professional collaboration in action

The project’s scope was ambitious: surveying over 1,000 startup founders across 21 countries and creating over 30 data visualizations. The real magic happened in how Datalily approached the data analysis and presentation.

“The level of work with regards to the data analysis you do is really big. You work with real data scientists — that's important for this particular type of job."

The partnership enabled the team to iterate on ideas, challenge assumptions, and ultimately create content that was analytically sound while being creatively compelling.

The record-breaking results + key success factors

The report delivered exceptional performance across metrics that mattered. Both internal and external metrics surpassed all historical benchmarks, the team’s collaboration with HubSpot's main marketing team expanded distribution, and major publications like VentureBeat featured the report.

Key takeaways for marketers

The success of the AI + GTM Report shows what content marketers facing similar challenges can do:

• Find your unique angle: Even in crowded spaces, there’s always room for content that provides a new angle. The key is identifying what specific value you can add that others aren’t addressing.
• Combine data with stories: Pure data can be boring, and anecdotal stories lack credibility. The most compelling content combines these data analysis with experiences from practitioners who have real skin in the game.
• Invest in quality partnerships: Working with specialists who challenge your thinking and contribute expertise in areas where you lack depth will elevate your content. Don’t compromise to save costs.
• Don’t underestimate visual design: Production value matters, especially when trying to differentiate yourself from established competitors or parent brands.

In a noisy world, the solution isn’t to shout louder. It’s to say something worth listening to.
‍

Want the tactical AI insights that startup founders are actually implementing? Read the full report here.