Marketing in the AI/ML space: Michael Ortega on prioritizing authenticity and building trust

Artificial intelligence (AI) and machine learning (ML) are rapidly developing, and as a result, effectively marketing to developers and technical audiences has become increasingly challenging. Standing out from the crowd demands a strategic and authentic approach.

Michael Ortega, a B2B marketing leader with extensive experience with AI/ML products, gives us the inside scoop on how to build trust and engagement while ensuring an affordable, scalable, and precise product marketing strategy.





We covered a lot of ground in this conversation, with the following key takeaways and insights to guide any marketers working with AI- and ML-based products:

• Promoting authenticity: A technical audience demands authentic and accurate information to build trust.
• Building conviction through education: Prioritize hands-on tutorials and enable audience success.
• Content strategy across multiple channels: Multi-channel approach across the buyer's journey, with an emphasis on quality over quantity.
• Leveraging technical experts: Create content with subject matter experts to establish authority and trust.
• Social media and communities: Build a presence in developer communities and on relevant social platforms.
• The role of AI in content generation: Leverage AI assistance but always emphasize human expertise.
• Metrics and measurement: Track performance, prioritize high-impact content, and optimize for efficiency.

» More from the podcast: Jason Miller talks content marketing beyond AI.

In the AI/ML space, authentic and educational content is important for effective developer marketing. By prioritizing authenticity, leveraging the expertise of your technical teams, and striking a balance between human expertise and AI-assisted content creation, marketers can seamlessly build lasting connections with their target audience.