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

Discover the winning recipe to successfully market your products to a highly technical audience.

Tom Amitay - Organic marketing & SEO expert
By Tom Amitay
Lia du Preez
Edited by Lia du Preez
Romi Hector
Fact-check by Romi Hector

Updated April 8, 2024.

a man with a beard smiles in front of a purple and white background

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.

If you're a big company, you raise a lot of money, you're succeeding... Do you think it makes sense for you to use the same tools as everyone else, doing exactly what everyone else does?

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.