The market for AI is so overhyped, virtually anybody looking for a fast buck can repackage an old abacus and sell it as a “machine learning” platform. Misinformed people buy the idea and the mounting frustration makes it extremely difficult for legitimate AI companies to get their message heard above the din. To successfully stand out in a crowded market, creative marketers have found it critical to create unconventional educational content and enlist the support of credible B2B influencers in their space.

In the ever-shifting AI solutions ecosystem, even expert-led and well-thought-out marketing campaigns can fail — and often do. To reduce costs and save time, marketers of AI products need to learn as early as possible what works. In addition to basic AI marketing techniques like gathering customer testimonials or offering technical education, approaches such as content-, influencer-, and account-based marketing have proven to be effective methods for showcasing and selling business applications of AI.

To glean strategic and tactical insights into how to make such marketing techniques work in AI, I spoke to the CMOs of two top AI vendors — GumGum’s Ben Plomion and Nudge’s Jaxson Khan. These two have successfully leveraged unique content and B2B influencer approaches to convince and convert their target audiences. GumGum applies patented image recognition technologies to analyze, protect, and optimize brand messaging, while Nudge probes all relevant communication data to generate actionable relationship intelligence.

1. Establish trust with credible advocates

For Jaxson Khan,…