In this episode of The Marketing Front Lines, we speak with Jack McInnes, Director of Marketing at Corti AI, an AI platform company serving the healthcare technology industry. Corti AI started as a research group from a Copenhagen university and has evolved into a developer-focused platform that enables health tech organizations, EHR companies, and healthcare professionals to build AI-powered applications through APIs, SDKs, and embedded solutions. Jack shares how Corti pivoted from expensive enterprise conference marketing to a product-led growth motion targeting developers, the critical role of authentic content in an AI-saturated market, and why trust-building through scientific rigor matters more than ever in B2B tech marketing. Topics Discussed - Transitioning from enterprise conference marketing to product-led growth - Building dual go-to-market strategies for developers and healthcare enterprise buyers - Creating authentic thought leadership content in the age of AI-generated marketing - Structuring flat, cross-functional growth teams for agility - Establishing trust and credibility in highly regulated industries - Balancing automation efficiency with content quality and brand integrity Lessons For B2B Tech Marketers - Recognize When Traditional Channels Reach Diminishing Returns: Corti invested heavily in healthcare conferences and trade shows to stand out against major competitors, but found the ROI increasingly difficult to justify. The high costs and labor-intensive nature of this channel sparked their strategic pivot toward developer-focused product-led growth. For B2B marketers, this illustrates the importance of ruthlessly evaluating channel performance and being willing to redirect budget when enterprise sales motions become unsustainable for your company stage. - Design Go-To-Market for Two-Sided Influence Dynamics: Corti discovered that marketing directly to developers creates bottom-up demand that influences enterprise purchasing decisions—similar to how children’s marketing creates demand that parents must address. By enabling developers to build on their platform and experience its value firsthand, these technical users become internal advocates within healthcare organizations. This approach is particularly effective in industries where technical evaluators heavily influence procurement decisions, even when they don’t control budgets. - Preserve Content Quality as Competitive Differentiation in the AI Era: While AI tools make it tempting to populate every channel with high-frequency content, Jack emphasizes that automated content quickly becomes ”trash” that trains audiences to ignore your brand. Corti’s strategy involves investing in substantive Substack content from PhD researchers and subject matter experts, then using AI to reformat and distribute these valuable pieces across channels. The core principle: automate distribution, but never outsource strategic thinking or domain expertise. // Sponsors:  Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. www.GlobalTalent.co // Don’t Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role.  Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM