4: How to get companies to remember your brand — David Kofoed Wind, Co-founder and CEO at Eduflow

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More from Eduflow

• If you’d like to build a course, try Eduflow (eduflow.com) – the free plan allows up to 15 course participants and is a good way to test whether a course would work for your brand
• Reach out to David: david -at- eduflow.com

Guest background

David is the co-founder and CEO of Eduflow, a modern learning management system for active and social learning. Before that he started Peergrade, a service for providing peer-evaluations and peer-feedback.

He did his Ph.D. at The Technical University of Denmark with a focus on machine learning, data science, and educational technology. He previously worked as a software developer and as an external consultant for doing predictive modeling on large data-sets.

Main insight

“Lengthen the marketing funnel” by providing a valuable product or educational course for people who are not ready to buy your main product.

Key takeaways

1. Big enterprise deals don’t happen right away – there’s a long sales cycle and companies buy when they need the product
2. Therefore, how do you get companies to hear about your brand and remember your brand when they are ready to buy?
3. Answer: Create a longer marketing funnel
   1. For example: Eduflow gets people to sign up for their educational course (obtaining their email)
   2. People like the course, get value out of it, and share it with their peers
   3. When there’s a need in their company, they remember Eduflow and enter the sales cycle 

Practical steps

1. Create an easy-to-use intermediary product that your ideal customers can immediately buy or use for free
   1. This can be a simpler / smaller version of an existing product that’s attached to your real product
2. Introduce the users of this intermediary product to your main product 

Tip for success

1. Make your smaller product something that educates people on the value of your brand.
   1. For example – Eduflow builds and runs courses on their own online course platform, which shows potential customers how easy the platform is to use
2. Make the product something that outperforms similar products on the market
3. Make sure you smaller product is built for the right audience so you have high quality people to sell the main offering to
4. You can build more than one small product – perhaps one for each different audience segment