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Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
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Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Welcome to another feature on the NTM Growth Marketing podcast! Today, we’re diving into the fascinating world of I-BrainTech, a groundbreaking company that’s pushing the boundaries of cognitive training through innovative brain technology. I’m thrilled to share insights from my conversation with Ashley, I-BrainTech’s dynamic marketer, who gives us an inside look into her role and the company’s cutting-edge solutions.
I-BrainTech is a trailblazing brain-training technology company founded by two neuroscientists. They’ve developed a unique system based on Neurofeedback principles. This system allows users to control a video game entirely with their brain activity, aiming to boost cognitive and neuromuscular pathways through real-time feedback. I-BrainTech currently offers specialized training solutions for football (or soccer), basketball, and is expanding into other sports and industries.
“Depending on how well you activate specific regions of your brain, you’ll either succeed or you won’t succeed in that task on that screen.”
Working at a startup like I-BrainTech is fast-paced and ever-changing. Ashley describes her role in marketing as wide-ranging, emphasizing the company’s focus on growing within the professional sports domain. In her role, she collaborates with different leaders to develop strategies and align marketing efforts with the company’s objectives.
One major marketing challenge at I-BrainTech is educating the market about the need for cognitive training. The technology is incredibly advanced, but not commonly understood. Convincing professional sports clubs of its value requires a foundational marketing approach that starts with education before diving into the benefits and technicalities of the product.
At I-BrainTech, market education is achieved through a blend of channels:
This multifaceted approach ensures that the audience receives a well-rounded understanding of the technology.
Ashley highlights the difference between startup marketing and marketing at large corporations. In startups, there’s a significant level of involvement in strategy, frequent pivots, and a fast-paced environment. Unlike larger companies that follow a more rigid structure, startups like I-BrainTech require adaptability and a hands-on approach to every aspect of marketing.
Interestingly, LinkedIn emerged as a powerful tool for I-BrainTech. Most key stakeholders in professional sports use LinkedIn regularly, making it an excellent platform for outreach and generating leads. Additionally, events where neuroscientists speak about cognitive training on stage are critical for educating the market and driving interest.
Ensuring harmony between marketing and sales is crucial. At I-BrainTech, there’s a clear division of responsibilities:
This collaborative approach ensures that each team supports the other’s efforts effectively, fostering a seamless transition from market education to sales.
Marketing at I-BrainTech follows a structured funnel approach:
Understanding each stage of the funnel allows the team to deliver the right message at the right time, maximizing conversion rates.
While influencer marketing hasn’t been a significant focus yet, I-BrainTech partners with professional athletes to develop their products. These athletes provide critical feedback to ensure the technology meets the needs and preferences of end-users. Future marketing initiatives may include athlete ambassadors, especially considering recent changes in sponsorship rules for college athletes.
For I-BrainTech, traditional metrics like customer acquisition cost are secondary to user retention and engagement. In a nascent industry like cognitive training, finding the right product-market fit is key. Ensuring that users find value and incorporate the technology into their routine is a strong indicator of success.
Still in the early stages of growth, I-BrainTech focuses on behavior change and consistent user engagement. By addressing actual needs and providing measurable value, they aim to build a loyal user base that sees long-term benefits from the technology.
Efficiency is a core value for Ashley. She’s particularly excited about marketing automation tools that streamline operations, from tailored messaging to automated data reports. The goal is to find the right mix of tools that enhance productivity without adding complexity.
Ashley’s transition from Canada to Israel brought her into the vibrant Israeli tech ecosystem. Describing it as inspirational and empowering, she highlights the culture of risk-taking as a key driver of innovation. This environment fosters groundbreaking ideas and startups, making it an exciting place to work and grow.
“Even on your coffee break, when you have a conversation with another individual from a different startup, you can have a conversation that sparks such an incredible idea that you will go and act on and it could be game changing for your company.”
If you’re inspired by I-BrainTech’s story and want to learn more, you can reach out to Ashley directly via email at Ashley@I-BrainTech.com.
Stay tuned for more exciting stories and insights from the world of innovative technology and marketing!
Explore our archive of NTM’s original podcast, The School for Humanity, created to discuss the greatest challenges humanity faces and help promote those who are helping to find solutions.
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