Message Mapping for EdTech: A Step-by-Step Guide to Persona-Specific Positioning
Most EdTech companies have one version of their pitch. It covers the product, the outcomes, the pricing model, and the implementation approach. It is usually built around what the company wants to say, not what each buyer persona needs to hear.
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Webinars Are the Only Marketing Educators Opt Into
Districts touch 3,000 edtech products a year and ignore most vendor outreach. Educators still rank webinars first among the professional learning that helps them improve. Here is what that means for how you fund the channel.
Deleting Data Is a Product Feature Nobody Wants to Build
When an EdTech customer leaves a platform, most people assume the process is straightforward. The contract ends, access is removed, and eventually the customer data is deleted. It sounds simple. The reality is far more complex.
An Under-Recognized Reason Your Contract May Be at Risk
You won the district enterprise contract, but if teachers aren't talking about you on their own time, your renewal is already at risk.
The EdTech Marketing Channel You're Completely Ignoring
School leaders and teachers are drowning in screen fatigue. If you want to win their trust, you need to get off their desktops and into their ears.
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You Built the Curriculum. Now You Have a Publisher's Problem
The K-12 content landscape has changed. Some of the most effective instructional material being used in classrooms today wasn’t created by a traditional publisher.
One Document Ends Most of Your Event-Planning Chaos
If your event details live in twelve email threads and one person's memory, you do not have a plan. You have a single point of failure with a nice booth.
If an Event Cannot Survive a Business Case, It Does Not Deserve a Booth
"Everyone will be there" is not a reason to spend thirty thousand dollars. Here is the rationale that actually survives a budget review.
Navigating the New EdTech Frontier: An Authoritative Q&A with Kate Lee Carey
Kate Lee Carey offers a grounded, pragmatic voice in an industry often prone to hyperbole. Few individuals possess the dual-lens perspective that Kate brings to edtech.