Your EdTech Might be Invisible to AI Search. Here's Why.
SEO is not dead. But if you are not optimizing for AI answer tools, half your audience is never finding you.
Marketing & Sales
K-12 marketing and sales cycles run 12 to 24 months, involve multiple decision-makers, and reward operators who understand the market better than their competitors do. This category covers buyer personas, message mapping, funding alignment, RFPs, procurement mechanics, and the relationship dynamics that determine which deals close. The practical go-to-market guidance your marketing and sales team can use in the room.
K-12 Enrollment in 2026: What Declining Numbers May Mean for EdTech Companies
Public school enrollment is slowing down. That doesn’t mean the market has to do the same. Here is how to read the numbers and what they actually mean for your go-to-market strategy.
You Cannot Wait for Your Audience to Find You. Here Is How to Borrow One.
Building your own audience from scratch takes time. Third-party lead generation programs let you access someone else's established audience.
Four EdTech Awards Worth Pursuing. The Rest Are Participation Trophies.
So many EdTech award programs are not worth the time, effort, and expense. Here’s four that are worth it.
Your Email Program Is Training District Leaders to Ignore You
The ratio of value emails to ask emails should be 3:1. Some EdTech companies have it backwards. Educators receive more vendor email than almost any other professional audience. They have developed a fast, accurate filter for content that exists to serve the sender rather than the reader. Once your
K-12 RFPs: A Primer for EdTech Companies
A Request for Proposal is the most unambiguous signal the education market sends: a district has a defined need, has allocated budget, and is ready to select a solution. The only question is whether you are prepared to respond well enough to win.
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.
The K-12 Buyer Persona Guide for EdTech Companies
Every EdTech company has, at some point, been in a district conversation and realized too late that they were talking to the wrong person. Or worse, the right person, but with the wrong message. The buyer persona framework exists to prevent both failures at scale.
Content Marketing for EdTech Companies: An Operator's Guide
How to build a content program that builds trust with district leaders, generates qualified leads, and compounds in value over time.
Education Associations for EdTech Companies: A Strategic Engagement Guide
A superintendent who won't answer a cold email will attend their association's annual conference and read their newsletter. Here's how EdTech companies should engage AASA, ASCD, CoSN, Council of the Great City Schools, edWeb, and state associations strategically.