Rethinking Growth in EdTech
Why traditional marketing no longer works for school sales—and what to do instead
Introduction
The Challenge Facing EdTech Companies
School leaders are overwhelmed with pitches. Traditional marketing channels—paid ads, cold outreach, trade shows—are delivering diminishing returns whilst costs continue to climb. The old playbook simply doesn't work anymore.
To win in today's market, EdTech companies must fundamentally shift their approach to building trust and demonstrating value before the first conversation even happens.
Traditional Channels Are Breaking Down
Rising Costs
Cost per lead has increased 60% in the past three years. Trade shows and paid advertising demand larger budgets for smaller returns.
Ad Blindness
School leaders actively ignore generic marketing messages. They've developed sophisticated filters for anything that feels like a sales pitch.
Longer Sales Cycles
The average EdTech sale now requires 8-12 touchpoints before a meaningful conversation. Decision-makers need more proof before engaging.
Market Shift
The New Buying Journey
Schools Research Before They Engage
67% of the buying journey now happens before a school ever contacts a vendor. Leaders are conducting extensive research, reading reviews, and seeking recommendations from trusted peers.
By the time they reach out, they've already formed opinions about your product. The question is: are you part of their consideration set?
The Content-First Opportunity
Rather than interrupting school leaders with advertising, successful EdTech companies are earning attention through genuinely helpful content. This approach builds trust, demonstrates expertise, and creates meaningful touchpoints throughout the buying journey.
Content-first marketing isn't about creating brochures—it's about becoming a trusted resource that school leaders actively seek out.
Strategy
Four Pillars of Digital Reach
Authentic Thought Leadership
Share real insights from your experience. School leaders can spot generic content immediately—they're hungry for practitioners who truly understand their challenges.
Community Building
Create spaces where school leaders connect, share, and learn together. LinkedIn groups, online events, and peer forums establish you as a convener, not just a vendor.
Evidence-Based Content
Case studies, research, and data-driven insights demonstrate real impact. Schools need proof that your solution works in contexts similar to theirs.
Multi-Channel Presence
Meet school leaders where they already spend time—LinkedIn, educational podcasts, sector publications, and community forums. Consistent presence builds familiarity.
Why Authenticity Wins
The Trust Gap
School leaders are sceptical of vendor claims. They need to see the human behind the product.
- Share your founder story and mission—why you're solving this problem
- Admit challenges and lessons learnt along the way
- Showcase customer voices, not just polished testimonials
- Engage in genuine conversations, not scripted interactions
- Demonstrate deep understanding of school realities and constraints
Authenticity differentiates you in a crowded market. It transforms you from another vendor into a trusted partner who genuinely understands the education sector.
Key Metrics
The Touchpoint Reality
Modern School Sales Require Persistence
Research shows that securing a school district contract now requires 8 to 12 meaningful touchpoints before a decision-maker is ready to have a serious conversation.
This isn't about bombarding prospects—it's about creating a consistent stream of valuable interactions that build recognition, trust, and credibility over time.
Each touchpoint should deliver value: a helpful article, an insightful LinkedIn post, an invitation to a peer discussion, or a relevant case study.
Standing Out in a Crowded Market
"Every EdTech company claims to improve outcomes. The ones that win are those who show school leaders they truly understand the day-to-day reality of running a school."
Differentiation comes from demonstrating deep sector knowledge, sharing genuine insights, and building relationships before asking for anything in return. Content-first marketing enables you to showcase your expertise and values at scale.
Next Steps
Your Growth Strategy Starts Today
01
Audit Your Current Approach
Evaluate which channels are actually driving qualified leads and conversations with school leaders
02
Define Your Content Pillars
Identify 3-5 core themes where you have genuine expertise and school leaders need guidance
03
Build Your Publishing Rhythm
Establish a consistent cadence for sharing valuable insights across LinkedIn, email, and community channels
04
Measure What Matters
Track engagement, inbound enquiries, and pipeline influence—not just vanity metrics like impressions
The EdTech companies that will thrive in the next decade are those who embrace content-first growth today. The question isn't whether to shift your approach—it's how quickly you can start.