Three Resources and Direction from a Leading EdTech Marketing Agency
EdTech marketing strategy can be challenging in the best of times. Seismic shifts in 2025 pose threats to businesses with education customers, especially in the tech space. The swirl of education policy changes have been widespread and confusing, which is why we recently shared what businesses serving education customers need to know about the current landscape, and how marketers should communicate to effectively gain and retain customers.
With over 30 years of experience, CB&A, A FINN Partners Company, is a leading edtech marketing agency that understands the unique challenges edtech marketers face:
Proving ROI with tight budgets – Educational institutions are under constant scrutiny to prove how effective their investments in new technologies are, which often results in late adoption of essential tools and resources students benefit from. As a result, edtech marketing strategy and client success teams must often do more with less, prove effectiveness, and train educators to ensure solutions are implemented effectively.
Managing data privacy and security – Many edtech solutions require robust student data to provide quality instructional support. However, FERPA, COPPA, as well as state and local policies make it challenging to navigate compliance. That is why companies must transparently and succinctly explain how student data is used and privacy is protected.
Complex buyer groups require lengthy sales cycles – In addition to several layers of decision-making power, we know that parents and families have increasing authority over educational institutions at every level. That is why edtech solution providers need to understand, connect with, and engage all stakeholders in the right way and at the right time, from building awareness to moving through procurement to securing renewal.
What follows are three essential resources for building an effective edtech marketing strategy. Each guide provides clear and timely direction that is based on our decades of experience combined with a focus on what matters and what works to build our clients’ growth and profitability.
Timing Is Everything: Leverage the Buyer Cycle in Education to Sell with Confidence
All those generic “Guides to the Buying Cycle” you find online just don’t cut it when you try to apply them to the education market.
As Lauren West (Associate VP at CB&A) points out:
Increased competition for education products means it is increasingly important to match your marketing message and efforts with the buyer cycle stage. There are more education and edtech companies in the space than ever, more pitches in education leaders’ inboxes, and more booths at education conferences. It’s that much harder to get attention for your product or service, especially if your message isn’t relevant.
Place Matters: Complete Guide to State-Specific EdTech Marketing Strategy
Time after time, we see hyper-local targeting in marketing strategy drives better ROI, deeper connections, and higher conversions.
Reflecting on conversations with edtech marketing agency colleagues, West notes:
A successful hyper-local approach demands more than simply contacting key media outlets. It’s about building relationships, understanding the local education landscape, and positioning your product or service as a solution to your audience’s challenges.
Whether you’re highlighting success stories from existing customers or drawing parallels with similar markets, the goal is to make your offering feel relevant to each state you target.
Education Buyers Seek Alignment with Mission
In the competitive education space, aligning your altruistic mission with business growth is key.
Jeremy Cesarec (Partner, Integrated Marketing Strategy) explains:
Almost every education company uses some version of “improve outcomes for educators and students,” as their mission. Within that mass of monotony, you have an opportunity to craft mission-driven brand messaging that distinguishes your business, resonates with your target audience, and drives your bottom line.
Because the world of education is constantly evolving, so are we. We know that during times of rapid shifts, opportunities emerge to grow and evolve your edtech company with the right direction and insight. If you’re looking for an agency partner to build a winning edtech marketing strategy, we invite you to connect with us.
