EdTech DemandGen and Buyer Intent

The EdTech Buying Cycle is unforgiving. Most EdTech sales are based on trust, relationships, and/or advocacy. It takes time.

The time of indiscriminate tech buying doesn’t exist anymore, be it because of

Although overspending is limited, universities, districts, and schools still need technology, and they’re buying it...

… they’re just following their natural buying cycle, without skipping many steps.

But there’s a way to start the buying process early, and use your SDRs to start relationships before competitors get in the way:

BUYER INTENT DISCOVERY

When setting up campaigns, proper tracking has to be in place to trigger your market stack:

It looks unattractive, I know.

But these are core triggers that will lead to:

Putting all of this together will feed your CRM with information and context, triggering SDRs to get in touch with identified contacts and accounts.

All this BEFORE any Demo or Trial Requests.

Once you identify accounts warming up, it’s time to bring the Buying Group together.

It’s when you add these accounts to an Account-Based Retargeting campaign.

This means you’ll have a specific budget set aside for these accounts, running thought-leadership campaigns aligned to their intent.

Remember: when accounts request a demo from you, they’re requesting from others too.

Your job is to get to them when they’re in Early Research Mode.

This is part of a bigger strategy called INBOUND-LED OUTBOUND.

It’s a strategy that allows you to find buyer intent early in the cycle - and create the necessary relationships from there.

I’ve created an entire guide to explain how it works and how you can apply it.

It connects content, signals, and outreach - so Sales acts on warm timing with context.