EdTech Marketing: Entire Campaigns in Under 2 Hours

Most teams take a long time to come up with campaigns - especially ABM - because of slow writing, slow design, or lack of output.

These are symptoms.

The cause is the lack of clarity.

It shows up as:

• Unclear message tracks

• Unclear persona/problem fit

• Trying to create content before defining the objective of each asset

• Trying to talk to “the market” or institutions instead of specific roles in a buying group

And with these, every time a team sits down to create a blog post, ad, landing page, or ABM creative, they start from scratch.

Starting from scratch creates a chain of unintended consequences:

• Content takes too long because every piece starts from zero

• Ads become generic because there’s no tight problem-aware angle

• ABM content misses the buying group, as it only speaks to one stakeholder

• Teams confuse account activity with influence

• More output won’t mean more pipeline

Creating content feels heavy and won’t move the buyer forward.

Ads may run and PDFs may be downloaded, but they didn’t build enough trust within accounts.

What made those two examples possible was one thing:

CLARITY.

When the message architecture is right, production speeds up.

The account research was clear.

The buying group was clear.

The problems were clear.

The angle was clear.

Each asset had a job.

Some pieces had to resonate with a stakeholder.

Or had to support internal sharing.

Or had to surface intent.

Or had to help move the conversation forward.

And for SaaSsy’s campaign, the same principle was applied:

Problem-aware messages discover accounts I can measure:

• How warm they are to the brand and the message

• The depth of the reach within a buying group

• The problem(s) an account has

This way, I can activate MoFu and BoFu campaigns, nurturing, AND warmer emails and calls.

It’s all about clarity in Marketing.

You go from…

…starting from zero every time…

…to building from a clear message system.

You go from…

…creating unclear ads and content…

…to faster, sharper assets that work together.

This is the basis for the speed we’ve seen in the last few weeks.

And this is not complicated to achieve.

Marketing EdTechs has changed in the last couple of years.

5 key shifts are happening.

EdTechs that don’t adapt either fall behind competitors or blend in and get ignored.

That’s why I wrote a 48-page Playbook to help EdTechs

Cheers,
Rod