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EdTech Marketing: K12 Buying Cycle

#EdTech campaigns must sync with K-12 rhythms.Here's how we do it:

Year-round campaigns will always maintain accounts in motion:

  • building awareness in Fall/Winter

  • aligning buying groups in Spring, and

  • closing deals in the Summer.

This is how EdTechs turn long sales cycles into a strategic advantage.

How an Inbound-Led Outbound campaign works:

  1. Seed & Scout (Aug-Late Sep)

  • Paid + organic “problem framing” content

  • Create retargeting pools and account discovery

  • Soft CTAs: checklists, short guides

  1. Credibility Build (Oct-Mid Dec)

  • Release regional case studies & research

  • Monthly webinars recorded for always-on nurture

  • Retarget influencers who engaged in Phase 1

  1. Quiet-Season Nurture (Late Dec-Jan)

  • Weekly insights email keeps brand top-of-mind

  • SDR monitor: connect but defer deep calls until Feb

  1. Alignment Spike (Feb-Mar)

  • Role-based ad sets show proof & ROI by persona

  • Marketing hands SDRs enriched contact lists + context

  • SDRs book discovery calls while urgency is fresh

  1. Evaluation Push (Apr-Early Jun)

  • Ads/email reference testing pains + summer ramp time

  • One-click Calendly links for “post-testing” demos

  • Enable reps with playbooks for shortened eval cycles

  1. Pilot & Close (Mid Jun-Aug)

  • Self-serve sandbox or guided pilot

  • Weekly success emails to keep momentum despite vacations

  • Procurement nurture sequences to hit fiscal deadlines

Why This Works

  • Always Present, Never Pushy
    Light touches in “quiet” months keep you remembered without fatiguing prospects.

  • Data-Driven Pacing
    Engagement thresholds (page views, asset downloads) trigger SDR action only when intent is high.

  • Stakeholder Synchrony
    ABM retargeting in Phase 4 ensures tech directors, curriculum leads, and finance all see tailored value before meetings.

  • Vacation-Proof
    Closing Summer pilots with drip nurturing prevents “we’ll look again in the fall” stall-outs.

Hi, I’m Rod 👋

I share marketing and sales strategies for EdTech leaders.

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