EdTech Sales & Marketing Reactiveness

For most EdTechs, reactive funnels don’t work any more.

We are at a point where institutions are being cautious about new tech adoption, along with longer, more complex procurement processes.

Decisors Feel Lost

The market has become saturated.

Especially with the introduction of AI, its many applications and introduction to so many companies’ roadmaps, the job of deciding which tools to adopt is now over-complicated.

Now, buying committees have extra demands that must be met for each area to be effective and future-proof.

More than ever, they need assistance to help them navigate these complex situations.

Reading a homepage is not enough anymore.

Losing Control of Tech

CTOs and Tech directors need now to have a clear vision of the tech they’re adopting, how they’re going to integrate, and the benefits of those working together.

Integrations can’t just mean APIs working together.

It now refers to what outcomes become simpler and effective.

A single PDF won’t cut anymore.

Funding Changes

With all the new funding challenges some countries have had lately, unassisted buying groups will look into two options:

1. Buying the cheapest

2. Deferring new purchases to understand their situation

But when they have help from you, they will know your platform may:

• align with local or national funding

• increase scores that unlock grants

• have its cost covered by government programs

But how will they know about it if people are not presented with it before they decide on one of the two options above, or worse - before a competitor comes in?

3 Third Quote

The worst part, in most cases, is when you spend time and effort on research and proposals only to be part of the 3 quotes they needed to purchase their preferred solution.

You need to be first - and be their preferred solution.

Reactivity kills opportunities.

No Decision Power

If your sales reps are waiting for leads with authority and decision power, you’re probably having an incredible amount of tyre-kickers.

This waiting is a bad behavior, and companies have a hard time getting rid of it: “if leads are not ready to buy, better not work them.”

But then:

• pipelines are stagnated; and

• Marketing leads “are bad”

2024 saw so much of this.

I had so many calls this year with companies that had layoffs last year - without any funding cuts or bad product moves at that time.

They were “just waiting” - but the game changed.

That’s why Inbound-Led Outbound is my preferred strategy for EdTechs:

• It drives Early Intent / Contact-ready leads

• It uncovers institutions and people interested in your solution - without form fills

• It drives demand with Revenue-Aligned content and digital assets

• It gives reps contextualization to leads and accounts

• It establishes an early Relationship of Trust with your reps

• Your reps can guide and steer the procurement process

I’ve seen companies move from a stagnated pipeline to having over 100 early and late intent leads every month - like clockwork.

All they had to do was pick up the phone and call - not wait.

Is this where you want to get to?

I wrote an entire guide explaining the Inbound-Led Outbound Strategy.

Download the Strategy Guide

https://saassy.agency/edtech-inbound-led-outbound-strategy-guide/

Hi, I’m Rod 👋

I share marketing and sales strategies for EdTech leaders.

Scale your pipeline and drive more demos and trials - no extra hires.

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