Marketing and Education

December in K-12 is two weeks of chaos wrapped in out-of-office replies. Teachers are hanging on until winter break, district leaders are buried in celebrations and strategy, and your carefully crafted sales push is not getting the response your dashboard hoped for. If you are still banking on December to hit revenue targets, this episode is a reality check and a reset.In this episode, Elana breaks down what December really looks like for teachers and decision makers, how to show up with human first marketing, and why your smartest plays now are relationship building, evergreen content, and getting January ready before you log off. She also shares fresh LinkedIn and Instagram trends, plus an insight from Education Week that might change how you think about pillar content.Episode show notes.Mentioned in this episode:EdTech Planner 2026Planning a full year of education marketing takes time, and you need a clear path that helps you stay relevant, consistent, and aligned with the moments that matter. Ready to make 2026 your most intentional (and effective!) year yet in education marketing? What The EdTech Marketer’s 2026 Planner helps you do: Focus on what matters most to your brand and audience Plan campaigns around key education events Use proven strategies tailored to K–12 and higher ed Build a system that fuels visibility, engagement, and leads For six years, thousands of education and EdTech marketers have used this planner to guide their yearly campaigns and stay aligned with the school calendar. Download here: https://www.leoniconsultinggroup.com/edtech-marketers-planner

Most education organizations are under pressure to do more with less. Teams are lean, hiring is frozen, and yet the demand for leads, pipeline, and proof of ROI keeps growing. At the same time, the buying cycle in K12 has never felt more compressed or more high stakes. You cannot afford to waste effort on campaigns, events, or RFPs that do not convert.That is where fractional marketing leadership comes in. When you only have a limited number of hours, every decision has to count. You have to land quickly, read the politics, find the true priorities, and show impact fast while still building a sustainable system behind the scenes.In this episode, long time marketing leader and fractional strategist Allison Maudlin joins Elana to talk about what it really takes to step into an education company, stabilize the chaos, and create momentum. They dig into how to start when leadership only cares about “more leads now,” where the real low hanging fruit usually hides, and why RFPs are a strategic marketing channel, not just paperwork for sales to handle.They also get tactical about landing pages, forms, and workflows that quietly kill conversion, how to think about state specific strategy, and why the future of education marketing is people plus AI, not one or the other.Read the rest of the show notes here. Mentioned in this episode:EdTech Planner 2026Planning a full year of education marketing takes time, and you need a clear path that helps you stay relevant, consistent, and aligned with the moments that matter. Ready to make 2026 your most intentional (and effective!) year yet in education marketing? What The EdTech Marketer’s 2026 Planner helps you do: Focus on what matters most to your brand and audience Plan campaigns around key education events Use proven strategies tailored to K–12 and higher ed Build a system that fuels visibility, engagement, and leads For six years, thousands of education and EdTech marketers have used this planner to guide their yearly campaigns and stay aligned with the school calendar. Download here: https://www.leoniconsultinggroup.com/edtech-marketers-planner

What happens when attention dips before the holiday break, buying cycles heat up for 2025–26 budgets, and your channels keep changing the rules at the same time? You get November, a short, high-leverage month that rewards focus and relationship building.In this episode, Elana gets tactical. She maps the November mindset for educators, lays out timely moments you can use without feeling gimmicky, and gives specific, platform-by-platform plays you can run this week. She closes with two sharp prompts from LinkedIn that will force you to rethink how you invest in your network and your schedule.What You’ll LearnHow to show up with real gratitude that uplifts educators, customers, advocates, and your teamWhy November demands high-utility content and PD that lightens the classroom loadTimely November moments to use well, World Kindness Day, NaNoWriMo, Thanksgiving, and post-holiday retail windowsExactly what to prioritize on Instagram, heavy Reels, created and scheduled in appWhat is actually working on LinkedIn, carousel storytelling, micro frameworks, short visual lessons, plus a reach boost tied to new commentersA simple Facebook format that still drives group and page engagementHow to keep your brand visible while leaders research vendors and set budgets for 2025–26Two mindset checks to strengthen your network and your calendar disciplineAccess the full episode show notes.

Most education brands know email should be their strongest channel and yet it rarely delivers on its potential. Between inconsistent sends, generic copy, and the pressure to sound “professional,” messages that could build real connection often end up sounding like noise.Email strategist Liz Wilcox joins Elana to share how education organizations can shift from transactional messaging to meaningful communication. She breaks down why simplicity outperforms polish, how to build trust through steady, human touchpoints, and what the best senders are doing differently in 2025.She outlines her “follower, friend, customer” framework, a 20-minute approach to writing newsletters that actually get read, and the mindset shift from selling to serving. Liz also explains how a strong onboarding sequence sets the tone for every future interaction—and why owning your mistakes in email can make people trust you more, not less.If you’ve ever hesitated to hit send or wondered what to say next, this episode will reset how you think about email.What You’ll LearnWhy email should be the backbone of your marketing strategy—not an afterthoughtHow to turn your list into a community through consistency and simplicityThe “follower, friend, customer” model for long-term trust and engagementThe 20-minute newsletter framework that makes authentic communication sustainableHow to balance professionalism with personality (and why both matter)Why transparency, even in mistakes, builds loyalty faster than polishAccess the full show notes.Mentioned in this episode:LCG newsletter adSign up for the LCG newsletter on https://www.leoniconsultinggroup.com/newsletter-signup

What happens when districts set budgets, educators finally breathe after back-to-school, and conferences flood the calendar—all at once? You get October, the single most important month in the education marketing cycle.In this special solo episode, Elana shares why October is such a pivotal moment for vendors, partners, and school leaders. She breaks down how to support current users, align with budget planning, build your list, and show up at conferences with real value—not just swag. Along the way, she reflects on lessons learned from colleagues like Allison Modlin (on why success is a square, not a line) and Matt Stinson (on why most vendors should stop chasing cold RFPs).Whether you’re leading sales, marketing, or customer success, this episode will help you focus on what actually matters before the year slips away.What You’ll LearnWhy October is the only “full” month left in the calendar year and how to make the most of itHow to double down on customer success and PD to boost adoption and renewalsWhy aligning sales, marketing, product, and customer success as a “square” matters more than everHow budget-setting cycles give you a chance to position your product for 2026 (and beyond)Smart ways to use conferences for list-building and relationship-buildingThe right (and wrong) way to jump on seasonal or cultural trendsWhy it’s time to prioritize ethical list-building through lead magnets, webinars, and emailWhy It MattersIn education, timing is everything. October is when educators are ready to deepen usage, district leaders are finalizing budgets, and conferences create endless opportunities for connection. If you miss this window, you risk falling behind on renewals, losing visibility in the budget cycle, and scrambling to catch up in the new year.Mentioned in this episode:LCG newsletter adSign up for the LCG newsletter on https://www.leoniconsultinggroup.com/newsletter-signup

What would happen if EdTech stopped chasing features and aligned around two simple goals: postsecondary readiness and clear ROI for districts? Matthew Kennard, CEO of BetterLesson, joins Elana to unpack how EdTech can move beyond features and usage stats to what really matters: outcomes. He shares his path from finance to education, why accountability is essential for both vendors and leaders, and how outcome-based professional learning can drive real change. Together, they explore the Guskey framework, the need for resilient systems, and what it takes to partner with districts in a time of shrinking budgets and rising expectations.Whether you’re a founder, a marketer, or a school leader, this conversation will push you to rethink how your work ties back to student outcomes.What You’ll LearnWhy EdTech isn’t really B2B, and how that changes the ways we successfully market and sellThe two outcomes district leaders are truly held accountable for (and how vendors can support them)How to use the Guskey framework to evaluate professional learning and product impactPractical baby steps for moving toward outcomes-based measurement without a massive budgetWhy building system resiliency matters more than point solutions in times of uncertaintyHow to help district leaders become better storytellers of impactWhy It MattersDistricts are being asked to do more with less, while showing evidence of ROI and preparing every student for a postsecondary pathway. Vendors who only talk features or usage risk being cut. As Matt puts it, our industry has to simplify what matters and hold ourselves accountable to outcomes that truly move the system forward.Show notes on our website.

In this episode of All Things Marketing and Education, Elana chats with Kelly Cline, a former educator turned EdTech copywriter and email marketing strategist. With over a decade of experience in the classroom, Kelly brings a rare, grounded perspective to email strategy rooted in both deep empathy for educators and real-world ROI.Whether you're building your first email list or trying to breathe life into your 10th nurture sequence, this conversation will help you sharpen your messaging, find your voice, and cut through the inbox noise.What You’ll Learn:Why email is still the highest-ROI channel—and how EdTech brands can use it effectivelyCommon messaging mistakes in EdTech (and how to fix them)How to build a brand voice that’s strategic, human, and distinctly youLow-lift ways to grow your list (even without a big team or budget)What metrics actually matter—and what to watch for beyond open ratesCopy tips that boost engagement, including subject line tweaks, button CTAs, and storytelling flowWhy It Matters Too many EdTech brands rely on email tactics built for other industries. Kelly offers a refreshingly nuanced take that centers educators, honors the buying cycle, and turns email into a true relationship-builder—not just a megaphone.Spoiler: When she’s not writing high-converting emails, Kelly’s taking cold plunges in Copenhagen—yep, winter bathing is part of her creative process.Visit our website for the rest of the show notes.

In this episode of All Things Marketing and Education, Elana Leoni sits down with Melissa Heyeck, Senior Director of Marketing at Education Week and creator of The Wired Marketer, a must-read newsletter for anyone navigating EdTech marketing.With deep experience across the nonprofit and EdTech sectors, Melissa brings a sharp, empathetic lens to what it really takes to engage decision-makers in education. From what’s working in content marketing to the influence teachers actually have in purchasing decisions, Melissa breaks down where most marketers go wrong, and how to shift toward a more data-informed, audience-centered approach.Together, Elana and Melissa explore:Why “teacher buy-in” is just as influential as state standards or research-backed claimsWhat district leaders really mean when they say a product must be “research-based”How AI can support teachers, but why 71% still haven’t received PD on how to use itThe case for doubling down on content marketing (especially in tight budget years)What newsletters like The Wired Marketer can teach us about helping, not hypingWhy diversifying your marketing channels is no longer optionalThis episode is a must-listen for education marketers trying to build trust, stay relevant, and connect with audiences in a rapidly evolving landscape. Melissa shares real data, actionable ideas, and a refreshing take on what it means to do marketing with purpose in K–12 education.🎧 Plus: Find out what unlikely weekend hobby helps Melissa recharge and show up more grounded during the workweek. (Spoiler: it involves dirt, not decks.)Show notes and resources.

In this episode of All Things Marketing and Education, Elana Leoni sits down with Keith Krueger, CEO of CoSN (Consortium for School Networking), to unpack the biggest takeaways from CoSN’s 2025 State of EdTech District Leadership report.With over three decades of experience leading conversations around technology in education, Keith offers a grounded, systems-level view of where K–12 technology leadership is headed. From the rise of AI to the persistent gaps in cybersecurity readiness, Keith shares what’s keeping CTOs up at night—and where they see real opportunity for change.Together, Elana and Keith explore:Why 91% of EdTech leaders now sit at the decision-making table and what that means for vendorsThe dramatic rise of generative AI as the #1 tech priority, even as 27% of districts still lack a defined approachWhy most districts are underestimating major cybersecurity threats, despite being the #1 target for ransomwareHow workforce shifts are changing the makeup of EdTech leadership (and how still to communicate with buyers)What it really looks like to be a trusted thought partner, not just a vendor on the exhibit floorThis episode offers essential context for anyone working to align technology solutions with the real-world needs of school and district leaders. Keith shares not only what the data says, but how it feels on the ground, with honest insights about policy, pressure, and the practical realities of K–12 tech leadership in 2025.🎧 Plus: Keith shares his favorite way to reset after a long day (spoiler: it involves an e-bike and a good podcast).Mentioned in this episode:Level Up Your Education Brand on LinkedIn— in Less Than 5 Hours a WeekA self-paced course built for busy education leaders, marketers, and EdTech entrepreneurs who want real results for their LinkedIn Company Page, without overwhelm.

Jacob Kantor (aka the Chief DODO) joins Elana to share how EdTech teams can earn trust—not just attention—by leading with empathy, listening well, and following up without selling. Packed with honest advice for anyone trying to build real relationships with school districts.Check out the LinkedIn course.Read the episode show notes.Mentioned in this episode:Level Up Your Education Brand on LinkedIn— in Less Than 5 Hours a WeekA self-paced course built for busy education leaders, marketers, and EdTech entrepreneurs who want real results for their LinkedIn Company Page, without overwhelm.

In this episode of All Things Marketing and Education, Elana sits down with Jeremy Dulle, Founder and President of Spring Rock Partners. With over 25 years of experience as a growth strategist, go-to-market advisor, and business developer, Jeremy brings a rare blend of EdTech expertise and Fortune 500 perspective to the table.As funding tightens and districts face mounting pressure to streamline their tech stacks, EdTech companies must prove their value—fast. Jeremy shares practical, hard-earned insights on what sustainable growth looks like in today’s education landscape.Together, Elana and Jeremy explore:The unique complexities of selling to school districts—and how to navigate themWhy implementation is just as important as product innovationCommon missteps EdTech companies make (especially when entering the space)What educators really care about—and how to earn their trustHow to align business goals with district outcomes, not just flashy featuresThis conversation is a must-listen for EdTech leaders who want to build not just a product—but a true partnership with schools.“If you're not tracking usage and providing impact, you're making it easy for districts to cut you.” – Jeremy DulleHere’s the full episode Show notes.

In this episode of All Things Marketing and Education, Elana Leoni sits down with Hallie Smith, a seasoned EdTech leader, former educator, and now fractional marketing advisor. Hallie brings her full-circle journey—from early EdTech roles to speech pathology in public schools, and back into EdTech—to unpack the evolving challenges and opportunities in education marketing today.Together, Elana and Hallie explore:The surprising trajectory from EdTech to the classroom—and back againWhy it's getting harder to market to educators, and what to do about itThe crucial difference between marketing to educators and with themHow AI and funding shifts are disrupting the EdTech landscapeCommon marketing mistakes EdTech companies make (and how to fix them)Tactical advice on crafting a marketing plan that actually aligns with your business goalsThis episode is a must-listen for anyone trying to make meaningful, measurable impact in education—whether you’re new to the space or a seasoned pro.🎧 Plus: Hallie’s refreshingly honest answer to what really helps her recharge in the face of industry burnout.Here’s the rest of Hallie's show notes.

Q2 is here—and it’s a whirlwind. In this timely episode, Elana Leoni, CEO of Leoni Consulting Group, and Senior Social Media Manager Hillary Trussell break down everything education marketers need to know right now: from federal budget cuts and district layoffs to the impact of AI, shifting conversations in education’s key phrases, and tightening sales cycles. They also dig into key Q2 events like ASU+GSV, NSBA, and ISTE, plus can’t-miss opportunities like Teacher Appreciation Month and graduation season. Whether you're planning campaigns or prepping your booth, this is your go-to guide for staying relevant, building trust, and getting results.Read the rest of the show notes here.

We’re revisiting this conversation with Katie Test Davis—not just because it’s one of our most-loved episodes, but because it’s a reminder we could all use right now.In a time when educators and decision-makers are overwhelmed by constant change, shifting strategies, and too much information, storytelling still cuts through the noise. In this episode, Katie unpacks how to use storytelling as a strategic tool, not just a feel-good add-on. You’ll hear how to identify a powerful main character, how to connect that story to your broader vision, and how to make it resonate with different audiences, whether you’re talking to a superintendent, a classroom teacher, or a donor.Elana and Katie also get into the emotional side of storytelling: why it matters, why it’s memorable, and why now is the perfect time to double down on it. From scrappy, low-budget formats to long-term campaigns, they explore the mindset and tactics education organizations need to tell better, braver stories.Whether you're just getting started or need a fresh perspective, this episode will leave you thinking differently about how stories shape perception, drive action, and remind us why we do this work in the first place.View the rest of the episode show notes.

In this episode of All Things Marketing and Education, host Elana Leoni sits down with Dan O’Reilly, founder of FuelK12, who brings over 35 years of sales experience—half of that in EdTech. Having led both sales and marketing teams, Dan offers a unique perspective on why these two functions often struggle to work together—and what it takes to truly align them.Dan unpacks the biggest barriers between sales and marketing, from siloed goals to misaligned expectations. He shares why shared goals (not just aligned goals) are the key to breaking down silos and fostering real collaboration. The conversation covers tactical steps to build a culture of alignment, including regular communication, journey mapping exercises, and using data to eliminate the blame game.This discussion is especially relevant as EdTech companies navigate long sales cycles, shifting budgets, and increasing pressure to drive measurable results. Dan offers practical advice on how marketing and sales teams can move beyond tension and toward a shared revenue mindset. Whether you're a CMO, head of sales, or EdTech leader looking to improve cross-team collaboration, this episode provides actionable insights to strengthen your go-to-market strategy.View the episode's show notes.

In this episode of All Things Marketing and Education, host Elana Leoni sits down with Bert Bower, founder of Teachers' Curriculum Institute (TCI), whose remarkable 36-year journey in educational publishing has transformed how social studies is taught in American classrooms. From humble beginnings as a bootstrapped startup to becoming a leader in core curriculum, Bert shares insights on building a sustainable EdTech company while staying true to teacher-focused values.Bert emphasizes the importance of classroom-first design and human interaction over technological gimmicks. He describes TCI's evolution from supplemental materials to core curriculum, and how they've navigated multiple transformations—from physical materials to digital platforms, and most recently, to interactive video activities that encourage student engagement. For EdTech professionals, his insights on maintaining lean operations, and focusing on teacher adoption before administrative buy-in offer valuable lessons in building sustainable educational companies.This conversation is especially timely as the EdTech industry faces significant changes. Bert offers candid insights about the current state of educational technology, including thoughtful perspectives on AI's role as a "guide on the side" rather than a replacement for human interaction. Whether you're an EdTech entrepreneur looking to understand the industry's dynamics or an educator interested in the evolution of classroom technology, this episode provides valuable insights into building products that truly serve teachers and students.Here are the rest of the episode show notes.

In this episode of All Things Marketing and Education, host Elana Leoni sits down with seasoned educator and EdTech leader Mary Beth Hertz, whose inspiring journey in education spans nearly two decades. Together, they explore Mary Beth's unique relationship with technology—from the early days of building computers to her current work as an advocate for experiential learning.Mary Beth shares her insights into the evolution of technology in education and her passion for experiential learning, a hands-on approach that transforms traditional teaching methods. She explains how it differs from project-based learning and the profound impact it has on students in her classroom. For EdTech professionals, this episode offers practical advice on supporting experiential learning through innovative products and services, ensuring alignment with effective pedagogical strategies.Tune in for an engaging discussion about Mary Beth's fascinating EdTech journey, the power of experiential learning, and how understanding diverse teaching methodologies can help us all better support educators and students alike. This conversation is packed with valuable insights for educators, EdTech entrepreneurs, and anyone passionate about authentic, impactful education.Link to the episode show notes.

In this episode of All Things Marketing and Education, Elana Leoni sits down with Amos Fodchuk, the President and Founder of Advanced Learning Partnerships (ALP). Amos isn’t just an expert in EdTech—he’s a true partner to school districts, working side by side with educators and leaders to create real, meaningful change.Amos shares ALP’s unique “year of learning” model, a collaborative, year-long process designed to build literacy and establish policies around emerging technologies like Generative AI. Throughout the conversation, he dives deep into how a systems-level approach can create lasting educational transformation by connecting all stakeholders, ensuring technology isn’t just used but used effectively.The discussion also explores the importance of workplace wellness, emphasizing the need to support educators in the midst of rapid change and competing demands. Whether you’re in EdTech, work in a school district, or are curious about the future of education, this episode offers actionable strategies, inspiring insights, and a refreshing systems-level perspective on how to navigate today’s complex education landscape.View the rest of the show notes.

In this episode of All Things Marketing and Education, Elana Leoni welcomes Hall Davidson, a legend in the EdTech world with a career spanning decades of innovation. Hall shares his fascinating journey from teaching math live on TV to shaping the Discovery Educator Network (DEN), one of the most vibrant and impactful teacher communities ever created.Hall reflects on the early days of integrating technology into classrooms, highlighting key lessons for EdTech companies and educators looking to navigate today’s rapidly evolving landscape. He dives into the importance of empowering teachers as storytellers and advocates, offering practical tips on how to build authentic communities that foster collaboration and growth.As the conversation unfolds, Hall shares his insights on AI in education—why it’s not just a trend but a tool that can revolutionize teaching and learning. Whether you’re an EdTech marketer, educator, or industry professional, this episode is packed with actionable strategies, inspiring stories, and thought-provoking ideas that you won’t want to miss.Questions asked:Can you share a bit about your journey in the education space and how your experiences have shaped your perspective on EdTech?What are you most excited about in EdTech? What do you think has the most potential impact on student learning?What do you wish teachers and districts would use more or of use in a different way? What’s overhyped? How have you seen the role of teachers evolve over the past few years, especially with the integration of technology? What should edtech companies keep in mind to better support teachers during these shifts?Why do you view school libraries as a natural hub for AI in schools, and how can they become central to integrating new technologies into the learning process?What’s something you’ve read or watched recently that inspired you?Read the episode show notes.

In this episode of All Things Marketing and Education, we dive into the vital role that professional development and implementation play in EdTech success—two often overlooked aspects that can make or break the adoption of new technologies in K-12 education.Elana sits down with Shelby Danks, founder and principal advisor of ARKEN RESEARCH, who has spent decades researching the efficacy of EdTech solutions in education. Shelby brings a wealth of knowledge about the importance of strategic implementation and the critical role professional development plays in ensuring that new tools truly benefit educators and students.Together, they unpack the differences between implementation and professional development, discuss the common pitfalls that EdTech companies face, and explore best practices for rolling out new tools in a way that supports meaningful adoption in schools. Shelby also shares her insights on the “refrigerator vs. washer-dryer” metaphor, which helps companies understand the different levels of support their products require, and how they can partner with schools for long-term success.If you’re an EdTech provider, education leader, or educator interested in understanding how to effectively implement new technology and provide professional development that truly supports teachers, this episode is for you. Tune in for practical takeaways and expert insights that will help you make thoughtful decisions when it comes to the adoption and integration of EdTech tools.Full episode show notes here.