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.
In this episode of All Things Marketing and Education, we’re tackling one of the hottest topics in the world right now—AI, specifically generative AI, and its impact on education.Elana sits down with EdTech expert and long-time friend, Mary Beth Hertz, who has spent decades thinking critically about the role of technology in education. Known for her thoughtful approach, Mary Beth isn’t swayed by the latest trends or flashy innovations. She asks the tough questions that keep us all grounded—ensuring that technology is always used with the ultimate goal of improving learning outcomes for students.Together, they dive deep into the current state of AI in education, discussing how it can be leveraged effectively without losing sight of what truly matters: the students. Beyond AI, they explore the broader landscape of EdTech and what the industry must do to better support both educators and learners during these rapidly changing times.If you're navigating the complex world of EdTech and wondering how AI can play a role in enhancing education, this conversation is for you. Tune in for an insightful discussion that will leave you with practical takeaways and a fresh perspective on the future of technology in education.Here's the full episode show notes.
In this episode of All Things Marketing and Education, Elana sat down with Thor Prichard, President & CEO at Clarity Innovations—a mission-driven, K-12 education-focused professional services and consulting firm. Clarity Innovations specializes in everything from education strategy and content creation to engineering and design solutions.You may remember Thor from our last conversation about the challenges of creating effective EdTech products and the importance of designing with learning outcomes in mind.Thor shares his insights on some of the most fascinating trends and innovations in education technology. Elana and Thor discuss the impact of generative AI, the importance of integrating EdTech products into the everyday practices of educators and students, and the different business models shaping the industry. They also explore the evolving role of family-school partnerships and future trends in product development.Thor concludes the conversation with thoughts on what he believes are the keys to creating lasting and impactful products in education. This episode is packed with valuable insights and is not to be missed. Enjoy!Questions Asked:What types of products and services have you and your team developed in the EdTech space, and at what stages of product development do you typically focus?From your experience, what are the most critical elements that a product needs to have during the design and development process?How do you ensure that a product achieves product/market fit, effectively meeting the needs of buyers, users, and the business?How do you approach prioritizing feature development, and how do you determine when a product might have too many features?Is it better to develop a product that excels at one or two key functions or one that offers a broader range of features? How do you balance depth versus breadth?How do you continuously evolve your product to stay aligned with the changing needs of users and buyers, while also meeting your firm's and clients' objectives? Can you share any examples where things didn’t go as planned and any warning signs to watch for?What’s something you’ve read or watched recently that has inspired you?
In this week’s episode of All Things Marketing and Education, Elana got to chat with Lawrence Korchnak, a Founding Partner of BLOQQ, a consulting firm that specializes in helping organizations scale in the education market.As EdTech marketing execs, Elana and Lawrence have years of experience selling in the EdTech space. In this conversation, they get into busting some common EdTech marketing myths, such as, “starting with a freemium model is a sure way to guarantee B2B sales,” or “once I sell to a school, they’ll probably always use my product.” They also explain some of the nuances to marketing to an education audience, including some of the pitfalls that marketers without an education background might not catch. You might remember Lawrence from our last episode with him, where we covered the challenges of EdTech go-to-market strategies.Lawrence doesn’t sugar coat things or hold back — we appreciated his candid tone backed by years of executive experience. Enjoy this episode!Myths Busted:Education marketers can sell to one decision maker.Freemium models guarantee B2B sales down the road. You can sell or market your EdTech product at any time of the year.Once you are adopted by a school or district, churn is low. Here's the full transcript of Lawrence’s podcast episode.
In this episode of All Things Marketing and Education, Elana sits down with Kristina Ishmael, now an education Strategic Advisor of her own shop, Ishmael Consulting, but has a long journey through so many perspectives within education, at a classroom, district, state, and national level. We speak a lot about her recent experience as Deputy Director of the Office of EdTech, where she spent two years working on EdTech policy at the national level. You might remember Kristina from our last episode, in which we covered the challenges and priorities of the updated National EdTech Plan. In this episode, Kristina reflects on her unique journey within education and EdTech. She opens up about the one thing that’s helped guide her through it all. At the end, Kristina also gives some feedback on what EdTech vendors should and should not do when partnering with school districts and what EdTech excites her the most. We hope you enjoy this episode of what we’re calling “the EdTech version of chicken noodle soup for the soul.” ❤️