In this week’s episode of All Things Marketing and Education, our host Elana Leoni sat down with Ian McCullough, a consultant specializing in marketing, go-to-market strategies, and business development for the EdTech industry.
You might remember Ian from our last episode with him, Academic Integrity in the AI Era, took us on a journey into the fascinating intersection of ChatGPT, AI writing, and academic integrity.
Here, we delve into the intricacies of the EdTech buying cycle, exploring its metaphors and nuances that help make sense of the process. Ian’s insights are invaluable for anyone involved in EdTech sales, whether B2B or, as Ian suggests, B2G (business to government).
Before diving in, a bit about Ian: with over 20 years in education and creative technology, he has experience spanning consumer, corporate training, and institutional markets. He previously led the North American K-12 marketing team at Turnitin and now offers his expertise as a consultant.
Enjoy this engaging episode that makes the complex K-12 buying cycle both understandable and exciting!
Questions asked:
Tell us about the buying cycle in K-12 education and how it affects your marketing and sales team.
Talk to me about the buying cycle in Higher Education. How does it differ from K-12? Which is more challenging from a marketer’s perspective?
How do you collaborate with your sales team to ensure you’re helping generate qualified leads and giving them the resources they need to close deals?
As a leader in marketing in EdTech, what are some of your biggest challenges? How have you overcome them or kept abreast with identifying them/keeping them at bay?
How do you craft a GTM plan that you’re happy with? Many marketers have limited budgets and capacity and need to determine a marketing mix that aligns with their goals. How do you choose? How does it evolve over time? What channels do you find most effective for K-12 vs. Higher Education?
Resources Mentioned in this Episode:
Extended EdTech Marketer’s Planner: an EdTech marketing resource with tons of info about the K-12 EdTech buying cycle.
Get in touch with Ian: LinkedIn
Elana Leoni, Host
Elana Leoni has dedicated the majority of her career to improving K-12 education. Prior to founding LCG, she spent eight years leading the marketing and community strategy for the George Lucas Educational Foundation where she grew Edutopia’s social media presence exponentially to reach over 20 million education change-makers every month.
Ian McCullough, Guest
Ian McCullough built his career in educational and creative technology, with over 20 years of experience in consumer, corporate training, and institutional markets with companies like LeapFrog, Pearson, and Socratic Arts. At academic integrity leader Turnitin, he originated the dedicated marketing function for K-12 — which he led for five years.
About All Things Marketing and Education
What if marketing was judged solely by the level of value it brings to its audience? Welcome to All Things Marketing and Education, a podcast that lives at the intersection of marketing and you guessed it, education. Each week, Elana Leoni, CEO of Leoni Consulting Group, highlights innovative social media marketing, community-building, and content marketing strategies that can significantly increase reach, relationships, and revenue.
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