Demand generation agency for EdTech
Lead gen fills SDR calendars. Demand gen fills closer pipelines. We run multi-channel programmes into districts, universities and enterprise L&D accounts, targeted at committees, measured in accepted pipeline, never in MQLs.
Free 30-minute audit. No commitment. You keep the findings either way.
Your SDRs chase people who can't sign. Committees buy EdTech.
A district deal is signed by four to eight people: the educator who wants it, the IT director who secures it, the administrator who funds it, the procurement office who paperwork's it. Lead-based programmes optimise for one contact, so marketing celebrates an MQL number, sales ignores it, events produce badges nobody follows up, and the committee that was ready to buy never heard the same thing twice.
Every role, their question, and the channel that reaches them.
This is the first deliverable of every programme; here is the shape it takes for a K-12 district sale.
"Does this actually work in my classroom?"
Peer proof: educator case studies, classroom demos, teaching-format content on Instagram and TikTok.
"Is it safe, and does it integrate?"
Technical evidence: security documentation, SSO and integration pages, IT-focused webinars, COPPA and FERPA answers in writing.
"What does it do for outcomes?"
Outcome proof: district case studies, ROI models, superintendent references, presence at the conferences they attend.
"What does it cost, and what does it replace?"
Transparent economics: published pricing logic, total-cost worksheets, procurement-ready documentation.
"Does it tick every box?"
Compliance kits: security questionnaires pre-answered, data-privacy packs, RFP support before the RFP is published.
Multi-touch sequencing ties it together: the educator hears peer proof, the IT director gets the security pack, the administrator sees the ROI model: one story, every role, timed to the procurement calendar.
Four named plays, run per account, never a generic nurture stream.
Conference surround
Be the brand the committee meets before the expo hall: pre-event sequences to registered attendees, on-site meeting booking, and a 48-hour follow-up system that outlives the badge scan.
Intent-data outreach
Accounts showing research behaviour (topic surges, competitor comparisons, review-site activity) get SDR-ready intelligence and role-mapped sequences while the need is live.
Champion nurture
The educator who wants your product needs ammunition, not spam: evidence packs, classroom stories and answers to the objections their committee will raise.
Procurement enablement
Security questionnaires pre-answered, data-privacy packs, compliance documentation and RFP support, so the paperwork stage shortens instead of stalling.
Plays sequenced to the calendar your buyers already follow.
Target list, Committee Maps, first conference surround
Sales and marketing workshop: named accounts signed by both teams, Committee Map drafted per segment, first conference surround around Bett and the spring kick-off.
Partnership season and intent-data outreach
ASU+GSV plays for partnership-minded accounts; intent-data sequences launch for accounts showing live research behaviour across the committee.
The biggest conference, plus champion ammunition
ISTE surround for K-12 accounts at full load. Champion nurture streams give educators the evidence packs their committees will ask for in the fall.
Fall budgets open: procurement enablement runs
New budget cycles open: procurement enablement accelerates active evaluations, and reporting attributes pipeline per account cohort into the CRM.
Accounts touched, pipeline created, attribution that survives a CRM audit.
Qualified pipeline generated in one quarter, attributed end to end from first touch to opportunity.
Every programme starts from a named account list that sales signed, mapped by committee. No anonymous lead buying, ever.
Every event and webinar contact receives a role-appropriate follow-up within forty-eight hours, then a 90-day sequence. The follow-up system exists before the booth is bought.
ABM only makes sense when the account math works.
Demand programmes are justified account by account, not impression by impression. The ceiling comes from your deal economics; the diagnostic call builds yours.
$10,000 margin · 20% win rate
Investment ceiling per target account
$25,000 margin · 20% win rate
Investment ceiling per target account
$50,000 margin · 20% win rate
Investment ceiling per target account
Illustrative at a 20% win rate; yours will differ. Below a minimum deal size, ABM does not justify itself and we will recommend paid or lifecycle instead. If the math does not work, we tell you and do not take the engagement.
Committee selling has a floor. Check yours in 20 seconds.
It is for you if
- Your deals are large enough to name accounts: institutional or enterprise contracts on a procurement calendar
- You have a defined ICP and sales will share its account list and call notes
- Sales and marketing can sign one target list and one handoff definition before launch
It is not for you if
- You need transactional lead volume; paid and lifecycle serve that better
- Your deal size cannot carry per-account investment (the ceiling above decides)
- You want demand gen to fix a product or pricing problem
Retainers run $6,000 to $18,000 per month, published here and in every audit, before any call. No range, no engagement: that is the rule.
Your accounts do not change hands.
A senior strategist runs the programme end to end (target list, plays, events) and sits in your pipeline review, not in a monthly PDF. The relationships with your accounts stay with your team, where they belong.
- EdTech-only: we know what a procurement gate does to a campaign calendar
- Sales-alignment workshop before launch, or we decline the programme
- Multi-touch attribution your CRM admin can actually audit
Demand generation for EdTech is the Demand brick of EdukableOS, the operating system behind every service we run. See how the twelve services connect, and how this one combines with paid advertising and content marketing.
Questions founders ask before investing.
Answered straight. Yours is not here? Ask it on the audit call.
Deeper reads: Demand gen for K-12 →·Demand gen for higher education →·Demand gen for corporate learning →·Demand gen for assessment →
How much does a demand generation programme cost?
Management sits inside a retainer of $6,000 to $18,000 per month, plus event and production costs where applicable. The diagnostic call ends with a per-account economics model (margin, win rate, allowable investment per account) so you judge the programme against your real deal math.
What is the Committee Map?
The first deliverable of every programme: your target accounts broken down by the four to eight roles that sign an EdTech deal: the educator who wants it, the IT director who secures it, the administrator who funds it, the procurement office who paperwork’s it. Each role gets its own question, proof and channel sequence, so the committee hears one coherent story from every side.
How is EdTech demand generation different from SaaS demand gen?
SaaS demand gen optimises for lead volume into a trial motion. EdTech demand gen sells to committees of four to eight people behind a procurement gate, on an academic calendar. The unit of work is the account, not the lead; one converted committee beats fifty anonymous contacts.
How long until pipeline shows up?
Early accepted meetings in one buying window; defensible pipeline in two to three. Committee demand moves at procurement speed; if your cycle runs nine months, no agency compresses it, but the cycle can start on time.
Which events are actually worth the money?
It depends on your buyer, not the expo hall. ISTE and Bett serve K-12 and international buyers; ASU+GSV skews partnerships; regional shows often outperform all of them for district pipeline. Our rule: never buy the booth before the follow-up system exists.
Do you run outbound, or support ours?
We support first: assets, sequences, targeting and account intelligence for your SDRs, built from the Committee Map. For smaller teams we can run the motion alongside your closer, with the same shared definitions. The human conversation stays with your team.
How do you connect demand generation to revenue?
Handoff criteria both teams defined, sales accepts or rejects every lead with a reason, and reporting follows accounts into the CRM: pipeline created and won per cohort, multi-touch attribution across plays, not touches per contact.
See what your demand engine is worth per account.
Free 30-minute pipeline diagnostic: a named-account shortlist, a draft Committee Map for your best segment, and per-account economics built on your deal size, yours to keep whether or not we work together.
You will speak with a senior strategist, not an account manager.