Our next #FinnemoreFireside this term is with Catherine Lane, co-founder of The Influence Crowd, a PR agency that focuses mainly on the education sector.

Cath is a member of the global board of the Public Relations and Communications Association and a judge for the MAT Excellence Awards. Her agency, The Influence Crowd delivers hard hitting PR, digital and content campaigns for EdTech businesses, education service companies and public sector IT suppliers alike. Her past and present client rosta includes; Capita, GL Assessment, Bett, The World Education Summit, IRIS Software, Juniper Education, NEC Software Solutions, ParentPay and CGI.

We’ve known Cath for years having worked with her in previous roles, and really respect the insight and knowledge she brings so we’re delighted to welcome her back onto our fireside chat series. It’s an interesting chat and, amongst other things, we discuss:

• How did 2024 shake up the edtech marketing landscape? We explore the shifts in strategy, changing priorities, and what that meant for companies looking to connect with schools.

• The power of storytelling in education marketing. What happens when you truly understand what schools need and shape your message accordingly?

• What should edtech companies focus on in 2025? With so much conflicting data on how educators consume content, there’s a growing need to cut through the noise and get real insights.

• Is social media changing the way schools search for solutions? Traditional search behaviour is evolving, and companies may need to rethink how they engage with educators.

• Why trust is everything in education. Selling to schools isn’t like selling in other sectors. We discuss what it really takes to build relationships that go beyond just making a sale.

• BETT – who is it really for? Some companies thrive at the event, while others question its value. We talk about who benefits most and what makes for a successful BETT strategy.

• AI in marketing: game-changer or creativity killer? It’s transforming how we create content, but does it always enhance engagement? We look at where AI adds value – and where it doesn’t.

• Smart marketing isn’t just about promotion, it’s about problem-solving. The best campaigns start with asking the right questions. But what are those questions, and how do they lead to real results?