In edtech, sustainable growth goes beyond acquiring new customers. While landing a contract with a school is a win, long-term success comes from engaging the circle of influence surrounding that customer – those who influence decisions but may not directly purchase your product. This includes educators, IT teams, data managers, and support staff who shape opinions and guide decision-making processes in schools.

Many edtech companies focus their efforts solely on closing deals with direct customers, often missing the wider community of influencers who can drive growth. These influencers play a critical role in how products are selected, used, and recommended, making them essential to any growth strategy.

The Role of Marketing in Expanding Influence

Marketing plays a massive role in reaching this broader group. While the Sales team convert leads into customers, the Marketing team should create awareness, build relationships, and establish trust across all school stakeholders – not just the decision-makers. This circle of influence extends beyond the headteachers or school business managers and includes IT managers, teachers, and other support roles who care about security, usability, and the impact of your product on daily operations.

By developing marketing strategies that target this full ecosystem, you ensure that your product remains top of mind across the organisation, making the sales process smoother and more effective.

Why Sales and Marketing must work together

Sales and Marketing are often two sides of the same coin. While Sales focuses on closing deals, Marketing can help nurture long-term relationships across the entire school community. Too much reliance on the Sales team alone leaves gaps in your strategy, missing out on building trust with key influencers who can make or break a purchasing decision.

Things to Consider:

• Who influences decisions? Decisions are often made collectively in schools. IT staff, teachers, and support teams have concerns that directly impact whether a product gets the green light. Understanding these roles is crucial.
• Is your messaging relevant? Each stakeholder cares about different aspects of your product. IT might focus on integration, while teachers care about improving student outcomes. Tailor your messaging to these specific needs.
• Are you providing value before the sale? Marketing isn’t just about selling. It’s about educating and offering valuable insights that build trust. Case studies, webinars, and whitepapers can help demonstrate your product’s value to all roles within the school.

Sustainable growth comes from nurturing relationships with your circle of influence—not just when it’s time to renew a contract, but throughout the year. Regular, meaningful interactions help build trust and keep your product top of mind.

So what’s the best way to approach it?

• Regular Communication: Keep your audience informed with relevant updates and case studies that speak to their concerns, whether it’s sustainability, school improvement, data management, or student impact.
• Segmented Messaging: Address the specific needs of each role within the school. Create tailored communications for school business managers, senior leaders, and teaching staff, ensuring that everyone understands how your product solves their unique challenges.
• Build Communities: Foster a community around your product by creating forums, discussion groups, or events where school stakeholders can connect, learn, and share experiences.

Create advocates for your brand

By engaging the wider circle of influence, you also create advocates within schools. These are the people who will recommend your product to colleagues, other schools, or even districts. When managers, teachers, and support staff trust your product, they become internal champions, which can lead to more adoption and long-term growth.

Edtech growth is not just about securing direct customers. It’s about understanding and nurturing the wider circle of influence that shapes decisions in schools. Are your marketing efforts reaching this wider network? Are you providing value to all stakeholders, not just decision-makers?

Growth comes from building long-term, trusting relationships and winning over the whole school community.