EdTech
Growth for education innovators.
EdTech is transforming how people learn—but breaking through to students, parents, and institutions requires specialized marketing. We help EdTech companies acquire users, reduce churn, and scale their learning platforms globally.
Key Results
Compliance
The EdTech market exploded during the pandemic, but the land grab is over. Now comes the hard part: sustainable growth, proven outcomes, and efficient user acquisition. The winners will be companies that can demonstrate learning impact while scaling economically.
EdTech marketing has unique complexities. You're often selling to multiple stakeholders: students who use the product, parents who pay, teachers who recommend, and administrators who approve. Each requires different messaging, different channels, and different proof points.
We've helped EdTech companies from pre-seed to public. We understand the seasonality of education buying cycles, the importance of outcome data in conversion, and the viral dynamics of student referrals. Our approach combines growth marketing rigor with deep understanding of how education decisions are made.
Challenges
Multiple Stakeholder Sales
Students use it, parents pay, teachers recommend, admins decide. Who do you target?
Seasonal Enrollment Cycles
Education buying happens in waves—back-to-school, new year, summer prep.
Freemium Conversion Challenges
Free users abundant, paying users scarce. Typical freemium conversion is 2-5%.
Proving Learning Outcomes
Parents and schools want proof it works. "Engagement" isn't enough.
Student Retention
Motivation drops after initial enthusiasm. Completion rates are often <10%.
Solutions
SEO & Content
Approach
Educational content targeting parent queries ("help my child with math", "SAT prep tips"). Programmatic pages for every subject and grade level.
Outcome
450% organic traffic growth. 40% of signups now from organic search.
AI Automation
Approach
AI tutor providing real-time help. Engagement triggers when usage drops. Personalized learning path recommendations.
Outcome
Completion rates improved from 8% to 34%. NPS up 25 points.
Paid Media
Approach
Seasonal campaign pulsing aligned with enrollment cycles. Lookalike audiences from best-converting users. Video content for awareness.
Outcome
CAC reduced 55% through timing optimization and creative testing.
Website & CRO
Approach
Personalized onboarding by user type (student vs parent). Quick wins in first session. Strategic paywall placement.
Outcome
Trial-to-paid conversion improved from 3% to 9%.
Success Stories
Challenge
Millions of free users, only 2% converting to paid. Couldn't achieve profitability.
Result
Redesigned freemium model with strategic feature gates. Conversion jumped to 7%. Path to profitability achieved.
Challenge
Entirely paid acquisition dependent. $180 CAC eating margins.
Result
Built organic content engine targeting test prep queries. 18 months later: organic drives 50% of signups at $20 effective CAC.
Services
FAQ
How do you handle B2B vs B2C EdTech marketing?
Very differently. B2C is about reaching students and parents through search, social, and content. B2B (selling to schools/districts) requires longer sales cycles, procurement process navigation, and often conference marketing. We adapt strategy to your GTM model.
What about international expansion?
EdTech often scales globally, but each market has different dynamics: curriculum alignment, payment preferences, competitive landscape. We help with localized content strategy, international SEO, and market-specific positioning.
How do you prove learning outcomes for marketing?
We help you structure and present outcome data compellingly: improvement metrics, completion statistics, testimonials from students and parents. This social proof is essential for conversion and can be woven into all marketing touchpoints.
Do you understand education sales cycles?
Yes. Back-to-school (July-Sept) and new year are peak for B2C. B2B has budget cycles often aligned with school years or fiscal years. We plan campaigns around these rhythms to maximize efficiency.