Marketing and Education

What Principals Actually Pay Attention To, How They Evaluate EdTech and Why Outreach Gets Ignored

Thu, 02 Apr 2026 06:00:00 -0400

What Principals Actually Pay Attention To, How They Evaluate EdTech and Why Outreach Gets Ignored

March 26, 2026

There is a growing gap between how education is marketed to and how it is actually experienced inside schools.

Leaders are navigating full days that require constant context switching, balancing relationships with students and teachers, operational demands, and long-term decisions about tools and systems.

At the same time, marketers and vendors are trying to break through with messages about value, innovation, and now, AI.

In this episode, Elana Leoni sits down with Chris Lehmann, founding principal of Science Leadership Academy, to ground that gap in reality. Chris shares what his day actually looks like, how he evaluates vendors, where marketing efforts fall apart, and what earns his attention over time. The conversation then moves into AI, where the tension between possibility and risk is not theoretical. It is showing up daily in classrooms, policies, and conversations about integrity.

This episode is a candid look at what it means to engage education leaders in a way that is useful, honest, and sustainable.

Explore the rest of the episode show notes here.

Mentioned in this episode:

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AI Signals, Email Myths, and the Spring EdTech Buying Cycle

Thu, 19 Mar 2026 06:00:00 -0400

Education marketing often feels like two different worlds moving at once. The technology ecosystem shifts quickly, with AI tools introducing new ways for expertise to be discovered and trusted. At the same time, schools move on an entirely different rhythm shaped by academic calendars, testing seasons, and budget cycles.

For marketers in this space, success rarely comes from chasing every new tactic. It comes from understanding the signals that actually shape decisions inside schools.

In this “Field Notes” episode of All Things Marketing and Education, Elana Leoni reflects on several signals that have surfaced recently across AI, email marketing, and the education buying cycle. The discussion explores what LinkedIn’s role in AI responses may mean for professional authority, why unsubscribes are healthier for email programs than many teams assume, and how the spring portion of the school year affects marketing priorities.

Review the show notes: www.leoniconsultinggroup.com/podcasts/rai-signals-email-myths-and-spring-edtech

Why K–12 EdTech Sales Requires More Than a Great Demo

Thu, 05 Mar 2026 06:00:00 -0400

2 education has always required a different kind of sales approach. Long buying cycles. Multiple stakeholders. Deep accountability to students, families, and communities. But the environment today feels more measured than it did just a few years ago. District leaders are scrutinizing spend, thinking carefully about sustainability, and asking harder questions about long-term impact.

We are not operating in the same ESSER-funded landscape that allowed for rapid pilots and flexible experimentation. Funding conversations now center on justification, alignment, and durability. AI may be accelerating attention, but caution is shaping decisions.

In this episode of All Things Marketing and Education, Elana Leoni sits down with Shelby Jones of FuelK12 to explore what that shift means for education sales and marketing teams. They unpack ghosting, budget objections, the tension between depth and scale, and the structural misalignment that often exists between marketing and sales. The conversation stays practical, focused on what actually builds trust inside districts right now.

See the resources and show notes here.

How AI, Buying Cycles, and Platform Shifts Are Reshaping Education Marketing

Thu, 19 Feb 2026 06:00:00 -0400

Education marketing is getting squeezed from both sides. Buyers are moving slower and asking for more proof, while the marketing landscape is moving faster than most teams can realistically track. AI is changing how people search and evaluate credibility. Conferences are still a major growth channel, but they are expensive and hard to measure. And social platforms keep rewriting the rules midstream.

In this solo “Field Notes” episode, Elana Leoni surfaces practical signals from the last few weeks across AI, conferences, K–12 funding, and social media. The throughline is focus. What matters now is less about chasing every update, and more about building a marketing system that can hold up in a noisy, high-scrutiny, high-stakes category.

Link to the episode show notes.

Inside the 2025 State EdTech Trends Report, What Matters for 2026

Thu, 05 Feb 2026 06:15:00 -0400

State education agencies are moving faster than they are known for, and not because they want to. AI, funding uncertainty, and capacity constraints are forcing decisions that cannot wait.

In this episode, Elana Leoni sits down with Julia Fallon of SETDA to unpack what the 2025 State EdTech Trends Report really tells us about where states are focused, what feels most fragile right now, and why modernization matters more than chasing the next innovation. This conversation is especially relevant for education marketers and leaders who want to understand how state priorities shape district decisions, and how to engage more thoughtfully in a tight, high-stakes environment.

What You’ll Learn

What SETDA is and why its State EdTech Trends Report offers a unique state-level lens
How the report is built, who contributes to it, and why it is timed around legislative sessions
Why AI surpassed cybersecurity as the top state ed tech priority for the first time
What that shift signals about responsibility, risk, and trust, not enthusiasm
Where state AI guidance typically lives, how it varies, and why quality matters
Why capacity and coherence, not commitment, are the most fragile issues right now
What the end of ESSER funding looks like in real operational terms, not just percentages
Why Julia argues education needs modernization, not “innovation,” and how that reframes decision-making
What professional learning needs to look like to actually support adoption and impact
A practical example of state-level ecosystem building from Nebraska

For more, visit the show notes here.

What Education Marketers Need to Know for 2026 and Where to Spend $10,000

Thu, 22 Jan 2026 06:00:00 -0400

Education marketing is entering another year of tight budgets, longer decision cycles, and higher expectations from districts. The uncertainty is familiar now, but the pressure to make smart, focused choices has not eased. As teams plan for the next school year, the real challenge is not doing more. It is doing fewer things with greater intention.

In this episode, Elana Leoni reflects on recent conversations across the education ecosystem to surface what matters most right now. From how districts are thinking about efficacy and technology use, to where marketers should actually invest limited resources, the episode focuses on signals that can guide smarter decisions in 2026. The goal is not optimism for optimism’s sake, but clarity about where attention, time, and budget are best spent.

See resources and more in the episode show notes: leoniconsultinggroup.com/podcast

Mentioned in this episode:

EdTech Planner 2026

Planning a full year of education marketing takes time, and you need a clear path that helps you stay relevant, consistent, and aligned with the moments that matter. Ready to make 2026 your most intentional (and effective!) year yet in education marketing? What The EdTech Marketer’s 2026 Planner helps you do: Focus on what matters most to your brand and audience Plan campaigns around key education events Use proven strategies tailored to K–12 and higher ed Build a system that fuels visibility, engagement, and leads For six years, thousands of education and EdTech marketers have used this planner to guide their yearly campaigns and stay aligned with the school calendar. Download here: https://www.leoniconsultinggroup.com/edtech-marketers-planner

How to Tell If Your EdTech Product Is Ready to Go to Market

Thu, 08 Jan 2026 06:00:00 -0400

In EdTech, things can start moving quickly. A new idea gets attention. A stakeholder asks for leads. A competitor launches something similar. Before long, teams feel pressure to act fast and show progress.

The problem is that moving fast does not always mean moving in the right direction. When teams skip validation, meaning they have not yet confirmed that real educators or leaders truly need what they are building, speed can create more problems than momentum. Budgets get stretched, marketing efforts chase the wrong signals, and educators are asked to spend time on tools that do not actually solve a meaningful problem.

In this episode, Kate Busby joins our CEO, Elana Leoni, to talk about what validation really looks like in EdTech. We break down how to tell the difference between early interest and real demand, why this work is often messy, and how marketers can use AI to test ideas, messaging, and prototypes faster without losing sight of the people they are trying to serve.

What You’ll Learn

A simple four-stage way to think about validation, from idea to scaling
Why “friends, family, and fools” feedback is a signal, but not proof
How to spot when you are still in hustle mode, even if you call it traction
Where pivots are most realistic, and when they get expensive
How to use competitor reviews, sales transcripts, and lightweight surveys to speed up market research
A practical method for pairing real-world insights with synthetic personas to test positioning
Why prototyping is one of the most useful AI applications for marketers right now
The discovery question more founders should ask, and how it can shape your SEO, copy, and campaigns

For quick wins from the lightning round and details on resources mentioned, visit the episode show notes: https://www.leoniconsultinggroup.com/podcasts/is-your-edtech-product-is-ready-to-go-to-market

Mentioned in this episode:

EdTech Planner 2026

December Playbook: Support Teachers, Reach Leaders, and Get January Ready

Thu, 04 Dec 2025 06:00:00 -0400

December in K-12 is two weeks of chaos wrapped in out-of-office replies. Teachers are hanging on until winter break, district leaders are buried in celebrations and strategy, and your carefully crafted sales push is not getting the response your dashboard hoped for. If you are still banking on December to hit revenue targets, this episode is a reality check and a reset.

In this episode, Elana breaks down what December really looks like for teachers and decision makers, how to show up with human first marketing, and why your smartest plays now are relationship building, evergreen content, and getting January ready before you log off. She also shares fresh LinkedIn and Instagram trends, plus an insight from Education Week that might change how you think about pillar content.

Episode show notes.

Mentioned in this episode:

EdTech Planner 2026

Landing Pages, Leads, and RFPs: A Practical Guide for EdTech Growth

Thu, 20 Nov 2025 06:00:00 -0400

Most education organizations are under pressure to do more with less. Teams are lean, hiring is frozen, and yet the demand for leads, pipeline, and proof of ROI keeps growing. At the same time, the buying cycle in K12 has never felt more compressed or more high stakes. You cannot afford to waste effort on campaigns, events, or RFPs that do not convert.

That is where fractional marketing leadership comes in. When you only have a limited number of hours, every decision has to count. You have to land quickly, read the politics, find the true priorities, and show impact fast while still building a sustainable system behind the scenes.

In this episode, long time marketing leader and fractional strategist Allison Maudlin joins Elana to talk about what it really takes to step into an education company, stabilize the chaos, and create momentum. They dig into how to start when leadership only cares about “more leads now,” where the real low hanging fruit usually hides, and why RFPs are a strategic marketing channel, not just paperwork for sales to handle.

They also get tactical about landing pages, forms, and workflows that quietly kill conversion, how to think about state specific strategy, and why the future of education marketing is people plus AI, not one or the other.

Read the rest of the show notes here.

Mentioned in this episode:

EdTech Planner 2026

November Education Marketing Guide: Timing, Gratitude, and Social Media Shifts

Thu, 06 Nov 2025 06:00:00 -0400

What happens when attention dips before the holiday break, buying cycles heat up for 2025–26 budgets, and your channels keep changing the rules at the same time? You get November, a short, high-leverage month that rewards focus and relationship building.

In this episode, Elana gets tactical. She maps the November mindset for educators, lays out timely moments you can use without feeling gimmicky, and gives specific, platform-by-platform plays you can run this week. She closes with two sharp prompts from LinkedIn that will force you to rethink how you invest in your network and your schedule.

What You’ll Learn

How to show up with real gratitude that uplifts educators, customers, advocates, and your team
Why November demands high-utility content and PD that lightens the classroom load
Timely November moments to use well, World Kindness Day, NaNoWriMo, Thanksgiving, and post-holiday retail windows
Exactly what to prioritize on Instagram, heavy Reels, created and scheduled in app
What is actually working on LinkedIn, carousel storytelling, micro frameworks, short visual lessons, plus a reach boost tied to new commenters
A simple Facebook format that still drives group and page engagement
How to keep your brand visible while leaders research vendors and set budgets for 2025–26
Two mindset checks to strengthen your network and your calendar discipline

Access the full episode show notes.

Hit Send Anyway: Finding Confidence and Connection in Your Emails

Thu, 16 Oct 2025 06:00:00 -0400

Most education brands know email should be their strongest channel and yet it rarely delivers on its potential. Between inconsistent sends, generic copy, and the pressure to sound “professional,” messages that could build real connection often end up sounding like noise.

Email strategist Liz Wilcox joins Elana to share how education organizations can shift from transactional messaging to meaningful communication. She breaks down why simplicity outperforms polish, how to build trust through steady, human touchpoints, and what the best senders are doing differently in 2025.

She outlines her “follower, friend, customer” framework, a 20-minute approach to writing newsletters that actually get read, and the mindset shift from selling to serving. Liz also explains how a strong onboarding sequence sets the tone for every future interaction—and why owning your mistakes in email can make people trust you more, not less.

If you’ve ever hesitated to hit send or wondered what to say next, this episode will reset how you think about email.

What You’ll Learn

Why email should be the backbone of your marketing strategy—not an afterthought
How to turn your list into a community through consistency and simplicity
The “follower, friend, customer” model for long-term trust and engagement
The 20-minute newsletter framework that makes authentic communication sustainable
How to balance professionalism with personality (and why both matter)
Why transparency, even in mistakes, builds loyalty faster than polish

Access the full show notes.

Mentioned in this episode:

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October Priorities: How to Balance Adoption, Budgets, and List-Building

Thu, 02 Oct 2025 06:00:00 -0400

What happens when districts set budgets, educators finally breathe after back-to-school, and conferences flood the calendar—all at once? You get October, the single most important month in the education marketing cycle.

In this special solo episode, Elana shares why October is such a pivotal moment for vendors, partners, and school leaders. She breaks down how to support current users, align with budget planning, build your list, and show up at conferences with real value—not just swag. Along the way, she reflects on lessons learned from colleagues like Allison Modlin (on why success is a square, not a line) and Matt Stinson (on why most vendors should stop chasing cold RFPs).

Whether you’re leading sales, marketing, or customer success, this episode will help you focus on what actually matters before the year slips away.

What You’ll Learn

Why October is the only “full” month left in the calendar year and how to make the most of it
How to double down on customer success and PD to boost adoption and renewals
Why aligning sales, marketing, product, and customer success as a “square” matters more than ever
How budget-setting cycles give you a chance to position your product for 2026 (and beyond)
Smart ways to use conferences for list-building and relationship-building
The right (and wrong) way to jump on seasonal or cultural trends
Why it’s time to prioritize ethical list-building through lead magnets, webinars, and email

Why It Matters

In education, timing is everything. October is when educators are ready to deepen usage, district leaders are finalizing budgets, and conferences create endless opportunities for connection. If you miss this window, you risk falling behind on renewals, losing visibility in the budget cycle, and scrambling to catch up in the new year.

Mentioned in this episode:

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Why Outcomes, Not Features, Should Guide Every EdTech Decision

Thu, 18 Sep 2025 06:00:00 -0400

What would happen if EdTech stopped chasing features and aligned around two simple goals: postsecondary readiness and clear ROI for districts?

Matthew Kennard, CEO of BetterLesson, joins Elana to unpack how EdTech can move beyond features and usage stats to what really matters: outcomes. He shares his path from finance to education, why accountability is essential for both vendors and leaders, and how outcome-based professional learning can drive real change. Together, they explore the Guskey framework, the need for resilient systems, and what it takes to partner with districts in a time of shrinking budgets and rising expectations.

Whether you’re a founder, a marketer, or a school leader, this conversation will push you to rethink how your work ties back to student outcomes.

What You’ll Learn

Why EdTech isn’t really B2B, and how that changes the ways we successfully market and sell
The two outcomes district leaders are truly held accountable for (and how vendors can support them)
How to use the Guskey framework to evaluate professional learning and product impact
Practical baby steps for moving toward outcomes-based measurement without a massive budget
Why building system resiliency matters more than point solutions in times of uncertainty
How to help district leaders become better storytellers of impact

Why It Matters

Districts are being asked to do more with less, while showing evidence of ROI and preparing every student for a postsecondary pathway. Vendors who only talk features or usage risk being cut. As Matt puts it, our industry has to simplify what matters and hold ourselves accountable to outcomes that truly move the system forward.

Show notes on our website.

Stop Sending Generic Emails: Email Marketing for the K–12 Buying Cycle

Thu, 04 Sep 2025 06:00:00 -0400

In this episode of All Things Marketing and Education, Elana chats with Kelly Cline, a former educator turned EdTech copywriter and email marketing strategist. With over a decade of experience in the classroom, Kelly brings a rare, grounded perspective to email strategy rooted in both deep empathy for educators and real-world ROI.

Whether you're building your first email list or trying to breathe life into your 10th nurture sequence, this conversation will help you sharpen your messaging, find your voice, and cut through the inbox noise.

What You’ll Learn:

Why email is still the highest-ROI channel—and how EdTech brands can use it effectively
Common messaging mistakes in EdTech (and how to fix them)
How to build a brand voice that’s strategic, human, and distinctly you
Low-lift ways to grow your list (even without a big team or budget)
What metrics actually matter—and what to watch for beyond open rates
Copy tips that boost engagement, including subject line tweaks, button CTAs, and storytelling flow

Why It Matters

Too many EdTech brands rely on email tactics built for other industries. Kelly offers a refreshingly nuanced take that centers educators, honors the buying cycle, and turns email into a true relationship-builder—not just a megaphone.

Spoiler: When she’s not writing high-converting emails, Kelly’s taking cold plunges in Copenhagen—yep, winter bathing is part of her creative process.

Visit our website for the rest of the show notes.

Why Marketing in Education Isn’t Like Marketing Anywhere Else

Thu, 21 Aug 2025 06:00:00 -0400

In this episode of All Things Marketing and Education, Elana Leoni sits down with Melissa Heyeck, Senior Director of Marketing at Education Week and creator of The Wired Marketer, a must-read newsletter for anyone navigating EdTech marketing.

With deep experience across the nonprofit and EdTech sectors, Melissa brings a sharp, empathetic lens to what it really takes to engage decision-makers in education. From what’s working in content marketing to the influence teachers actually have in purchasing decisions, Melissa breaks down where most marketers go wrong, and how to shift toward a more data-informed, audience-centered approach.

Together, Elana and Melissa explore:

Why “teacher buy-in” is just as influential as state standards or research-backed claims
What district leaders really mean when they say a product must be “research-based”
How AI can support teachers, but why 71% still haven’t received PD on how to use it
The case for doubling down on content marketing (especially in tight budget years)
What newsletters like The Wired Marketer can teach us about helping, not hyping
Why diversifying your marketing channels is no longer optional

This episode is a must-listen for education marketers trying to build trust, stay relevant, and connect with audiences in a rapidly evolving landscape. Melissa shares real data, actionable ideas, and a refreshing take on what it means to do marketing with purpose in K–12 education.

🎧 Plus: Find out what unlikely weekend hobby helps Melissa recharge and show up more grounded during the workweek. (Spoiler: it involves dirt, not decks.)

Show notes and resources.

What’s Really Changing in K–12 Tech? A Deep Dive into CoSN’s 2025 Report

Thu, 10 Jul 2025 06:00:00 -0400

In this episode of All Things Marketing and Education, Elana Leoni sits down with Keith Krueger, CEO of CoSN (Consortium for School Networking), to unpack the biggest takeaways from CoSN’s 2025 State of EdTech District Leadership report.

With over three decades of experience leading conversations around technology in education, Keith offers a grounded, systems-level view of where K–12 technology leadership is headed. From the rise of AI to the persistent gaps in cybersecurity readiness, Keith shares what’s keeping CTOs up at night—and where they see real opportunity for change.

Together, Elana and Keith explore:

Why 91% of EdTech leaders now sit at the decision-making table and what that means for vendors
The dramatic rise of generative AI as the #1 tech priority, even as 27% of districts still lack a defined approach
Why most districts are underestimating major cybersecurity threats, despite being the #1 target for ransomware
How workforce shifts are changing the makeup of EdTech leadership (and how still to communicate with buyers)
What it really looks like to be a trusted thought partner, not just a vendor on the exhibit floor

This episode offers essential context for anyone working to align technology solutions with the real-world needs of school and district leaders. Keith shares not only what the data says, but how it feels on the ground, with honest insights about policy, pressure, and the practical realities of K–12 tech leadership in 2025.

🎧 Plus: Keith shares his favorite way to reset after a long day (spoiler: it involves an e-bike and a good podcast).

Mentioned in this episode:

Level Up Your Education Brand on LinkedIn— in Less Than 5 Hours a Week

A self-paced course built for busy education leaders, marketers, and EdTech entrepreneurs who want real results for their LinkedIn Company Page, without overwhelm.

What It Takes to Build District Relationships That Last

Thu, 12 Jun 2025 06:00:00 -0400

Jacob Kantor (aka the Chief DODO) joins Elana to share how EdTech teams can earn trust—not just attention—by leading with empathy, listening well, and following up without selling. Packed with honest advice for anyone trying to build real relationships with school districts.

Check out the LinkedIn course.

Read the episode show notes.

Mentioned in this episode:

Level Up Your Education Brand on LinkedIn— in Less Than 5 Hours a Week

A self-paced course built for busy education leaders, marketers, and EdTech entrepreneurs who want real results for their LinkedIn Company Page, without overwhelm.

What Districts Actually Want from EdTech Partners

Thu, 15 May 2025 06:00:00 -0400

In this episode of All Things Marketing and Education, Elana sits down with Jeremy Dulle, Founder and President of Spring Rock Partners. With over 25 years of experience as a growth strategist, go-to-market advisor, and business developer, Jeremy brings a rare blend of EdTech expertise and Fortune 500 perspective to the table.

As funding tightens and districts face mounting pressure to streamline their tech stacks, EdTech companies must prove their value—fast. Jeremy shares practical, hard-earned insights on what sustainable growth looks like in today’s education landscape.

Together, Elana and Jeremy explore:

The unique complexities of selling to school districts—and how to navigate them
Why implementation is just as important as product innovation
Common missteps EdTech companies make (especially when entering the space)
What educators really care about—and how to earn their trust
How to align business goals with district outcomes, not just flashy features

This conversation is a must-listen for EdTech leaders who want to build not just a product—but a true partnership with schools.

“If you're not tracking usage and providing impact, you're making it easy for districts to cut you.” – Jeremy Dulle

Here’s the full episode Show notes.

How to Build Smarter EdTech Marketing Plans in a Changing Landscape

Thu, 24 Apr 2025 06:00:00 -0400

In this episode of All Things Marketing and Education, Elana Leoni sits down with Hallie Smith, a seasoned EdTech leader, former educator, and now fractional marketing advisor. Hallie brings her full-circle journey—from early EdTech roles to speech pathology in public schools, and back into EdTech—to unpack the evolving challenges and opportunities in education marketing today.

Together, Elana and Hallie explore:

The surprising trajectory from EdTech to the classroom—and back again
Why it's getting harder to market to educators, and what to do about it
The crucial difference between marketing to educators and with them
How AI and funding shifts are disrupting the EdTech landscape
Common marketing mistakes EdTech companies make (and how to fix them)
Tactical advice on crafting a marketing plan that actually aligns with your business goals

This episode is a must-listen for anyone trying to make meaningful, measurable impact in education—whether you’re new to the space or a seasoned pro.

🎧 Plus: Hallie’s refreshingly honest answer to what really helps her recharge in the face of industry burnout.

Here’s the rest of Hallie's show notes.

Q2 in Education Marketing: What’s Coming, What’s Changing, and What You Need to Do Now

Thu, 17 Apr 2025 06:00:00 -0400

Q2 is here—and it’s a whirlwind. In this timely episode, Elana Leoni, CEO of Leoni Consulting Group, and Senior Social Media Manager Hillary Trussell break down everything education marketers need to know right now: from federal budget cuts and district layoffs to the impact of AI, shifting conversations in education’s key phrases, and tightening sales cycles. They also dig into key Q2 events like ASU+GSV, NSBA, and ISTE, plus can’t-miss opportunities like Teacher Appreciation Month and graduation season. Whether you're planning campaigns or prepping your booth, this is your go-to guide for staying relevant, building trust, and getting results.

Read the rest of the show notes here.

Using Storytelling to Make Your Education Marketing More Meaningful and Effective

Thu, 27 Mar 2025 06:00:00 -0400

We’re revisiting this conversation with Katie Test Davis—not just because it’s one of our most-loved episodes, but because it’s a reminder we could all use right now.

In a time when educators and decision-makers are overwhelmed by constant change, shifting strategies, and too much information, storytelling still cuts through the noise. In this episode, Katie unpacks how to use storytelling as a strategic tool, not just a feel-good add-on. You’ll hear how to identify a powerful main character, how to connect that story to your broader vision, and how to make it resonate with different audiences, whether you’re talking to a superintendent, a classroom teacher, or a donor.

Elana and Katie also get into the emotional side of storytelling: why it matters, why it’s memorable, and why now is the perfect time to double down on it. From scrappy, low-budget formats to long-term campaigns, they explore the mindset and tactics education organizations need to tell better, braver stories.

Whether you're just getting started or need a fresh perspective, this episode will leave you thinking differently about how stories shape perception, drive action, and remind us why we do this work in the first place.

View the rest of the episode show notes.

The Secret to Sales & Marketing Success? A Shared Revenue Mindset

Thu, 06 Mar 2025 06:00:00 -0400

In this episode of All Things Marketing and Education, host Elana Leoni sits down with Dan O’Reilly, founder of FuelK12, who brings over 35 years of sales experience—half of that in EdTech. Having led both sales and marketing teams, Dan offers a unique perspective on why these two functions often struggle to work together—and what it takes to truly align them.

Dan unpacks the biggest barriers between sales and marketing, from siloed goals to misaligned expectations. He shares why shared goals (not just aligned goals) are the key to breaking down silos and fostering real collaboration. The conversation covers tactical steps to build a culture of alignment, including regular communication, journey mapping exercises, and using data to eliminate the blame game.

This discussion is especially relevant as EdTech companies navigate long sales cycles, shifting budgets, and increasing pressure to drive measurable results. Dan offers practical advice on how marketing and sales teams can move beyond tension and toward a shared revenue mindset. Whether you're a CMO, head of sales, or EdTech leader looking to improve cross-team collaboration, this episode provides actionable insights to strengthen your go-to-market strategy.

View the episode's show notes.

Playing the Long Game: How to Build a Lasting EdTech Company

Thu, 06 Feb 2025 06:00:00 -0400

In this episode of All Things Marketing and Education, host Elana Leoni sits down with Bert Bower, founder of Teachers' Curriculum Institute (TCI), whose remarkable 36-year journey in educational publishing has transformed how social studies is taught in American classrooms. From humble beginnings as a bootstrapped startup to becoming a leader in core curriculum, Bert shares insights on building a sustainable EdTech company while staying true to teacher-focused values.

Bert emphasizes the importance of classroom-first design and human interaction over technological gimmicks. He describes TCI's evolution from supplemental materials to core curriculum, and how they've navigated multiple transformations—from physical materials to digital platforms, and most recently, to interactive video activities that encourage student engagement. For EdTech professionals, his insights on maintaining lean operations, and focusing on teacher adoption before administrative buy-in offer valuable lessons in building sustainable educational companies.

This conversation is especially timely as the EdTech industry faces significant changes. Bert offers candid insights about the current state of educational technology, including thoughtful perspectives on AI's role as a "guide on the side" rather than a replacement for human interaction. Whether you're an EdTech entrepreneur looking to understand the industry's dynamics or an educator interested in the evolution of classroom technology, this episode provides valuable insights into building products that truly serve teachers and students.

Here are the rest of the episode show notes.

How Experiential Learning Transforms Education: A Conversation with Mary Beth Hertz

Fri, 10 Jan 2025 10:00:00 -0400

In this episode of All Things Marketing and Education, host Elana Leoni sits down with seasoned educator and EdTech leader Mary Beth Hertz, whose inspiring journey in education spans nearly two decades. Together, they explore Mary Beth's unique relationship with technology—from the early days of building computers to her current work as an advocate for experiential learning.

Mary Beth shares her insights into the evolution of technology in education and her passion for experiential learning, a hands-on approach that transforms traditional teaching methods. She explains how it differs from project-based learning and the profound impact it has on students in her classroom. For EdTech professionals, this episode offers practical advice on supporting experiential learning through innovative products and services, ensuring alignment with effective pedagogical strategies.

Tune in for an engaging discussion about Mary Beth's fascinating EdTech journey, the power of experiential learning, and how understanding diverse teaching methodologies can help us all better support educators and students alike. This conversation is packed with valuable insights for educators, EdTech entrepreneurs, and anyone passionate about authentic, impactful education.

Link to the episode show notes.

Transforming K-12 from the Systems-Level: A Conversation with Amos Fodchuk

Thu, 05 Dec 2024 07:00:00 -0400

In this episode of All Things Marketing and Education, Elana Leoni sits down with Amos Fodchuk, the President and Founder of Advanced Learning Partnerships (ALP). Amos isn’t just an expert in EdTech—he’s a true partner to school districts, working side by side with educators and leaders to create real, meaningful change.

Amos shares ALP’s unique “year of learning” model, a collaborative, year-long process designed to build literacy and establish policies around emerging technologies like Generative AI. Throughout the conversation, he dives deep into how a systems-level approach can create lasting educational transformation by connecting all stakeholders, ensuring technology isn’t just used but used effectively.

The discussion also explores the importance of workplace wellness, emphasizing the need to support educators in the midst of rapid change and competing demands. Whether you’re in EdTech, work in a school district, or are curious about the future of education, this episode offers actionable strategies, inspiring insights, and a refreshing systems-level perspective on how to navigate today’s complex education landscape.

View the rest of the show notes.

The Evolution of EdTech: A Conversation with Hall Davidson

Thu, 21 Nov 2024 07:30:00 -0400

In this episode of All Things Marketing and Education, Elana Leoni welcomes Hall Davidson, a legend in the EdTech world with a career spanning decades of innovation. Hall shares his fascinating journey from teaching math live on TV to shaping the Discovery Educator Network (DEN), one of the most vibrant and impactful teacher communities ever created.

Hall reflects on the early days of integrating technology into classrooms, highlighting key lessons for EdTech companies and educators looking to navigate today’s rapidly evolving landscape. He dives into the importance of empowering teachers as storytellers and advocates, offering practical tips on how to build authentic communities that foster collaboration and growth.

As the conversation unfolds, Hall shares his insights on AI in education—why it’s not just a trend but a tool that can revolutionize teaching and learning. Whether you’re an EdTech marketer, educator, or industry professional, this episode is packed with actionable strategies, inspiring stories, and thought-provoking ideas that you won’t want to miss.

Questions asked:

Can you share a bit about your journey in the education space and how your experiences have shaped your perspective on EdTech?
What are you most excited about in EdTech? What do you think has the most potential impact on student learning?
What do you wish teachers and districts would use more or of use in a different way? What’s overhyped?
How have you seen the role of teachers evolve over the past few years, especially with the integration of technology? What should edtech companies keep in mind to better support teachers during these shifts?
Why do you view school libraries as a natural hub for AI in schools, and how can they become central to integrating new technologies into the learning process?
What’s something you’ve read or watched recently that inspired you?

Read the episode show notes.

How Strategic Implementation and Professional Development Drive EdTech Success: A Conversation with Shelby Danks

Thu, 24 Oct 2024 06:15:00 -0400

In this episode of All Things Marketing and Education, we dive into the vital role that professional development and implementation play in EdTech success—two often overlooked aspects that can make or break the adoption of new technologies in K-12 education.

Elana sits down with Shelby Danks, founder and principal advisor of ARKEN RESEARCH, who has spent decades researching the efficacy of EdTech solutions in education. Shelby brings a wealth of knowledge about the importance of strategic implementation and the critical role professional development plays in ensuring that new tools truly benefit educators and students.

Together, they unpack the differences between implementation and professional development, discuss the common pitfalls that EdTech companies face, and explore best practices for rolling out new tools in a way that supports meaningful adoption in schools. Shelby also shares her insights on the “refrigerator vs. washer-dryer” metaphor, which helps companies understand the different levels of support their products require, and how they can partner with schools for long-term success.

If you’re an EdTech provider, education leader, or educator interested in understanding how to effectively implement new technology and provide professional development that truly supports teachers, this episode is for you. Tune in for practical takeaways and expert insights that will help you make thoughtful decisions when it comes to the adoption and integration of EdTech tools.

Full episode show notes here.

Balancing EdTech Innovation with Student Success: A Conversation with Mary Beth Hertz

Thu, 03 Oct 2024 06:00:00 -0400

In this episode of All Things Marketing and Education, we’re tackling one of the hottest topics in the world right now—AI, specifically generative AI, and its impact on education.

Elana sits down with EdTech expert and long-time friend, Mary Beth Hertz, who has spent decades thinking critically about the role of technology in education. Known for her thoughtful approach, Mary Beth isn’t swayed by the latest trends or flashy innovations. She asks the tough questions that keep us all grounded—ensuring that technology is always used with the ultimate goal of improving learning outcomes for students.

Together, they dive deep into the current state of AI in education, discussing how it can be leveraged effectively without losing sight of what truly matters: the students. Beyond AI, they explore the broader landscape of EdTech and what the industry must do to better support both educators and learners during these rapidly changing times.

If you're navigating the complex world of EdTech and wondering how AI can play a role in enhancing education, this conversation is for you. Tune in for an insightful discussion that will leave you with practical takeaways and a fresh perspective on the future of technology in education.

Here's the full episode show notes.

Navigating EdTech Trends to Drive Real Impact: A Conversation with Thor Prichard

Thu, 05 Sep 2024 06:00:00 -0400

In this episode of All Things Marketing and Education, Elana sat down with Thor Prichard, President & CEO at Clarity Innovations—a mission-driven, K-12 education-focused professional services and consulting firm. Clarity Innovations specializes in everything from education strategy and content creation to engineering and design solutions.

You may remember Thor from our last conversation about the challenges of creating effective EdTech products and the importance of designing with learning outcomes in mind.

Thor shares his insights on some of the most fascinating trends and innovations in education technology. Elana and Thor discuss the impact of generative AI, the importance of integrating EdTech products into the everyday practices of educators and students, and the different business models shaping the industry. They also explore the evolving role of family-school partnerships and future trends in product development.

Thor concludes the conversation with thoughts on what he believes are the keys to creating lasting and impactful products in education. This episode is packed with valuable insights and is not to be missed. Enjoy!

Questions Asked:

What types of products and services have you and your team developed in the EdTech space, and at what stages of product development do you typically focus?
From your experience, what are the most critical elements that a product needs to have during the design and development process?
How do you ensure that a product achieves product/market fit, effectively meeting the needs of buyers, users, and the business?
How do you approach prioritizing feature development, and how do you determine when a product might have too many features?
Is it better to develop a product that excels at one or two key functions or one that offers a broader range of features? How do you balance depth versus breadth?
How do you continuously evolve your product to stay aligned with the changing needs of users and buyers, while also meeting your firm's and clients' objectives? Can you share any examples where things didn’t go as planned and any warning signs to watch for?
What’s something you’ve read or watched recently that has inspired you?

Myth-Busting for EdTech Marketers: A Conversation with Lawrence Korchnak

Thu, 22 Aug 2024 06:00:00 -0400

In this week’s episode of All Things Marketing and Education, Elana got to chat with Lawrence Korchnak, a Founding Partner of BLOQQ, a consulting firm that specializes in helping organizations scale in the education market.

As EdTech marketing execs, Elana and Lawrence have years of experience selling in the EdTech space. In this conversation, they get into busting some common EdTech marketing myths, such as, “starting with a freemium model is a sure way to guarantee B2B sales,” or “once I sell to a school, they’ll probably always use my product.” They also explain some of the nuances to marketing to an education audience, including some of the pitfalls that marketers without an education background might not catch.

You might remember Lawrence from our last episode with him, where we covered the challenges of EdTech go-to-market strategies.

Lawrence doesn’t sugar coat things or hold back — we appreciated his candid tone backed by years of executive experience. Enjoy this episode!

Myths Busted:

Education marketers can sell to one decision maker.
Freemium models guarantee B2B sales down the road.
You can sell or market your EdTech product at any time of the year.
Once you are adopted by a school or district, churn is low.

Here's the full transcript of Lawrence’s podcast episode.

Guiding Principles in EdTech: A Conversation with Kristina Ishmael

Thu, 08 Aug 2024 06:00:00 -0400

In this episode of All Things Marketing and Education, Elana sits down with Kristina Ishmael, now an education Strategic Advisor of her own shop, Ishmael Consulting, but has a long journey through so many perspectives within education, at a classroom, district, state, and national level. We speak a lot about her recent experience as Deputy Director of the Office of EdTech, where she spent two years working on EdTech policy at the national level.

You might remember Kristina from our last episode, in which we covered the challenges and priorities of the updated National EdTech Plan.

In this episode, Kristina reflects on her unique journey within education and EdTech. She opens up about the one thing that’s helped guide her through it all. At the end, Kristina also gives some feedback on what EdTech vendors should and should not do when partnering with school districts and what EdTech excites her the most.

We hope you enjoy this episode of what we’re calling “the EdTech version of chicken noodle soup for the soul.” ❤️

Demystifying the K-12 EdTech Buying Cycle: A Conversation with Ian McCullough

Thu, 25 Jul 2024 06:00:00 -0400

n 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!

Inclusive and Engaging Learning Spaces: A Conversation with Dr. Robert Dillon

Thu, 18 Jul 2024 06:00:00 -0400

In this episode of All Things Marketing and Education, Elana sits down with Dr. Robert Dillon, School Designer, Author, Speaker, and Learner. Bob, as she likes to call him, has earned a doctorate in educational leadership and administration, and brings over 20 years of experience as a teacher, school principal, and director of innovation at multiple school districts; he is the author of five books, including the ones we dive into today: The Space: A Guide for Leaders.

In this episode, Bob and Elana discuss the crucial role of redesigning learning spaces in education, emphasizing that it's far more than just updating bulletin boards. They delve into the significant impact of classroom design on student engagement, sense of belonging, and overall well-being.

Make sure to listen until the end, as Bob shares practical tips for educators to create flexible, inclusive, and technology-integrated learning environments. They also explore the relationship between physical learning spaces and EdTech products, highlighting the importance of considering equity and the needs of marginalized students in the design process.

Whether you're already back in school or preparing for the upcoming year, this episode is packed with valuable tips and ideas to help you optimize your classroom space.

Here's the link to the episode show notes.

For even more planning resources, check out our EdTech Marketer's Planner.

Mentioned in this episode:

The EdTech Marketer's Planner - Extended Edition

Want a comprehensive list of timely education events to inform your 2024 marketing plans? Struggling to find the time you need to strategically plan for content and social media? Spending countless hours just trying to aggregate conferences, awards, events, holidays, and famous birthdays is most important to education stakeholders? Our first-ever Extended EdTech Marketer’s Planner was created to help you easily create a marketing and content plan that generates leads. It includes proven templates, strategies, editable calendars, and more.

Civic Education for Classrooms and Community: A Conversation with Shawn McCusker

Thu, 20 Jun 2024 00:00:00 -0400

In this episode of All Things Marketing and Education, we sit down with Shawn McCusker, Senior Director of Professional Learning at EdTechTeacher, to discuss his passion, civic engagement. We ask him about some of his favorite tips and takeaways from the book Becoming Active Citizens, which he co-wrote with Tom Driscoll. He provides practical ways to encourage active citizens in the classroom by creating authentic, engaging learning experiences, emphasizing the need for students to actively participate in government meetings and simulations to truly understand how government works.

Shawn highlights the positive impact of quality civic engagement on communities, such as increased voter turnout and improved quality of life. He encourages educators to prioritize citic education and suggests ways for school leaders to support its integration into all subjects.

Here's the link to the episode show notes.

For even more planning resources, check out our EdTech Marketer's Planner.

Tools and Tips for EdTech SEO Success: A Conversation with Tatum Moser

Thu, 06 Jun 2024 08:30:00 -0400

In this week’s episode of All Things Marketing and Education, Elana sits down with Tatum Moser, who has the unique combination of an expertise SEO and a deep background in education and EdTech.

During this conversation, Tatum talks about all things SEO — and before you get concerned that this may be overly technical, Tatum has a beautiful way of breaking this all down in such an easy-to-understand way. She talks about practical ways to leverage SEO in your daily marketing and content efforts; specifically, we talk about tips on improving your SEO health score by conducting keyword research, optimizing user experience, and using some cool SEO tools.

SEO isn’t always easy, but if done right, it will completely change the way you approach your content strategy — and Tatum is exactly the right person to help you start your jouney. Enjoy!

Mentioned in this episode:

The EdTech Marketer's Planner - Extended Edition

The Role of Communication in Education and Beyond: A Conversation with Ilana Kurizki

Thu, 16 May 2024 06:00:00 -0400

In this week’s episode of All Things Marketing and Education, Elana sits down with Ilana Kurizki, the Vice President of Communications at BrainPOP, a 25-year-old EdTech brand that reaches millions of learners worldwide.

Ilana has spent almost 14 years at BrainPOP within different communications roles, and we talk about so many valuable things within communications and marketing, such as how you make the case for comms, what role should it play internally and externally, and best practices like how to integrate it within the entire company (and not let it be a siloed effort).

Toward the end of the conversation, Ilana shares some really great nuggets of wisdom for anyone starting in comms or thinking about it as a profession. To top it off, we get into an inspiring conversation about how to integrate educator voice into your day-to-day.

This conversation is such a breath of fresh air that made us smile. We hope you enjoy this conversation as much as we did.

Questions Covered:

What is the relationship between communications and other leaders and departments within the organization, including the executive team and marketing?
Why is a robust internal and external communications function critical to the success of any organization?
How do you evolve a brand over time while preserving its core identity? What are the benefits of conducting listening tours with customers and colleagues?
What advice would you give to aspiring communications leaders on finding their power, purpose, and voice?
What are some of the things that fill your cup?

Here's the full transcript of Ilana’s podcast episode.

Mentioned in this episode:

The EdTech Marketer's Planner - Extended Edition

Crafting Your EdTech Go-to-Market Strategy: A Conversation with Lawrence Korchnak

Thu, 25 Apr 2024 00:00:00 -0400

Lawrence guides us through the unique challenges of a go-to-market strategy in the EdTech Industry, including how to plan a go-to-market strategy, including defining success, backward planning, and prioritizing marketing channels. He sheds some light on the seasonality and Budget Cycles in Education and don't’ miss the end of our chat, when Lawrence throws down some really candid pieces of wisdom. we talk about some important intangibles on Building an EdTech Go-to-Market Strategy.

For any EdTech marketers, but especially those who are new to the EdTech industry or the marketing profession, this episode will help set a solid foundation for your next go-to-market campaign.

Questions Covered:

Why develop a Go-To-Market Strategy and let’s even back up and define what a typical EDTech GTM strategy is and looks like?
What are some key questions for success in building your startup in a crowded, bureaucratic, and complex marketplace?
What are some of the things that you turn to to fill your cup?

Here's the full transcript of Lawrence’s podcast episode.

For even more planning resources, check out our EdTech Marketer's Planner.

Mentioned in this episode:

The EdTech Marketer's Planner - Extended Edition

Decoding the National EdTech Plan: A Conversation with Kristina Ishmael

Thu, 11 Apr 2024 00:15:00 -0400

In this week’s episode of All Things Marketing and Education, Elana and our guest, Kristina Ishmael, get into the nooks and crannies of the National EdTech Plan.

They discuss the broader role of the Office of EdTech, the specific goals of the National EdTech Plan in 2024, and how you can use it whether you’re an educator, administrator, or EdTech professional. They highlight the inclusivity and collaboration in the plan, as well as the challenges and priorities it addresses. Looking ahead, they consider the future of the plan and the potential challenges and opportunities in education by 2030.

Kristina currently works as an Education Strategic Advisor at her own shop — Ishmael Consulting — but she has formerly served in the classroom, at the state level, and at the national level, and was personally instrumental in the creation of the National EdTech Plan.

Episode show notes.

Purchase the EdTech Marketer's Planner 2024.

Mentioned in this episode:

The EdTech Marketer's Planner - Extended Edition

The Role of Student Voice in K-12 Educational Reform: A Conversation with Milton Chen

Thu, 28 Mar 2024 00:00:00 -0400

In this week’s episode of All Things Marketing and Education, Elana sat down with Milton Chen, author, speaker, and board member of great organizations like the Kellogg Foundation, the National Park Service, The Fred Rogers Center, The Panasonic Foundation, and more. Milton reflects on his journey in education, from his early days at Sesame Workshop to his tenure at the Kellogg Foundation, offering valuable lessons learned along the way. He explores the role of experiential learning, project-based education, and workplace experiences in shaping students' futures, advocating for a more holistic approach to education that extends beyond traditional classroom boundaries.

Milton candidly shares his insights into the political nature of education, likening it to a complex system resistant to change. Drawing from his extensive experience, he sheds light on the decentralized structure of American schools, consisting of over 14,000 individual districts, each with its own set of challenges and entrenched interests.

No matter who you are in the education industry, this is as inspiring, refreshing, and thought-provoking conversation about the history of K-12 education and its future.

Episode show notes + resources.

EdTech Product Design That Improves Learning Outcomes: A Conversation with Thor Prichard

Thu, 07 Mar 2024 06:00:00 -0400

In this week’s episode of All Things Marketing and Education, Elana sat down with Thor Prichard, President & CEO at Clarity Innovations, a mission-driven, K-12 education-focused professional services and consulting firm that provides education strategy, content creation, engineering, and design solutions. They discuss the importance of designing EdTech products with learning outcomes in mind, the challenges of creating effective EdTech products, and the UX/UI non-negotiables from an educator’s point of view.

Thor reminds us of all the considerations when creating effective EdTech tools with the end user, students, in mind, particularly that implementation and professional development programs are essential steps to the process. Thor also highlights some of the current trends in the EdTech space.

Episode show notes.

Navigating News Literacy: A Conversation with Miriam Romais

Thu, 22 Feb 2024 00:15:00 -0400

Elana sat down with Miriam Romais, Director of NewsLitNation at The News Literacy Project, Documentary photographer, nonprofit leader, and all-around misinformation super-fighter, to talk about all things News Literacy.

Miriam discusses the importance of news literacy in education and how it can be integrated into various subjects. She addresses misconceptions about news literacy and highlights the role of critical thinking in evaluating information. Miriam also shares resources and strategies for educators to teach news literacy effectively. The conversation emphasizes the power of community and the long-lasting impact teachers can have on their students.

View the episode's show notes for all of the resources mentioned.

Here's the full transcript of Miriam’s podcast episode.

The Challenges and Priorities of a High School Principal: A Conversation with Henry J. Turner

Thu, 08 Feb 2024 00:00:00 -0400

In this episode of All Things Marketing and Education, Elana welcomes Henry J. Turner, an award-winning high school principal and co-author of Change the Narrative: How to Foster an Anti-Racist Culture In Your School. Henry, whom you might remember from our previous episode on fostering an anti-racist classroom, shares his wealth of experience in education, spanning 22 years as both a teacher and principal in Massachusetts.

Today, Henry delves into the intricacies of education leadership, discussing his priorities for the school year, how he selects specific EdTech products, and whether these priorities evolve annually. We explore his insights on the buying cycle, providing valuable information for marketers and EdTech professionals. As the 2020 K-12 Principal of the Year, Henry's perspective is grounded in a unique blend of classroom and leadership experience.

Join us as we navigate through the challenges and priorities of education leadership, with Henry J. Turner as our guide.

View the episode show notes.

Academic Integrity in the AI Era: A Conversation with Ian McCullough

Thu, 11 Jan 2024 06:00:00 -0400

In this week’s episode of All Things Marketing and Education, our host Elana Leoni sat down with Ian McCullough, the Director of Marketing for Global Campaigns at Turnitin. Ian took us on a journey into the fascinating intersection of ChatGPT, AI writing, and academic integrity, giving insights from the history of plagiarism and the need for plagiarism detection to academic integrity in the world of AI today. Join Elana and Ian as they share lighthearted anecdotes, discuss the collaborative nature of EdTech, and explore the transformative power of networking in the field.

View the episode show notes.

Measuring Impact in K-12 Education: A Conversation with Shelby Danks

Thu, 07 Dec 2023 00:00:00 -0400

Welcome to another episode of All Things Marketing and Education! We had the pleasure of sitting down with Shelby Danks, Ph.D., founder and principal advisor at ARKEN RESEARCH, who has the unique ability to make complex topics like research, evaluation, and efficacy not only approachable but also inspiring. Shelby delves into the crucial role of efficacy studies in K-12 education, unraveling misconceptions about evaluation and impact. We touch on practical strategies for brands to measure their impact effectively while ensuring it's a manageable process. We also explore why understanding and engaging with these studies is vital from an educator’s perspective.

If you've ever wondered about the metrics and data behind student outcomes, especially with the influence of ESSA funds, this episode is a must-listen. Join us as we navigate through the intricacies of evidence in K-12 education and learn from Shelby's insights.

Selecting Impactful EdTech Tools Beyond The Hype: A Conversation with Shawn McCusker

Thu, 16 Nov 2023 06:00:00 -0400

In this week’s episode of All Things Marketing and Education, we sit down with Shawn McCusker, Senior Director of Professional Learning at EdTechTeacher, to explore his fascinating journey in the field of education technology. Shawn shares insights on EdTech trends, separating hype from reality, and how he, in leadership positions, selects and prioritizes technology for educational impact. This episode is not just a tech conversation; it's a marketing goldmine. Don't miss this episode filled with passion, inspiration, and a wealth of experience within the EdTech industry.

Demystifying EdTech Sales: A Conversation with Dan O'Reilly

Thu, 02 Nov 2023 00:00:00 -0400

Join Elana Leoni on All Things Marketing and Education as she delves into the unique world of EdTech sales with CEO and founder of Fuel Sales, Dan O'Reilly. In this episode, they explore the intricacies of selling to schools and districts, emphasizing the mission-driven nature and the collaborative culture within the education space. Dan offers valuable insights for successful sales in EdTech for both newcomers and industry veterans. Don't miss this episode that sheds light on the distinctive nuances of EdTech B2B sales and how to navigate them effectively.

Dismantling Systemic Racism in Education: A Conversation with Henry J. Turner

Thu, 26 Oct 2023 07:00:00 -0400

In this episode of All Things Marketing and Education, Elana welcomes Henry J. Turner, an award-winning high school principal and co-author of Change the Narrative: How to Foster an Anti-Racist Culture In Your School. They discuss the importance of tackling systemic racism in educational spaces, setting boundaries, and the role of educators and EdTech in promoting diversity and inclusion. Discover how education professionals are collaborating, sharing, and making a difference in this mission-driven field. We hope you enjoy this inspiring conversation on creating a more inclusive education environment.

Behind the Scenes of EdTech Growth: A Conversation with Jeremy Dulle

Thu, 05 Oct 2023 06:00:00 -0400

This week, we sit down with Jeremy Dulle, Founder and President of Spring Rock Partners, and a growth strategist, go-to-market advisor, and business developer with over 25 years of experience.

Join us as we dive into the unique business of EdTech, exploring strategies for growth, the importance of diversification, and the delicate balance between educator perspectives and business objectives. We’ll unpack the language of the EdTech industry, stakeholders and pressures that affect the education environment, and strategies for brands seeking partnerships with districts.

Here’s the full transcript of Jeremy’s episode.

Co-Designing the Future of Education: A Conversation with Katie Boody Adorno

Thu, 21 Sep 2023 06:00:00 -0400

In this week’s episode of All Things Marketing and Education, we’re joined by Katie Boody Adorno, CEO and Founder of Leanlab Education, a nonprofit research organization dedicated to studying and advancing transformational education innovations. Katie guides us into the fascinating world of co-designed education innovations and unpacks the power of community-building in the education space. She also explores topics such as educator voice, the role of research and development in K-12 education, and the effectiveness of EdTech.

Show Notes: Leoniconsultinggroup.com/52

The EdTech Marketer's Planner: leoniconsultinggroup.com/23

The Power of Teacher-Student Relationships: A Conversation with Samia Zaidi

Wed, 06 Sep 2023 06:00:00 -0400

In this week’s episode of All Things Marketing and Education, we sit down with Samia Zaidi, the Managing Director of Program for Along, a free online platform that strengthens teacher-student relationships and highlights student voice in the classroom. During our discussion, Samia explores helpful tactics to create impactful teacher-student relationships, how these dynamics shape school culture, and the empowering influence of student voices.

Show notes: leoniconsultinggroup.com/51

EdTech Marketer's Planner: leoniconsultinggroup.com/23

Building Classroom Confidence for Social Justice: A Conversation with AnnMarie Baines

Tue, 22 Aug 2023 08:00:00 -0400

In this week’s episode of All Things Marketing and Education, our host Elana Leoni sits down with AnnMarie Baines, founder and executive director of The Practice Space, which helps youth and adults in the Bay Area speak in a clear, engaging way that represents who they are and what they care about. AnnMarie also recently coauthored a book, “Amplify Student Voices,” which explores how to cultivate student voices and facilitate equitable participation so that young people are prepared to speak up and lead when the moment calls for it. Throughout the conversation, AnnMarie Baines brings us into the world of building classroom confidence using public speaking, oral communication skills, and project-based learning as tools for equity - all while exploring the intersectionality of social justice.

Show notes: leoniconsultinggroup.com/50

Empowering Educators in EdTech: A Conversation with Salleha Chaudhry

Thu, 03 Aug 2023 00:00:00 -0400

In this episode of All Things Marketing and Education, your host, Elana Leoni, sits down with the brilliant and compassionate Salleha Chaudhry, former Head of Education Modernization at Meta. We follow Salleha's incredible career journey, where neuroscience, nonprofit work, and tech collide in the realm of education initiatives. They explore the vital significance of bringing educators to the forefront of technology, ensuring their voices are heard and elevated. They also unpack the essence of co-creating thriving communities and the power it holds in making education equitable and accessible for all. Like she did for us, we hope Salleha will leave you inspired to transform your marketing efforts into a force for positive change and lasting impact.

Episode show notes: leoniconsultinggroup.com/49

2023 EdTech Marketer's Planner: leoniconsultinggroup.com/23

Branding with Intention in K-12 Education: A Conversation with Austin Rhodes

Thu, 13 Jul 2023 06:00:00 -0400

In this episode, Austin Rhodes, the president and co-founder of Rhodes Branding, explores the world of branding in the education industry and delves into what it means for educators and EdTech brands to create and invest in their own brands.

For resources mentioned in this episode, visit the show notes here: leoniconsultinggroup.com/48

Link to our 2023 EdTech Marketer's Planner: leoniconsultinggroup.com/23

Leveraging Media for EdTech Success: A Conversation with Thomas Rodgers

Thu, 22 Jun 2023 00:00:00 -0400

We chat with Thomas Rodgers, Vice President and Head of K-12 Communications at Whiteboard Advisors. Thomas is an expert in leveraging earned media, brand storytelling, and influencer engagement to advance educational missions, with a particular emphasis on K-12 education. This conversation delves into how EdTech companies can effectively collaborate with the media, exploring successful strategies and potential pitfalls. Additionally, Thomas offers tips for pitching to conferences and securing visibility in panels and events.

Show notes: leoniconsultinggroup.com/47

EdTech planner: leoniconsultinggroup.com/23

Bonus: Fulfilling Educator Wishlists for Teacher Appreciation

Thu, 01 Jun 2023 00:00:00 -0400

During Teacher Appreciation Week, the LCG Foundation launched an initiative aimed to support and recognize U.S. educators by using the #ClearTheList to fulfill as many teacher wishlists as we could. In this very special bonus episode of All Things Marketing and Education, Elana sits down with Porter Palmer and William (Bill) Trinkle, LCG Foundation team members who were the boots on the ground of this initiative. Porter and Bill celebrate the impact of this initiative, reflect on some challenges, and explain why doing this work is sometimes bittersweet.

Teacher Time-Saving Tips and Digital Wellness: A Conversation with Shelly Sanchez Terrell

Thu, 18 May 2023 00:00:00 -0400

Elana sits down with award-winning digital innovator, educator, speaker, and author Shelly Sanchez Terrell, covering topics such as AI, ChatGPT, technology integration, teacher time-saving tips, and digital wellness. Shelly's expertise and extensive experience in training teachers globally make her insights invaluable as we explore the transformative power of EdTech. Don't miss this engaging discussion with a true leader in teacher-driven professional development.

Unconferences, Game-Based Learning, and Professional Development: A Conversation with Kyle Calderwood

Thu, 04 May 2023 00:00:00 -0400

In this episode of All Things Marketing and Education, Elana Leoni talks with Kyle Calderwood, a technology coordinator at Tabernacle School District and Google-certified educator. They discuss “unconferences,” owning professional development as an educator, and game-based learning. Kyle shares his expertise in integrating gaming in the classroom and working with teachers across the country on this issue. They also speak to how EdTech products and services play alongside of professional development in education. Throughout the conversation, Elana and Kyle keep things informal and share some personal anecdotes about their history of collaboration.

Equity, Social Justice, and Trauma-Informed Education: A Conversation with Alex Shevrin Venet

Thu, 20 Apr 2023 00:00:00 -0400

In this episode of All Things Marketing and Education, Elana Leoni sits down with educator and author Alex Shevrin Venet to discuss equity, trauma-informed education, social justice, and how both educators and EdTech brands can play a role in creating a more equitable educational system. Alex is the co-founder of the Nurturing the Nurturers Collective, a healing community for educators, and her first book, Equity Centered Trauma Informed Education, is a bestseller at WW Norton. Throughout the conversation, Alex breaks down these often-buzzwordy topics and provides actionable steps for educators to take.

Collaboration and Empathy in Higher Ed Leadership: A Conversation With Dr. Bridget Burns

Thu, 06 Apr 2023 00:00:00 -0400

The University Innovation Alliance (UIA) is a multi-campus laboratory for student success innovation that helps university leaders dramatically accelerate the implementation of scalable solutions to increase the number and diversity of college graduates. Founder and CEO Dr. Bridget Burns sits down with Elana Leoni, CEO of Leoni Consulting Group, to discuss what it means to collaborate, how to best serve any kind of audience, and some basic ways in which the EdTech industry could be more responsive to its market.

Show notes: leoniconsultinggroup.com/41

ChatGPT and AI in EdTech: A Conversation With Tony Wan

Thu, 09 Mar 2023 00:00:00 -0400

Tony Wan, Head of Platform for Reach Capital, discusses the perks and pitfalls of ChatGPT, the expanding role of artificial intelligence (AI) in EdTech, and how the market is shifting in 2023.

Social Media Marketing Before, During and After EdTech Conferences: A Conversation With Hillary Trussell

Thu, 02 Mar 2023 00:00:00 -0400

In this special conversation, two of Leoni Consulting Group's team members, Social Media Lead Hillary Trussell and CEO Elana Leoni, sit down to share best practices for using social media to leverage EdTech companies' presence at education conferences. In great detail and with great enthusiasm, they explore what to do before, during, and after the conference. Even if you're new to the convention circuit, you'll walk away from this podcast informed and energized.

Transitioning From Teaching to EdTech: A Conversation With Eman Haggag

Thu, 16 Feb 2023 00:00:00 -0400

Eman Haggag, Program Manager at Meta, moved directly to the tech world by way of instructional coaching after 15 years of teaching and integrating K-12 STEM content. She sits down with Elana Leoni, CEO of Leoni Consulting Group, for an inspiring conversation about what it means for teachers to broaden their impact, how to reframe a strong skill set to be relevant for a different industry, and how EdTech companies can better use the perspectives of educators who want to join their ranks.

Here are the rest of the episode's show notes, including links to resources.

We know how incredibly daunting it can be to plan content and marketing campaigns for an entire year. That's why our team created the EdTech Marketer’s 2023 Planner. This planner will help you get your year started and provide you with helpful resources throughout 2023.

In Pursuit of Instructional Equity: A Conversation With Dr. Erika Tate

Thu, 02 Feb 2023 00:00:00 -0400

Dr. Erika Tate, founder of Loravore® Professional Learning and high-energy host of Remix EQ Live, has a long personal and professional history of seeking out and creating equitable learning experiences for women and people of color. She sits down with Elana Leoni, CEO of Leoni Consulting Group, to define instructional equity, suggest how to approach a society-wide problem on a classroom scale, and talk about the rewards and challenges of using EdTech tools in this work.

Professional Learning and Teacher Agency: A Conversation With Lisa Schmucki

Thu, 19 Jan 2023 00:00:00 -0400

Lisa Schmucki didn't start out as a teacher or intend to be an entrepreneur. Yet as founder and CEO of edWeb.net, she created an award-winning professional learning network that helps educators share their best ideas and practices to improve teaching and learning. Lisa sits down with Elana Leoni, CEO of Leoni Consulting Group, to discuss professional learning, teacher voice and choice, and EdTech's role in helping educators grow.

I know how incredibly daunting it can be to plan content and marketing campaigns for an entire year. That's why our team created the EdTech Marketer’s 2023 Planner (link: https://www.leoniconsultinggroup.com/download-2023-edtech-marketers-planner) . This planner will help you get your year started and provide you with helpful resources throughout 2023.

Embracing Creativity to Make Work That Matters: A Conversation With Sam Seidel

Tue, 20 Dec 2022 06:00:00 -0400

Sam Seidel, an internationally known educator, speaker, and author, and the K12 Lab Director of Strategy + Research at Stanford's d.school, sits down to talk about creativity, hip-hop culture, strength through vulnerability, and the joyful feedback loop of self care and inspired results.

Data-Driven and Audience-First Marketing

Thu, 01 Dec 2022 00:00:00 -0400

Haris Alisic sits down to examine the do's and don'ts of good marketing strategy, identifying your audience through their social media behavior, and how to sift through the data generated by those habits.

Bonus: Ease, Equity, and Access to Direct-to-Educator Grants

Thu, 17 Nov 2022 00:00:00 -0400

In this episode, we introduce The LCG Foundation, a nonprofit organization that exists to better the lives of educators by providing direct-to-educator grants. We discuss how the Foundation began, our mission, and what we’ve accomplished so far. We also reveal some high-level findings about the K-12 education grant space AND at the end of the episode, we announce something super special for Giving Tuesday.

Featuring Leoni Consulting Group team members Elana Leoni (CEO & Chairman of the LCG Foundation), Jen Gibson (LCG Account Manager), Anna Fields (LCG Project Manager) and Porter Palmer (LCG Foundation board member and LCG Director of Joy).

Trust and Security in EdTech: A Conversation With Emily McDonnell

Thu, 10 Nov 2022 00:00:00 -0400

Whether you're an EdTech startup navigating cybersecurity issues or an educator concerned about privacy and safety when purchasing EdTech products, listen to Emily McDonnell, VP of Trust and Safety at Remind. Emily sits down to talk about the Safety by Design principle, how to navigate and understand a privacy policy, the future of trust and security in EdTech, and why communication around these issues is so critical for everyone.

Content Marketing for EdTech: A Conversation With Annie Teich

Thu, 03 Nov 2022 09:45:00 -0400

If you want to comprehend the nuts and bolts of content marketing, speak with Annie Teich. A highly regarded writer and EdTech industry marketing communications specialist, Annie sits down with Elana Leoni, CEO of Leoni Consulting Group, to explain the goals of content marketing, the differences between education and other market sectors, and some basic copywriting best practices. Annie mentions some great resources, which you can find below and we also provide highlights of a fun and instructive conversation.

Business-to-Education (B2E) Marketing Best Practices: A Conversation With Charlene Blohm

Thu, 20 Oct 2022 00:00:00 -0400

Charlene Blohm, CEO of Charlene Blohm & Associates (CBA) provides best practices for branding, PR, content marketing, earned and paid media, and much more.

Retaining Teachers and Designing Valuable EdTech Products: A Conversation With Adina Sullivan-Marlow

Thu, 13 Oct 2022 00:00:00 -0400

While Adina Sullivan-Marlow may not have worked at every possible job in education, she's certainly done a lot. Currently a Coordinator in the Teacher Effectiveness and Preparation unit under the Human Resource Services Division of San Diego County Office of Education, Adina sits down for an instructive chat that includes what EdTech companies could be doing better, the career possibilities and pathways in education that few know about, and how districts and administrators could better serve the diverse workforce that our students need.

Critical Skills for Critical Times: A Conversation With Laura Thomas

Thu, 06 Oct 2022 00:00:00 -0400

Laura Thomas, Director and Core Faculty of the Experienced Educators Program at Antioch University New England (AUNE), explains the Critical Skills Classroom, as well as advocates for teachers in the current climate of hostility toward public education.

EdTech Conventions Beyond the Booth: A Conversation With Joyce Whitby

Thu, 29 Sep 2022 00:00:00 -0400

EdTech is more than a market sector. By the nature of its market, any successful EdTech company benefits from authentic engagement with the education community. Joyce Whitby, a veteran industry marketing consultant, sits down to talk about ground zero for market-to-community interface: education conventions.

Bonus: Advice for the 2023-2024 School Year

Thu, 22 Sep 2022 00:00:00 -0400

In this bonus episode, we share some advice from the amazing guests at our 2022 ISTE party. You'll hear from 12 of our party guests, ranging from 5th-grade Teachers to Integration Technology Specialists to EdTech CEOs, each of them sharing their wisdom as we enter the new school year.

EdTech, Cybersecurity, and All Things Data: A Conversation with Susan Bearden

Thu, 15 Sep 2022 00:00:00 -0400

Susan Bearden, the Director of Digital Programs for InnovateEDU and the leader of Project Unicorn, discusses data interoperability, how EdTech is playing catch-up with other data-driven industries, cybersecurity, and the deep value of lifelong learning. Here are a few of our favorite moments from this conversation.

STEM Education in a Post-Pandemic World: A Conversation With Daylene Long

Thu, 08 Sep 2022 00:00:00 -0400

As the founder of Catapult X, a STEM education industry market and product development company, Daylene Long shares her thoughts on current STEM trends, student confidence, equity in teaching, and the future of STEM education.

A Back-to-School Pep Talk: A Conversation With William "Coach" Jeffery

Fri, 02 Sep 2022 00:00:00 -0400

People often assume that educators are born walking a linear path toward their profession. Yet William "Coach" Jeffery became the principal at Columbia High School in West Columbia, Texas through an unpredictable journey of self-discovery. In this episode of All Things Marketing and Education, he sits down to reflect on a life of readjustment and learning as he overcame childhood dyslexia, struggled through college, aspired to be an NBA coach, brought technology integration to a low-income school district, and so much more. Here are just a few highlights of Coach's amazing story.

Where EdTech Meets Pedagogy: A Conversation With Lisa Highfill

Thu, 18 Aug 2022 00:00:00 -0400

As a passionate technology integration specialist, Lisa Highfill has spent almost three decades bringing innovation and engagement to the Pleasanton (California) Unified School District. For this episode of All Things Marketing and Education, she sits down with Elana Leoni, CEO of Leoni Consulting Group, to share stories about two remarkable accomplishments: a teaching tool called HyperDocs and creating a district-wide Virtual Academy.

Artificial Intelligence in Post-COVID Education: A Conversation With Rachelle Dené Poth

Thu, 11 Aug 2022 06:00:00 -0400

Rachelle Dené Poth, a Spanish and STEAM teacher from the Pittsburgh suburbs, and truly does all things education. She’s an award-winning EdTech advocate, author, world-renowned presenter, thought leader, PD coach, EdTech consultant – and she even holds a law degree! Rachelle found time to sit down with Elana Leoni, CEO of Leoni Consulting Group, to discuss a wide variety of topics, including the pandemic's effect on EdTech, the human side of artificial intelligence, and what product developers should know about their market.

The Ins and Outs of Go-To-Market Strategy: A Conversation With Rebecca Shaddix

Thu, 04 Aug 2022 00:00:00 -0400

What is go-to-market (GTM) strategy, and why do you need one if you're serious about marketing anything? Elana sits down with Rebecca Shaddix, a marketing expert with a passion for education, to look at the basics of identifying your market and crafting a message that will speak directly to the needs of your target audience.

The Greater Benefits of an Efficient Communication Model within a School Community: A Conversation With Quenton Cook

Thu, 28 Jul 2022 00:00:00 -0400

Trends and events over the past few years have made it clear that timely school communications – teacher-to-students, teacher-to-parents, district-wide – are critical. Since 2011, Remind has worked toward meeting that need, and Quenton "Q" Cook, this mobile messaging platform's CEO, sits down with Elana Leoni, CEO of Leoni Consulting Group, to talk about all things SMS, the evolution of a technology, and the greater benefits of an efficient communication model within a school community.

Growing Meaningful Communities in EdTech Brands: A Conversation With Clara Galán

Wed, 20 Jul 2022 06:00:00 -0400

A meaningful community supports and inspires, and Clara Galán is all about doing just that for EdTech companies. Clara, who helps lead global educator community programs for Creative Cloud at Adobe for Education, sits down with us to talk about community, creativity, and technology's role in both.

Teaching Math, Teaching Equity: A Conversation With José Vilson

Fri, 15 Jul 2022 00:00:00 -0400

When it comes to walking the talk of equity in education, it's hard to find a better example than Jose Vilson. He's a math teacher and coach; a speaker, activist, and author; and the executive director of EduColor. Elana Leoni, CEO of Leoni Consulting Group, sits down with Jose for a lively discussion about mathematics as a key to social justice; the stories that people need to tell, hear, and read; and what's possible in education when everyone's humanity counts.

How to Make the Most of EdTech Conferences: A Conversation With Steven Anderson

Thu, 09 Jun 2022 00:00:00 -0400

Elana sits down with Steven Anderson, a thought leader in EdTech and educational transformation, to discuss the upcoming International Society for Technology in Education (ISTE) conference and how to navigate many education conferences. Steven, who attends 30-40 conferences every year, advises how to get the most from a large event like ISTE.

2022 Social Media Marketing Tools and Trends: A Conversation With Shana Bull

Thu, 26 May 2022 00:00:00 -0400

Shana Bull and Elana review their takeaways from the 2022 Social Media Marketing World (SMMW), including new social media trends and localized marketing tips. Shana also shares marketing lessons as a children's book author.

Why EdTech Brands Need to Be Audience-Obsessed: A Conversation With Jacob Hanson

Thu, 19 May 2022 00:00:00 -0400

Elana sits down with Jacob Hanson, CEO and Storyteller at PRP Group. Jacob had a lot to say about EdTech companies and their interactions with the market they serve, including how they can understand and improve that dynamic for everyone involved.

Digital Equity in K12 Education: A Conversation With Beth Holland

Thu, 12 May 2022 00:00:00 -0400

In this episode, Dr. Beth Holland, a Partner at The Learning Accelerator (TLA), talked with Elana about the nuances and challenges of achieving digital equity, explains why the most successful EdTech products are often the simplest ones, reframes “learning loss” as “unfinished learning,” and so much more.

How to Appreciate Teachers All Year Long: A Conversation with Teachers

Thu, 28 Apr 2022 06:00:00 -0400

Elana Leoni, CEO of LCG, spent eight years at Edutopia, whose founder is George Lucas. One of the things he would say over and over again was that, "Education is the single most important job of the human race" and that "The most powerful element in education is the teacher. Nothing will ever compete with that." In that spirit, our Teacher Appreciation episode of All Things Marketing and Education features three educators whom we're privileged to work alongside in an education community we’re helping build called Nourished Teachers: Rodney Crouse, Christine Ruder, and Tracy Selock. They share encouragement, wisdom, support, and perhaps most importantly, what it's like to be a classroom teacher 24 hours a day, 7 days a week, 365 days a year.

From Educator to EdTech: A Conversation with Meredith Allen

Fri, 15 Apr 2022 00:00:00 -0400

Elana sits down with Meredith Allen, Head of Customer Happiness at Soundtrap, in this episode of All Things Marketing and Education. The conversation covered a lot of ground, including Meredith's path from teaching to EdTech, working in a role that engages her in yet removes her from education, and how the EdTech industry could become a player in education reform.

Navigating EdTech Purchasing, Procurement, and Pilots: A Conversation With Rayna (Yaker) Glumac

Thu, 07 Apr 2022 01:00:00 -0400

In this episode of All Things Marketing and Education, Elana sat down with Rayna Elise Yaker Glumac, the managing principal at RYE Consulting and the founder of RYE Collective. Rayna brings her encyclopedic knowledge of education practice and policy to EdTech to discuss how the pandemic has shifted the dynamics in the education purchasing cycle, knowing how to best implement EdTech products, and how educators can advocate for EdTech products.

Gamification in Education

Mon, 21 Mar 2022 06:00:00 -0400

Todd Finley, professor of education at East Carolina University, writer, and creator of Brain Blasts, downloadable infographics filled with best practices for educators, chats about gamification, student engagement, the guiding principles of game design, and so much more.

What’s it Really Like to Teach in a Pandemic: A Conversation With Tracy Selock

Wed, 16 Mar 2022 06:00:00 -0400

In this episode of All Things Marketing and Education, we sat down with Tracy Selock, who teaches gifted and talented fifth- and sixth-graders in Kankakee, IL, and is an adjunct professor at Olivet Nazarene University, and a founder of the Nourished Teachers Facebook community. Elana Leoni, CEO at Leoni Consulting Group (LCG), chatted with Tracy about what it’s like to teach in the pandemic's third year, what teachers need most from the EdTech industry, and the critical importance of self-care.

Using Social and Emotional Learning to Amplify Student Voice: A Conversation With Serena Robinett

Thu, 24 Feb 2022 06:00:00 -0400

This episode of All Things Marketing and Education introduces Serena Robinett, an Education Specialist at Soundtrap, a collaborative, cloud-based recording studio that enables students to create music and podcasts. Elana Leoni, CEO at Leoni Consulting Group (LCG), chats with Serena about all of the things about social-emotional learning (SEL) including how it should serve students of all cultural backgrounds. She also talks about the role of audio recording in developing students' sense of self, and what veteran educators like Serena can bring to the world of EdTech. We'd love for you to listen to the entire podcast episode but we’ve also highlighted things we absolutely just loved. And don’t forget to scroll to the bottom to access the many resources Serena talked about (including SEL lesson plans and activities!).

Celebrating 5 Years as Leoni Consulting Group

Wed, 16 Feb 2022 06:00:00 -0400

In this very special episode of All Things Marketing and Education, our team got together to celebrate Leoni Consulting Group (LCG)’s fifth anniversary. We discuss what we’ve learned together and share our passions and insights from these five years. We hope that sharing a little bit about our journey at LCG inspires you to reflect on your own journey and maybe even take a risk or two, because none of our team would be here without that.

The Power of Storytelling in EdTech: A Conversation with Katie Test Davis

Wed, 09 Feb 2022 06:00:00 -0400

In this episode of All Things Marketing and Education, we meet Katie Test Davis, Founder of Forthright Advising, a national PR and communications firm focused on organizations that love kids. Elana Leoni, CEO at Leoni Consulting Group (LCG), sits down with Katie for a spirited, inspiring conversation about harnessing the power of narrative, identifying relatable characters and core stories, and brighter worlds blossoming from small details.

Understanding the EdTech Industry: A Conversation With Sandro Olivieri

Wed, 02 Feb 2022 06:00:00 -0400

In this week's episode, we sit down with Sandro Olivieri, Executive Director of Project FoundED, a community of EdTech founders committed to empowering entrepreneurs and educators to rethink the EdTech landscape. During our chat, Sandro talks in detail about how EdTech is different from other business models, how the pandemic has been a mixed blessing for the industry, and reminded us all to keep educators in the driver's seat.

Data, Evaluation, and Impact in EdTech: A Conversation with Jason Altman

Thu, 13 Jan 2022 06:00:00 -0400

We're excited to kick off the New Year with the unique perspective of Jason Torres Altman from TerraLuna Collaborative. Jason has devoted his entire career to evaluating education programs that address inequity in schools and communities. In this conversation with Elana Leoni, CEO at Leoni Consulting Group (LCG), Jason discusses the power of data in education and EdTech, the expected results of evaluation, and the limitations of what's possible. With his grasp of details, compassion for the disadvantaged, and characteristic blend of humor and humility, he makes the wonky science of evaluation understandable.

Inequities Exposed During the Pandemic: A Conversation with Sarah Thomas

Tue, 14 Dec 2021 06:00:00 -0400

In this episode of All Things Marketing and Education, Elana sits down with Dr. Sarah Thomas, a Regional Technology Coordinator in a large district in Maryland, and the founder of EduMatch, a charitable organization that empowers educators to make global connections across common areas of interest. During this discussion, Sarah reveals some of the biggest challenges in K-12 education today; she specifically talks about the inequities that were exposed during the pandemic and provides some examples of how her district worked to overcome them.

Essential EdTech Lessons Learned During the Pandemic: A Conversation with Monica Burns

Tue, 07 Dec 2021 06:00:00 -0400

This episode, Elana sits down with Monica Burns, Ed.D, an EdTech consultant, curriculum consultant, and author. As a former New York City public school teacher, Monica offers helpful tips, tools, and strategies for educators through her blog posts, presentations, podcasts, TikToks, books, and more. Her website ClassTechTips.com and her podcast Easy EdTech help educators integrate classroom technology with deeper learning in mind. In her latest book, EdTech Essentials, she guides educators through ten strategies to help incorporate technology in every learning setting.

During this conversation, Monica shares her perspective on some of the lessons learned in education during the pandemic, foreshadows the educator experiences in December and January for marketers, and reflects on the unique circumstances that turned her career from a classroom teacher to one of the most well-known consultants in education.

Making a Deep Impact in Education featuring Chris Walsh

Wed, 17 Nov 2021 00:00:00 -0400

In episode five of All Things Marketing and Education, Elana sits down with Chris Walsh, an educator, media producer, and entrepreneur passionate about using digital tools to bring large-scale innovations to teaching and learning. Throughout this conversation, Chris explains how EdTech marketers can meaningfully engage with educators right now and explores his personal impact while working both in and out of the classroom throughout his career.

[00:32] A little bit about Chris
[11:13] How do educators rely on EdTech?
[13:24] Chris’ career as an educator
[16:02] Why Chris loves middle school
[19:13] Chris’ intro into tech
[23:00] “It wasn’t a switch that flipped. It was an evolution over several years.”
[24:25] We’re all in this profession not for the money but for the impact.
[25:08] Schedule in and out of the classroom
[28:30] Burning out of startups
[31:15] “In order to have scale, I need to first have deep impact.”
[37:33] The importance of authenticity in marketing to educators.
[42:35] What is the difference between working at a public vs private school?
[42:56] Hybrid learning during the pandemic at public and private institutions
[43:41] Pandemic inequities between the haves and the have nots
[44:47] Marketers in EdTech need to understand and address these inequities
[45:51] Value first marketing, especially when speaking to educators
[50:34] We are all burnt out on zoom.
[50:48] Know the right tactic for the right moment. Find where teachers are today.
[53:12] What inspires Chris?
[55:42] “Everything is interesting.”

Educator Mental Health and the Power of Being a Connected Educator: a Conversation with Nick Provenzano

Tue, 02 Nov 2021 06:00:00 -0400

This week, Elana sits down with Nick Provenzano, an educator of over 15 years, technology integrator, makerspace director, speaker, and author. During the chat, Nick emphasizes the value of connections between educators, opens up about the importance of normalizing conversations about depression and anxiety in education, and provides tips for educators on how to collaborate with EdTech brands.

2:30: Nick’s journey in Education
5:32: Nick speaks to keeping it real as an educator, and not presenting his perfect self, and toxic positivity
12:12: The value of becoming a mentor
16:33 The weirdness of seeing yourself become a mentor
19:10: How do we begin normalizing conversations around mental health?
25:05: “The only way you normalize something is by normalizing it.”
25:51: Depression is chemicals in your brain; learning your body.
26:03: “People put teachers up on pedestals just to tear them back down.”
29:40: Take a few things off your plate.
32:38: “Teachers wanna have fun because things suck sometimes.” It's okay to be silly sometimes.
35:30: “What is it you’re asking these teachers to do, and if they weren’t teachers, would you be paying them in sweatshirts?”
38:15: Teacher time is valuable.
39:57: It is awkward to ask for your compensation.
43:29: I didn’t know that this is what my career would become. “It's strange, it's weird, I don’t know.”
47:17: Know who you are and what that is worth.
47:38: “I just kept saying a higher number until people stopped calling. And then I knew what I was worth.”
51:04: The cultural knowledge of being a connected educator.
55:35: What inspires Nick? His wife, and his students.
56:13: And also Ted Lasso

How Teachers Can Expand Their Impact Beyond the Classroom

Tue, 12 Oct 2021 06:00:00 -0400

This week, Elana sits down with Lily Jones, a curriculum developer, education writer, and social media strategist. After seven “inspiring and exhausting” years as a first grade and kindergarten teacher, Lily took her passion for innovative education outside of the classroom and documented how she exactly did it. She now empowers thousands of educators to do the same on her website and her community of educators, EducatorForever.com.

In this talk, Lily reveals the many ways to be a teacher inside AND outside of the classroom by sharing tips on how to navigate being a full-time teacher and a “Teacherpreneur” (a teacher entrepreneur) and gives EdTech brands some helpful tips for appreciating teachers year-round.

Episode Skeleton (use this to jump to the parts you want to listen to):

2:30: Lily’s journey through education
7:36: Lily speaks about careers outside of education.
8:25: “Just because you’re leaving the classroom doesn’t mean you can’t make an impact.” (Lily)
13:38: Teachers are not used to charging what they are worth.
14:30: “It’s not about the money, it is about a precedent.” (Elana)
14:45: “It’s also about realizing your value as an educator.” (Lily)
14:57: The value of being a connected teacher.
17:08: What should brands do for teacher appreciation week?
17:20: “Teacher appreciation is not about teachers taking out their wallets and buying things.”
18:14: You can’t just group “the teacher audience” into a lump sum audience.
20:28: LISTEN to your teacher audience when they respond to you. Get to know them.
21:33: Brands should think about what they genuinely appreciate from teachers.
21:55: Teacher appreciation is all year long.
23:40: Teachers don’t feel listened to.
24:44: “Elevating the profession.”
26:45: Importance of the voice. Who are you and who are you talking to?
28:28: “Every day I come to social media, how can I make somebody’s day?” (Elana)
32:02: What reading is currently refueling Lily?

Creating EdTech Products That Solve Real Problems: Featuring Adam Bellow

Thu, 16 Sep 2021 06:00:00 -0400

In this episode, we sat down with Adam Bellow, co-founder, and CEO of Breakout EDU, and an EdTech entrepreneur and technologist. Adam gives his best advice for educators who are considering transitioning into EdTech, provides insight on how EdTech brands can successfully communicate with their educator audience, and discusses some of his philosophies on how to create genuine solutions for classroom problems.

About Breakout EDU

Breakout EDU: we unlock the love of learning through games.

Breakout Edu is a box with padlocks on it, each lock with a different academic purpose. Students work together in small groups to collaboratively unlock the box. Inside of the box, there are discussion cards based on the 4 C’s. About 2 years ago, Breakout also launched a digital platform with games, a game design school and a series of course materials that allows the students to become creators. Adam expressed a huge value for student creation and student ownership as a higher level proof of learning, using what they learned in class to do something that’s actually fun.

Note: This interview was originally recorded on August 27, 2021 as part of the All Things Education and Marketing podcast hosted by Elana Leoni.

About Adam:

Adam is a dedicated educational technologist, father of two young boys. He is the CEO and Co-Founder of Breakout EDU, the immersive gaming platform that enables teachers and students to transform classrooms into places of discovery and inquiry-based learning. Previously, he served as a Presidential Innovation Fellow for the Obama White House, created several edtech learning platforms including eduTecher and eduClipper. Adam has written numerous books about educational technology and speaks internationally on the subject of education and technology.

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Adam said there is one central question to every good edtech product: “what do students need most?” Instead of building out of need, Adam said some edtech brands “build for flashiness, like a lot of pitches I’m sure you’ve heard from an EdTech space. It’s like, oh it’s like this for the classroom without ever thinking did we need that in the classroom?

So for Adam, the key to a good edtech founder is “being able to critically look at it and be like, will this actually matter to those kids? Will it make the product better? Will it make the experience better? Or is it just something that we’ve done for the sake of doing it?” With their experience in the classroom, Adam said teachers are uniquely equipped to ask those questions and use that critical eye.

Adam said that, in order to have a successful marketing product, “The advice I would have is value first. Like we were talking about earlier. But just help as much as possible. And sometimes your product may not solve all of their problems. And the world of education is full of amazing voices. On your end, your job should be to elevate voices as well. And you can elevate voices that are related to the things you're passionate about.”

In reflection, Adam said “I think Chris Lehmann had the quote from years ago, “It needs to be ubiquitous, necessary, and invisible.” And like oxygen, right. That was his quote, like oxygen. And it’s true. I mean that’s still exactly true today. It is not about the technology. Every kid has, most of the students have access to devices, some multiple devices. And as the devices get more and more impressive, and the kids are doing more things with the device on their own, it’ not about the flashy toy and it’s more about what we can get these students to do with that. focusing on the product, not on the how to or the technical side of it.”

The Joy of Community with Porter Palmer

Tue, 31 Aug 2021 06:00:00 -0400

This week, in the very first episode of our podcast, we play some inside baseball with Elana’s partner in crime Porter Palmer. Although we are all life-long learners, we would say Porter is an expert in community building and authentic communications. Porter is in her third year of working with Leoni Consulting Group (LCG), most recently as the Director of Joy.

Porter spent her early career as a special education teacher for nearly a decade. Elana and Porter discuss the circumstances that developed her career from the beginning, from societal pressures limiting the options of what a woman can be, to a deep love of “seeing the light come on” in her students, to being able to support teachers and students as a community builder now. Porter and Elana also tell the story of how they met while working two other positions at other companies and then working together at LCG.

As a community builder, Porter discusses the nuances between engagement, audience, and communities. To her, caring is an essential part of any kind of community. Porter discusses how powerful that care has been in some of the communities she has developed. For marketers trying to develop that care in their brands, Porter reminds founders to return to their passion and tell their stories.

The bullet points/episode skeleton:

[2:45] Porter’s introduction
[5:15] “My parents told me I could be anything, but society really told me that I only had a few choices as a female. And that was I could be a stay-at-home mom, but I never wanted to birth a single thing. I knew I didn’t want to be a secretary so I didn’t take typing. And I felt like my other options were to be a nurse or a teacher, and I didn’t want to be a nurse, and I was really good with kids.”
[7:13] “It’s not an accidental path, but the path I’ve taken and the things that I get to do now are not things in my wildest imaginations I thought that I’d ever be blessed to do.”
[9:22] How did Porter and Elana meet?
[12:03] Define what hiking is, for us, please. “The idea of walking in the heat for fun?”
[12:29] “One of my first times in a slot canyon in Texas.” “I am not wearing hiking clothes at all.”
[13:30] “You need to hire Porter.”
[14:52] “We just had a conversation and decided we wanted to do good work together.”
[15:50] What is Pinterest?
[17:50] Everything you need to think about to build a community.
[18:16] “At all levels, everybody needs to know you are a community-focused organization. And that starts internally with how you treat each other at work, and how you treat your customers, your potential customers.”
[19:56] How do you turn an archive of information into a community?
[21:43] The difference between community, audience and engagement.
[22:32] “A Community happens when you don’t even have to be there as the brand.”
[22:51] Community is like a campfire.
[23:56] Community is a mindset and a commitment.
[25:05] “In order for it to be a community, the members have to care for each other.”
[26:15] “Is it caring, is it belonging, or is it both?”
[27:11] In a community, there is a give and take, but in a network, there can just be a lot of take.
[28:51] Why educator communities are so great.
[29:18] Do you want to share a story about community building that gives you goosebumps? // four marriages, surviving cancer, changing careers, and giving courage
[33:10] Educators are so isolated that they don’t know what they’re doing is amazing.
[35:05] “Community gives educators courage to take risks in a safe enough place.”
[36:11] Advice for edtech brands trying to reach and engage with educators.
[36:46] Sharing your passion as an edtech brand. What are you trying to solve for teachers?
[37:10] “Work is love made visible.” from Khalil Gibran.
[38:17] “Educators don’t care about your products. They care about the challenge they have and if your product can solve it.” (Elana)
[39:37] You have to be consistently providing value.
[40:10] If you were to be remembered for one thing, what would it be?
[41:07] “I hope people remember me for seeing the good in them.”
[41:37] “I hope people will always remember I did my work with a great deal of love.”

Resources:

Steve Dembo: @teach42
The difference between community and audience: “So You Think You’re Building a Community… But Are You Really?”
4th grade educator mentioned by Elana at 33:30 (maybe link her blog post)
“Work is Love Made Visible” from On Work by Khalil Gibran

Welcome to All Things Marketing and Education

Tue, 17 Aug 2021 06:00:00 -0400

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 brand awareness, engagement, and revenue.