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

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.

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.

• 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.

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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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.

• 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

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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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.

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.

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.

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.

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.

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.

Here’s the full episode Show notes.