All signs point to the incredible value of email marketing for everything from building brand awareness to improving lead generation to driving sales. Educators in particular rely on promotional emails to learn about the numerous teaching solutions available to them, including supplemental materials, classroom supplies and professional development materials. In fact, 66 percent of respondents in Agile and SheerID’s 2016 Understanding Teacher Spending & Loyalty survey stated that they value emails and e-newsletters for learning about teaching products and programs. 
It’s clear that, in general, email is trusted by marketers and educators alike. Marketers use it to build relationships with prospects and nurture them through the sales cycle; educators use email to help make purchasing decisions. But how do you know if the emails you’re sending are effective? 

Data is an education company’s most important asset. Accurate data allows company leaders to make good decisions about business initiatives. Creating marketing and sales programs that efficiently generate qualified leads depends on clean, accurate data. Maintaining data hygiene in databases means that each area of the company is working with the same data for an accurate and comprehensive view of the customer.

Clean data results in more effective marketing, higher lead conversion, better customer relationships, and steady progress toward achieving company goals.

According to ReachForce, a B2B marketing organization, “dirty” data reduces lead conversions at a cost of $83 per 100 records in the database. They also estimate that 2% of information in a marketing leads database goes stale every month. Of course, this estimate is across all industries, but even in an institutional market such as K-12 education, there is job mobility among buyers and prospects.

The K-12 purchasing cycle is rigid. It follows a strict schedule, and sales and marketing professionals must meet prospects with the information they’re seeking at exactly the moment they’re seeking it. But there’s also an upside to K-12’s structure: It’s predictable. You just need to know whom to reach, when, and what to discuss when you do.
Know the Process
The education buying cycle is year-round, and purchasing takes time. Here are the steps to purchase: 
 BuyingCycle 101216

job titleA number of people are involved in education purchasing. Some are influencers, making recommendations for education solutions. Others are decision makers who approve purchases and sign the final contract. No matter their role, you must reach them all to build awareness for your brand.

It’s back-to-school. Budgets are set and education purchasing is underway. Teachers and administrators are already considering products and programs to invest in for next school year. Given all of the activity during this busy season, how do you know whom to schedule meetings with? What should you talk about during sales calls?

Insights from a recent Agile survey of educators will help you strategize your approach and be better prepared for conversations.

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About Agile Education Marketing

We're the go-to people to build brand recognition and generate leads. Using our comprehensive EdConnect™ database of early childhood, K-12 and higher education institutions and personnel, Agile Education Marketing helps you reach educators at school, at home and online.