EdTech Signals Background
In a previous post I discussed the need for signal capturing because of the significant changes in the EdTech Buyer Journey (see bullet points below). Buyers are doing more work on their own and ONLY engaging with a company towards the middle or end of the funnel. This means that companies must have a signal gathering strategy and a deep understanding of the target school, buyers and decision influencers. Signals originate from many sources. If you are initially designing your strategy, focus on four areas: (1) social media awareness data, (2) firmographic school data, (3) school research (e.g., website content, RFPs, school board minutes, and (4) buyer research. Once they engage with your content (i.e., webinar, video, landing page, etc), then you will have more powerful intention signals. Identify point tools for signal gathering, but watch out for signals getting siloed into products that have CRM aspirations.
