EdTech Signals Strategy

In part 1, I discussed the significant changing that B2B EdTech sales is undergoing. I introduced the notion of signals to better understand the buyers, decision influencers are schools in the target market segments. The idea is to bolster “account intelligence” in order to develop a relationship and target brand building messaging (see Resonate, Educate, Motivate). I’ve generally been down on cold (and even warm) outbound e-mail campaigns because they are poorly done. Experiment. You may discover that your ICPs have a chronic problem and your messaging and CTA resonates with them. prospects a little. If you Founder-led growth strategies can also be a source of signals.

Building a B2B signal strategy is iterative and requires flexibility. After signals are captured, learnings will appear about important signals in terms of quality and quantity (i.e., 5 blog posts ≠ visiting pricing page). Assign points value to the signals and groups of signals. Build automations to nurture “next steps”. When a an aggregate score threshold is passed or an important signal has occurred, the passed into the CRM. The CRM will only have highly qualified prospects.