Wouldn't You Want to Know What Education Decision Makers are Doing?

Wouldn't you like to know what Superintendents are doing?

What information they are searching for?

What education material they plan to invest in?

After all, they are considered to be the CEOs of institutions. Superintendents are the most sought after profiles in the education industry. As they decide how money is invested, they approve annual operating budgets and they would be the most likely person who would be interested in what you have to offer to an institution.

K12 Lists provides customized Education Marketing Databases that allow you to select customized data based on your business requirement. Our marketing database tracks prospect activity, gathers leads and enables nurturing by sending campaigns. Here’s what you gain from our education marketing databases:

• It provides prospect intelligence including lead activity.
• It provides information on the life cycle of the lead from when initial contact is made.
• It enables segmentation of buyer groups to enable targeted communication.

Databases from K12 Lists helps you nurture a lead up to a conversion point, after which your sales team can take over. 

Our targeted databases can be selected based on school calendars, sizes of institutes, programs offered, technologies being used, student enrolment figures and certifications available.  You can adopt a multi-channel marketing approach to connect with relevant prospects through various channels, using detailed information from our databases.

Market to education decision makers with customer-centric eyes. 

Access Your Education Marketing Database Today

Strategize Around the Need of Institutional Decision Makers

• You think SIC-based databases adequately define institutions?
• Does sales volume determine the buying power in schools?

Schools and institutions are different from businesses. Schools need to be targeted not by their sales volume, but by wealth score, grade level or subject. Before developing an institutional marketing strategy, B2B marketers need to understand the basic difference between institutions and businesses.

Guidelines to build strategies specific to institutional decision makers

• Revolve Around Your Customer’s Mission – Institutions make purchase decision based on their missions. Therefore creating your marketing message around their mission will help in resonating with their needs.
• Keep an Eye on Fiscal Year-End Dates – Marketers can capitalize on the ‘use it or lose it’ budget system in institutions. Three months before the fiscal year end is the golden moment for marketers to gain from ‘clean-up’ spending that usually takes place in institutions. Keep in mind the typical fiscal year end dates of institutions, June 30th, September 30th and December 31st.
• Segment Your Customer Base – To identify the results of your marketing efforts, identify individual institutions by categorizing your customer base into actionable segments.

How to identify decision makers in institutions

Compared to business structures, institutions have a different decision making process and various job titles. Contacts of decision makers are not easily found on response databases or on purchase orders. Buying decisions are most often made by experience and highly-trained front line staff such as office mangers, professors, teachers and local administrators.

You need to consider the difference in marketing to businesses and institutions.

All you have to worry about is creating a relevant marketing strategy.

We will take care of finding the right institutional decision maker.

Access Our K12 Databases of Decision Makers in the Education Industry

'When' You Market Is As Important What You Market in the Education Industry

• 180,000 K-12 public schools in Hawaii opened on August 5th
• 1.1 million K-12 schools in New York will not be open until September 9th

This big difference in time zones, demographics and geography should have a huge impact on how you need to strategize your marketing plans.

As marketers, campaigns have been customized based on customer behavior and buying patterns, such as holiday campaigns for Cyber Monday or Black Friday. You think this would work the same in the education industry? Where you can have campaigns for specific seasons, like the ‘back to school’ season or the summer vacation season?

You need to time your marketing messages to be relevant to when the market is ready and willing to buy. For instance,

• 2.7 percent of parents shop during the first week of school
• 3.2 percent of parents shop after school has started
• 72 percent of parents typically shop I week to 1 month before school begins!

This gives you a big window of opportunity to understand when the right time is to market to parents, schools and institutions. 

There is a budget kept aside for investment in education

You just need to know the right time to market

And to whom to market

Here’s where K12 Lists helps you in connecting with relevant contacts in the education industry.

Get in Touch With Us

Why You Need to Know How Selling to Schools Has Evolved

For companies developing products for the education industry, the greatest challenges have been distribution and finding the right person to market your product. To build a strong distribution system, you need to understand the definition of important K-12 channel partners:

• Independent K-12 Sales Reps – Are representatives who sell to a particular geographic region and market only one or two products. They are responsible for building customer relationships and securing customers and retaining them.
• Education Resellers – They represent businesses with a wider geographic region and have multiple sales representatives. Typically, they buy products from publishers and resell it to schools and education institutions.

Marketing to schools has evolved over the years:

• Superintendents remained in their districts for years and were not required to justify their decisions.
• With key people in the district changing jobs frequently, relationships that would earlier develop over the years now have a life span of months. 
• Resellers’ relationships with top executive were enough to influence decisions. Today, buying decisions need to accounted and defended.
• The process of decision making has evolved from traditional, relationship-based systems to a more formal and organized approach.

Without knowing how to sell to schools

It will be difficult to market your product 

Moreover, getting in touch with key people is essential

Connect with Decision Makers in the Education Industry

“Use It or Lose It” K-12 Spending – Education Marketers Act Now or Never!

In a recent webinar by Annie Galvin Teich, Independent Writer, Researcher and Education Marketing Consultant with over 25 years of K-12 experience; she speaks about how education marketers today need to act fast and capitalize on a small window of opportunity of the “Use It or Lose It” K-12 spending trend.

Based on the survey results, here are some interesting observations…

Based on this survey, it clearly indicates that most K-12 institutions will want to spend their budget before the end of the fiscal year that’s prior to June 30th. And they like offers…year end offers…

75% of them cannot carry forward their budget, so there’s a window of opportunity for marketers to helps these decision makers wisely spend their funds. 

Plan it well…

Contact decision makers at the right time…

But first, get your exclusive list of key people in the B2i industry…

Claim Your Education Marketing Database Now

Get to Know Your Market Before You Market – Use K12 Education Marketing Databases

As education database marketers, it is important to know the email habits of educational decision makers. In a recent survey by Market Research Institute, Inc., an interesting observation was made on the email habits, behavior and preferences of K-12 educators towards email promotions and marketing. Take a look:

• Majority of educators were email savvy. 
• 71% of teachers explored new products and services online at school.
• 8 out 10 teachers followed their school emails even during summer breaks.
• 51% of educators said they were more likely to purchase or request for educational material over the summer for the upcoming school year.
• Buying habits - There is an increase in spending power by most educators and the timing of institutional investments is more flexible than earlier.
• 82% teachers stated they use personal funds to purchase educational products, and 62% said they use school budgets.
• 60% said they approximately spend less than $500 on educational products

Source: MCH Strategic Data and School Market Research Institute, Inc. (SMRI)

In order to resonate with the target market, what education database marketers need to write about should be related to information about their work, tips on how to motivate students, how to be a better educator, how to involve parents and how to impress school administrators.

Connect with affluent schools

Contact key decision making educators 

Get better results from email campaigns

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