Marketing and Education

Hosted by Elana Leoni | Leoni Consulting Group

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Aug 2026

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What if marketing was judged solely by the level of value it brings to its audience? Welcome to All Things Marketing and Education, a podcast that lives at the intersection of marketing and you guessed it, education. Each week, Elana Leoni, CEO of Leoni Consulting Group, highlights innovative social media marketing, community-building, and content marketing strategies that can significantly increase brand awareness, engagement, and revenue.

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August 20, 202651 min

"Stop Building Solutions in Search of Problems": A Principal's Case for Slower EdTech

Budget crunches, look-alike products, and vendors that rarely talk to each other are making it harder than ever for school leaders to decide what to buy, and harder for EdTech companies to stand out. Add AI to the mix, and the sales conversation gets more complicated: fast product cycles, thin data privacy answers, and a market flooded with tools claiming the same features. Dr. Kip Glazer has a front row seat to all of it. She is principal of Mountain View High School in Silicon Valley and author of Ready to Lead with AI: A Practical Guide for School Leaders . Between running a comprehensive high school, fielding vendor pitches, and writing her pointed " Dear EdTech Companies " series on LinkedIn, she has developed a clear, specific sense of what earns her trust and what ends a conversation before it starts. In this conversation, Kip walks through what happens on her side of the sales process: the identity crisis AI is creating for leaders used to being the most knowledgeable person in the room, why boutique vendors survive on service rather than efficiency, and why she would rather refer a company to a better fit than force a mismatch. What You'll Learn Why "stop building solutions in search of problems" became the rallying cry behind Kip's "Dear EdTech Companies" series, and what she wants vendors to ask before they build The specific deal breakers that end a sales conversation for her, from vague answers on student data privacy to AI labels slapped onto tools without real substance How a single referral, or a single decline, moves through a principal's professional network and reaches far beyond one school Why It Matters EdTech companies are operating in one of the toughest sales environments in recent memory: shrinking budgets, longer approval cycles, and a wave of AI tools arriving faster than schools can vet them. Kip's account makes clear that a school leader's decision rarely stops with one person. Her professional network amplifies both her confidence and her hesitation, so a single strong or weak interaction can shape how ten other schools see a company. For marketers and sales teams, the lesson is that trust functions like currency across an entire referral network, and price becomes a secondary question once trust is established. Companies willing to say "we are the wrong fit for you, here is who might serve you better" build the kind of credibility that outlasts any single sale. Resources Mentioned in this Episode: Ready to Lead with AI: A Practical Guide for School Leaders Kip's book, written specifically for school leaders navigating AI, safety, and the emotional weight of leading through disruption. Dear EdTech Companies (Part 1) The post that kicked off Kip's LinkedIn series calling out EdTech companies for building solutions in search of problems. Dear EdTech Companies, Part 9: On AI Washing Kip's take on what changes the moment a product claims to be AI powered, and the tougher questions buyers start asking. What Principals Actually Pay Attention To Our earlier episode with Chris Lehmann offers another school leader's perspective on evaluating EdTech and building trust, worth comparing against Kip's take. Thinkering Collective One of the Substacks Kip reads regularly for long-form thinking on education and technology. Mark Racine Another Substack in Kip's regular reading rotation. Center for Humane Technology Rounding out Kip's Substack reading list, focused on the broader impact of technology on human behavior. Kip Glazer's website Speaking topics, articles, and more from Kip. Connect with Kip: LinkedIn

August 6, 202643 min

LinkedIn Is Done With AI Slop: What That Means for Your Fall Content

LinkedIn just made a real change to how it ranks content, and it's aimed squarely at AI-generated posts. Captions are getting penalized for running too long, hashtags are being deprioritized, and the platform is now rewarding accounts that show up consistently rather than accounts that post the most. For education marketers already stretched thin, this changes what "good" LinkedIn content actually looks like heading into the busiest stretch of the year. At the same time, EdTech just closed out the first half of 2026, and the industry felt it. Several companies made layoffs as they reconciled H1 numbers against annual goals, a reminder that marketing budgets and headcount are under real scrutiny right now. It's also a good moment to ask a harder question: which parts of your own marketing mix are you keeping simply because you've always done them, and which ones actually have the data to back them up? This field notes episode covers what's moving fast right now: LinkedIn's new rules on AI content and consistency, what recent layoffs signal about EdTech budgets, where national conferences like ISTE fit into a shifting events landscape, subject line ideas worth testing before back-to-school email sends, and a full calendar of what to put on your radar for August and September. What You’ll Learn 1️⃣ Why LinkedIn is rewriting the rules on content, and why it matters more than a ranking tweak Long, AI-sounding captions and heavy hashtag use are getting penalized, while accounts that post consistently (two to three times a week) are getting rewarded. On top of that, posts are increasingly getting indexed and cited by AI search tools like ChatGPT and Google AI Mode, so what you publish today can still be surfacing your expertise months from now. 2️⃣ What the wave of EdTech layoffs after H1 signals about marketing budgets right now Several companies cut staff as they reconciled first-half performance against annual goals, a sign that marketing investment is under real scrutiny. It's a good prompt to look at your own mix and ask what you're keeping simply out of habit versus what the data actually supports. 3️⃣ What's actually worth putting on your August and September marketing calendar From back-to-school timing that varies wildly by region, to where national conferences like ISTE fit as attendance shifts toward smaller, regional events, to the literacy, attendance, and gratitude moments worth planning around before October's conference season ramps up. Why It Matters Education marketers are heading into back-to-school season with less room for error than usual. Budgets are under closer scrutiny after a round of EdTech layoffs, the platform that most B2B education brands depend on just changed what it rewards, and the traditional conference calendar that used to anchor a lot of go-to-market planning is shifting under everyone's feet. None of this is a reason to freeze. It's a reason to be more deliberate: know what you're measuring and why, know what LinkedIn actually rewards right now instead of what worked a year ago, and know exactly when your audience is heads-down in back-to-school mode versus ready to hear from you. The marketers who take the time to recalibrate this summer will be in a much stronger position once the fall buying cycle picks back up. Resources Mentioned in this Episode: Why This EdTech Startup Hired Marketing Before It Had a Product (Karen Borchert, Alpaca) Our episode with Karen Borchert, referenced for her tip on booking demo times on the spot at conference booths instead of relying on post-event follow-up. LinkedIn AI Visibility Study (Semrush) The study behind the stat that LinkedIn was the second most-cited domain across ChatGPT, Google AI Mode, and Perplexity, out of nearly 89,000 LinkedIn URLs analyzed. LinkedIn's Algorithm Update on AI Content and Consistency (Search Engine Land) Covers LinkedIn's move to penalize long, AI-sounding captions and heavy hashtag use, and to reward accounts posting two to three times a week. LinkedIn's own post about keeping conversations real on LinkedIn LinkedIn Corporate Communications, June 4, 2026 (originally published by Laura Lorenzetti on LinkedIn, May 20, 2026). Fast Company Article on LinkedIn's AI Slop Crackdown Covers LinkedIn VP of Product Laura Lorenzetti's announcement, framing it as an "AI solving AI" approach targeting generic posts, attention-bait videos, and automation-driven comments. LinkedIn's Shift from Relationships to Interests Our breakdown of how LinkedIn's algorithm moved from surfacing content based on who you're connected to, to surfacing it based on what you engage with, meaning smaller, focused accounts can now outperform bigger ones with unfocused followings. Jay Schwedelson's Podcast Episode on Subject Line Testing Referenced for the case for absurdly long, cut-off subject lines and other unconventional formats worth testing. WeAreTeachers: When Do Kids Go Back to School Source for the stat that 48% of U.S. public schools begin before August 16. Pew Research: Back-to-School Dates in the U.S. Additional back-to-school timing data, including the regional split between early-starting Southern states and later-starting Northeastern states. Rye Consulting's Florida deep-dive A live webinar Tuesday, August 11, 2026, 12:00–1:00 PM ET, with registration open. Tech & Learning Awards of Excellence, Back to School 2026 Application deadline is September 4. District Administration's 2027 Top EdTech Products Awards Application deadline is October 9; notifications go out November 1. Hallie Smith on LinkedIn Referenced for her post on ERDI, outcomes-based pricing, and the contradictions district leaders shared about board relationships and screen time. Katie Test Davis, Forthright Advising Referenced for her LinkedIn post on the psychology of negative contrast framing in spam emails ("this is not a scam"). Need her correct tagline confirmed before publishing. LCG Newsletter Sign-Up Elana curates the best marketing and education jobs monthly. Worth a mention here for anyone affected by recent EdTech layoffs.

July 28, 202647 min

SSO or It's a No-Go: The Deal-Breakers One School Leader Won't Negotiate On

Most EdTech companies pitch schools before they understand how decisions get made inside them. School budgets are tight, sales cycles are long, and trust is hard to earn and easy to lose. In a market this crowded, the vendors who succeed are rarely the loudest ones. They are the ones who understand what a school leader is weighing before they ever pick up the phone. Smita Kolhatkar has sat on both sides of that equation. She spent 15 years in high tech before becoming an educator, and today she is Assistant Head for Innovation, Responsible AI and EdTech at Gideon Hausner Jewish Day School in Palo Alto. She evaluates new products constantly, built her school's AI Tinkery program to teach AI literacy from kindergarten up, and has a clear, specific list of what earns her trust and what ends a conversation before it starts. In this conversation, Smita walks through her actual buying process: the no-gos that end a pitch immediately, why conference expo halls still outperform months of email outreach, and why a single "no" from her can quietly close the door at several other schools too. It's a clear look at what that decision-making looks like from the other side of the table, for anyone marketing or selling into K-12. What You'll Learn The specific deal-breakers that end a vendor conversation immediately, including SSO integration and cross-platform compatibility The buying signals that earn her attention, and the outreach habits that shut a conversation down fast Why a single school leader's "no" often reaches ten other schools through her professional network Why conference expo halls remain one of her most valuable discovery channels, even in a digital-first market Why AI literacy needs to start at age five, and how her school's AI Tinkery program puts that into practice Her take on the no-screens debate, and why treating EdTech as all-or-nothing misses the real question schools are asking Why It Matters EdTech companies are working in one of the toughest sales environments in years: tighter budgets, longer sales cycles, and a market flooded with AI tools faster than schools can evaluate them. What Smita describes is not just one school's experience, it is a window into how school leaders across the country are making these calls right now. She is not only a buyer, she is a connector: when something works, it moves through her professional network, and when something falls flat, that travels just as fast. For EdTech marketers and sales teams, the lesson is that a sale is never just to one person. The trust built or lost in a single conversation compounds across an entire network of schools. Resources Mentioned in this Episode: Gideon Hausner Jewish Day School The K-8 school where Smita serves as Educational Technology and Innovation Director. AI Tinkery at Hausner The maker-style AI lab Smita built for students to experiment hands-on with AI tools and concepts. AI Tinkery at Stanford GSE The Stanford Graduate School of Education program that inspired Smita's AI Tinkery model, credited to Dr. Karin Forssell. Stanford Accelerator for Learning An overview of the Stanford initiative behind the AI Tinkery framework. AI Quests and Day of AI A resource Smita references for structured AI literacy activities. Hour of AI A companion resource to Hour of Code, focused specifically on AI literacy. "The Learning Frontier" Hausner's AI in Education confererence for educators. Smita Kolhatkar on LinkedIn

July 9, 202646 min

Why This EdTech Startup Hired Marketing Before It Had a Product

Most early-stage EdTech companies build in a familiar order: product first, sales next, marketing whenever there's budget left over. It's an understandable instinct in a sector where school budgets are tight and every dollar needs to prove itself quickly. But that order also means many companies spend years chasing the credibility they could have built from day one. Karen Borchert , founder and CEO of Alpaca, a school culture and teacher retention platform, took the opposite approach. When she started the company four years ago, her first hire wasn't an engineer or a salesperson. It was a marketing leader, brought on the payroll before Borchert herself was. That decision has shaped how Alpaca has grown into a trusted name among school leaders with a small team and a category that didn't fit neatly into anyone's existing playbook. The conversation traces how that early bet on marketing played out: a listening-first culture that shaped Alpaca's brand before it ever built software, a resource library that earned trust with principals long before any sales conversation began, and the hard lessons about when long-term brand building needs to give way to a more direct sales motion. What You’ll Learn Why Alpaca's founder hired a marketing leader before she was even on payroll, and what that decision signaled about how the company planned to grow How a "listen first" approach, including days spent interviewing educators for what became a book-length story, shaped Alpaca's brand and messaging from the start Why earning trust with school principals meant giving away complete, standalone value, like a full resource library, instead of gated previews of the product How pairing every resource download with CRM data turned free content into a warm, ready-to-call sales pipeline Why Alpaca initially avoided conferences, and what changed once the team started booking meetings on the spot instead of just showing up with a booth How keeping marketing and sales leaders working side by side, rather than in separate lanes, kept both teams aligned as the company scaled Why it Matters Most EdTech marketers are told to prove ROI fast, which often means marketing gets treated as something to add later, once there's revenue to defend it. Alpaca's experience complicates that narrative. Every dollar the company put into brand and listening before it had a sales team became the foundation that made later sales conversations easier, not a distraction from them. For marketers working with tight budgets and skeptical school buyers, the lesson isn't to skip short-term tactics like conferences or paid outreach. It's to recognize that the trust those tactics eventually convert depends on credibility built well before anyone asks for a demo. Resources Mentioned in this Episode: Alpaca Resources Hub Free downloadable resources created for school leaders and educators, including the staff recognition and culture-building tools referenced throughout the episode. The School Culture Report 2026 Referenced during the discussion of educator wellbeing, leadership confidence, and school culture trends. The Secret to Sales & Marketing Success? A Shared Revenue Mindset The earlier LCG episode with Dan O'Reilly that Elana references when talking about sales and marketing working in lockstep. Little Wins Newsletter Alpaca's weekly newsletter for school leaders, the same low-lift, high-trust channel Karen described building from 200 subscribers to thousands. Alpaca Karen's company site. Karen Borchert on Substack (Team Letter) Karen's real-time chronicle of building Alpaca, referenced when Elana points listeners to it for more of her story. Karen Borchert on LinkedIn

June 18, 202643 min

Screen Bans, Slow Summers, and What LinkedIn Actually Rewards Right Now

There is a real tension building in K-12 right now. The "no screens" conversation that started with cell phone bans has moved into legislative territory, with 17 states introducing screen time bills in 2026 alone and four already enacting laws that go beyond phones to target district-issued devices and classroom technology directly. If your product sells into schools, this is no longer a trend to monitor. It is a business reality to plan around. At the same time, summer is not a selling season, and pretending otherwise is a fast way to lose trust with the educators and administrators you need on your side come fall. The question is not whether to show up in July. It is how to show up in a way that actually serves the people already using your product and the ones about to start. This field notes episode covers what is moving fast right now: the legislative landscape around EdTech and screens, what smart marketing looks like in a non-buying season, what is working on LinkedIn this summer, and a few posts from district leaders and educators worth paying close attention to. What You’ll Learn 1️⃣ Why the no-screens movement has moved from conversation to legislation What started as cell phone bans has expanded into bills targeting district-issued devices and classroom technology in 17 states in 2026 alone. For EdTech companies, this is no longer a sentiment issue. It is a product positioning and sales reality that requires a clear, proactive stance. 2️⃣ What smart marketing actually looks like in a non-buying season July is not a selling window, but that does not mean going quiet. The brands that show up well right now are shifting into implementation and support mode, meeting educators where they are and building the kind of trust that converts when procurement opens back up. 3️⃣ Why LinkedIn carousels are one of the biggest underused opportunities right now Carousel posts make up less than 5% of content on LinkedIn and still drive some of the highest reach and engagement of any post format. The bar for standing out is low, and the data-backed best practices are straightforward. Why It Matters Education marketers are heading into one of the most complex back-to-school seasons in recent memory. Legislation is reshaping what schools can buy and use. Budgets are tighter. Educators are more skeptical of vendor outreach than ever. And AI is changing how content gets surfaced and who gets trusted as a credible voice in the space. Showing up in July with the same playbook as the rest of the year is not just ineffective. It signals that you do not understand how schools actually operate. The marketers who will be in the best position come fall are the ones using this window to support, listen, and build credibility in ways that compound over time. Resources Mentioned in this Episode: Screen Time Legislation Tracker (Claire Hollenbeck) and Clare Harrison A free tracker of screen time and device legislation across all 50 states, built by the co-founders of AlchemyK12. As of June 2026, 42 states have enacted phone laws or policies and 17 states have introduced screen time legislation this year alone. Elana Leoni on the screen time debate Elana's own take on the no-screens movement, including what EdTech companies should be doing proactively to get ahead of it. Andy Marcinek on LinkedIn Referenced for his framing of the critical questions educators and companies should be asking about technology in the classroom: Why is this tool here? Are students creating or consuming? What did the screen actually cost and what did it add? The SAMR Model (Edutopia) A widely used framework for evaluating how technology augments or transforms learning. Referenced as a useful lens for understanding when and how technology adds real value in the classroom. Amos Fodchuk on LinkedIn: AI Adoption Gap Shared a graph from Microsoft's AI Diffusion report showing that AI usage in metropolitan counties (32.9%) is nearly double that of rural counties (16.2%). A critical equity signal for EdTech marketers. Kip Glazer on LinkedIn School principal and author of Lead with AI, referenced for her honest post about the complexity of school leadership, inherited tech stacks, and the resistance leaders face when trying to make change. Kyle Brumbaugh repost: Build Products Our Agents Can Use A post from Chris Hagel, CIO at Peninsula School District, about why the future of EdTech is not more chatbots but district-owned agents that coordinate safely across every system a district runs. A signal vendors should not ignore. Richard van der Blom / Just Connecting HUB Referenced for his LinkedIn algorithm report and the three-positive-signals framework for social selling. Elana cites him as her go-to authority on growing reach and engagement intentionally on LinkedIn. Richard Moore on LinkedIn Founder of The Art of Sales community, referenced for his practical approach to social selling. Note: please confirm this is the correct LinkedIn handle. Connect with Elana: LinkedIn | Have a question or topic you'd like covered? DM Elana directly.

June 4, 202646 min

What District Leaders Need Before They Say Yes

Selling into schools is rarely as straightforward as most teams expect. District leaders are navigating competing priorities, long approval cycles, staffing challenges, and increasing pressure to justify every decision. At the same time, EdTech companies are trying to build trust, move deals forward, and prove their value in a crowded market. Nancy Livingston, CEO of the National Summer School Initiative (NSSI), joins Elana for an honest conversation about what actually drives K-12 purchasing decisions and why so many organizations misunderstand the realities of selling into education. Drawing from experience on both sides of the table, Nancy shares what surprised her most after moving from district leadership into sales, where deals typically stall, and why trust-building looks very different in education than in other industries. The conversation explores the tension between empathy and momentum, the hidden complexity of procurement, and the role marketing plays in helping districts feel informed, confident, and ready to move forward. If your team is trying to better understand how decisions really happen inside schools, this episode offers a grounded look at the process behind the partnership. What You’ll Learn Why K-12 sales cycles are far more complex and relationship-driven than most teams expect How empathy, trust, and timing shape whether deals move forward or stall out Why the status quo is often a stronger competitor than another vendor What district leaders actually look for before committing to a partnership How procurement, funding structures, and internal approvals quietly influence decision-making The role marketing plays in building credibility long before a sales conversation begins Why it Matters Too many organizations approach education sales as a faster-moving commercial process. But school systems do not make decisions in isolation, and they rarely move quickly without trust, alignment, and internal clarity. Nancy’s perspective is a valuable reminder that successful partnerships are built through patience, responsiveness, and a real understanding of how districts operate. For marketers especially, this shifts the work away from pushing urgency and toward creating the kind of credibility and education that helps decisions move forward over time.

May 21, 202643 min

Your Emails Are Too Polished: What Actually Works in EdTech Marketing

Hello, World! 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. 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 Quick Wins from the Lightning Round Short, conversational subject lines outperform everything else The best send time is whenever you’ll actually send—consistency matters most Always use a P.S., it’s prime real estate Keep stories short and useful Stop overcomplicating; simple emails build trust faster Why It Matters The difference between noise and connection isn’t design or frequency; it’s trust. Liz reminds us that effective email marketing comes from showing up consistently, sounding like a real person, and making every message worth opening. When we stop chasing perfection and start focusing on relationships, email becomes less of a tactic and more of a long-term advantage.

April 30, 202641 min

What Teachers Really Think About EdTech Right Now

There’s a shift happening in how technology is being talked about in education. Questions around screen time, student well-being, and the role of EdTech are becoming more visible. At the same time, educators are still navigating the day-to-day reality of using these tools to support learning, manage time, and stay effective in the classroom. That tension is creating a more layered conversation. Elana Leoni sits down with educator, author, and Ditch That Textbook founder Matt Miller , a voice that resonates widely with teachers and regularly collaborates with education brands. Together, they unpack what is actually happening beneath the surface, from how teachers want to be supported to how technology and AI are showing up in real classrooms. The conversation centers on a core question that continues to evolve. What is the true role of EdTech, and how do we ensure it stays grounded in teacher and student learning?

April 16, 202622 min

When “All EdTech Is Bad” Becomes the Conversation

There’s a noticeable shift happening in how technology is being talked about in education. What used to be a more measured conversation about tradeoffs and use is starting to move in a broader direction. In some cases, the conversation is moving faster than the reality inside classrooms, where educators are still figuring out how to use tools in thoughtful, practical ways. That gap is becoming more visible. At the same time, marketers are navigating a different kind of shift. AI is changing how content is surfaced and cited, and social media is starting to influence how professionals are discovered and evaluated in new ways. In this field notes episode, Elana Leoni shares what she is seeing across both of these dynamics. She brings in perspectives from educators, connects them to what marketers should be paying attention to, and offers practical guidance on how to navigate this moment with more clarity and intention. The episode show notes: http://leoniconsultinggroup.com/podcast

April 2, 202648 min

What Principals Actually Pay Attention To, How They Evaluate EdTech and Why Outreach Gets Ignored

What Principals Actually Pay Attention To, How They Evaluate EdTech and Why Outreach Gets Ignored Jordan Moldenhauer March 26, 2026 There is a growing gap between how education is marketed to and how it is actually experienced inside schools. Leaders are navigating full days that require constant context switching, balancing relationships with students and teachers, operational demands, and long-term decisions about tools and systems. At the same time, marketers and vendors are trying to break through with messages about value, innovation, and now, AI. In this episode, Elana Leoni sits down with Chris Lehmann , founding principal of Science Leadership Academy, to ground that gap in reality. Chris shares what his day actually looks like, how he evaluates vendors, where marketing efforts fall apart, and what earns his attention over time. The conversation then moves into AI, where the tension between possibility and risk is not theoretical. It is showing up daily in classrooms, policies, and conversations about integrity. This episode is a candid look at what it means to engage education leaders in a way that is useful, honest, and sustainable. Explore the rest of the episode show notes here . Mentioned in this episode: LCG newsletter ad Sign up for the LCG newsletter on https://www.leoniconsultinggroup.com/newsletter-signup