Joy Gifford • February 25, 2025 • 0 comments

Multichannel Marketing in EdTech: Why One Channel Isn’t Enough

EdTech is no longer a niche market—it’s a fast-growing, multi-billion-dollar industry with more competition than ever. The pandemic accelerated digital adoption, AI is reshaping learning, and institutions are investing heavily in new technologies. But with this growth comes a challenge: standing out in an increasingly crowded space.

In the past, companies could rely on single-channel marketing—mass emails, trade show booths, or cold outreach—to generate enough leads to stay afloat. But today’s buyers are overwhelmed with options, and those tactics alone no longer drive action. Getting noticed now requires more than just visibility—it demands strategic engagement across multiple channels.

That’s why leading EdTech brands are embracing multichannel marketing—leveraging a mix of digital, social, and peer-driven strategies to engage decision-makers at every touchpoint. 

The Power of Showing Up—Again and Again

EdTech buyers don’t make decisions in a vacuum. A district administrator or higher ed faculty committee member might skim an email, see a LinkedIn post a week later, hear about your product from a peer at a conference, and finally take action after watching a webinar. It is widely believed that a potential customer must interact with a brand at least 7 times before they’ll make a purchase. This fragmented decision-making process means that relying on just one channel—no matter how strong—leaves too much to chance.

The most successful EdTech companies aren’t just running campaigns—they’re creating seamless, multi-touch experiences that guide buyers across a district or department from awareness to adoption. They understand that decision-makers rarely convert after a single interaction, so they strategically layer marketing efforts to build familiarity, trust, and momentum.

A well-executed multichannel strategy isn’t just about being everywhere—it’s about delivering the right message, in the right place, at the right time, aligning the right people to create a cohesive and engaging buyer journey. To make every touchpoint count, successful brands leverage a mix of strategies, including:

Content Marketing & Thought Leadership

A well-executed strategy repurposes content across multiple platforms, turning whitepapers into webinars, LinkedIn posts, email campaigns, and sales assets, keeping thought leadership in front of decision-makers across channels.

Social Media & Digital Engagement

Leveraging social media, educator communities, and digital ads helps brands keep their messaging consistent and their presence top-of-mind for decision-makers, engaging them where they’re most active.

Video & Interactive Content

Short-form videos, interactive demos, and on-demand webinars can be leveraged across channels—emails, social media, and landing pages—to simplify complex concepts and keep buyers engaged, ensuring your message reaches them at key touchpoints.

Peer-Driven Influence & Community Engagement

Ambassador programs, online communities, and user-generated content are used to engage educators and administrators through authentic, peer-driven interactions, building trust and credibility across channels.

Webinars & Virtual Experiences

Live and on-demand webinars, interactive Q&As, and virtual workshops provide direct value, educating and nurturing leads through meaningful, real-time engagement.

By strategically layering touchpoints, successful brands ensure they remain top of mind and positioned to make a lasting impact, ultimately driving decisions and fostering long-term loyalty.

Bringing It All Together

The best EdTech brands know that marketing isn’t a single play—it’s a full-scale performance across multiple channels, each demanding the right timing, messaging, and execution. But keeping all those moving parts in sync? That’s where it gets complicated. Miss a beat, and the strategy can lose its impact.

At Partner in Publishing (PIP), we don’t just manage the complexity—we thrive in it. We create seamless, high-impact campaigns that turn scattered touchpoints into a powerful, unified strategy. Whether it’s email, content, social, or peer-driven advocacy, we ensure every interaction builds momentum. If you’re ready to develop a multichannel strategy that connects all the dots, let’s talk.

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