The business of education gives everyone involved a seat at the table – except the kids who use our products. The whole process of developing, selling, and buying edtech is driven by adults.

Students may seem like passive recipients of whatever solutions their educators choose. However, their product usage and academic performance make an impact on trials, pilots, and decisions to renew (or not!). 

This article explains how the product marketing functions of messaging, competitive analysis, and efficacy bind product marketers in edtech to student needs, whether you know it or not. 

Students are an edtech PMM’s secret to success 

Students aren’t well represented in the edtech buying process, but we need to take a nuanced approach to fixing this. The industry can’t simply pivot towards marketing directly to children– this poses its own set of challenges and ethical considerations. 

Children aged eight years old and younger don’t have the cognitive capacity to spot the persuasive intent behind commercials, often interpreting them as objective truths. Additionally, exposure to consumer culture at a young age has been linked to adverse effects on mental health, including heightened levels of depression, anxiety, and diminished self-esteem. 

These findings underscore the importance of exercising caution when targeting young audiences with marketing messages, especially within the context of educational products and services. 

However, dismissing the influence of students in the edtech sector would be shortsighted. It turns out that students have more influence in the edtech sector than meets the eye. Their firsthand experiences and feedback play a pivotal role in evaluating the effectiveness and utility of educational products – a crucial litmus test for their viability in the market. 

Rather than resorting to simplistic solutions or drastic measures, the edtech industry must strive to strike a delicate balance that prioritizes the well-being of children while empowering students to actively participate in the evaluation and adoption of educational technologies. 

We need to understand the competition that’s also fighting for their attention 

The edtech market is saturated and competition is fierce. Gone are the days when companies could simply position themselves as the learning video library, or the digital flashcard app.

Today, it takes a bit more creativity and a deeper understanding of market needs for a solution to carve out a unique place. To capture customer attention and loyalty, edtech companies must strike a balance between innovation and practicality, finding key differentiators that are shiny and distinct, and solve the challenges users face. 

If this sounds complicated, keep in mind that competition in edtech is tough but important. If variety is the spice of life, I certainly remember the fun of learning with a full toolbox of edtech products throughout my student years, when the industry took off after the Great Recession of 2008: 

● Juggling go-to product logins 

● Depending on niche brands for niche experiences 

● Using (supplemental) products for just enough time to keep craving them 

Buyers are searching from a sea of options to meet each of their students’ needs. Understanding your competitive landscape leads to understanding how to differentiate accordingly and showcase how you’ll deliver a best-in-class experience. 

This doesn’t just impact direct-to-consumer efforts like a competitive ad campaign. Updating internal sales tools like a competitive matrix and battle card might not feel like they have trickle-down effects to students. But they do. 

Student interests are baked into our messaging to adult stakeholders, who we’re actively trying to win over 

Student needs are indirectly addressed in stakeholder messaging to school administrators, teachers, and parents. 

School administrators are drawn to edtech products that are value-driven, budget-friendly, and align with the latest and greatest pedagogical research.

Admin messaging emphasizes the big-picture value a product offers to their educators, who will then deliver impact down to students. Embedded within their search criteria is a focus on maximizing student experiences and outcomes, especially as admins look for value-driven products. 

Teachers prioritize tools that support their lessons, capture student attention, and are user-friendly. The qualities these stakeholders are looking for directly impact students' engagement and satisfaction with the learning experience. It’s possible that students, unprompted or in a focus group setting, directly call out how much fun they’re having. 

Parental preferences in edtech also indirectly benefit students, with a focus on monitoring learning outcomes, promoting online safety, and prioritizing quality over quantity of screen time. Students may not voice these concerns themselves, though these factors significantly influence their experience and outcomes. 

Marketing hands are increasingly tied to prove that products work

In an increasingly discerning market, the demand for efficacy in edtech products is growing louder. Marketers are tasked with providing compelling evidence of product effectiveness to attract and retain customers. This includes investing in research initiatives, like case studies that feature real classrooms, students, and outcomes. 

As edtech tries to meet the increasing demands for efficacy, the industry is also far from normalizing the gold standard in research: randomized controlled trials. In the meantime, many providers are pursuing ESSA Level IV certification.

As authoritative as the name may sound, it’s not a high bar for some industry leaders like Sunil Gunderia, Chief Innovation Officer of edtech company Age of Learning. He says, 

“Everybody should have a Level IV. You shouldn’t be in educational technology if you don’t have a logic model - if you don’t know what you’re solving.” 

Product marketing can also leverage customer testimonials or partner with customers to create case studies, among other things to create a more personalized story that shows how a product meets robust standards.

Student performance dictates the type of feedback marketers receive, making collecting this research a product of student experience and adult stakeholder communication. 

5 ways product marketing can invest more in their secret student stakeholder 

To truly meet the needs of students, product marketers should embrace a commitment to comprehensive understanding and engaging with them. This involves a proactive approach that goes beyond surface-level interactions. Here are five comprehensive strategies to consider: 

1. A sales ride-along or school volunteer trip. 

A sure-fire way to gain firsthand insights into the diverse needs and preferences of students. By immersing yourself in the school environment, through observing classroom dynamics or engaging directly with students, you can uncover invaluable perspectives that inform product development and marketing strategies. 

2. Prioritize research. 

In the pursuit of enhancing student learning outcomes, research that not only identifies student needs but emphasizes the positive impact products have on their educational journey is important. Understanding how these products contribute to academic success empowers schools and districts to tailor their vendor selections more effectively. 

3. Include students as a buyer persona. 

Recognize the influence students wield throughout the buying cycle and ensure that products and services are designed with their preferences and aspirations in mind. 

4. Foster a culture of empathy and inclusivity for students at your organization. 

To truly champion student-centric approaches, carry their voice and values to the table during decision-making processes to make them more representative and responsive to their needs.

5. Actively solicit and incorporate student feedback into product development cycles. 

By listening attentively to their suggestions and concerns, your organization can make meaningful improvements that enhance the user experience and drive greater satisfaction among students and educators alike. 

In essence, prioritizing student insights, involving them in decision-making processes, and valuing their feedback are essential components of building products and services that truly meet the needs of today's learners.

Through these concerted efforts, edtech companies can foster meaningful connections with their student users and drive positive educational outcomes. 

Students already influence product marketing. By making this stakeholder even more visible, you can influence your company to enhance competitive advantage, messaging, and research needs, AND fulfill your mission of empowering learners to succeed in the digital age.