It’s so easy to get used to the echo chamber of B2B tech companies selling to other B2B tech companies. You learn a certain way of doing things, and you sell to people and companies that are just like your own.
But what if some of your typical tactics don’t work on a different type of customer? On this episode, we explore a different buyer altogether in the world of education technology. Our guides to EdTech are Rachel Jordan and Laurence Hall from TeachFX, a tool that captures and analyzes teachers’ classroom instruction and surfaces insights about talk time patterns and instructional feedback. Rachel is the head of marketing, and Laurence is the head of sales. Together, they’re crafting their own go-to-market approach in the EdTech space.
In our conversation, we talk about what it means to be M2M (mission to mission) instead of B2B, outline how they fight the tendency to go whale hunting, and discuss how it’s actually easy to find unicorns when you know where all the unicorns hang out.