235% to goal, once the persona pivot clicked

The Challenge

When they initially contacted FullFunnel, EdTechnologyFunds had no formal demand generation strategy, and no customer acquisition goals or metrics in place. The ErateSync platform doesn't carry a very large annual contract value, meaning efficient demand generation and significant volume would be imperative to a successful program. EdTechnologyFunds was also using HubSpot, but not to its full potential.

The Approach

FullFunnel started with a consulting engagement to establish brand messaging, product positioning, and identify the target persona, then developed a funnel with measurable goals for a stable, scalable demand generation program.

Full-scale use and implementation of HubSpot was made a key priority, ensuring the financial productivity of the demand generation program could be tracked.

Initial outreach targeted administrative titles — superintendents, principals, boards of directors — across social, phone, and email. This bucket wasn't receptive. The team pivoted to more technical titles, namely Director of Technology, and productivity skyrocketed.

Messaging shifted to focus primarily on the ERateSync offering, pitching consulting only when it made sense based on the flow of conversation, rather than promoting both offerings simultaneously.

FullFunnel took over the lead qualification process and held training sessions with the EdTechnologyFunds team to create an efficient sales funnel.