About EdTechnologyFunds.
EdTechnologyFunds is a full-service technology consulting services firm specializing in helping K-12 school districts, charter schools, private schools, libraries, and state agencies get funding for technology infrastructures through the FCC’s E-Rate program, which aims to assist schools and libraries in the United States to obtain affordable telecommunications and internet access. From their experiences in E-rate consulting, founder Beverly Sutherland also created ERateSync, built to help centralize E-Rate records and automate the E-Rate application and compliance processes. EdTechnologyFunds has more than 14 years of experience in managing all stages of the E-Rate Program, and founder Beverly Sutherland has over 16 years of diverse experience in the broadband and WiFi/data communications technologies with a specialty in E-Rate program compliance.
EdTechnologyFunds is a full-service technology consulting services firm specializing in helping K-12 school districts, charter schools, private schools, libraries, and state agencies get funding for technology infrastructures through the FCC’s E-Rate program, which aims to assist schools and libraries in the United States to obtain affordable telecommunications and internet access. From their experiences in E-rate consulting, founder Beverly Sutherland also created ERateSync, built to help centralize E-Rate records and automate the E-Rate application and compliance processes. EdTechnologyFunds has more than 14 years of experience in managing all stages of the E-Rate Program, and founder Beverly Sutherland has over 16 years of diverse experience in the broadband and WiFi/data communications technologies with a specialty in E-Rate program compliance.
No demand gen strategy, and a low-ACV product that needed volume.
When they initially contacted FullFunnel, EdTechnologyFunds had no formal demand generation strategy, as well as no customer acquisition goals or metrics in place. FullFunnel started with a consulting engagement to establish brand messaging, product positioning, and identify the target persona. Beyond developing a target persona, the FullFunnel team needed to develop a funnel with measurable goals to ensure they could create a stable, scalable, demand generation program. EdTechnologyFunds was also making use of Hubspot, but not to its full potential, making full-scale use and implementation of HubSpot a key prerogative.
Ensuring the financial productivity of the demand generation program was also a substantial challenge the team faced. The ErateSync platform does not carry a very large annual contract value, meaning efficient demand generation and significant volume would be imperative to a successful program. The team set a very ambitious target at 5 hours per SAL.
Establish positioning, then test personas until one worked.
FullFunnel began with defining and testing target personas while implementing outreach on several channels, namely social, phone and email. The initial persona consisted of administrative titles such as superintendents, principals, and the boards of directors. However, this bucket of titles was not very receptive to outreach. The team pivoted to more technical titles such as director of technology, and this caused productivity to skyrocket.
The team also pivoted its messaging during the course of the pilot engagement. The team chose to focus primarily on EdTechnologyFund’s ERateSync offering, and pitch consulting when it made sense based on the flow of conversation, instead of trying to focus on both offerings simultaneously. To put this into practice, FullFunnel focused on learning more about the prospect’s current process and then mapped out what EdTechnologyFunds could do to help by explaining the risks of relying on antiquated solutions like file cabinets and google drive to store E-rate documentation. Focusing on the risks of old-fashioned management practices and reducing the current headache with filing for E-rate represented a stark contrast from simply pitching the software and consulting services that EdTechnologyFunds offers. This pivot was met with resounding success.
On the pipeline operations side, FullFunnel took over the lead qualification process and held training sessions with the EdTechnologyFunds team in order to create an efficient sales funnel and ensure deals were progressing through with ease.
- Hubspot implementation
- Persona testing
- Phone, email, and social prospecting
- Sales process definition and execution
HubSpot implementation
Full-scale use and implementation of HubSpot was made a key priority, ensuring the financial productivity of the demand generation program could be tracked.
Persona testing & pivot
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 pivot
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.
Pipeline operations
FullFunnel took over the lead qualification process and held training sessions with the EdTechnologyFunds team to create an efficient sales funnel.