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Sales and Marketing Series

May 2, 2017 @ 6:00 pm - May 23, 2017 @ 8:00 pm

The following series will be mostly in-person, but there is one session that will happen online.

(Session One) Inbound Marketing and Sales for Startups: How to Attract Visitors, Convert Leads, Nurture Prospects, and Close Customers

Date: May 2, 2017
Facilitator: Christian Mongillo, Startup Business Development Manager, Hubspot for Startups
Location: First Republic Bank, 160 Federal Street, Boston, MA
Time: 6pm – 8pm
Social Media – #edtech, #inboundmarketing, @HubSpot, @LearnLaunch 

How can startups can leverage inbound marketing and sales early on to build the baseline for a successful and scalable business? Many startups don’t focus on these two areas, and miss out on valuable conversion and customer acquisition opportunities early on when scaling. We will dive into the methodologies behind inbound marketing and sales, and provide a detailed example of how startups can leverage these approaches to build what we call “The Growth Stack.”

Participants will:

  • Explore inbound marketing and sales methodologies
  • Examine the importance of inbound marketing and sales as a foundational tool to fuel growth
  • Outline how to organize a CRM and sales strategy
  • Identify how to use inbound marketing when a startup is ready to convert more leads, acquire more customers and save you (as a founder) more time

About Organization 
HubSpot is a software platform to help you generate leads, close deals, and manage your pipeline. HubSpot offers a growth stack of products for customer relationship management, marketing, and sales: powerful alone, and even better when used together. HubSpot’s free CRM aligns sales and marketing with ease, HubSpot Marketing helps you grow your traffic and convert more visitors into customers, and HubSpot Sales helps you skyrocket your productivity and close more leads with less work.

(Session Two) Building Relationships with Unusual Types of Partners
Date: May 9, 2017
Facilitator: Jane Fine, Director of School / ESA Relations, Eduporium
Location: First Republic Bank, 160 Federal Street, Boston, MA

Time: 6pm – 8pm
Social Media – #edtech, #partnerships, @Eduporium, @LearnLaunch 
Partnerships are a key go-to-market strategy for young companies focused on selling to K-12. The right partner can help a company get to revenue and scale more quickly. Defining the right partner is the challenge. There are a range of partners (including some that may be new to you), as well as a process to identify the right partner. Partners include colleges/universities, educational consultants, Educational Service Agencies (ESA’s) which have different names and business models by state. For example, in NY they are called BOCES. In Massachusetts they are called Collaboratives.

(Session Three) SEO, Content Marketing and Finding the Human Element in Marketing

Date: May 16, 2017
Facilitator: Shawna Wright, Global SEO and Content Manager, and Assistant Vice President, State Street
Location: First Republic Bank, 160 Federal Street, Boston, MA
Time: 6pm – 8pm
Social Media – #edtech, #seo, #contentmarketing, @StateStreet, @LearnLaunch 

Search engine optimization, content marketing and finding the human element in marketing can provide a huge opportunity to reach your customer base where they are and when they need you. That is why it is so important to be able to identify quick-win opportunities within your digital marketing campaigns and create an optimization plan for the long-term.

During this session, participants will:

  • Explore the high impact activities you should be focused on, and how to eliminate wasteful activities
  • Examine how to identify profitable keyword selection
  • Outline ideas for writing killer content
  • Identify methods for tracking and reporting on the success of your campaigns

(Session Four) Content Marketing 101: Driving Leads Through Data and Thought Leadership
Date: May 18, 2017
Facilitator: Dave Parro, Vice President of Edtech Practice, Walker Sands Communications & Erin Jordan, Account Director, Walker Sand Communications
Location: Online

Time: 4pm – 5pm
Social Media – #edtech, #contentmarketing, #data, #thoughtleadership, @WalkerSands, @LearnLaunch 

In a world where the options are overwhelming and budget is limited it can be difficult for decision makers to know which way to turn. Content marketing can help organizations stand out and capture data to move potential customers through the nurture stream, while also sharing deeper insights as to why a particular product or type of technology is best. Research is a great place to start for a content marketing program because it provides market insights, can be used to feed other content that speaks to buyer pain points, provides a foundation for thought leadership, and drives media coverage and leads. Still, knowing what kind of content, how to develop it and what to do with it aren’t easy.

In this session, participants will:

  • Explore options for content marketing, from the types of recommended content to specific suggestions for different kinds of actions
  • Examine how to build successful content that speaks to their audience
  • Identify methods for content promotion
  • Learn the key pieces needed for a successful content marketing program

(Session Five) Customer Success – Keeping and Growing Customers to Increase Stability and Fuel Growth
Date: May 23, 2017
Facilitator: Ben Kutylo, President, Fremonth Street Fund and Former Vice President of Strategic Partnerships, eSpark Learning
Location: First Republic Bank, 160 Federal Street, Boston, MA

Time: 6pm – 8pm
Social Media – #edtech, #customers, #fuelgrowth, #stability, @eSparkLearning, @LearnLaunch 

We all know how hard it is to acquire new customers in education.  You spend tons of time, money and thought-space to do so.  Once you have them, why wouldn’t you spend equal energy ensuring your partnerships are successful and customers maintain and expand their relationship with your company?  In this session, we will focus on Customer Success and how to develop a sustainable strategy to engage existing customers and ensure their success throughout their journey with your company.

In this session, participants will:

  • Explore why existing customers are critical to growth
  • Review the customer lifecycle and what’s involved in Customer Success
  • Examine the key components in developing a Customer Success strategy
  • Outline how to begin building effective, yet sustainable Customer Success “playbooks”
(Session Six) The Path to Partnership — Closing the District-Vendor Perception Gap
Date: June 7, 2017
Facilitator: Ben Delaney-Winn, Managing Director, Education Week
Location: Online
Time: 4pm – 5pm
Social Media – #edtech, #partnership, #districtvendor, #perceptiongap, @EducationWeek, @LearnLaunch 
In EdMarketer2017 – the 5th annual EdMarketer survey, Education Week’s Research Center reveals District Leader perceptions of the PreK-12 vendor community, with an aim of helping education companies better understand how they are viewed by the customers they hope to serve. The findings are based on responses from over 500 District Leaders, and provide a deep dive into District Leader views of vendor strengths and weaknesses across a range of areas, including student engagement and motivation, curriculum and OERs, professional development and instructional effectiveness, edtech, and more. Additionally, it reveals concerns District Leaders’ have with regard to their own capabilities, the ways in which they like to receive information from potential vendors, and a range of informational needs that provide great content marketing opportunities for education companies.
In this session, particiapnts will:

  • Explore the latest challenges/needs of District Leaders
  • Examine factors that impact vendor selection and renewal
  • Identify tactics to improve PreK-12 content marketing and sales effectiveness, among other learnings
Please note that there will be no cancellations within one week of each session.


May 2, 2017 @ 6:00 pm
May 23, 2017 @ 8:00 pm
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