n this week’s episode of All Things Marketing and Education, our host Elana Leoni sat down with Ian McCullough, a consultant specializing in marketing, go-to-market strategies, and business development for the EdTech industry.

You might remember Ian from our last episode with him, Academic Integrity in the AI Era, took us on a journey into the fascinating intersection of ChatGPT, AI writing, and academic integrity.

Here, we delve into the intricacies of the EdTech buying cycle, exploring its metaphors and nuances that help make sense of the process. Ian’s insights are invaluable for anyone involved in EdTech sales, whether B2B or, as Ian suggests, B2G (business to government).

Before diving in, a bit about Ian: with over 20 years in education and creative technology, he has experience spanning consumer, corporate training, and institutional markets. He previously led the North American K-12 marketing team at Turnitin and now offers his expertise as a consultant.

Enjoy this engaging episode that makes the complex K-12 buying cycle both understandable and exciting!