Ednition
Case Study
Seed-Strapping to Profitability: How Strategic Marketing Helped an EdTech Data Leader Scale Without Burning Cash
15
Monthly Qualified Meetings
0 → 230
Average Monthly Blog Visitors
150+
New LinkedIn Followers
Summary
Ednition builds the data infrastructure that helps edtech companies manage and integrate student data seamlessly. After their seed round, the priority was reaching profitability efficiently while growing strategically with a lean, technical team.
The core challenge was market size. With only a tens of thousand potential customers ranging from edtech startups to enterprises, every touchpoint mattered. They needed messaging that spoke to business decision-makers, not just developers, and consistent visibility across a finite but high-value audience.
Layered on top, seasonal buying cycles and gaps in pipeline nurturing meant timing and follow-through were just as important as positioning.
Solution
We became Ednition's outsourced marketing team with a clear mandate: sharpen their positioning, fill the pipeline, and make them the obvious choice in edtech data infrastructure.
Phase 1: Positioning and Messaging (Month 1)
We started by digging into the competitive landscape and developing a deep understanding of the customer need to build a messaging framework that translated technical superiority into business value. Everything we built from there laddered back to that foundation, speaking to the full range of potential buyers: from technical developers evaluating infrastructure to early startup founders who were more vision than technical.
Phase 2: Targeted Outreach (Months 1–3)
We mapped the entire edtech ecosystem and built targeted outreach campaigns timed around key buying moments: conference season, back-to-school, and year-end planning. Every campaign led with pain points and drove toward one clear action: book a demo.
Phase 3: Content and Authority Building (Months 2–6)
We launched Ednition's blog and LinkedIn presence from scratch, publishing content that demonstrated expertise and kept them visible to every potential customer in a finite market. We also activated strategic partnerships with complementary edtech vendors, co-creating content and cross-promotional campaigns to reach audiences they couldn't access directly.
Phase 4: Pipeline Nurture (Ongoing)
We overhauled their newsletter to keep the pipeline warm with consistent updates, customer stories, and product news framed around outcomes rather than features. In a small market where timing is everything, staying top of mind between buying cycles was just as important as the outreach itself.
Location
Salt Lake City, UT
Industry
Edtech
Start-Up Stage
Seed
Marketing Strategy
Content Marketing
Email Marketing
"Pier became our marketing team. They figured out our positioning, built our content presence, ran our outreach, and kept our pipeline full, all without us having to hire a single person. For a lean technical team, that was exactly what we needed."
Mick Hewitt
Co-Founder & CEO
Results
In 12 months, we built Ednition's pipeline from the ground up, averaging 15 qualified meetings booked per month with consistent spikes around key buying windows. The sales team shifted from outbound hunting to closing informed, inbound leads.
Website traffic grew 152% month-over-month, with visitors arriving already educated on Ednition's value. The blog scaled from zero to 230 average monthly visitors, with over a minute of average engagement time, a strong signal for technical content.
On LinkedIn, Ednition accumulated 8,500+ impressions and 600+ reactions, going from invisible to a consistent presence in their target market's feed. Strategic partnerships, including a high-performing School AI collaboration, extended reach to audiences they couldn't access directly.
We are still at it, continuing to build content, run outreach, and saturate a finite but high-value market until Ednition is the name every edtech company thinks of first.
