Why Educational Technology Cannot (And Must Not!) Do Without a B2C Marketing Cloud [Part 1/3]

Why Educational Technology Cannot (And Must Not!) Do Without a B2C Marketing Cloud [Part 1/3]

Marketing Automation 101 for Education Technology Businesses

This blog series is a one-stop guide for Education Technology Companies to teach them about the importance of a B2C Marketing Cloud for customer acquisition, engagement, and retention. In this post, we’ll discuss why every edtech company, irrespective of its business model, needs a marketing cloud at every stage of its customer lifecycle. 

My memories of high school revolve around heavy books and countless assignments. Not to forget a typical classroom setup of a teacher, students, blackboard and a demanding study curriculum. Back in those days, ‘education’ and ‘technology’ were just fancy words I used to impress my teachers.


Today, Educational Technology (a.k.a EdTech) is one of the most lucrative sectors of 2020.

“EdTech is the next Fintech”, David Bainbridge (TechCrunch)

So, what is Educational Technology?

Educational Technology is the study and ethical practice of facilitating learning and improving performance by creating, using and managing appropriate technological processes and resources.  

[Source: The Association for Educational Communications and Technology (AECT)]

In simple words, it’s the practice of enabling instructions and/or learning through technology.


EdTech will continue to be the most promising sector. Here’s why:

  • The global penetration of internet, digitalization, and smart devices is astounding (see below). And this has contributed immensely to the growth of educational technology worldwide. This evolution has enabled edtech companies to surpass the limitations of location and to connect (with) teacher and students anytime, anywhere.  

“Before the mobile revolution, it was next to impossible for companies to access school users (teachers and students) directly, without having to navigate the slow district bureaucracies.”
Guido Kovalskys, TechCrunch

  • Customers are hungry for EdTech solutions. From K-12 students to college graduates to professionals to adults who are continuing education, everyone is seeking to build their skillset. Thanks to our edtech startups and their innovative products, we now have online classroom setup, digital learning platforms, lessons over video conference, etc. at our fingertips.


Types of Educational Technology businesses

If you think that the sector of educational technology is one-track, you can’t be more wrong. EdTech startups are exploring as well as expanding to multiple business models. Here are a few examples:

Website of a K-12/ College/ University
  • WHAT: An official website and/or mobile app of a K-12 School, a College or a University is a one-stop destination for all the related information. These platforms provide information about the offered academic programs, support online admission, give access to the student portal, etc.
  • EXAMPLE: University of Oxford (www.ox.ac.uk/)

Massive Open Online Courses (MOOCs)
  • WHAT: A MOOCs platform enables anyone (with internet) to access online courses from any part of the world. These courses are designed by Universities and/or Teachers (Instructors). They upload their course material on a Massive Open Online Courses/Certifications Platform in the form of short lesson videos, assignments, reading list, etc. that is purchased by the interested Students. No wonder we all love them!
  • EXAMPLE: Coursera.org, Udemy

Online Test Series Provider
  • WHAT: These providers create and sell mock tests to students who are preparing for entrance exams like GMAT, GRE, CAT, SAT, etc. These mock/exam test preparation platforms are generally designed (with the help of a Subject Expert Freelancer) and monitored in-house.
  • EXAMPLE: Testbook

ALSO READ: How Testbook used WebEngage’s Marketing Cloud to Reactivate 15% of Inactive Users

Hyperlocal Learning Platform
  • WHAT: As the name suggests, these businesses connect Teachers and Students who belong to a small community or geographical location. In other words, it’s a platform that introduces a teacher to a student around his/her neighborhood and vice versa.
  • EXAMPLE: Cuemath

Challenges faced by EdTech companies

It goes without saying that every educational technology company, irrespective of its business model, faces basic challenges at every stage of its funnel. Here are some generic challenges for your better understanding:

For every problem, there is a solution. In this case, the solution is a B2C Marketing Cloud like WebEngage.

Why B2C Marketing Cloud is an answer to EdTech business problems

A marketing cloud is an all-inclusive platform which drives cohesive cross-channel communication, deep data-driven segmentation and hyper-personalization. And it ultimately results in customer engagement as well as retention.

For your edtech business, a marketing cloud solution can help you achieve the following:

And consequently, you and your edtech business can enjoy:

  • Increase in platform adoption
  • High rate of engagement as well as conversion
  • High rate of course completion
  • Increase in purchase of other courses
  • Positive feedback and word-of-mouth by Students/Teachers

That’s not all.

The next two posts of this blog series will explain (in details!) HOW you can marry a B2C marketing cloud like WebEngage with your educational technology platform. And we’ll explain it separately for a Teacher’s lifecycle and Student’s lifecycle.


iImage source: dribbble.com

How EdTech Business Can Use B2C Marketing Cloud To Engage With Teachers

  • Created: 11 Jan 2018
  • Last Updated: 12 Jan 2022



Avantika Pandey Content Marketer, Webengage

Avantika joined WebEngage as a Community Manager and later took on the role of Senior Content Marketer. She is a CMO-aspirant who writes interesting SEO focused blogs, conducts informative webinars and much more.

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