The education marketplace is a crowded one, with new companies offering new solutions at a rapid pace. Traditional channels like email or organic social media are becoming harder to convert on as consumers get pickier and more sophisticated about how they engage with providers.

Budgets are tight for both emerging and established edtech companies, and the infamous education funding fiscal cliff of 2024 is no help. The good news is that using data analytics and market research removes guesswork, enabling better audience engagement and yielding stronger return on investments with time and money.

While the school year may be winding down for students, now is hardly the time for education marketers to take a summer break. Summer is a key season to ramp up engagement with the education audience, offering a rare chance to connect with school administrators and teachers.

For those both new and seasoned within the educational sector, the paramount marketing investment lies in cultivating authentic connections with your intended audience.

Unlike most sectors, the K-12 education buying cycle is driven by specific timelines and considerations that educators and decision-makers follow throughout the academic year.

Read on for a status update on federal and state-level funding and spending, forecasted K-12 spending trends, and our expert recommendations.