Marketing Software to the Education Sector: Strategy, Timing, and Trust with Tia Lendo

The education market offers massive potential for software companies—but it comes with its own rhythms, pressures, and expectations. Marketing to educators, administrators, and institutions isn’t the same as marketing to enterprises or consumers. It demands a different mindset—and a whole lot more patience, trust, and purpose-driven messaging.   In this episode of Porter’s Product Marketing Podcast, we’re joined by Tia Lendo, a Product Marketing Consultant who has worked at Google and McKinsey, and who brings a unique perspective on navigating the complex world of education marketing. With an MBA from Stanford and a bachelor’s from UNC, Tia has helped both established companies and startups break into—and thrive within—the education sector.   If you’re marketing SaaS products, learning tools, or tech platforms aimed at schools, universities, or educational organizations, this conversation is packed with strategy, timing, and positioning insights you won’t want to miss.   In this episode, you’ll learn: How the decision-making process in education differs dramatically from other industries Why buying committees in education often include both financial gatekeepers and pedagogical influencers How to build messaging that resonates across a highly skeptical, mission-driven audience The critical role of seasonality in go-to-market planning for education How to navigate long sales cycles and limited budget windows without losing momentum Tactics for building trust and credibility with schools, districts, and universities Why focusing on outcomes for students (not just features) creates deeper emotional buy-in Examples of successful education-focused campaigns and what made them work   Why this episode is worth your time: Selling software into the education market isn’t just about showing ROI—it’s about demonstrating real, tangible value for students, teachers, and communities.   If you apply traditional B2B marketing tactics without adjusting for the education sector’s unique needs, you risk missed opportunities, delayed sales, and weak adoption. Tia’s advice will help you approach the education space with the right blend of empathy, timing, and strategic rigor.   Whether you're building your first school-targeted campaign or looking to deepen your traction with educational buyers, you'll come away with a much sharper, more informed go-to-market plan. Plus, stick around for the rapid-fire round, where Tia shares: Her favorite marketing tool The most underrated skill in product marketing The biggest mistake to avoid in marketing to education What she wishes she knew when she started Her favorite podcast recommendation for marketers   Who should listen: Product marketers focused on EdTech, SaaS, or services for schools and universities Demand gen leaders planning campaigns tied to academic calendars Founders launching into education as a new vertical Marketers looking to strengthen their credibility and build trust in purpose-driven sectors Anyone navigating slow, complex sales cycles in mission-led organizations   🎧 Love this conversation? Subscribe to Porter’s Product Marketing Podcast to hear from some of the sharpest minds across SaaS, EdTech, AI, and beyond.   📰 Want more frameworks, positioning strategies, and campaign insights? Subscribe to Porter’s PMM Posts, Josh’s free newsletter for B2B product marketers: 👉 https://porterspmmposts.substack.com 💬   Know a colleague who’s targeting the education sector? Send them this episode—it might just change their approach.