EdMarketer 2016 Market Report

Education Week’s Research Center recently asked K-12 marketing leaders about their content marketing practices and challenges. They also queried 600+ district administrators about the role student achievement plays in vendor selection, and about the challenges districts face across curriculum, instruction, assessment, technology, and whole child arenas.

The findings will help education company marketing teams, sales leaders, and other K-12 industry executives better understand key motivations/needs of District leaders, factors that impact vendor selection, and information that helps marketers build content roadmaps, among other learnings.

Sample findings provide insight into:

  • The most important factors influencing District vendor selection
  • Top resources district leaders rely on for strategies to improve student achievement
  • District perceptions of “what works” for improving achievement, including preferred areas for investment
  • Tactics for increasing lead generation and for accelerating speed at which leads move through the funnel
  • Brand awareness levels of leading K-12 education companies
  • Biggest mistakes in K-12 content marketing
  • Highest performing content platforms education marketers are using


Ben Delaney-Winn, Managing Director, Education Week

As Managing Director, Ben Delaney-Winn leads Education Week’s sales function, including oversight of multiple sales teams. He also contributes to a number of Education Week’s strategic initiatives, and provides leadership of product development, with a specific focus on digital advertising, content marketing, lead generation, custom research, and event solutions that connect PreK-12 companies and organizations with Education Week readers. Ben graduated with a BA from Tufts University, and earned an MBA from the Smith School of Business at the University of Maryland.