Account-Based Marketing (ABM) has been an important part of my work reaching school districts and education leaders with highly targeted messaging and campaigns. Because education purchasing decisions often involve multiple stakeholders—including teachers, administrators, and district leadership—effective marketing requires tailoring messaging and outreach to specific organizations and decision-makers.

Rather than relying on broad outreach, ABM programs allow marketing and sales teams to focus on high-priority accounts with messaging that reflects local priorities, instructional initiatives, and funding opportunities.

Strategy and Approach

Account-Based Marketing programs begin by identifying key districts and organizations that align with the product’s ideal customer profile. Marketing and sales teams then work together to develop targeted campaigns that speak directly to the priorities of those districts.

My approach has included:

• defining ideal customer profiles and priority districts
• researching district initiatives, curriculum priorities, and policy developments
• developing messaging aligned with local instructional goals
• creating customized landing pages and campaign content
• aligning outreach across marketing, sales, and product teams

These efforts help ensure that marketing messages are relevant to the needs of each district and the educators responsible for implementing new programs.

Example Programs

Targeted District Campaigns

At New Classrooms, I developed targeted campaigns supporting district adoption of Teach to One Roadmaps. Messaging and content were tailored to reflect district priorities and instructional challenges.

Examples included campaigns focused on:

• New York City Department of Education, highlighting alignment with Illustrative Mathematics and addressing challenges teachers faced when students were working below grade level.
• Los Angeles, focusing on strategies to address learning loss and support students returning to grade-level expectations.
• Virginia districts, highlighting funding opportunities tied to legislation supporting advanced mathematics instruction.

These campaigns included customized landing pages, targeted messaging, and coordinated outreach between marketing and sales teams.

Ideal Customer Profiles and Sales Alignment

At New Meridian, I worked closely with sales leadership to define ideal customer profiles based on district characteristics such as enrollment size, instructional priorities, and assessment needs.

This work supported the development of targeted outreach and account-based campaigns that aligned marketing activity with the Miller Heiman sales model.

Research sources included:

• district websites and strategic plans
• school board meeting notes
• education policy updates
• market and competitor analysis

These insights helped shape messaging that resonated with district leaders and education decision-makers.