In EdTech, things can start moving quickly. A new idea gets attention. A stakeholder asks for leads. A competitor launches something similar. Before long, teams feel pressure to act fast and show progress.
The problem is that moving fast does not always mean moving in the right direction. When teams skip validation, meaning they have not yet confirmed that real educators or leaders truly need what they are building, speed can create more problems than momentum. Budgets get stretched, marketing efforts chase the wrong signals, and educators are asked to spend time on tools that do not actually solve a meaningful problem.
In this episode, Kate Busby joins our CEO, Elana Leoni, to talk about what validation really looks like in EdTech. We break down how to tell the difference between early interest and real demand, why this work is often messy, and how marketers can use AI to test ideas, messaging, and prototypes faster without losing sight of the people they are trying to serve.
What You’ll Learn
A simple four-stage way to think about validation, from idea to scaling
Why “friends, family, and fools” feedback is a signal, but not proof
How to spot when you are still in hustle mode, even if you call it traction
Where pivots are most realistic, and when they get expensive
How to use competitor reviews, sales transcripts, and lightweight surveys to speed up market research
A practical method for pairing real-world insights with synthetic personas to test positioning
Why prototyping is one of the most useful AI applications for marketers right now
The discovery question more founders should ask, and how it can shape your SEO, copy, and campaigns
Quick Wins from the Lightning Round
Talk directly to customers, regularly. Short Zoom calls can surface insights no dashboard will show you.
Use Meta ads for short-term lead generation, and invest in community and events for long-term growth.
Ask buyers what they searched for when looking for a product like yours, then reverse-engineer your messaging and SEO.
Why It Matters
Education marketing is not linear. The buyer is not always the user. The “audience” is often a web of people who influence one another, and priorities can shift fast when budgets tighten or new mandates hit. That is exactly why validation matters. It keeps you focused on a real wedge audience, a real pain point, and a message that holds up outside your internal echo chamber.
AI can help you move faster, but it does not replace the groundwork. In this conversation, Kate offers a smart way to use AI as a companion, not a shortcut. The goal is not hype. The goal is clarity you can build on.
Resources Mentioned in this Episode:
Lovable
A rapid prototyping tool that allows marketers to build and test product ideas quickly without heavy engineering support.Trustpilot
A source for competitor reviews that helps surface unmet needs, gaps, and positioning opportunities.Common Sense Media
Provides educator- and community-informed reviews that offer insight into how products are perceived in real classrooms.Quiet Edge
A collective of fractional leaders sharing practical insights on growth, strategy, and execution. Visit quietedge.io or follow along on Substack.Get in touch with Kate Busby: LinkedIn
Elana Leoni, Host
Elana Leoni has dedicated the majority of her career to improving K-12 education. Prior to founding LCG, she spent eight years leading the marketing and community strategy for the George Lucas Educational Foundation where she grew Edutopia’s social media presence exponentially to reach over 20 million education change-makers every month.
Kate Busby, Guest
Kate Busby is a Fractional CMO and brand strategist helping legacy-building founders validate markets, refine messaging, and build go-to-market strategies that actually scale revenue. She currently serves as Fractional CMO at HireEducation, Inc., teaches AI & Marketing as an Adjunct Professor at ESEI International Business School Barcelona, and leads her own consultancy, Quiet Edge, supporting challenger brands get a foothold in the market.
Kate is also a mentor for EdTech startups at SuperCharger Ventures, Growth Mentor and an active member of the CMO Alliance, where she contributes to a global community of marketing leaders.
A graduate of the University of Oxford with a Master of Arts in English Literature and Foreign Languages, CIM Member and MBA holder, Kate combines strategic thinking with creative storytelling to help teams connect data, insight, and emotion.
About All Things Marketing and Education
What if marketing was judged solely by the level of value it brings to its audience? Welcome to All Things Marketing and Education, a podcast that lives at the intersection of marketing and you guessed it, education. Each week, Elana Leoni, CEO of Leoni Consulting Group, highlights innovative social media marketing, community-building, and content marketing strategies that can significantly increase reach, relationships, and revenue.
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