It’s a new year—and for K–12 EdTech teams, 2026 is not the year to “do more.” It’s the year to get sharper.

In this episode of K–12 EdTech Connection, Peter Polygalov (EdWave Marketing) and John Faig (K–12 tech director) build a practical planning framework for founders and lean teams who want clarity, traction, and repeatable momentum—without wasting months on channels that don’t convert.

You’ll learn how to set the right success metrics based on your stage, pressure-test your ICP before you spend a dollar, and run a simple two-week learning loop that forces real progress.

What we cover

• What outcome you actually need this semester (and how it changes for early vs late-stage teams)
• The 6-question ICP + GTM risk checklist (clarity, pain, reachability, readiness, anti-ICP, messaging)
• Why brand building has no clean ROI—and why you still need to do it anyway
• John’s blunt take on outbound: “Cold email is dead.” What does work instead
• Events in 2026: why conferences are a confirmation channel, not a prospecting channel
• Why LinkedIn is the best “vendor + educator in the same room” platform
• Sponsorships and small community groups: how to be a big fish in a small pond
• The two-week learning loop: the fastest way to stop “busy work” and start compounding wins
• Experiments to run in 2026, including pricing tests (and the “double the price until it breaks” story)

Plus a lightning recap: 5 Do’s + 5 Don’ts for 2026

If this episode helped, share it with a founder or marketer who’s trying to sell into K–12 this year—and follow the show so you don’t miss what’s next.

Are K–12 EdTech conferences actually worth it for vendors—or just an expensive field trip? In this episode, we break down how to show up at conferences so buyers actually want to talk to you.

EdTech marketer Peter Polygalov and school tech director John Faig share real stories and hard-won lessons from both sides of the booth. They unpack why conferences still matter in 2025, why the real ROI comes from prep and follow-up, and how to think about conferences as brand-building and qualification, not quick closes.

You’ll learn how to:

• Decide which K–12 EdTech conferences to attend (and which to skip)
• Use conferences to deepen warm relationships instead of chasing cold traffic
• Ask simple, BANT-style questions to qualify leads quickly
• Spot the difference between buyer-heavy and PD-heavy events
• Measure success beyond badge scans and swag grabs

🎧 Listen if you’re:

• An EdTech founder, marketer, or seller betting big on conferences this year
• A K–12 leader who wants vendors to use your time more wisely

👉 If this episode helps you rethink your conference strategy, follow K12 EdTech Connection on your favorite podcast platform and share it with someone on the other side of the booth.