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Partner In Publishing (PIP) is an international full-service EdTech marketing and…
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Kevin O'Sullivan shared thisWe’ve seen this play out over and over… Most GTM breakdowns don’t show up until they’ve already cost you time, money, or momentum. This helps you spot them before that happens.Kevin O'Sullivan shared thisThe fastest-growing EdTech teams know exactly where their GTM is breaking down and fix it before it compounds. We built a free tool to help you find those gaps in 10 minutes. → The EdTech Market Research Checklist 50 yes-or-no questions. 10 categories. A score out of 100. It's a diagnostic that gives you direction. It'll show you where to look across everything from customer clarity to campaign speed to whether your systems are actually talking to each other. After years and hundreds of EdTech market research engagements, Nicole Lang and our research team built this from the patterns we see over and over again. If you can't get to "yes" on a question, it's a signal worth paying attention to. These are the conversations worth having. Drop "checklist" below or DM me and I'll send it your way. We need to be connected!
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Kevin O'Sullivan posted thisI see 2 kinds of leaders right now: Group A: “We will sell more by hiring more sales reps.” Group B: “We will sell more by keeping our current customers happy.” If you had to pick ONE growth move for the next 12 months, what would you choose? Option 1 → Add 5 new sales reps Option 2 → Add 2 strong customer success pros Option 3 → Double down on teacher advocacy and referrals In my world at @Partner-in-Publishing, I see the same pattern over and over again: Teams are too busy chasing new logos that happy customers become an afterthought. The truth is when you focus on supporting your current customers, the referrals handle themselves. How are you balancing “new logo hunting” with “customer support and expansion”? #CustomerSuccess #CustomerRetention #ReferralMarketing #SalesStrategy #BusinessGrowth #FounderMindset #CustomerAdvocacy #TeamDynamics #SustainableGrowth
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Kevin O'Sullivan shared thisLong sales cycles aren’t a hurdle. They’re a reflection of thoughtful decision-making. When purchases impact students, teachers, budgets, and long-term strategy, consensus takes time. And that’s exactly where marketing plays a critical role. Marketing isn’t just about generating leads. It’s about building alignment. In long sales cycles, effective marketing: - Educates stakeholders at every level - Reinforces strategic priorities over time - Provides research, case studies, and proof points Campaigns shouldn’t chase quick wins. They should nurture understanding, trust, and clarity to foster long lasting partnerships. partnerinpublishing.com🌟 #EducationMarketing #SalesCycleStrategy #StakeholderEngagement #ThoughtfulDecisionMaking #LongTermPartnerships #StrategicAlignment #MarketResearchInsights #TrustBuildingCampaignsEdTech Sales & Marketing Agency | Partner in PublishingEdTech Sales & Marketing Agency | Partner in Publishing
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Kevin O'Sullivan posted thisIn education, buying doesn’t start with a demo. It starts with alignment. Before an RFP is released, conversations are already happening across administrators, instructional leaders, IT, finance, and procurement. By the time a formal process begins, much of the decision-making groundwork is done. February is a crucial time in the early exploration stage, where momentum is built by: - Engaging multiple stakeholders early - Clarifying the real problem to solve - Aligning to strategic priorities - Equipping internal champions with data This isn’t a sales stage, it’s a clarity stage. When teams align early, decisions accelerate later. In education, sustainable adoption starts long before implementation. #EducationAlignment #StakeholderEngagement #DecisionMaking #StrategicPriorities #ClarityInProcess #SustainableAdoption #InternalChampions
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Kevin O'Sullivan shared thisClient relationships are everything. Listen first. Solve real problems. Deliver on what you promise, not just what you sell. Clients notice when you genuinely care. That’s how partnerships last and renewals take care of themselves. partnerinpublishing.com🌟 #ClientCare #PartnershipSuccess #CustomerFocus #RelationshipBuilding #EffectiveCommunication #ProblemSolving #TrustInBusiness
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Kevin O'Sullivan shared thisWhen a partnership is fully integrated we’re not just executing, we’re living the brand. Proud of the work we’ve built together and the deep understanding that lets us bring their vision to life.Kevin O'Sullivan shared thisFully integrated partnerships like this one with Pitsco Education are rare and special. When you get to know a brand deeply enough to turn one email into launch-ready materials, that's when the work becomes something you're truly proud of. Pitsco came to us with a clear vision for their content but needed the capacity to execute on it all. We started with 40 pieces in three months. That initial engagement built the trust that turned into a year-long partnership. Now, we're truly an extension of their team. What began as blog and email support evolved into ongoing content production, success stories featuring real educator and student voices, social strategy, and design collaboration. Together, we've created: → 36 blogs → 7 success stories → 1 36-page magazine → 39 email campaigns → Dozens of design and social assets This is the work we care about most! We've gotten to help tell authentic stories from educators and students about what Pitsco products mean in real classrooms. Thank you, Pitsco, for letting us be part of your story! https://lnkd.in/e7JYetmG #ContentMarketing #EdTech #Education #EdTechMarketing #PartnerinPartnership
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Kevin O'Sullivan shared thisClosing clients isn’t a single skill, it changes with the season. What works during budget season doesn’t work during onboarding. In EdTech you have to sell with the academic calendar, not against it. The teams at Partner in Publishing understand not just how to close deals, but how to close the right ones at the right time. partnerinpublishing.com⭐ #ClientClosing #SalesStrategy #EdTechSales #AcademicCalendar #BudgetSeason #OnboardingChallenges #DealClosure #RightTiming
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Kevin O'Sullivan shared thisAt PIP, we help partners identify and segment every stakeholder that influences adoption, not just the signer. That means: → Messaging that matches real incentives → Plays aligned to how schools actually decide → Fewer stalled deals and smoother rollouts If you sell into education, stakeholder mapping isn’t a nice-to-have. It’s the difference between interest and impact. partnerinpublishing.com 🌟 #EducationSales #StakeholderMapping #AdoptionStrategies #MessagingAlignment #SmoothRollouts #FewerStalledDeals #ImpactfulSellingEdTech Sales & Marketing Agency | Partner in PublishingEdTech Sales & Marketing Agency | Partner in Publishing
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Kevin O'Sullivan reposted thisKevin O'Sullivan reposted thisWe’re excited to be heading to OETC (the Ohio Educational Technology Conference) 2026 in Columbus, February 10-12! The PIP team will be on-site all three days, connecting with educators, IT leaders, and EdTech partners. If you’ll be there, let’s grab time to meet. Our team is attending to stay close to the conversations shaping K-12 right now. Conferences like OETC matter to us because they keep us grounded in what educators are actually navigating. Looking forward to great conversations and seeing what’s shaping the year ahead. #OETC26 #EdTech #PartnerInPublishing
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Kevin O'Sullivan liked thisKevin O'Sullivan liked thisPeople spend an average of 10 seconds reading brand emails. If you've done everything right and the clicks still aren't there, the answer is almost always in how well your copy and your CTA are working together to guide your reader toward the desired outcome. The good news is, once you find that gap, it's a quick fix. Here's the Coherence Stack, the 6 things I check first: 1️⃣ Write Shorter Than Feels Comfortable ↳ Your reader is scanning, and cutting everything that doesn't earn its place is how you make every word count. 2️⃣ Make Sure You Don't Bury Your Lead ↳ Get to the point. If your email is warm and educational, your CTA needs to carry that same energy forward, so that clicking feels like the natural next step. 3️⃣ Start Your CTA with an Action Verb ↳ Words like "Discover," "Grab," or "Start" set the tone for the click and create momentum, and the difference between "click here to learn more" and "see it in action" is bigger than it looks. 4️⃣ One Email Means One Primary Goal ↳ The more actions you ask for in a single send, the fewer you actually get, and your reader will respond to the clarity, even if they don't realize it. 5️⃣ Read Your Email Out Loud Before You Send It ↳ If there's a moment where the tone shifts or the ask feels sudden, your reader will feel that friction before they decide not to click. 6️⃣ Every Once in a While, Throw in a Curveball ↳ An unexpected phrase or a quirky CTA can re-engage your readers in a really delightful way and make your emails memorable. That's the fun part of this whole thing! When everything in your email is working together toward one clear destination, the click becomes the obvious next move. Happy emailing!
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Kevin O'Sullivan liked thisThis is a project I worked on, and I'm so proud of how it came together! This client was a national tutoring company that had been serving students for 20+ years. When we started, their social channels were largely dormant. My job was to build a content system around what was already true about them: the tutors themselves. So, proposed creating a Tutor Council. I developed the interview guide, got five tutors on camera, and then clipped and edited their conversations into 3 polished short-form reels each for Instagram and Facebook. Sitting with those interviews, you could hear exactly why these people do this work. Their passion for working with students came through immediately. That's the kind of story no amount of scripted content can manufacture. You just have to go find it and then get out of the way. That's what the whole program was built around: ✅ 10 tutor and parent FAQ conversations turned into 60+ assets across blogs, reels, email, Reddit, and more ✅ SEO and AEO-optimized content designed to surface in AI-driven search tools like ChatGPT and Perplexity ✅ A full Reddit strategy, a customer advocacy roadmap, and a multi-channel content calendar that the team can run themselves The numbers two months in speak for themselves, and you can see them in the post below. What I find most meaningful about this kind of work is that the best content was already there. The stories existed, and so we just built the system to tell them consistently, across every channel, in a way that lasts after we're gone. Read the full case study in the post below!Kevin O'Sullivan liked thisWe partnered with a national tutoring company that had been shaping students' futures for over 20 years. They had an incredible story to tell. They just needed the infrastructure to tell it. Here's what we built together: → A full messaging framework, brand voice guide, and AEO strategy to position them as the authoritative voice in personalized, in-person tutoring → A 10-question FAQ library turned into 60+ assets across blogs, reels, carousels, email, Instagram, Facebook, and Reddit → A Tutor Council program: we developed the interview guide, filmed five tutors on camera, edited the footage, and published short-form reels across Instagram and Facebook → 10 SEO and AEO-optimized blog posts built to surface in both traditional search and AI-driven platforms like ChatGPT and Perplexity → A comprehensive Reddit strategy to help the brand show up authentically in the conversations parents were already having → A 6-month customer advocacy roadmap to turn satisfied families into active brand ambassadors Two months after launching the social content program, the numbers started climbing: 📈 Instagram reach up 652% 📈 Instagram views up 135% 📈 Facebook visits up 188% 📈 Facebook content interactions up 100% But the metrics only tell part of the story. What we're most proud of is what we left behind: a repeatable content system the team can own, built around the voices of the tutors who show up every week and the students whose lives they're changing. That's the PIP approach. We treat content as infrastructure for future-ready marketing. Read the full case study → https://lnkd.in/eiBQZMr8 #PartnerinPublishing #EdTech #EdTechMarketing #ContentMarketingA Content Marketing Partnership: Real Student StoriesA Content Marketing Partnership: Real Student Stories
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Kevin O'Sullivan liked this🚀 I’ll be at the ASU+GSV Summit in San Diego in just two weeks — and my schedule is starting to fill up. Every year, I meet founders who say the same thing after their first ASU+GSV: “I didn’t realize where the real opportunities were happening.” The truth is — it’s not the sessions. It’s the side conversations, the private events, and the right introductions. I’ve spent years helping founders: • Get into the right rooms • Meet investors, partners, and key players in the industry and turn a packed week into actual real business opportunities If you’ll be there, book a meeting with me now: 👉 Grab a time here: https://lnkd.in/dUH9-JCp I’m also working with a group of #EdTech founders in advance to help them maximize the week by pre-scheduling meetings with key people while we're in San Diego — please message me if you want to be included. And… I’ll be hosting a private event in San Diego during the week 👀 DM me if you want details. Looking forward to connecting with folks like Mike Jackson, Thomas Aurelio Davis, Paul Schiffman, Josh Chernikoff, Mike Campbell, Gina Faulk, Elana D. Leoni, Jacob Hanson, Ash Kaluarachchi, Jennifer Womble, Michael E. Spencer, Mohit Abraham, Joyce Whitby, Lisa March, Danielle Alcaraz, Stephanie Cizdyn and more.
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Kevin O'Sullivan liked thisKevin O'Sullivan liked thisYour outbound is getting ignored because it reads like a brochure. Instantly benchmarks generic cold outreach at a 0.5% positive response rate. 1 reply for every 200 emails. The ones still converting? The prospect sees their pain acknowledged within the first sentence. The actual emails are the last thing I build because the signal stack comes first. Company intelligence, identity enrichment, pain signal detection, contextualized synthesis. Each one narrows the angle until the email practically writes itself. The subject line pulls from signal data. The body addresses their situation in 3 sentences. And the close asks if it makes sense to talk. What the prospect sees is the thinnest layer. The signals underneath it is what makes it work.
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Kevin O'Sullivan liked thisKevin O'Sullivan liked thisAn EdTech veteran at BIG brand publisher told me they felt paralyzed by the pace of AI. They felt like they were failing their team because they weren't moving at light speed. It is a specific kind of embarrassment: realizing your "old way" is suddenly the "slow way." I told them what I tell myself: You have to put guardrails on the shiny so you can focus on the scalable. We didn't reinvent their entire roadmap. We started with one project and one new way to look at their workflows. Once the anxiety of the "unknown" was gone, the excitement came back. The friction of learning isn't a sign of failure. It is the price of admission for a 10x future. If you feel overwhelmed today, just know you aren't alone. We are all figuring this out together.
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Kevin O'Sullivan liked thisKevin O'Sullivan liked thisWe partnered with a national tutoring company that had been shaping students' futures for over 20 years. They had an incredible story to tell. They just needed the infrastructure to tell it. Here's what we built together: → A full messaging framework, brand voice guide, and AEO strategy to position them as the authoritative voice in personalized, in-person tutoring → A 10-question FAQ library turned into 60+ assets across blogs, reels, carousels, email, Instagram, Facebook, and Reddit → A Tutor Council program: we developed the interview guide, filmed five tutors on camera, edited the footage, and published short-form reels across Instagram and Facebook → 10 SEO and AEO-optimized blog posts built to surface in both traditional search and AI-driven platforms like ChatGPT and Perplexity → A comprehensive Reddit strategy to help the brand show up authentically in the conversations parents were already having → A 6-month customer advocacy roadmap to turn satisfied families into active brand ambassadors Two months after launching the social content program, the numbers started climbing: 📈 Instagram reach up 652% 📈 Instagram views up 135% 📈 Facebook visits up 188% 📈 Facebook content interactions up 100% But the metrics only tell part of the story. What we're most proud of is what we left behind: a repeatable content system the team can own, built around the voices of the tutors who show up every week and the students whose lives they're changing. That's the PIP approach. We treat content as infrastructure for future-ready marketing. Read the full case study → https://lnkd.in/eiBQZMr8 #PartnerinPublishing #EdTech #EdTechMarketing #ContentMarketingA Content Marketing Partnership: Real Student StoriesA Content Marketing Partnership: Real Student Stories
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Kevin O'Sullivan liked thisKevin O'Sullivan liked thisIf you're in EdTech and you're already thinking about research as a driver of product strategy and sales confidence, you're in a really good place. The next question is how to keep insights current as the market moves. There's a lighter version of continuous research that fits into how most teams already operate. We've been thinking about this a lot with the teams we work with. What does continuous research actually look like when budgets and bandwidth are real? Some of the best conversations start here: the first study is done, the findings were useful, so now what? We think about it in 4 layers: 1️⃣ Scenario Planning ↳ When you map where the market could go before it gets there, your strategy stops reacting and starts anticipating. 2️⃣ Innovation Cycles ↳ Let small, ongoing signals shape what you build. That way, your roadmap stays aligned to a market that's still moving. 3️⃣ Continuous Improvement ↳ Build feedback into every product cycle so that your team compounds learning instead of starting over. 4️⃣ Thought Leadership ↳ When your insights are current, your voice in the market is too. Your sales story gets sharper. Your positioning holds up. None of these have to be a heavy lift, and figuring out which layer your team wants to strengthen first is usually where the most useful conversation starts. Is it anticipating market shifts earlier? Keeping the product roadmap honest? Making sure your sales team has something current to work from? The shift we talk about a lot is moving from research as a project with a finish line to research as an ongoing conversation with your market. What does that cadence look like for your team?
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Kevin O'Sullivan liked thisKevin O'Sullivan liked thisAfter decades in corporate leadership,I’m stepping into a new chapter - speaking, writing, and focusing on what it actually means to live well. This isn’t a dramatic pivot—it’s a continuation. For years, I’ve been drawn to a simple idea: most people don’t need to reinvent their lives, they need to notice them. Pay attention to what brings them alive. Make more intentional choices about how they spend their time, where they are, and what they say yes to. That perspective became Waltzing with Wayne, led to a book tour across the country, and has grown into conversations that are resonating—recently reaching ~5K listeners on a primary podcast episode and over ~4K on a follow-on discussion. What I’m seeing is this: People aren’t looking for more information. They’re looking for perspective. For permission. For a way to engage more fully with the life they already have. So this next chapter is focused on that. I’ll be speaking at events, joining podcast conversations, and continuing to explore how agency, attention, and everyday choices shape a life that feels meaningful. If you’re hosting conversations or events around intentional living, leadership, or building a life beyond autopilot, I’d be glad to connect. This “one pager” - speaker sheet, and my entire Brand Activation was made possible by an outstanding partnership with @sarahcallaghan and Ampteon. For anyone wondering how irreverent and big picture “me” has such on point, relevant marketing tools, I tip my hat to Sarah. I’ll be forever grateful for the partnership support she has provided as I move into this new chapter.
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