In this special edition of The EdTech Mentor, Laureano Díaz, CSO of 27zero, engages in a conversation with Darin Francis, CEO of Harbinger Lane. They discuss their newly formed partnership and how their combined expertise aims to support EdTech companies at various stages of growth.
27zero (www.27zero.agency) and Harbinger Lane (www.harbingerlane.com) have formed a strategic partnership to provide comprehensive support to EdTech companies in the U.S. market at various stages of growth. By combining 27zero’s expertise in B2B EdTech branding and marketing with Harbinger Lane’s deep knowledge of sales and revenue growth in education, this collaboration ensures that companies can effectively enter, scale, and thrive in these markets.
Navigating the EdTech market requires a clear understanding of the challenges companies face at different stages. Whether you're a startup seeking product-market fit, a scale-up looking to expand, or an established company refining your market leadership, 27zero and Harbinger Lane provide tailored strategies to address these specific needs.
Startups: Building a Strong Foundation
Scale-ups: Expanding Market Reach
Established Companies: Sustained Growth & Market Leadership
The Power of a Holistic Approach
EdTech companies need more than just strong marketing or sales—they require an integrated approach that aligns both. This partnership ensures:
Why This Partnership Matters to EdTech
Navigating the EdTech landscape requires expertise in both demand generation and sales execution. 27zero and Harbinger Lane bring a complementary skill set that ensures EdTech companies don’t just enter the market but sustain and grow within it.
For companies looking to accelerate their success, this partnership provides the clarity, strategy, and execution needed to thrive in the complex world of education technology.
If you're an EdTech company looking to refine your go-to-market strategy, scale operations, or strengthen your market presence, reach out to 27zero and Harbinger Lane to explore how this partnership can help you succeed.
Darin, thank you for being part of The EdTech Mentor today. I'm really excited to announce our partnership through this conversation. Before we go into the details of how companies can benefit from our combined offering, I’d love to start with your background. Can you share a bit about your story and how Harbinger Lane came to be?
Thank you, Laureano. Glad to be here. I’ve spent over 20 years in the EdTech space, working in sales roles for both large and small companies in higher ed and K-12. I’ve worked with companies like Cengage and Blackboard, as well as smaller firms like Cialfo and MoodleRooms (which was later acquired by Blackboard). Over time, I developed a deep passion for education and built a strong network across the institutions I was serving in the U.S. and Canada.
At a certain point, it just clicked—I realized that I could work more directly with a variety of companies, helping them enter the market, understand what it takes to succeed, and scale their businesses. That led me to start Harbinger Lane a few years ago. At any given time, I was juggling multiple clients, working with three to seven companies simultaneously, and building a team to support them. It’s been going great, and I’m looking forward to expanding our reach together in 2025.
That’s a great introduction because it highlights why this partnership makes sense. At 27zero, we are a B2B marketing agency specializing in EdTech. But success isn’t just about marketing—it’s also about what comes before and after. You need to identify market opportunities, define your buyer personas, and create a clear go-to-market strategy. That’s what drives good marketing. Then, after generating demand, the question becomes: how do you convert that interest into revenue? That’s where our partnership brings immense value to EdTech companies.
Absolutely. When I reached out to you, it was after seeing a recurring challenge among my clients. Many of them had reached a stage where the only way to scale was to build a large sales team—but that’s not always practical, especially in the U.S. market. Differentiating your brand, warming up the market, and creating tailored campaigns for distinct submarkets is essential.
I found myself in situations where we were starting to build campaigns for clients, but we couldn’t scale them alone. That’s when I knew we needed the expertise of a marketing partner like 27zero. Our combined strengths—your expertise in EdTech marketing and ours in sales and revenue strategy—create a powerful solution for our clients.
Exactly. The EdTech market isn’t monolithic. Higher education, K-12, corporate learning, and workforce development all have their own nuances. Early in our discussions, we realized that immersing ourselves in each of these segments and creating specific go-to-market strategies would be invaluable. Too often, companies make the mistake of treating “higher education” or “K-12” as a single market when, in reality, each has its complexities.
This is where our partnership shines. By combining our strengths, we help companies avoid common pitfalls and take a more strategic approach to revenue growth. Let’s break this down by the different types of companies we support: startups, scale-ups, and established firms. Darin, can you share your perspective on the startups you work with?
Sure. Over the past two years, I’ve worked extensively with startups. I love working with them because they require a high level of resourcefulness. I’d divide them into two groups: true startups and early-stage scale-ups. Some have just found product-market fit but are still small, with around 10 to 20 employees. Others are in the process of building the capacity to scale.
These companies often need support to ensure they’re on the right track, whether it’s refining their strategy, building connections with thought leaders, or preparing to expand. Larger, more established companies have different needs, but for startups, the priority is often making those first few sales and proving their business model works. My role is to guide them through that process, helping them validate their product, target the right buyers, and develop a scalable sales strategy.
That aligns perfectly with what we do at 27zero. For startups, branding and positioning are crucial. Many founders assume that having a great product is enough, but if their brand doesn’t resonate with institutions and decision-makers, they won’t gain traction. Startups also need early validation—not just anecdotal success, but a clear understanding of where they fit in the market and how they can scale.
Exactly. One of the first things I do with startup founders is stress-test their desire to enter the education space. Selling to educational institutions—especially large, bureaucratic ones—takes time. If there’s an easier or faster path to success (such as selling directly to students), I help them explore those options. But if B2B sales is their path, they need to understand the realities of long sales cycles and complex procurement processes.
I also help startups map their ideal buyer personas, run test meetings, and gather feedback. Just because a university administrator is excited about your product doesn’t mean they have a budget or an immediate need. Understanding the funding landscape is critical, and that’s something we help startups navigate.
That’s a key insight. Now, let’s talk about scale-ups. These companies have already found product-market fit but need to refine their approach to growth. What challenges do they face, and how do you help them?
Scale-ups often struggle with entering new markets, optimizing their sales processes, and expanding their teams. Many of them approach me because they need a strategy to break into a specific segment—whether that’s community colleges, large school districts, or elite universities.
One way we support them is by conducting buyer market surveys. Instead of relying on assumptions, we gather real insights from decision-makers. We’ve done this for clients in as little as 30 to 60 days, giving them a clear roadmap for expansion. This helps them avoid costly mistakes and focus their resources effectively.
That’s where 27zero complements the process. Once the right segments are identified, we ensure the brand remains top-of-mind for decision-makers. The goal isn’t just to persuade potential buyers immediately, but to build long-term brand recognition. That way, when the buying opportunity arises, our clients are the first ones they think of.
Finally, let’s touch on established companies. These firms often need to strengthen their market leadership and engagement strategies. What’s been your experience working with them?
For larger, well-established EdTech companies, the focus is often on strategic partnerships and expanding into new regions. I’ve worked with clients like Beacon Education, which partners with U.S. universities to deliver online programs in China. My role has been to connect them with key decision-makers—presidents, provosts, chancellors, and deans—who can drive these partnerships forward.
Beyond partnerships, some established companies need help navigating complex state systems like California’s CSU or community college network. This requires a mix of legislative knowledge, lobbying, thought leader engagement, and targeted marketing strategies.
That’s a great point. Engagement marketing plays a huge role here. Established brands need to go beyond traditional marketing and focus on thought leadership, community engagement, and influencer relationships. If done right, these efforts generate credibility and long-term business opportunities.
Agreed. In education, you don’t just “sell” to them—you sell through them, you build relationships and become part of their ecosystem. That takes a lot of planning, research and insight. That’s why a holistic approach to sales and marketing is so essential to this sector of EdTech.
Absolutely. Darin, this has been a fantastic conversation. I’m excited about our partnership and the impact we can make together. For EdTech companies looking to refine their go-to-market strategy, scale operations, or strengthen their market presence, we welcome them to reach out and explore how we can help.
I couldn’t agree more. Looking forward to what’s ahead!
