Episode 08 · The Interrogators

13 August 2026

Catherine Lane

Founder, The Influence Crowd

“The way buying decisions travel through the education system is not what most EdTech go-to-market strategies assume. Catherine Lane has mapped it.”

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Catherine Lane is founder of The Influence Crowd, a PR and content agency working specifically in education. She has spent years studying how influence travels through education networks — who shapes buying decisions, where trust is built, and why some organisations consistently win in schools while others don’t.

In This Episode

• How purchasing decisions travel through MATs and school networks — and why the formal buyer is rarely the only decision-maker
• The role of informal influence and peer recommendation in EdTech procurement
• What EdTech companies misunderstand about PR and content marketing in education
• Why organisations that earn word-of-mouth do something fundamentally different from those that chase exposure