Prospecting in 2025: Supercharging Efficiency with AI and Automation

Gone are the days of exhausting cold-calling lists and generic email blasts. In 2025, prospecting in EdTech isn’t just about efficiency—it’s about using AI and automation to deliver hyper-personalised outreach at scale. With the right strategies and tools, automation no longer feels robotic; it can create the impression of a highly bespoke approach.

Here’s how to take a fresh approach to prospecting this year, leveraging the latest technologies to stay ahead in an increasingly competitive market.

1. Use AI to Drive Data-Driven Targeting

Effective prospecting begins with identifying the accounts most likely to buy. AI tools like ZoomInfo , 6sense , and Demandbase help you surface:

• Tech stack signals: Identify companies using competitor tools, then position your solution as the superior alternative.
• Job changes: Tools like LinkedIn Sales Navigator alert you when past champions move to new roles, allowing you to rebuild relationships.
• Intent data: Platforms such as Bombora track online behaviour to pinpoint companies actively searching for solutions like yours.

Why It Works: AI-driven targeting ensures you’re not wasting time on cold leads, instead focusing on prospects with high intent.

2. Automate the Personal Touch

Automation and personalisation can go hand in hand. By using tools that incorporate dynamic data, you can create outreach that feels crafted for each recipient while scaling your efforts.

• Account-specific landing pages: Tools like Mutiny or Hyperise allow you to create personalised landing pages with prospect-specific details (e.g., their logo, recent press, or industry challenges).
• 1:1 video outreach: Platforms like HeyGen enable automated video messages that address individual prospects by name or reference their company.
• AI-generated research briefs: Tools like Crystal or Regie.ai can generate insights about a prospect’s company, role, and goals, making every touchpoint relevant.

Pro Tip: Use your CRM (e.g., HubSpot or Salesforce) to feed context into these tools for greater personalisation.

3. Look Beyond Traditional Prospecting

AI expands the possibilities of who you can target and how you reach them. Here are some innovative approaches to consider:

• ‘Lookalike’ campaigns: Use platforms like Clearbit or Apollo to identify companies similar to your recent closed-won accounts based on size, industry, and technology use.
• Warm intros from shared networks: Leverage tools like Affinity or Crossbeam to identify mutual investors, partners, or past employers of your champions.
• Competitor targeting: Research competitors of your existing customers and build campaigns showcasing your impact in their industry.

Why It Works: These strategies extend beyond the obvious and open doors to previously untapped opportunities.

4. Timing is Everything: Use Automation to Strike Early

Speed and timing can make or break your outreach. AI tools can alert you to signals of intent or shifts in a prospect’s buying journey, ensuring you act quickly.

• Website visitor campaigns: Platforms like Leadfeeder or Albacross notify you when key accounts visit your website, so you can follow up in real time.
• Job postings as intent signals: Tools like SeekOut or G2 Buyer Intent monitor job listings for roles that suggest a growing need for your solution.
• Geo-specific campaigns: Use AI to tie outreach to regional events or trends, tailoring messaging to resonate with local audiences.

Why It Works: Timely, context-aware outreach dramatically improves your chances of standing out and securing engagement.

5. Combine AI with ABX for Precision Campaigns

Account-Based Experience (ABX) strategies amplify the impact of AI by delivering a cohesive, multi-channel journey for high-value accounts. Pair these efforts with automation to ensure consistent, personalised interactions.

• Multi-channel engagement: Tools like Terminus or RollWorks can manage ads, emails, and LinkedIn outreach for a seamless ABX experience.
• Influencer identification: Platforms like Shield AI or Brandwatch can uncover LinkedIn influencers within your existing user base for organic engagement.
• Consistent touchpoints: Automate follow-ups and nurture sequences using tools like Outreach.io or Salesloft to maintain momentum.

Pro Tip: Combine ABX with AI-generated playbooks to craft highly customised account journeys.

Conclusion: A Smarter, More Personalised Approach to Prospecting in 2025

AI and automation aren’t about taking shortcuts—they’re about working smarter. When paired with the right strategies, they allow you to scale outreach while creating the impression of personal, thoughtful engagement.

In 2025, successful prospecting hinges on:

• Precision targeting: Leveraging AI to find the right accounts and prioritise high-intent leads.
• Scaled personalisation: Using automation tools to craft outreach that feels bespoke, not generic.
• Creative strategies: Expanding beyond traditional methods to unlock new growth opportunities.

By blending technology with creativity, EdTech leaders can transform prospecting into a powerful growth driver—one that builds meaningful relationships and drives measurable results.

That’s all for this edition of The EdTech Growth Newsletter. If you found these insights helpful, share them with your team or network. Here’s to a smarter, more personalised 2025!