Boosting Higher Ed Engagement with SaaS Solution | Shiro Hatori from Concept3D

Ernesto Quezada: Pathmonk is the intelligent tool for website lead generation. With increasing online competition, over 98% of website visitors don’t convert. The ability to successfully show your value proposition and support visitors in their buying journey separates you from the competition online. Pathmonk qualifies and converts leads on your website by figuring out where they are in the buying journey and influencing them in key decision moments. With relevant micro experiences like case studies, intro videos, and much more, stay relevant to your visitors and increase conversions by 50%. Add Pathmonk to your website in seconds. Let the AI do all the work and get access to 50% more qualified leads while you keep doing marketing and sales as usual. Check us on pathmonk.com. Welcome to today’s episode. Let’s talk about today’s guest. We have Shiro from Concept 3D, Director of Demand Generation out there with them. How are you doing today, Shiro?

Shiro Hatori: I’m doing great. Thanks for having me on.

Ernesto: It’s great to have you on. I’m sure our listeners are tuning in, wondering what Concept 3D is all about. So, let’s start it off with that, Shiro. In your own words, can you tell us a little bit more?

Shiro: Yeah, for sure. So we are a B2B SaaS company that creates interactive maps, virtual tours, and online event calendars for higher ed. We have a few other solutions also brewing that we’re excited to launch in the next year or so, but mainly we help higher ed institutions, especially the marketing, communications, and enrollment marketing teams, do a better job. We help them make more efficient use of their time, with less headaches. We really help to encourage more enrollment, better reach, and a better user experience for students, parents, and constituents.

Ernesto: Definitely awesome to hear that. And so that our listeners could get a good understanding of your company, what are some key problems that you solve for clients?

Shiro: Yeah, so we have several solutions, so it’s hard to hone in on one exact thing. But I can give you a quick rundown. Our online events calendar, which is called Localist Events, helps centralize a lot of calendars into one place. As you can imagine, higher ed has tons of different departments, clubs, schools, and social organizations, and they often all have their own calendars, which is nothing centralized. It’s a big burden on the brand as well as on the IT team who has to manage all those calendars. We bring all those calendars into one place. That’s one of the main pain points we solve with our calendar.

With our interactive map and virtual tour, we really help create a better virtual experience of campus, both in person and on foot, as well as from a bird’s eye view. This helps students before they apply to the institution all the way through their first day of class, where they can use the interactive map to find the best route to their first class, dorm, or dining hall. We really upscale and make the experience as a student much better in the digital realm.

Ernesto: All right, awesome to hear that. So then, who would be your ideal ICP?

Shiro: Yeah, we’re really targeting marketing, communications, or enrollment marketing folks in higher ed. They usually fit within a marketing or communications department. We’re targeting someone who handles the website, has a say in communications for the campus that’s outward-facing, and someone who’s also in charge of student success as well, because all those things are usually tied together.

Ernesto: Okay, awesome. And how would somebody typically find out about you guys? Is there a top client acquisition channel?

Shiro: Yeah, I’m really glad you asked this. If you didn’t know, I was actually interviewed on this podcast at the start of 2022. It’s been a little over a year and a half. My answer back then was probably around referrals and word of mouth, but I can confidently say by looking at self-attribution answers now that it has shifted. Our content is doing really well because we get a lot of responses saying it was Google, search, a specific blog, or a webinar. So our content and organic search have been performing really well, and I’m really happy to say that.

Ernesto: I mean, like you mentioned, you were here in 2022, and now you’re on again. It’s a pleasure to have you. I know you started a podcast of your own. How did you come about that?

Shiro: Yeah, absolutely. I started a podcast called the Higher Ed Demand Gen back in August 2022. We are at episode 79 today, so we’ll definitely hit 100 in the next few weeks. I started the podcast because, like Pathmonk is doing, I thought it was a great opportunity to have our ICP or ideal customer persona on the podcast, where we can quickly learn about their pain points, make connections, and understand their industry and day-to-day challenges. Ultimately, we create a valuable piece of content for the community that we sell into. I truly believe every B2B brand should at least test out a podcast and try launching one.

Ernesto: Definitely. Have you found that it was easy for you to start, or have there been any challenges along the way, Shiro?

Shiro: Yeah, absolutely. I’d say our podcast, Higher Ed Demand Gen, isn’t overly produced. It’s pretty much a one-person show right now. I do have an editing team that helps clip up episodes and organize them, which is extremely helpful. But when we started, it was very low lift. I didn’t even have this microphone before my first recording. The key is just jumping in and getting through the first five episodes.

There’s a statistic that 80% of podcasts—or maybe even higher—don’t get past the first seven episodes. If you don’t make it past that mark, you haven’t given yourself a real chance. My advice is to know your audience, define the premise of your show, and commit to at least ten episodes to see how it goes. The rest will start to fall into place.

Ernesto: Definitely awesome to hear that from you. Well, let’s switch gears a little, Shiro, and talk about you as a leader. What are some key tasks you focus on in your day-to-day work?

Shiro: Sure. I look at things more on a quarterly or weekly basis rather than daily. Each week, I outline three main objectives that are not part of my day-to-day routine. I check in on those objectives every Friday to see where I’m at and ensure they tie back to the quarterly goals.

As for my daily tasks, I start every morning by planning my schedule for the day. I block out time for meetings and identify slots where I can work toward my weekly goals. I try to time-block focused periods for the high-impact tasks, so I don’t get caught up in less valuable activities. It’s all about staying focused on the things that truly move the needle.

Ernesto: That’s awesome. It’s really great to see how structured and goal-oriented your approach is. A lot has changed in the past year since we spoke to you, and it’s clear you’re driving toward something impactful.

Shiro: Thanks! Real quick, before we move on, can I circle back to the podcast topic for a moment? There are a couple of additional things I’d like to share.

Ernesto: Of course, go ahead!

Shiro: So, as I mentioned earlier, podcasts are great for creating valuable content for your ICP community. But another benefit I didn’t expect is the networking opportunities they bring. By now, I’ve published 80 episodes, which means I’ve connected with 80 different thought leaders in my industry. These relationships are invaluable. When we come up with new content ideas—whether it’s a blog, a webinar, or even a research piece—I now have a network of people I can reach out to for collaboration.

This is especially helpful for smaller companies that don’t yet have a lot of authority in their industry. By partnering with thought leaders through your podcast, you can quickly build trust and credibility. Their voices can lend weight to your content, whether it’s an article, a live event, or something else.

Another unexpected benefit is how podcasts can support ABM (Account-Based Marketing) strategies. If your sales team has a list of target accounts, you can invite someone from one of those companies to your podcast. It creates an opportunity to engage with that account and educate them about your company in a natural, value-driven way. Even if nothing else comes from it, you’ve still built awareness within that account, and that’s a win in itself.

Lastly, don’t worry too much about download numbers. A podcast doesn’t need to be a viral hit to be successful. If it helps you connect with your community and engage your ICPs one-on-one, that’s incredibly valuable in itself. Plus, the content you create can be repurposed—like clipping segments for social media or running thought leadership ads on LinkedIn. It’s a content goldmine if you use it wisely.

Ernesto: I love what you just said. That’s such a powerful way to look at podcasts—not just as content, but as a relationship-building tool and a cornerstone for other strategies like ABM or webinars. Thank you for sharing that, Shiro.

Shiro: Absolutely. I truly believe that if you focus on adding value to your community, everything else falls into place.

Ernesto: Great insights, Shiro. Let’s wrap up with a couple of final questions. First, what is the one thing your company is most focused on at the moment?

Shiro: Right now, we’re focused on creating even more value for the higher ed industry. We’re launching new solutions and adding features to our existing products to help marketing and communications teams in higher ed do their jobs more effectively. Whether it’s streamlining their workflows or enhancing the student experience, that’s where we’re putting our energy.

Ernesto: Awesome. Lastly, with all the experience you’ve gained, what is one piece of advice you would give to your younger self if you were restarting your journey as a marketer?

Shiro: I’d tell myself to push through the imposter syndrome. It’s something I think a lot of marketers feel, and it’s okay. The key is to keep going and trust that you’re providing value to your community. Focus on that, and the rest will follow.

Ernesto: Well said, Shiro. Thanks so much for being on the show with us today. Before we wrap up, I want to give you the last word. If someone forgets everything else from today’s interview, what’s the one thing they should remember about your company?

Shiro: Concept 3D creates interactive maps, virtual tours, and online event calendars for higher ed. We help make marketing and communications more effective while enhancing the student experience.

Ernesto: Amazing. Thank you again, Shiro, for joining us. To our listeners, thank you for tuning in, and we’ll see you on the next episode of Pathmonk Presents. Thanks, Shiro.

Shiro: Thanks, Ernesto.