In this case study, licensed land surveyor and professional engineer Christopher Juliano of Wallingford, Connecticut shares what changed for his small surveying business after joining the Geospatial Marketing Academy.
Christopher describes going from firefighting daily emergencies to running with clarity and a plan to support sustainable growth. Six months in, his firm has expanded its staff, increased job numbers and revenue year-to-date. He also talks candidly about unexpected wins like embracing AI tools and showing up on LinkedIn, plus the accountability and confidence he’s gained through ongoing one-to-one support.
Watch the interview to hear Christopher’s “before and after” in his own words, and what he sees as possible next – or review the transcript below if that’s how you prefer to consume your inspo.
Participants:
Elaine Ball – Host, Founder of Geospatial Marketing Academy (GMA)
Christopher Juliano – Licensed land surveyor and professional engineer, Wallingford, Connecticut
Elaine Ball: What was life like before you joined GMA? Paint me a day in the life.
Christopher Juliano: The best way to describe it: I was running from one emergency to the next, just trying to get things done. We’re a small shop. When I started, we were six people with no receptionist or admin assistant, so I wore a lot of hats and tried to do a lot of different things. Without GMA, I’d probably still be fumbling through each day. You’ve given me focus.
Elaine Ball: How did you come across GMA?
Christopher Juliano: It started with “Get Kids into Surveying.” As the Connecticut director of NSPS, I saw things about this program. Earlier this year or maybe late last year, Tim Burch, our executive director, mentioned hiring your company to do the marketing for NSPS, then rolled out the spring poster for Get Kids Into Surveying. I decided to get involved and put some money towards it to get some exposure. Aaron from your office sent me something about GMA and followed up and I got more information. I’d worked with a marketing consultant about 20 years ago – there was value in it, but no road map going forward. GMA is different: it goes in depth and maps out what you need to do. I tend to jump in with both feet. Thankfully, this one worked out – I’m very happy and it’s been successful for me so far.
Elaine Ball: Can you describe the exact moment you realised marketing was holding you back?
Christopher Juliano: There were two moments. I’d had a marketing person before but there was no follow-up. I got a sense of where my business was and who I wanted as clients, but that was it – it just fell short. Maybe it was partly my fault, being busy and focussed on the work. There was never really any business consulting side to it. With GMA, in our one-on-ones, I can float anything by you. You’re my sounding board now, the way my father used to be before he passed. That’s helped me a lot.
Elaine Ball: What did you start doing differently after joining GMA?
Christopher Juliano: You had me start doing 90-day plans and brought my business partner in. The plans help, even though they’re always in flux. It’s a strategy we can track. We might not get everything done, but ticking off one or two items is a win. One of the big goals was staff – we grew from six people to eight and may be bringing on a ninth. We had the website redesigned. We started special monthly staff meetings, usually over lunch, to use the team as a sort of focus group, especially for things like reviewing the website and discussing where we want the brand to go.
Elaine Ball: If your business were a character before GMA, how would you describe it?
Christopher Juliano: I was like the little boy in the dyke, trying to plug leaks. Before GMA, I’d used all my fingers and toes – couldn’t do anymore. You gave me tools to see the forest through the trees and delegate. This past summer, I had an intern who was great, plus some other employees who give good feedback. Definitely “the boy in the dyke” trying to plug all the holes before the dam breaks.
Elaine Ball: What’s the most surprising thing you’ve discovered about yourself during GMA?
Christopher Juliano: Two things: I never thought I’d be an AI fanboy! I always thought AI couldn’t replace actual survey work. Now, you got me using ChatGPT and Perplexity almost daily, for research and rewriting proposals. Those tools are amazing. I’d never have found them, or used them, without a nudge from you. The second thing: GMA’s gotten me out of my comfort zone, especially with social media like LinkedIn. I never used it before, but now I log in a few times each week and actually post or comment.
Elaine Ball: Can you recall a small “aha” moment that led to a big ripple effect?
Christopher Juliano: It goes all the way back to the NSPS and “Get Kids into Surveying.” Everything’s kind of tied together – it’s like pulling a string on a sweater. Instead of the sweater unraveling, I’ve gained resources and connections with people like Stuart and Aiden. All those small moments add up – GMA has been really useful for my business.
Elaine Ball: Is there any GMA tool or framework you still use on repeat?
Christopher Juliano: I haven’t finished all the modules, but I’ve devoured the books you recommended – even when on vacation. AI tools remain huge. And involving the team in decision-making has been a game changer. Everyone plays a role, brings ideas and sometimes helps us see things from a new perspective.
Elaine Ball: How has your relationship with clients changed since joining GMA?
Christopher Juliano: It’s improved, mostly due to communication and buyer personas. Whether it’s a client who signed up or someone I’ve just sent a proposal to, I don’t shy from asking the hard questions anymore. If we lose a job, I ask why. Was it cost? Timing? Did they just get a warmer feel from someone else? I also ask more for feedback from clients about their experience with us.
Elaine Ball: Would your wife/partner/team say your confidence has grown?
Christopher Juliano: I’ve never really lacked confidence – my family might say it borders on arrogance! But now, I’m more outgoing and not afraid to ask tough questions. I would never have asked clients why they didn’t pick us before; now I do, and they respect that. I had a client choose someone else for a big job simply because of a longstanding relationship, not price. Respect on both sides.
Elaine Ball: Have you seen a before vs after moment in revenue or opportunities?
Christopher Juliano: I’m only six months in, but adopting lessons from GMA has led to increased work. I’m more willing to go the extra mile and to say no to jobs that aren’t right for us. Year-to-date, we’re ahead in both number of jobs and revenue compared to last year. It’s tough to pinpoint if it’s all marketing or the broader economy, but we’re seeing measurable improvements.
Elaine Ball: What’s the most measurable improvement?
Christopher Juliano: Job numbers and revenue are up – that’s measurable. Also, confidence, clarity and energy. I now ask for reviews and feedback, which I used to think was “ticky tacky”, but it’s important business practice.
Elaine Ball: If GMA was taken away tomorrow, what would you miss most?
Christopher Juliano: The one-on-ones. Except for vacations, I haven’t missed any. They hold us accountable and let me use you as a sounding board. It would be a disaster if that ended.
Elaine Ball: How would you describe the GMA experience to a skeptical friend or another surveyor?
Christopher Juliano: It’s business, consulting, marketing and a sounding board – all in one energetic person (you) who has our best interests at heart. It’s highly personalised, not “one size fits all.” Group sessions provide multiple perspectives. Yes, it takes effort, but you have to put in the work to see results.
Elaine Ball: What’s the most fun or surprising thing you did because of GMA?
Christopher Juliano: Using AI! I was anti-AI before. Now I use it for everything from writing to overhauling my LinkedIn profile and making client survey questions. I use ChatGPT multiple times every week for something.
Elaine Ball: What’s possible now for your business that wasn’t before?
Christopher Juliano: Expanding our reach beyond our local area. With NSPS and “Get Kids Into Surveying,” we’re interacting with more people nationwide. Upcoming projects, like the Monopoly initiative and Geo Week, will expose me and the team to even wider audiences.
Elaine Ball: What advice would you give your pre-GMA self?
Christopher Juliano: Don’t let work or distractions get in the way. Set aside some time every week for lessons. The modules are manageable. Take notes, figure out how to apply them and adapt the training to your situation rather than trying to change everything at once. GMA gives you the flexibility to take what works for you.
Elaine Ball: What hesitations did you have before joining GMA?
Christopher Juliano: I wondered about the cost, but after consulting my business partner, I decided to do it. If it hadn’t worked, at least I tried. But it’s delivered: the value is strong, especially compared to hiring a marketer who wouldn’t understand surveying. You “get us” – other marketers would just put us in a generic program.
Elaine Ball: How do you see yourself using GMA and its tools/approach over the next three to five years?
Christopher Juliano: I’ll keep using the lessons, digging into buyer personas and adapting as market needs change. Whether business grows or we have to survive a downturn, I’ll use these tools. I don’t see myself abandoning GMA. I’ve definitely “drank the Kool-Aid.” I appreciate the way it keeps evolving, and you involve us in that evolution.
Elaine Ball: Thank you so much for your time, Christopher!
Christopher Juliano: Thank you for the opportunity.