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The Boy in the Dyke (Life Before Geospatial Marketing Academy)
Picture this: You’re running a surveying company, frantically plugging holes, running out of fingers and toes, but the cracks just keep on coming.
That’s exactly how Christopher Juliano, a licensed land surveyor and professional engineer from Connecticut, described what life was like before joining the Geospatial Marketing Academy (GMA). Running from one emergency to the next, wearing multiple hats in his six-person firm with no receptionist or administrative assistant – it was organised chaos at its finest.
The Lightbulb Moment: When Marketing Clicked
Like many surveyors, Christopher had tried marketing before. He’d worked with a marketing consultant about 20 years ago, and subsequently carried out client surveys and gained some pretty good insights. But there was no roadmap, no follow-up and no strategic direction.
That all changed when he discovered GMA through his involvement with NSPS (National Society of Professional Surveyors). What started as support for the “Get Kids Into Survey” campaign snowballed into something much bigger.
The Numbers Don’t Lie
Six months into GMA, Christopher is already seeing tangible results:
- Increased job volume: More projects completed year-over-year
- Revenue growth: Ahead of previous year’s performance
- Better client retention: More repeat business and referrals
- Improved team efficiency: Staff more engaged and productive
“Whether it’s due to the economy or GMA, we’re ahead of where we were last year both in number of jobs we do in a year and we have seen an increase in revenue.”
The Transformation Begins
“Without GMA, I’d probably still be fumbling and stumbling my way through each and every day,” Christopher admits. “You’ve given me focus.”
One of the first (and biggest) game-changers? The 90-day planning system that GMA teaches.
“You introduced us to 90-day plans, which is great because we have small chunks to look at and focus on,” Christopher shares. “It gives us a strategy so that we can see progress.”
And here’s some of that progress they’ve seen so far:
- Team growth from six people to eight, with a ninth person possibly joining
- Website redesign, including a complete overhaul to better serve their markets
- Monthly staff meetings transformed into focus groups for business development
But perhaps the most meaningful transformation was involving his entire team in the decision-making process. Before GMA, Christopher tried to do everything on his own. Now? His team is actively engaged in shaping the company’s future.
The Unexpected AI Convert
Now here’s where it gets really interesting. Christopher went from being completely anti-AI to using it almost daily.
“I never thought I would be an AI fanboy,” he laughs. “When people started talking about AI, I’m like, okay, it can’t replace actual survey work, so it’s never going to happen. But you got me into ChatGPT and Perplexity, and I use them both almost on a daily basis.”
“Those two tools are amazing. I don’t think I would have ever really found them or used them on my own without a little nudge.”
Get usage tips and AI Advice specifically for Geospatialers from Elaine Ball on our blog.
Breaking Out of the Shell to LinkedIn and Beyond
Another surprising change? Christopher’s relationship with social media, particularly LinkedIn.
“I really didn’t go on LinkedIn much. I always felt it was the professional Facebook and I just really didn’t care about it. Now I’m checking it a couple times a week and not just to lurk. I’m posting or commenting a lot more.”
The confidence to share opinions and engage professionally has opened new doors and connections in the geospatial community.
Client Relationships, Transactions and Conversations
The buyer persona work in GMA completely shifted how Christopher approaches client relationships. He’s gained confidence to follow up with customers and find out what he needs to know, even when it feels tough or awkward. “I’m not shying away from asking those hard questions anymore.”
Christopher has no problems asking:
- Why didn’t we get selected for this project?
- Who did you actually go with?
- What could we have done better?
This approach has led to valuable feedback and stronger relationships. In one case, a client honestly explained they went with a competitor due to a 20-year relationship and local connections, information Christopher respected and used to maintain a positive ongoing relationship.
The Secret Sauce? Weekly One-on-Ones
When asked what he’d miss most if GMA disappeared tomorrow, Christopher doesn’t hesitate: “The one-on-ones. That’s the easiest question.”
These weekly accountability sessions provide:
- A sounding board for business decisions
- Personalised guidance and feedback
- Structured homework to drive progress
- Connection with other GMA members
“You’re holding us accountable. It’s easy to use you as a sounding board for where we are. Yes, you give us homework, and I think that’s why some other people don’t show up as regularly – they don’t want to do these extra things. But it’s all for a purpose.”
Is GMA Worth It?
For Christopher, the ROI is clear. Compared to hiring a traditional marketing company at two to three times the cost, GMA offers:
- Ongoing education and support
- Industry-specific expertise
- Business consulting beyond just marketing
- A community of peers facing similar challenges
- Tools and frameworks that work specifically for surveyors
- Connections with other industry professionals
- Opportunities at major industry events like Geo Week
- Access to a network of geospatial marketing experts
What started as a small investment in marketing education has opened doors Christopher never expected.
When describing GMA to skeptical friends, Christopher positions it as “business consulting, marketing and a sounding board all rolled into one fun, high-energy person that has our best interest at heart.”
“I don’t see myself abandoning GMA. I really don’t. I’ve definitely drank the Kool-Aid,” he admits with a laugh.
Your Turn. Ready to Transform Your Business?
Christopher’s story isn’t unique. Across the geospatial industry, surveyors are discovering that marketing isn’t just about pretty brochures and newspaper Ads. It’s about strategic business growth: increasing sales and prospective customers by understanding your buyers and building systems that create sustainable success.
I.e. NOT just ‘colouring in’!
If you’re tired of plugging holes in the dyke and ready to build something bigger, GMA might just be the transformation you and your business need.