Kayleeann Maritz, CMO at GoReport, says trust-led AI education built authority that cannot be bought, so the industry cannot discuss AI without naming GoReport.
GoReport's CPD webinars drew 2,500 registrations, and Maritz says the approach produced revenue and demos without a hard sell.
Maritz says surveyors resist AI because accuracy and liability are at stake, so GoReport answered data-leak and accuracy questions transparently, while Andres Figuera argues buyers need to hear why AI helps rather than feature lists.
How GoReport Won Wary Surveyors Over to AI by Teaching
GoReport sold AI to a profession that distrusts it by teaching instead of selling. Surveyors carry liability for every report, so AI makes them nervous, and credible outside sources plus honest answers about risk turned that fear into trust. The payoff Maritz values most is authority that no ad budget could buy.
Takeaways
Education beats the hard sell for nervous buyers. Surveyors adopt technology late because their accuracy and professional judgment carry liability, and AI deepens that anxiety. GoReport set the hard sell aside and ran CPD webinars built on credible thought leaders and industry reports not produced by AI.
Authority was the biggest return, beyond leads. The webinars drew 2,500 registrations, more than many conferences hold in a room, and produced revenue and demos. Maritz says the larger prize is authority money cannot buy, so nobody in the industry discusses AI without mentioning GoReport.
Honest answers about risk build trust. GoReport answered prospects' direct questions about data leaks and report accuracy truthfully and transparently. Maritz notes that few businesses are willing to tell a prospect plainly that they are not the right product for them.
Explain why AI helps instead of listing features. Figuera argues that feature lists overwhelm buyers who fear AI will take their job, while explaining why and how it helps works better. He adds that a flood of AI-written content is eroding trust in digital marketing generally.
Email and phone outperform social in this industry. Maritz ranks email first and follow-up calls second, with LinkedIn as a supporting channel. Figuera ties this to surveying's orthodox, traditional culture, which makes direct contact the main route to buyers.
Insider dinners seed launches with respected voices. A monthly dinner gathers 20 to 30 respected industry figures who get a first look at new AI reports and webinars. GoReport asks for their feedback before they promote the material to their own networks.
A lean team uses AI for grunt work. GoReport runs fewer than five internal marketers, supported by HubSpot agencies and content producers. AI handles entry-level, repetitive tasks, freeing time for creative thinking and data analysis, with board and CEO encouragement. Figuera says AI still cannot replace human taste and curation.
Plans for late 2026 and 2027
GoReport wants to build on its AI authority while preparing for new AI features and the fresh objections they will raise.
Brand launches are coming over the next few months to refresh how a now grown-up company presents itself, while the product itself stays the same.
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