In this episode of Marketers of Technology, Andres talks with Kayleeann Maritz, Chief Marketing Officer at GoReport, the software platform that helps surveyors and property professionals capture inspection data digitally and turn it into professional reports across the built environment. With more than twenty years in marketing and a psychology degree behind her, Kayleeann explains how she markets technology, and now AI, to an audience that is cautious about both because their professional judgment and liability are on the line. She shares why GoReport set the hard sell aside in favor of education and honest answers, how that approach drew thousands of webinar registrations and built authority that money can't buy, and why email, phone calls, and a monthly dinner of industry leaders outperform flashier channels. Topics Discussed: Kayleeann's twenty-plus years in marketing, from a psychology degree and early FMCG roles to leading marketing across different industries and company sizesWhat GoReport does: a property inspection and reporting platform that captures data digitally and produces professional reports, now with AI featuresWhat the built environment means in practice, and GoReport's footprint across the UK, Europe, and a move into AmericaWhy surveyors are later adopters of technology, given the weight of accuracy, liability, and professional judgment in their workSetting the hard sell aside and leading with education and trust when bringing AI features to marketUsing CPD webinars, human-authored industry reports, and credible thought leaders to explain and apply AIAnswering customers' real fears about AI honestly, including saying when GoReport isn't the right productWebinar results that drew 2,500 registrations and made GoReport a name in every industry conversation about AIWhy email, phone follow-ups, and human interaction are GoReport's most successful channelsThe monthly industry leaders dinner used to preview and amplify new launchesKeeping a lean team, using AI for entry-level tasks, and spending the time saved on thinking, reporting, and strategyKayleeann's goals for the end of 2026: closing the year strong, continuing to build authority, and preparing a brand evolution GTM & Technology Adoption Lessons: Educate instead of selling features. Early on, GoReport found that shouting about features would get nowhere with cautious buyers, so it set the hard sell aside and focused on explaining why a digital product helps.Answer the real fears about AI. Surveyors worry about data leaks, accuracy, and trust, so GoReport's content addresses those objections directly rather than feeding them only what the company wants them to know.Be willing to say you aren't the right fit. Kayleeann believes truthful conversations, including pointing prospects to better options when they exist, are central to earning trust.Authority is worth more than any single metric. The webinars produced demos and revenue, but she values most that nobody in the industry can discuss AI without mentioning GoReport, which she says can't be bought.Choose channels by how your industry buys. In a traditional, relationship-driven industry, email followed by phone calls works best, even though cold calling is unpopular elsewhere.Launch to your most influential audience first. A monthly dinner with twenty to thirty highly regarded industry figures gives GoReport early feedback and helps those leaders promote new reports and webinars.Use AI to buy back thinking time. Handing off repetitive, entry-level work frees the team for creativity, objectivity, and data-driven campaign planning instead of campaigns for campaigns' sake. // Sponsors: Front Lines — Silicon Valley's leading Podcast Production Studio. We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. Mention you are a listener and get a 10% discount. www.FrontLines.io/Podcast-as-a-Service
