GeoApps (MapGear)
From fragmented technical expertise to a credible enterprise platform.
Deep geospatial products and public-sector experience, without a commercial system buyers could trust and buy from.
See the outcomes ↓
The starting point
The expertise was strong.
The commercial experience around it was fragmented.
MapGear had deep geospatial expertise, established products, and experience across public-sector and technical markets, but its commercial story, digital ecosystem, and market activation did not fully reflect that strength. Buyers had to work too hard to understand:
- What the portfolio offered
- Which solution was relevant to them
- How the different brands and products connected
- Why the company was credible
- How to evaluate or procure the solution
- What action they should take next
The organisation had more commercial value than its digital presence communicated.
The enterprise challenge
Technical buyers do not evaluate a company through one page.
Enterprise and public-sector decisions involve multiple stakeholders.
Users want to understand functionality.
Technical evaluators want to understand architecture and compatibility.
Decision-makers want to understand outcomes and risk.
Procurement teams want documentation, structure, and clear evaluation paths.
Internal champions need material they can circulate.
A generic website cannot serve all of them.
MapGear needed an ecosystem that could support the full buying committee.
The brand challenge
One company. Multiple propositions. No clear system connecting them.
MapGear had accumulated expertise, products, and brands over time.
Without a clear architecture, this created friction.
Visitors could see individual capabilities, but not always the strategic value of the wider organisation.
Products risked competing for attention.
Service propositions were difficult to compare.
Enterprise buyers could not easily move from a specific need to the most relevant solution.
The challenge was not simply redesigning a website.
It was designing a commercial system across the portfolio.
The strategic decision
Build one authority layer around the company.
Then give every product a clear role.
Locatix developed a structure in which MapGear could act as the authority and credibility layer.
The parent brand would communicate:
- Market expertise
- Technical credibility
- Company vision
- Public-sector experience
- Partner capabilities
- Procurement readiness
Individual product brands, including GeoApps, would communicate:
- Specific use cases
- Buyer problems
- Product functionality
- Industry applications
- Evaluation information
- Clear conversion paths
The result was one connected system rather than a collection of disconnected websites.
The MapGear authority layer
MapGear needed to become easier to trust.
The company-level experience was designed to establish credibility before buyers evaluated an individual product.
The narrative positioned MapGear around its broader strengths:
- Geospatial software and expertise
- Experience in public-sector environments
- Knowledge of complex spatial workflows
- Ability to support technical implementation
- A portfolio of specialised solutions
- Long-term value as a technology partner
The objective was to help enterprise and government buyers understand not only what MapGear delivered through its portfolio, but why the organisation could be trusted to deliver it.
The GeoApps product experience
GeoApps needed to become easier to evaluate.
GeoApps is MapGear’s flagship product, and it was repositioned inside a clearer commercial journey.
Instead of presenting technology as a list of capabilities, the experience connected the product to the needs of specific buyers and use cases.
The product experience was built around:
- Clear product positioning
- Persona-specific buyer journeys
- Industry and use-case pages
- Technical evaluation content
- Search-led discovery
- RFP and procurement support
- Demonstration and contact paths
- Connections to the wider MapGear portfolio
Every page had a defined commercial role.
What changed on the site
The repositioning on mapgear.nl/en/geoapps.
Before
- Standalone brochure site on geoapps.nl: feature lists, subscriptions, and a link back to MapGear - not a buying journey.
- Product page buried on the corporate site as a text wall, with a “visit geoapps.nl” link and a callback form - not enterprise evaluation content.
- Little customer proof buyers could trust or circulate internally.
- No structured routes by use case, industry, organisation type, or buyer role.
- No in-depth articles on how clients implemented the platform in practice.
- No news flow when RFPs were won, features shipped, or the portfolio evolved.
- Webinars ran as one-off events with no lasting library for evaluators.
- Platform apps listed as features - not pages with video, animation, or explainers.
After
- One enterprise product experience under MapGear with stats, apps, industry solutions, and evaluator paths.
- Interactive product proof buyers can evaluate, including the GeoApps Viewer for spatial data workflows.
- A much larger set of testimonials and customer evidence across the portfolio.
- Dedicated pages by solution, use case, industry, buyer type, and organisation type.
- In-depth articles on client implementations evaluators can read before they talk to sales.
- Announcements when new RFPs are won, features launch, and the platform expands.
- Webinar recordings available on demand for buyers who missed the live session.
- A dedicated page for each platform app - with video, animation, explainers, and testimonials.
Built for complex buying committees
Different stakeholders needed different answers.
The operational user
How will this improve the daily workflow?
The technical evaluator
Will it integrate with our existing systems and data?
The department lead
Will this solve a meaningful organisational problem?
The economic buyer
What is the expected value and commercial justification?
Procurement
Can this supplier meet the requirements of a formal evaluation process?
The internal champion
What can I share to build support inside the organisation?
The new ecosystem gave each stakeholder a clearer path through the buying journey.
Built for procurement
Enterprise visibility is not enough.
The company also needed to be ready when formal demand appeared.
Technical and public-sector markets frequently move through RFIs, RFPs, tenders, framework agreements, and structured procurement processes.
The digital ecosystem was designed to help MapGear respond more effectively by making key information easier to find and validate.
This included clearer paths to:
- Company credentials
- Relevant products
- Use cases
- Technical information
- Implementation capabilities
- Past experience
- Contact and evaluation routes
The website became part of the procurement infrastructure.
Built for discovery
The market cannot evaluate what it cannot find.
The new ecosystem was structured to improve visibility across traditional search and emerging AI-assisted discovery.
Pages were organised around the language buyers use when researching:
- Problems
- Capabilities
- Industries
- Applications
- Products
- Technical requirements
- Procurement questions
This made the platform more useful to both human evaluators and search systems.
The objective was not traffic alone.
It was visibility among relevant enterprise and public-sector buyers.
Authority activation
The platform created the foundation.
Market activation brought the story into target accounts.
Locatix helped MapGear turn portfolio expertise into campaigns and authority initiatives designed for public-sector buyers.
A GeoApps webinar became a central activation mechanism.
Instead of treating it as a general awareness event, the webinar was connected to a defined account list and commercial follow-up process.
The campaign combined:
- A relevant expert topic
- Public-sector positioning
- Named-account distribution
- Registration and engagement tracking
- Follow-up with target organisations
- Opportunity and tender visibility
The content gave buyers a reason to engage before they were ready for a direct sales conversation.
Public-sector activation
More than 100 B2G accounts engaged.
The webinar and surrounding activation reached a broad group of relevant public-sector organisations.
This included engagement across municipalities, regional authorities, infrastructure organisations, and other government-related accounts.
The result was not simply an audience.
It created:
- Greater visibility within the target market
- New contacts inside priority organisations
- Signals of interest across target accounts
- Follow-up opportunities
- Stronger positioning around relevant public-sector challenges
- A foundation for future tenders and RFPs
Authority became a route into the market.
From engagement to opportunity
Interest only matters when it enters a commercial process.
Locatix connected the campaign to structured follow-up.
Accounts were reviewed based on:
- Organisation type
- Strategic relevance
- Attendee role
- Engagement level
- Known projects
- Procurement activity
- Potential product fit
This made it possible to distinguish between passive participation and genuine commercial potential.
The strongest accounts could then be progressed through:
- Direct follow-up
- Additional content
- Product conversations
- Partner discussions
- Tender monitoring
- Longer-term account development
RFP-led growth
The system supported demand that already existed in the market.
Public-sector growth is not generated through outbound alone.
Many opportunities emerge through formal procurement processes.
The MapGear portfolio ecosystem was designed to support this reality.
Authority assets helped establish credibility before an RFP appeared.
Product pages helped evaluators understand the solution.
Use-case content helped connect capabilities to requirements.
Clearer commercial pathways made it easier to start a conversation.
Tender visibility helped identify relevant demand.
Together, these elements supported a more RFP-ready growth motion.
What changed
What changed
Before
- A fragmented digital portfolio
- Technical messaging without a unified commercial narrative
- Unclear relationships between brands and products
- Limited evaluator journeys
- Weak support for buying committees
- Disconnected content and market activation
After
- A cohesive multi-brand ecosystem
- A stronger MapGear authority layer
- Clearer GeoApps product positioning
- Persona and use-case-specific journeys
- RFP-ready evaluator paths
- Improved search and AI visibility
- Authority campaigns connected to target accounts
- More than 100 public-sector accounts activated
The commercial system
One connected system now supports the complete journey.
Authority
MapGear communicates the wider credibility and expertise of the organisation.
Product clarity
GeoApps and the wider portfolio give buyers clear routes to relevant solutions.
Evaluation
Persona, use-case, and technical content supports the buying committee.
Discovery
Search-led architecture brings relevant buyers into the ecosystem.
Activation
Webinars and expert content create reasons for target accounts to engage.
Procurement
RFP-ready pathways support formal enterprise and public-sector demand.
Pipeline
Follow-up turns engagement, buying signals, and procurement activity into commercial opportunities.
Outcomes
What the work delivered.
Locatix connected company authority, product positioning, digital experience, public-sector activation, and procurement readiness into one enterprise growth system.
- Multi-brand
- web ecosystem
- 100+
- public-sector accounts activated
- Enterprise
- and RFP-ready buyer journeys
- A clearer commercial story
- A cohesive multi-brand ecosystem
- Stronger enterprise buyer journeys
- More than 100 B2G accounts engaged
- Better support for tenders and RFP-led growth
MapGear already had the technical expertise.
The work was turning it into a platform the market could understand, trust, and buy from.
If your portfolio has the product depth but not the commercial system around it, the same motion applies.
Build authority. Activate the market. Create enterprise pipeline.