GeoApps

From a hard-to-fill calendar slot to B2G pipeline activation.

GeoApps sells a serious enterprise GIS stack into government and infrastructure across the Netherlands and Belgium. The team needed one flagship webinar that could pull registrations, hold attention live, and convert attendance into follow-up sales could run in government accounts.

See the outcomes ↓

The starting point

Government buyers rarely commit calendar time.

Without a credible promise, a webinar underperforms.

Live programmes only work when procurement and technical buyers see a clear reason to show up. A generic product webinar would not move B2G accounts. The programme needed:

Positioning that matched B2G evaluation norms, not vendor hype
A crisp promise: who it is for, what they will learn, why colleagues can attend
Promotion that reached the right government and infrastructure accounts
Production tight enough that the live session felt credible, not promotional
Follow-through so logistics and pipeline handoffs did not leak

The motion had to read as a working session buyers could safely bring colleagues to.

The B2G buyer challenge

Procurement-safe live moments require trust-first framing.

Government and infrastructure buyers evaluate through multiple stakeholders.

Technical evaluators need practical takeaways, not feature tours.

Department leads need a reason the session is worth internal circulation.

Procurement-heavy accounts need language that does not overclaim.

Internal champions need assets they can forward after the live session.

A single generic invite cannot serve all of them.

Programme design

One webinar motion. End-to-end ownership.

Locatix ran B2G pipeline activation around a single flagship webinar - positioning, audience development, production, and distribution tuned for Dutch and Belgian public-sector accounts:

Narrative and invite copy aligned to government, infrastructure, and spatial planning buyers
Segmented positioning for who should attend and what outcome they should expect
Audience development: list build, outreach, and reminders tuned to public-sector responsiveness
Webinar production and distribution: run-of-show, materials, replay, and sales follow-up paths
Trust-first language and proof that helped champions justify taking a meeting afterward

Every step connected to qualified commercial handoffs into government accounts.

Proof in market

The activation supported the GeoApps enterprise story.

The webinar motion reached government and infrastructure buyers evaluating a serious GIS stack across the Netherlands and Belgium.

Platform context

GeoApps website showing enterprise GIS positioning — GeoApps enterprise presence
Government and infrastructure buyers evaluating GeoApps see an enterprise-grade platform story, not a brochure site.
Live site · geoapps.nl

Activation outcome

GeoApps platform hero showing enterprise GIS capabilities — B2G pipeline activation
100+ registrations, ~70 live attendees, 70 net-new prospects, and follow-up into government accounts from one flagship motion.

What shipped

One motion. Four commercial layers.

Positioning

Webinar narrative and promotion framed as a B2G working session, not a vendor pitch.

Audience

Deliberate development into priority government and infrastructure accounts with multi-stakeholder registration.

Production

End-to-end webinar logistics, materials, and distribution so the live session held credibility.

Pipeline

Clean handoffs into sales with net-new prospects and follow-up into government accounts.

What changed

Before

Hard to convene government buyers around a live moment
Generic webinar framing that underperformed with B2G accounts
Promotion without account-level audience development
Follow-up leaking between production and sales

After

Positioned webinar tuned for procurement-safe B2G evaluation
100+ registrations from targeted account outreach
~70 live attendees with 70 net-new prospects for sales
Follow-up into government accounts from the same programme

Outcomes

What the work delivered.

Locatix connected B2G positioning, audience development, production, and sales handoff into one pipeline activation motion for GeoApps.

100+: registrations
~70: live attendees
70: net-new prospects

Webinar positioning and promotion tuned for government and infrastructure buyers
Audience development into priority B2G accounts across the Netherlands and Belgium
End-to-end production and distribution with credible live delivery
70 net-new prospects and follow-up into government accounts for sales

GeoApps had the platform story.

The work was turning one live moment into registrations, attendance, and pipeline sales could run.

If B2G buyers will not show up without a credible promise, the webinar motion has to earn the calendar slot before it earns the deal.

Position the session. Build the audience. Convert attendance into pipeline.

Book a discovery call