IT-аутсорсинг · Java, SAP Hybris, Liferay · США
Service
Marketing on WEDGE: from choosing a direction to enquiries
For when the question is not how to promote but what to promote. We close markets, directions, buyer profiles and the plan — then execute it.
Take this service if
Many directions, one budget. The company does ten things well, and which of them to put marketing behind first is unclear.
No CMO, or an overloaded one. The deep work — market analysis and buyer profiles — keeps slipping because there is never time for it.
You promoted, but not there. Traffic grew, enquiries did not. The usual cause: the direction that grew is the one where you earn least.
You need arguments for the board. A decision has to be made and then defended with numbers, to people who do not do marketing.
The most expensive mistake in promotion is not bad copy. It is good work done in a direction that should never have been touched.
What is included
Five steps — and the work behind them
We have applied WEDGE to more than twenty companies over six years. It is not a slide at kick-off; it is what decisions rest on for the whole engagement.
Where — the competence map
Your directions across five tabs. Expertise, sellability and margin are scored by you, market movement by us. The rows get ranked.
Evaluate — the second screen
Competition in search and LLMs, real traffic, reachability with your current site. Output: a queue of directions and the matrix.
Decode — who decides
Profiles of the people who sign: what they know, what they fear, what they need to see. They go into every brief.
Guide — content by stage
Awareness → Consideration → Decision. Each stage removes its own objection. A B2B buyer reads around 13 pieces before deciding.
Expand — coverage
External mentions, topical authority, then the intersections: not “fintech” and not “Node.js”, but fintech on Node.js.
Then — execution
Everything search and LLM visibility involves: technical work, content, links, reporting. But inside the direction we chose.
Who scores what
We do not audit your engineering, and we do not pretend we can
Establishing how strong you are in fintech means reading the code. A marketing agency will not be let in there, and that is fine.
You bring: where the expertise is strong, which clients you have had, what the company earns on a project like that
We bring: market movement, who owns the results page, how much real traffic is there, whether you can get in with the current site
We do not argue with your scores on expertise, sellability or margin. Your read on yourself × our data on the market — each side brings what it actually knows.
What you get
Documents that stay with you
A filled-in competence map — a ranked list of your directions
The potential × reachability matrix with three zones: now / later / never
A queue of directions with the reasoning behind the order
Profiles of the decision-makers in each chosen direction
A content plan across funnel stages
A monthly work plan and reporting on what was delivered
The map stays with you whether or not we work together. If you hire a CMO later, they inherit a working base instead of six months of getting up to speed.
Case studies
Where the framework showed most clearly
Every figure comes from Ahrefs, covering the period from the start to the end of the work.
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Дивитися кейс →Questions
What we get asked most
What does it cost to start?
The competence map is free — you fill it in yourselves in a few hours. Market analysis is $30–40 per market, depending on how many. That is the entire up-front cost of finding out whether this is worth continuing.
What if the map surfaces a direction we do not want?
Then we do not go there. The map is an instrument for a conversation, not a verdict. But the fact that it rose to the top is worth discussing: resistance usually traces back to someone having tried it once, badly, under different conditions.
What if we cannot get into a direction?
We take the next one in the queue — that is what the queue at step Evaluate is for. We walk away from a client when the whole map is closed, not one branch of it.
Does this work outside IT?
The five-tab configuration is built for IT outsourcing. For product companies, industrial manufacturers or education platforms the set of tabs differs — some go, some get replaced. The logic stays the same.
Start with the competence map
A few hours of your team’s time and you will see a ranked list of your own directions. Free, and yours either way.