M
Mapping
Fase de Mapeo (Reunión inicial)
Visual audit of the current marketing state: ideal customer, most profitable services, local competition, current channels.
See phase →
The method behind every WebHeroe project
MAPA: a four-phase system to turn your pipeline into infrastructure.
MAPA is not a template: it is the sequence we follow every time we take over a services SME's marketing. We first see. Then we focus. Then we optimize. Only then do we scale. You always know which phase you are in and why.
Overview
Four letters. One promise: predictable pipeline.
Phase 1 · Mapping
Fase de Mapeo (Reunión inicial)
Visual audit of the current marketing state: ideal customer, most profitable services, local competition, current channels.
Antes de invertir un euro más en marketing, mapeamos la situación en una reunión inicial: perfil del cliente ideal, servicios más rentables, competencia local y canales que ya usas. No hay tácticas sin esa primera conversación.
What a phase-M meeting delivers
- Ideal Customer Profile (ICP) and real-decision-maker persona.
- Service-level P&L: which services actually pay, which ones bleed margin.
- Competitive radar: who ranks, who has proof, who is invisible.
- Channel audit: your current web, social profiles, Google, ads and referrals — scored.
Phase 2 · Assignment
Assignment Phase (Focus)
Pick a single primary acquisition channel. Stop being everywhere at once.
Dejamos de estar en todos los sitios a la vez. Elegimos un canal principal de captación (redes sociales, Google, SEO o paid) según tu ticket, ciclo de venta y dónde está realmente tu cliente.
How we pick one channel
- Ticket size and sales-cycle length tell us if paid or SEO is viable.
- Buyer behaviour: where they actually research before shortlisting vendors.
- Existing assets: perfectly good web? Then SEO first. Strong founder voice? Pick the social channel where they already get traction.
- Risk profile: one channel we commit to for six months, reviewed monthly.
Phase 3 · Potentiate
Potentiate Phase (Optimization & Automation)
Multiply productivity and marketing performance: optimize messaging, campaigns, positioning, and automate operations.
We sharpen the message, optimise campaigns and automate what is stealing your time today: replies, nurturing, reporting. You stop chasing tasks.
What we optimize & automate
- Sales narrative: one single sentence everybody uses, from CEO to SDR.
- Landing + nurturing assets: one per buyer intent, not one per campaign.
- Operations: quote replies, CRM hygiene, lead routing — automated.
Phase 4 · Attraction
Attraction Phase (Conversion)
Turn the visibility gained in the previous phases into real leads, meetings and customers.
Visibility turns into qualified leads, meetings and customers. With a clear monthly report: what works, what doesn't, where to raise the bar.
What you see every month
- MQLs, SQLs and meetings — with source attribution.
- Pipeline coverage (pipeline value ÷ quota).
- CAC, meeting rate and proposal ratio.
- One decision per month: what to double-down, what to cut.
Next step
Book 30 minutes. We'll tell you which phase you are really in.
Most companies believe they are in P (optimize). Spoiler: almost everyone starts in M. We'll say so honestly.