What is Sales and Marketing Strategy of EPAM Systems Company?

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How does EPAM Systems drive growth through its sales and marketing strategy?

EPAM Systems is a global leader in digital platform engineering. Its strategy heavily focuses on AI and GenAI solutions, significantly boosting its market position and financial performance. This focus is key to its continued expansion in the competitive IT services sector.

EPAM Systems, founded in 1993, has grown from a small software engineering firm to a global powerhouse. Its initial dual-shore approach has evolved into a sophisticated, acquisition-enhanced, and technology-forward market presence, now operating in over 55 countries with approximately 61,200 employees as of December 31, 2024.

EPAM Systems' sales and marketing strategy is deeply intertwined with its commitment to AI and generative AI. The company leverages direct sales and strategic partnerships to connect with clients, employing advanced digital and content marketing tactics. Its brand positioning emphasizes innovation and reliability, crucial for its success in driving recent growth and client engagement.

EPAM Systems primarily employs a direct sales model, focusing on building deep relationships with large enterprise clients. This approach is supported by a network of strategic partnerships, crucial for delivering complex digital transformation and software engineering services to a global B2B customer base.

Direct Sales Engagement

EPAM's sales force is structured for in-depth account management and industry-specific engagement. This client-centric approach ensures tailored solutions for digital transformation projects, driving new client acquisition and expanding existing relationships.

Strategic Partnerships

Key alliances with hyperscalers like Google Cloud and AWS are fundamental to EPAM's sales strategy. These collaborations enable the delivery of advanced cloud and AI-native solutions, enhancing the company's market offerings.

Global Delivery Network

The company has expanded its delivery capabilities across more than 55 countries. This global footprint allows EPAM to serve clients locally while leveraging a diverse international talent pool for its projects.

Acquisition-Driven Expansion

Recent acquisitions, such as NEORIS and First Derivative in 2024, have broadened EPAM's market reach. These strategic moves have particularly strengthened its presence in Ibero markets and its financial services sector.

Sales Performance and Growth

EPAM's client-centric sales and partnership strategy has proven effective in driving growth. The company has seen significant increases in key sectors, demonstrating the success of its go-to-market strategy.

• Financial services revenue grew by 34.4% year-over-year in Q2 2025.
• Software and high-tech sector revenue increased by 21.2% in the same period.
• Partnerships with cloud providers enhance sales propositions for generative AI solutions and enterprise workload migration.
• The company's ability to win new logos and expand wallet share highlights its competitive sales strategies.

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EPAM Systems leverages a multifaceted marketing approach centered on demonstrating deep technical expertise and delivering tangible business value to enterprise clients. The EPAM sales strategy is intrinsically linked to its marketing efforts, focusing on building trust and showcasing innovation in areas like digital transformation and AI.

Content Marketing and Thought Leadership

EPAM consistently publishes in-depth insights, research, and case studies across critical technology domains. This content establishes the company as a trusted advisor and thought leader in complex technological advancements.

Digital Marketing and SEO

Robust SEO strategies ensure high visibility for their thought leadership pieces, attracting organic traffic. Targeted paid advertising campaigns on professional platforms further refine reach to key decision-makers.

Lead Nurturing and Email Marketing

Email marketing plays a vital role in nurturing leads generated through various channels. It's used to disseminate specialized content and maintain engagement with potential and existing clients.

Influencer and Analyst Partnerships

Collaborations with industry analysts and technology influencers are key to bolstering credibility. These partnerships extend EPAM's reach and influence within specific enterprise technology segments.

Social Media Engagement

Platforms like LinkedIn are central to EPAM's social media strategy. They are used for professional community engagement, showcasing company culture, and sharing valuable technical expertise.

Leveraging Proprietary AI Platforms

EPAM utilizes its own AI platforms, such as EPAM AI/RUN™ and EPAM DIAL, not only for client solutions but also as technological proofs of concept in its marketing. This demonstrates their advanced AI capabilities directly.

The EPAM marketing strategy is deeply integrated with its service offerings, reflecting a data-driven ethos. The company's focus on digital transformation services, particularly in AI and GenAI, has reshaped its marketing mix, emphasizing its role in guiding clients through these complex technological shifts. This evolution aligns with the broader EPAM business strategy of staying at the forefront of innovation. The company's approach to customer acquisition is heavily reliant on demonstrating value through content and expertise, a core component of its EPAM go-to-market strategy. For instance, EPAM's marketing campaigns for cloud solutions highlight their ability to drive efficiency and innovation for clients. The company's commitment to continuous improvement is evident in its efforts towards EPAM sales funnel optimization and enhancing EPAM customer retention strategies. Understanding the Growth Strategy of EPAM Systems provides further context on how these marketing tactics support overall business objectives.

Industry Events and Conferences

While less reliant on traditional mass media, EPAM maintains a significant presence at global industry events. These forums are critical for networking, showcasing capabilities, and reinforcing thought leadership.

• Networking opportunities with potential clients and partners.
• Showcasing advanced engineering and digital transformation capabilities.
• Presenting thought leadership on emerging technology trends.
• Gathering market intelligence and understanding client needs.

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EPAM Systems positions itself as a premier global provider of digital engineering, cloud, and AI-driven transformation services. Its brand is built on a foundation of deep engineering expertise, a steadfast commitment to quality, and an integrated approach that blends consulting with hands-on engineering. The core message emphasizes accelerating client innovation and enhancing competitive advantage by translating complex ideas into tangible, real-world solutions, acting as a trusted strategic partner.

Engineering DNA and Quality Focus

EPAM's brand is deeply rooted in its engineering capabilities, underscoring a commitment to delivering superior quality outcomes. This focus differentiates it in the market and builds trust with clients seeking reliable transformation partners.

Integrated Consulting and Engineering Approach

The company combines strategic advisory with practical engineering execution. This integrated model allows EPAM to transform complex client challenges into actionable, real-world solutions, enhancing their competitive edge.

Innovation and Advanced Technologies

EPAM's brand voice is professional and innovative, reflecting its expertise in cutting-edge areas like AI, GenAI, and cloud technologies. Platforms like EPAM AI/RUN™ and initiatives such as DIALx Lab showcase this forward-thinking approach.

Target Audience Appeal

The company appeals to financially-literate decision-makers in global enterprises and ambitious startups by highlighting its engineering excellence, reliability, and strategic advisory. This unique selling proposition is key to its EPAM sales strategy.

EPAM's brand perception is reinforced by numerous industry recognitions. In January 2025, Newsweek placed EPAM at #754 in its Excellence 1000 Index and among the Top 5 for IT Services and IT Consulting. Glassdoor recognized EPAM as a 'Best Place to Work' in 2025, ranking it #25 overall, and LinkedIn highlighted it as a top European company for career growth in 2024. Further validation comes from its 'Exceptional Performer Status' in the 2024 Swiss IT Sourcing Study and recognition by Whitelane Research as a top IT sourcing vendor across Europe in 2024. This consistent acclaim underscores the effectiveness of its EPAM marketing strategy and its overall EPAM business strategy, demonstrating strong EPAM brand positioning in IT services.

Industry Accolades

EPAM's consistent recognition in prestigious industry rankings validates its market leadership and service quality. This builds credibility and trust, supporting its EPAM go-to-market strategy.

Employee Recognition

Being named a 'Best Place to Work' and a top company for career growth reflects a strong internal culture. This positive environment is crucial for attracting and retaining talent, which directly impacts client service delivery.

AI and Cloud Leadership

EPAM's accelerated investments in AI and cloud technologies, showcased through platforms like EPAM AI/RUN™, position it as an innovator. This focus is central to its EPAM marketing campaigns for cloud solutions and its ability to drive digital transformation for clients.

Brand Consistency

EPAM maintains brand consistency across all communication channels, from its website to industry events. This ensures a unified message about its capabilities and value proposition, reinforcing its EPAM customer acquisition efforts.

Adaptability to Market Shifts

The company actively adapts to market changes and competitive pressures by evolving its service offerings and expanding its global reach through strategic acquisitions and partnerships. This agility is key to its EPAM competitive sales strategies.

Strategic Partnerships

EPAM leverages partnership marketing initiatives to extend its reach and enhance its service delivery. These collaborations are integral to its EPAM business strategy and its ability to offer comprehensive solutions.

EPAM's Sales and Marketing Alignment

EPAM Systems demonstrates a strong alignment between its sales and marketing efforts, focusing on value-driven messaging and demonstrating tangible business outcomes for clients. This integrated approach is crucial for effective EPAM lead generation tactics and optimizing the EPAM sales funnel.

• The company's content marketing for tech companies highlights its thought leadership and expertise.
• EPAM sales enablement programs equip its sales teams with the knowledge and tools to effectively communicate its value proposition.
• Customer journey mapping in sales helps EPAM understand and cater to client needs at every touchpoint.
• EPAM's digital marketing ROI for consulting services is carefully tracked to ensure campaign effectiveness.
• The company's approach to how EPAM Systems generates sales is deeply integrated with its marketing strategies, focusing on building long-term relationships.
• EPAM Systems marketing approach for enterprise clients emphasizes tailored solutions and deep industry understanding.
• EPAM Systems customer retention strategies are built on consistent delivery of high-quality digital transformation services.
• EPAM Systems market entry strategy for new regions involves thorough research and localized approaches.
• Understanding the Brief History of EPAM Systems provides context for its sustained growth and strategic evolution.

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For a B2B digital transformation and engineering services provider, key marketing initiatives often focus on demonstrating expertise and fostering client relationships rather than traditional advertising. In 2024-2025, a significant aspect of the EPAM sales strategy has been its accelerated focus on Artificial Intelligence and strategic alliances, driving its EPAM marketing strategy.

Google Cloud Partnership Expansion

EPAM significantly expanded its partnership with Google Cloud in early 2025. This initiative aimed to deliver innovative, AI-powered industry solutions, showcasing EPAM's expertise in cloud-native services and generative AI.

AWS Collaboration Advancement

In April 2025, EPAM advanced its Strategic Collaboration Agreement with Amazon Web Services (AWS). The focus was on developing and scaling generative AI solutions, assisting enterprises with cloud migrations and application modernization.

AI Thought Leadership Series

EPAM consistently produced thought leadership content around AI-driven transformation throughout 2024 and 2025. This ongoing effort positions EPAM as a key partner for businesses navigating AI adoption.

Strategic Acquisitions for Market Expansion

The company's strategic acquisitions in 2024, including NEORIS and First Derivative, also served as key initiatives. These moves aimed at expanding market reach and enhancing capabilities, particularly in financial services and data-driven solutions.

The Google Cloud partnership initiative highlighted practical applications of Google Cloud's Vertex AI platform to address industry challenges, utilizing press releases and thought leadership content. A key outcome was EPAM receiving the 2025 Google Cloud Industry Solutions Partner of the Year Award for Oil and Gas in April 2025 for a geospatial data visualization and GenAI solution. This recognition bolstered EPAM's credibility in the AI and energy sectors, contributing to its overall EPAM go-to-market strategy.

Google Cloud Partnership Impact

The collaboration with Google Cloud focused on practical AI solutions, leading to industry awards and enhanced visibility in key sectors.

AWS Collaboration Focus

The AWS initiative emphasized EPAM's engineering and consulting services, leveraging advanced generative AI services like Amazon Bedrock to accelerate client AI journeys.

Thought Leadership Strategy

Consistent content creation around AI-driven transformation positions EPAM as a leader, driving increased wallet share with existing clients and new logo acquisition.

Acquisitions as Strategic Campaigns

Acquisitions in 2024 served as market entry and capability enhancement campaigns, strengthening EPAM's position in specialized sectors.

AI-Driven Demand

The company's Q2 2025 revenue growth of 18.0% year-over-year to $1.353 billion was partly fueled by demand for AI-related services, underscoring the success of these initiatives.

EPAM's Brand Positioning

These campaigns collectively reinforce EPAM's brand positioning in IT services, highlighting its capabilities in digital transformation and AI for enterprise clients.

Key Campaign Elements and Outcomes

EPAM's marketing campaigns in 2024-2025 have been characterized by strategic partnerships and a strong emphasis on AI capabilities. These initiatives are central to the EPAM sales strategy and EPAM business strategy, aiming to drive client acquisition and deepen existing relationships.

• Google Cloud Partnership: Focused on AI-powered solutions, leading to an industry award and enhanced market presence.
• AWS Collaboration: Aimed at scaling generative AI solutions and modernizing enterprise applications.
• Thought Leadership: Consistent content creation on AI transformation to establish EPAM as a go-to partner.
• Strategic Acquisitions: Expanded capabilities and market reach, particularly in financial services.
• Revenue Impact: AI-related demand contributed to significant revenue growth, demonstrating the effectiveness of the EPAM marketing approach for enterprise clients.
• Customer Acquisition: These efforts support EPAM customer acquisition and contribute to the Mission, Vision & Core Values of EPAM Systems by showcasing its innovative capabilities.

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