With a stable economy, a central location in Europe and a robust industrial base, Poland is no longer seen merely as a place to manufacture. It’s becoming a strategic market in its own right. But simply having a presence in this market is not enough. So how do you build a communication strategy that works?
Poland – a market with big potential
More and more companies are moving their production to be closer to Europe. As a growing hub in Central and Eastern Europe, Poland is gaining serious ground as a big industrial and logistics location. The country has a well-established manufacturing sector and a mature B2B ecosystem, ready to collaborate on supply chains, assembly, logistics and joint technology projects.
There’s also a range of incentives for investors – from tax breaks under the Polish Investment Zone to grants and funding for innovation and job creation. If you meet the criteria, support is very much on the table in the manufacturing sector. But Polish regulations can shift quickly, so working with an experienced local advisor or marketing agency is a smart move when entering the market.
What is the Polish B2B customer like?
In Poland, 99.8% of all businesses are micro, small and medium-sized enterprises (SMEs).
According to data from the Polish Central Statistical Office (GUS), the largest sectors by share are:
- Trade – 19.4%
- Construction – 15.1%
- Professional, scientific and technical services –14.4%
- Industry – 9.3%
- Information and communication – 7.8%
- Transport and warehousing – 6.1%
- Other sectors (such as public administration, food services, real estate, healthcare, culture, entertainment, finance, education, agriculture, etc.) – 27.9%
Research by the Institute for Sales and Marketing Development (IRSM) in 2023 found that the typical buying cycle in Polish businesses lasts between 1 and 3 months. In 64% of cases, purchasing decisions are made by just 1 to 3 people. In comparison, the average in the US is 11.
What matters most in the buying process?
- Business outcomes – 38.2%
- Quality of marketing materials – 34.5%
- How well-known the brand is among competitors – 30.7%
- Positive reviews – 27.6%
- Clear pricing – 24.5%
- Short implementation time – 21.6%
- Personal recommendations – 15%
- Innovation – 14.7%
- Low price – 10.7%
When looking for solutions, Polish B2B clients rely on:
- Google (it is their primary source of information).
- Recommendations from business partners.
- Marketing materials provided by suppliers.
This shows just how important it is for manufacturing brands to have a strong online presence and marketing content directed to the right people.
Know the Polish market before you enter it
For any manufacturing brand planning to launch in Poland, the first step should be a thorough SWOT analysis. What should you consider?
Possible strengths
- Established reputation – a recognisable brand helps build trust with distributors, partners and clients in Poland.
- Proprietary technology – unique solutions that are hard to find locally can be a strong advantage. So as durability, reliability or product design.
- Financial backing – big budgets for comprehensive marketing campaigns and product development tailored to the Polish market.
- Acquiring a local company – this can provide instant access to an existing marketing setup, team and media contacts.
- Adaptation to energy challenges – products with low energy consumption that align with eco trends are valued in Poland.
Possible weaknesses
- Lack of brand recognition – if Poles don’t know your brand’s name, you’ll need to build trust from scratch.
- Limited knowledge of the market – without a clear understanding of local trends, business culture and B2B expectations, you’ll struggle. This is why we always recommend working with an experienced marketing agency like the experts at All 4 Comms.
- Poorly adapted offer – if your products don’t meet EU or Polish standards, or if labels and manuals aren’t in Polish language, it could hold you back.
- No local partnerships – building a network of suppliers and partners takes time. Hiring local experts helps you navigate the landscape faster.
Market opportunities
- Growing consumer awareness – Polish buyers are more and more eager to choose innovative brands.
- Energy efficiency boom – because of the energy price spikes, there’s a strong focus on reducing consumption.
- Rapidly developing sectors – if you operate in e-mobility, renewables, smart home tech or industrial automation, you may find a fast-growing market with low competition.
Market threats
- Strong competition – Polish buyers have plenty of choice – from trusted local brands to global corporations with years of presence.
- Geopolitical instability – Poland itself is stable, but the war in Ukraine has impacted logistics, material costs and investment confidence.
- Inflation – the price surges reduced purchasing power and created hesitation around spending.
- Regulatory changes – environmental rules, certification requirements or carbon footprint reporting can add costs.
- Scepticism towards new brands – Polish customers often stick with what they know.
The most effective communication strategies for the manufacturing sector
As a marketing agency with years of experience in the field, we’ve tested a wide range of communication tools. Here are the strategies that work best for manufacturing brands operating in Poland.
1. Localised communication
For Polish B2B clients, there’s nothing worse than feeling like just another dot on a global expansion map. If your brand communicates only in English, has no local office in Poland and no Polish-language website, you’ll lose credibility from the start. And in manufacturing – where trust, service and support matter – these things are important.
What should you focus on?
- Polish-language website and marketing materials – content translations should be natural, and technical descriptions must be clear.
- Local communication channels – LinkedIn, Facebook or YouTube profiles should also be run in Polish.
- Local context – reference real issues (such as energy costs or certification standards) and use Polish case studies where possible. Poles value familiarity and clarity. In our view, localised communication is the foundation of a solid strategy.
2. Google visibility
Polish B2B buying journeys often start online. According to IRSM research, Poles typically go straight to Google before contacting a supplier. If your brand doesn’t appear in SERP (search results), you’re out of the game before it begins.
Visibility also boosts credibility. For manufacturing companies working in highly specialised areas, a well-optimised website is often the very first touchpoint with potential partners.
Key focus areas:
- Local SEO – Polish keywords, content optimisation and visibility on Google Maps.
- Polish-language content – blog articles, product pages, case studies and technical guides that answer your audience’s questions.
- Language and domain – a .pl domain and a full Polish version of the site help build trust.
3. Public relations
This is especially important for brands just entering the Polish market. Before anyone sees your ads, they need to know you exist. Well-planned PR strategy helps you position your brand as a credible partner.
Polish media (both industry-specific and business-focused) are actively interested in stories about foreign investment, innovation and market expansion. If you’ve got something to talk about – a market launch, new facility, strategic acquisition, innovative technology or export success – you’ve got a story they’ll want to hear.
The most effective PR formats are:
- Press releases – our team has contacts at top national and industry media outlets such as Puls Biznesu, Rzeczpospolita, wp.pl, Menedżer Produkcji and Business Insider, as well as regional media outlets near investment sites. We also distribute through the Polish Press Agency (PAP).
- Expert commentary in industry media – for example, contributions on market trends, forecasts, production standards or safety.
- Case studies – we can support you throughout the entire process of creation. We’ll conduct interviews with you or your team, visit the project site if needed, and even record interviews with your clients. Then, we’ll craft a professional case study and handle its distribution to relevant media outlets.
- Thought leadership articles – we can also help you produce thought leadership content by interviewing experts from your company, asking the right questions and turning their insights into articles. Polish journalists are on the lookout for unique, expert-driven content.
4. Educational content
In Poland’s B2B sector, purchasing decisions are never made on impulse. Before committing to a partnership, Poles want proof of expertise, an understanding of their challenges and industry experience. That’s where an education-based strategy comes in.
Instead of aggressive promotion, we see much better results when manufacturing brands share valuable knowledge. Our team can help you create content that shows how your solution works in practice or walks clients through case studies. This type of content shortens the purchase cycle.
What types of content work in the Polish market?
- Case studies from local implementations – involving well-known companies or related industries. Polish B2B clients want to see that you understand the local context.
- Webinars – especially organized for engineers, production directors and technical leads. Q&A sessions also work well.
- Reports and guides – for example: “How to reduce packaging costs in the food industry” or “Safe automation in Polish warehouse operations”.
- Educational content – blog posts, checklists, or videos that explain how your machines or systems work.
- How-to articles – focused on sector-specific challenges, e.g. “How to avoid weight loss in frozen food packaging”.
- Infographics – simple visuals that are easy to share.
These tools also boost your visibility on Google and make it easy to repurpose the content across social media or email campaigns.
5. LinkedIn
It’s hard to imagine any successful B2B communication in Poland without LinkedIn. The platform is growing fast here, with over 5 million users. Many of them specialists, managers and decision-makers in manufacturing firms.
For manufacturing brands, this makes LinkedIn a strategic communication channel. It can help you build credibility, generate leads, strengthen relationships, recruit employees and distribute content. It also allows for precise ad targeting based on professions, industries or regions in Poland.
Types of content that work well for manufacturing brands on LinkedIn:
- Expert posts – such as Polish case studies, technical tips, event updates or industry insights.
- Team-driven posts – we can help you create valuable content for sales reps, engineers or leadership to share via personal profiles.
- Ads – campaigns linking to reports, webinars, catalogues or contact forms work particularly well.
- Videos and infographics – great for showing how your product works, with higher engagement than static posts.
6. Event marketing
Meetings are still a key part of building relationships in Polish B2B. Trade shows, conferences and seminars remain powerful platforms for showcasing your offer and starting business conversations.
For brands entering the Polish market, participating in local industry events is often the first real opportunity to connect with the market and gather insights from potential clients.
Big industry events for manufacturing companies in Poland:
- Warsaw Industry Week – the largest industrial trade fair in Poland.
- Plastpol – a major event for plastics and processing industries.
- ITM Industry Europe – a highly international show focused on industrial innovation.
- TAROPAK – a fair dedicated to packaging and packaging technologies.
- ENERGETAB – focused on energy, automation and electrical engineering.
- European Economic Congress – a more strategic event connecting tech, investment and regional development.
- Smart Development Forum – brings together science, business and local government to discuss innovation and the future of technology.
- Kongres 590 – a major platform promoting the Polish economy, exports and economic sovereignty.
If you’re ready to build a strong presence in the Polish market, our experts are here to help. Get in touch for an informal conversation. Let’s explore how we can support your success in Central Europe!