Poland is becoming one of the most digitally mature markets in Europe. With over 92% of businesses using some form of digital tools to reach and manage their audiences, the appetite for marketing technology is strong. The market is expected to grow by over 10% annually. But how to promote a new martech brand here? Let’s find out!
The Polish martech landscape
Polish consumers are increasingly embracing digital solutions. They are open to testing new technologies – especially when they’re AI-powered or offer real value for money. Also, the B2B sector is turning to automation, data-driven tools, and integrated platforms that improve customer engagement and marketing performance.
For global martech companies considering expansion, Poland can be both an opportunity and a challenge. But with strategic positioning, local adaptation, and a content-led campaign, you can make a mark in this environment.
SWOT analysis for martech brands entering Poland
- Strong customer service can set you apart.
Poles like responsiveness and support, especially when onboarding new digital tools. If your martech brand is known for top-notch customer experience, embrace it.
- Price sensitivity is a major factor in Poland.
Martech solutions priced in euros or dollars are often perceived as too expensive for local businesses. Offering flexible pricing models and promotions can make a huge difference.
- AI-powered tools are media magnets.
The Polish media are hungry for AI topics. Brands that use AI smartly stand out and seem more innovative.
- The lack of Polish-language websites can be a problem.
It will make it harder to build trust. Ideally, customer support in Polish should also be available. If that’s not possible, we recommend working with a Polish-speaking media spokesperson or expert for interviews and commentary.
- The Polish martech sector is competitive.
Local and international brands are fighting for market share. To stand out, you need a clear message and a unique offer.
- Local competition is invisible in the media.
Many Polish martech brands underinvest in promotion and PR. It leaves the field wide open for better-positioned international brands.
- The consumer base is tech-savvy.
Poles are early adopters of technology, ready to explore new digital solutions. This openness provides a strong ground for introducing innovative martech solutions.
- Poland adheres to stringent EU regulations, including GDPR.
Navigating these regulations can be complex. Our PR agency can help you connect with local legal experts in GDPR and martech compliance.
Setting the right campaign goals
Before launching any campaign, you need to define what success looks like for your brand. That means building a brand strategy aligned with your business goals. Here are some of the most common – and effective – goals we often work with:
Brand communication goals
- Building awareness among potential clients (especially within specific business sectors).
- Positioning the brand as an expert in its niche (we do it through thought leadership, educational content, and smart PR moves).
- Improving brand recognition in key industry sectors (so when local decision-makers think of email automation or customer data platforms, they think of your brand).
- Creating a brand that resonates with the market.
Business goals
- Attracting new B2B clients.
- Retaining current clients and increasing their value.
At our agency, we align communication goals with business objectives. Everything we do is to drive measurable results.
Communication strategy – what works in Poland
Based on the Polish martech landscape, we recommend a content-driven communication strategy that focuses on three things: education, credibility, and visibility.
But how to do it? Here are some tips from our experts:
- Focus on educational content.
The complexity of the subject can be a barrier. Content that explains, educates, and inspires people performs better. We recommend making content that highlights:
- Benefits of the martech solutions that you offer
- Real-life use cases and data-driven results – just to show how your platform works and what business impact it brings. This is especially useful for brands looking to promote their martech solution in a clear way.
2. Use the right channels.
To maximise reach, your communication should appear across owned, earned, and shared media:
- Business and marketing outlets.
- Company blog.
- LinkedIn.
- Influencers (including podcasters).
- Industry events (for later stages of a campaign)
Each channel has a different role. We manage all of these, so you don’t have to juggle many different agencies.
3. Don’t forget about the Polish-language presence.
All communication with Polish audiences should be in Polish. That means:
- Publishing content on a Polish-language version of your website.
- Running a Polish company page on LinkedIn.
- Giving Polish customer success reps content they can share in their own words.
If you don’t have a local team yet, no problem. We can localise, adapt, and even ghostwrite content for your Polish profiles. This is a great start for building a brand strategy tailored to the Polish market.
Recommended communication tools for martech
- Media Relations
In our opinion, media relations are one of the most powerful tools for B2B brands to gain market visibility. The Polish media landscape is broad and highly segmented (with business-focused outlets, marketing press, HR portals, and marketing technology platforms). This creates ground for complex PR campaigns.
The key to success in media relations lies in storytelling. Polish journalists – especially ones from the business and tech fields – are actively looking for expert commentary and fresh takes on global trends. If your company can deliver insights, there is room for your voice.
Our agency builds these opportunities. We start with media monitoring to analyse what’s being said in the market. Based on that, we pitch press releases, expert articles, success stories, and interviews in relevant press titles.
Each month, we can secure 12 – 45 PR publications, depending on the client’s specialisation. That’s a deliverable we can guarantee. Our press placements include influential outlets such as:
- Puls Biznesu – Poland’s leading business daily
- Forbes Polska – the best for high-level strategy pieces
- NowyMarketing and Brief.pl – for marketing trends and industry know-how
- MamStartup – perfect for SaaS and tech solutions
- ISBNews and Infor.pl – great for news alerts
- HRNews.pl – ideal for people- and culture-related content
- Business Insider Polska, Interia, Money.pl – for reaching broader B2B audiences
If done right, such a media relations campaign can reach up to 2 – 5 million Poles monthly. That includes both product end users and C-suite leaders.
We typically create the following content formats:
- Press releases – concise updates about product launches, partnerships, new features, or market entries.
- Expert commentary – a quick and powerful way to position your spokesperson as a thought leader.
- Success stories and case studies – Polish media value practical examples that readers can relate to, especially in niche sectors like martech.
- Guidance articles – educational articles written in a journalistic tone that explain a certain topic.
- Interviews – they work well for telling the brand’s story more humanely.
Each format plays a different role in the campaign. We spread out their publication over time so that your brand remains visible. This is also a smart way of improving brand recognition over time.
2. LinkedIn communication
Although the user base in Poland is smaller than in most Western markets, LinkedIn attracts relevant B2B audiences. As of mid-2024, the platform had approximately 1.88 million users in Poland, with the majority aged between 25 and 44.
For martech brands entering the market, this makes LinkedIn an important place. But not for advertising – for education and brand positioning. However, it’s important to understand how LinkedIn works in Poland.
Polish-language presence is a must. All brand communication on LinkedIn should be in Polish. Users engage more readily with content written in their native language and tailored to local challenges.
Also, personal profiles (belonging to sales representatives, country managers, and marketing leaders) usually outperform company pages. As an agency, we support our clients by making content for specific team members.
Recommended content types on LinkedIn:
- Posts with tagging mentioning current clients from Poland to recognize them for their business.
- Success stories and case studies presenting the impact of the platform.
- Posts with insights and tips on how to use martech in sales and marketing.
- Interesting quotes on sales and marketing topics that promote regular and strategic communications.
- Data-driven infographics on sales and marketing topics.
- Posts promoting webinars with internal and external marketing, and sales experts.
- Team introductions, announcements of Polish hires, or behind-the-scenes moments, which help humanize the brand.
- Links to recently published blog articles or PR pieces.
3. Blogging and SEO
The Polish B2B market suffers from a lack of high-quality, expert-level articles on marketing technology. This creates a strategic advantage for you. By delivering fascinating, well-optimised content, your brand can rise in Google search ranking and become a source of knowledge.
Polish B2B buyers use Google extensively when researching tools, comparing solutions, or reading up on industry trends. SEO-optimised blog articles allow your brand to appear at the right moment (when someone is looking for a solution you offer). This is important in fields where purchase decisions are rarely impulsive.
Moreover, blogging supports the performance of other tools. PR articles and LinkedIn posts can drive traffic to blog articles, which in turn move users further along the funnel.
We recommend publishing at least two SEO-optimised blog articles per month. Each article is prepared with these principles:
- Keyword research
We use tools such as Neuron Writer to add search phrases relevant to the Polish market, including long-tail queries and niche terms.
- Meta tags
We write content with a full SEO structure: titles, meta descriptions, headings (H1-H3), and internal links.
- Visual content
Our articles are structured to educate. They have vivid examples, bullet points, visual elements, and expert commentary.
- Tool integration
Your blog content is linked from PR publications, LinkedIn posts, newsletters, and other places to support lead generation.
Based on our experience, blog topic categories that perform well include:
- Practical guides
6 key martech solutions Polish marketers are using to drive results.
- Case deep-dives
How do marketing companies in Poland use automation to reduce churn?
- AI education
What do Polish marketers need to know about using AI in marketing operations?
- Compliance
A Polish-language introduction to GDPR-compliant data handling for email marketing
- Local trends
The state of email deliverability in Poland – what does the data show?
- Brand’s internal data
We can also create original articles using your market knowledge and position your team as experts in your niche.
4. Webinars
For martech brands offering complex martech services, webinars can be a highly effective marketing tool. Polish B2B buyers appreciate structured, educational formats delivered in their native language.
Webinars allow you to address common questions, explain product features, and show the why behind your solution. It’s also a great format to demonstrate how to use martech in real business scenarios. The format itself is also more personal and interactive than blog posts or press releases. Webinars are also a cost-effective way to reach multiple target groups.
There is a strong preference in Poland for gaining knowledge from credible sources. B2B professionals are used to webinars as part of their career development, especially in HR, digital marketing, and technology sectors.
What works when it comes to webinars?
- Polish language – even if the product is global.
- Featuring experts, either from your team or external experts.
- Focusing on real use cases – Polish professionals like to know how things work in practice.
- Promotion on multiple channels.
We support every step of the webinar process. Our team can help you to:
- Identify topics (based on media trends and keyword research).
- Secure co-speakers or moderators with local presence.
- Prepare the content.
- Promote the webinar.
- Record and edit the webinar.
- Monitor performance metrics such as registration numbers, engagement, and feedback.
5. Influencers and podcasters
In Poland, there is a well-developed ecosystem of B2B influencers and podcasters who focus on business, sales, and marketing topics. In a martech market, many companies still rely on word-of-mouth, recommendations, and industry opinions, business influencers act as trusted sources of information.
The audiences of influencers, such as marketing managers, agency professionals, startup founders, or tech decision-makers, follow them for practical knowledge and insights. What sets Polish B2B influencers apart is their authenticity. Many of them have built communities over the years. They are practitioners who speak the language of your customers. Use it. Influencer marketing can play a huge role in building a brand strategy that feels authentic.
Our agency plans the entire influencer marketing campaign that fits your strategy. It can include:
- Podcast interviews with your brand’s representative.
- YouTube conversations or explainer videos.
- Guest blog posts.
- Live webinars or events co-hosted with the influencer.
- LinkedIn mentions or expert comments within the influencer’s post.
- Newsletter partnerships.
Here are examples of respected Polish influencers:
- Marcin Osman – entrepreneur, book publisher, and speaker on sales and growth,
- Artur Kurasiński – technology commentator, startup advisor, and podcaster,
- Aga Pala – LinkedIn educator and content marketing strategist,
- Paweł Tkaczyk – branding expert with a large following,
- Joanna Ceplin – social selling and marketing coach, active on social media,
- Ola Gościniak – strong personal brand in tech and digital entrepreneurship,
- Przygody Przedsiębiorców – YouTube interview series with business owners and tech founders,
- Biznes od Początku – podcast aimed at early-stage entrepreneurs and digital service providers.
6. Industry Events
There are plenty of industry events in Poland worth keeping on the radar for later. They usually require more time, planning, and budget – but can really pay off once the brand has some local presence.
Trade shows, marketing conferences, and tech meetups are a great way to boost visibility, meet potential clients face-to-face, and start building partnerships. Events could be strong next steps down the line.
Key industry events in Poland
- Sales Angels
- eTradeShow
- IAB HowTo AI in Action conference
- E-commerce Evolution Summit
- ECOMMERCE.PL EVENT
- e-commerce challenge
- eCommerce Fair
- I Love Marketing & Technology Conference
- E-Commerce Connect conference
- Infoshare 2025 conference
- Founders Mind conference
- Conference Lunch with e-commerce
KPIs and measuring the success of a campaign
Launching a communication campaign is only the beginning. To understand whether the strategy is working – and where it needs to be adjusted – clear KPIs must be in place from day one. We measure success in key areas, each tied to a part of your communication strategy:
- Number and reach of PR publications secured in the media.
- Reach and engagement rates on LinkedIn.
- Blog stats.
- Reach and engagement provided by the influencers.
- Event.
Poland is a promising market for marketing technology, but success takes more than just content translation. It’s all about building a brand strategy, smart positioning, consistency, and knowing how Polish buyers think. That’s where we come in. We can support you at every stage – from market entry strategy to daily support. If you’re ready to start a conversation about growth in Poland, contact us!