The Polish B2B Market Entry Guide: Building Trust Through Communication

Episode 7. Start Global Insights – podcast for exporters.

Want to successfully enter the Polish B2B market? Success requires more than just a great product, it demands a “communication-first” strategy that prioritizes localized adaptation over generic expansion. 

To win, foreign firms must build visibility and expert credibility through native-language materials before initiating sales. In this landscape, being seen is the prerequisite for trust, and localized expertise is the only currency that matters.

Poland represents one of Europe’s most dynamic growth engines, yet its commercial landscape is notoriously unforgiving to those who ignore local nuances. As Karolina Janik, CEO of Personal PR and lecturer at the University of Gdansk, notes, foreign entities are “widely welcomed,” but that warmth is conditional upon a brand’s willingness to integrate into the local ecosystem. With nearly 20 years of experience, Janik argues that success is reserved for those who stop acting like outsiders and start thinking like Polish companies.

Listen to the full episode at Apple Podcasts, Spotify and YouTube Music.

Start Global Insights: Global Sales, Local’s Expertise, Actionable Case Studies

Welcome to the Start Global Insights.

The business podcast for companies looking to expand globally.

On this show we interview experts from different countries to get insights about local business culture and help you to enter new global markets.

Let’s find together the answers to the questions:

• How to prepare your business for international trade?

• How to select proper focus markets?

• How to get market insights and research new markets?

• How to find proper local partner and start your sales?

• How to start cross-border trade?

• How to make your global trade consistent?

• And many others…

Expanding a business internationally is about more than just crossing borders, it’s about understanding people, cultures, and the mechanics of complex sales.

Start Global Insights, hosted by Dmytro Shvets, is a dedicated resource for entrepreneurs, sales leaders, and business owners looking to scale globally. We move beyond generic advice to provide practical, expert-led intelligence on how to successfully enter new international markets and build sustainable B2B sales operations.

How We Help You Grow

This podcast serves as a high-level learning tool, offering deep dives into the strategies required to sell complex products and services in a globalized economy. We feature a variety of formats designed for the lifelong learner:

• Local Market Blueprints: We decode the business landscape of specific regions, including Sweden, the Netherlands, Norway, Denmark, and many others, providing direct insights into local business etiquette, market structures, and entry roadmaps.

• The Story of One Exporter: We go behind the scenes with founders and CEOs who share the real-world trials, errors, and breakthroughs of their expansion journeys. These case studies provide a tactical look at how diverse businesses crack foreign markets.

• Strategic How-To Guides: Practical frameworks on the essentials of global trade, from choosing the right focus markets and conducting deep-dive research to international B2B lead generation and maximizing your ROI at trade shows.

• Thematic Deep Dives: Specialist episodes exploring the nuances of international business, including interest-based negotiation (utilizing Harvard methodologies), cross-functional team synchronization, and the “Anatomy of Trust” in intercultural partnerships.

Insights from Global Experts

Every episode features professionals who have been on the front lines of international expansion:

• Founders and CEOs of successfully globalized companies sharing their practical “on-the-ground” experience.

• Global Sales Executives from multinational firms like Cisco and LeanIX discussing complex sales cycles and partner channels.

• Academic Leaders and Specialists from institutions like Harvard and Stanford focusing on cross-cultural communication and negotiation.

• Trade Officials and Consultants who reveal how to utilize open data and public resources to accelerate market entry.

Start Global Insights is for the professional who values practical skill acquisition and a deeper understanding of the global buyer’s journey.

Join us and gain the expertise needed to scale your business with confidence.

Find the Start Global Insights on all major podcast platforms or on YouTube https://www.youtube.com/@start-global

Show Menu

Exporting to Poland. How you should communicate about your business before you start sales.

byDmytro Shvets, Global markets expert, B2B Sales and Negotiations Expert

Today my guest is Karolina Janik and we will talk about Poland and communication you need to make about your business before starting your export.

Karolina has almost 20 years of experience in marketing communication. She is the owner & CEO of Personal PR, the biggest integrated communication agency in Pomerania in Poland and lecturer in the University of Gdansk.

We will discuss:

• What is the roadmap for entering Polish market
• What are the biggest mistakes foreign companies do
• How to get published by Polish media
• How get insights about the market from the potential Polish clients
• Is it important to know Polish
• and much more…

This podcast is made in a partnership with Do Business With Ukrainians, the platform of Ukrainian business teams you can work with now Work with verified teams.

Access the best, trustworthy small and medium businesses. You may request cooperation with Ukrainian business here: https://www.dobizwithua.com/

Create your international expansion strategy with Start Global, your guide to foreign markets. https://www.start-global.biz/

Show Podcast Information

Key highlights from the Episode

The LinkedIn Mandate: LinkedIn is the non-negotiable powerhouse for professional B2B relationship building.

Strategic Lead Time:  Anticipate 1 – 3 months of pure communication and “market warming” before launching sales.

The Language Barrier: Native Polish materials and landing pages are essential markers of serious commitment.

Platform Dominance: Local players like Allegro frequently outperform global giants by aligning with specific local expectations.

Human-Centricity:  Trust is placed in visible experts and personal brands, not anonymous corporate logos.

Sector Media Authority:  Niche industry publications (FMCG, IT, Tech) remain the most effective filters for building authority.

Why International Brands Stumble: The Allegro vs. eBay Lesson

The history of Polish commerce is filled with global giants that failed to gain traction. The most prominent case remains  Allegro vs. eBay . While eBay dominates globally, it struggled in Poland because it failed to “listen” to the proactive business mechanisms and specific expectations of local buyers.In Poland, “listening” is not a passive trait but a strategic process. Allegro succeeded because it adapted to the way Polish consumers trade, whereas global competitors attempted to impose a foreign model. To capture the market, a brand must be visible where Polish companies already operate and demonstrate an agile awareness of local pain points. 

Pro Tip:  Success in Poland requires high elasticity. Be prepared to pivot your business model based on local feedback; rigidity is the fastest path to market rejection.

Navigating the Polish Digital Ecosystem: A Multi-Channel Mandate

LinkedIn vs. Facebook: The Point of Connection

LinkedIn is the undisputed leader for high-level B2B outreach, yet its efficacy relies on value-based communication rather than aggressive direct messaging. Interestingly, Facebook remains a potent B2B tool in Poland, though it requires a “human-first” nuance. Use Facebook to identify “points of connection” – such as shared hobbies or family milestones – to build rapport. While business begins on LinkedIn, it is often humanized and solidified on Facebook.

The Power of Sector Media

To establish niche authority, foreign entrants must look beyond general press. Identify and contribute to “Sector Medias” (specialized IT, FMCG, or industrial platforms). Engaging with these titles allows you to identify the specific challenges – such as labor shortages in the IT sector – that local players are currently fighting.

The Role of Native Language and Cultural Bridges

While English proficiency is high, Polish is the language of trust. Journalists and buyers view the lack of a Polish website as a sign of temporary interest rather than long-term commitment. To bridge this gap, hiring local employees or native speakers is vital; they act as a cultural translator, ensuring your brand doesn’t miss the small details that determine market acceptance.

Listen to the episode about international hiring here.

The Personal Branding Imperative: Leading with Expert Visibility

In the Polish market, people do not buy from brands, they buy from experts. An “Expert Visibility” strategy – positioning the CEO or key specialists as the face of the company – is significantly more effective than traditional corporate advertising.

Event Highlight: infoshare and the Speaker Tactic

Live events like Infoshare in Gdansk are critical. Infoshare is unique because it combines a massive tech conference with  job fairs, making it an essential hub for B2B companies looking for IT teams or strategic partners.

The Tactic:  Do not just attend. Check the “Call for Speakers” calendar 6 – 8 months in advance. Presenting a high-value pitch or case study builds immediate credibility that a standard booth cannot match.

A Strategic Roadmap for Exporting to Poland

Phase 1: Research and Institutional Support: 

Engage with sector associations, Chambers of Commerce, and governmental bodies. Crucially, research  governmental programs  that offer financial or PR support for foreign entrants.

Phase 2: The PR “Warm-Up”: 

Commit to 1 – 3 months of building visibility. If the CEO is highly active on LinkedIn, this “warm-up” can be compressed to 30 days.

Phase 3: Media Relations Tactics: 

Use the “Online Briefing” approach – invite three key journalists to a focused briefing rather than blasting a generic press release.

Phase 4: Sales Launch: 

Initiate cold outreach only after your target audience has encountered your “expert faces” via webinars, podcasts, or sector media.

Avoiding Critical Entry Failures

Leading with Origin, Not Skill:  

Simply being an international firm is no longer a USP. You must lead with expertise and skill-sets.

The Sales Department Trap:  

If your media pitch is too commercial and lacks local news value, journalists will transfer you to the sales department to buy ads.

Zero Local Presence:  

Attempting to manage Polish operations entirely from abroad without local staff leads to a disconnect in “thought processes.”

Ignoring Twitter’s Nuance:  

While Twitter isn’t great for B2B lead generation, Polish journalists are highly active there. Use it for PR outreach, not sales.

Practical Checklist: 5 Steps to Start Today

Audit Associations:  Identify two “advisory bodies” or independent resources that set standards in your sector.

The Two-Sentence Pitch:  Draft a concise, value-driven pitch for a Polish journalist that focuses on a local market problem you solve.

Localization Check:  Translate your core landing page and primary case study into Polish to demonstrate commitment.

Expert Audit:  Review the LinkedIn profiles of your company “faces” for professional alignment with Polish market expectations.

The “Call for Speakers” Calendar:  Map out the top 3 industry conferences and their submission deadlines for the next 12 months.

Subscribe to The Start Global Insights podcasts

Don’t miss the opportunity to get insights about business cultures of different countries. Subscribe to the Start Global Insights podcast on all major platforms, like Apple Podcasts, Spotify and YouTube Music.

Success in Poland is a marathon of relationship-building. By prioritizing expert visibility and demonstrating a genuine willingness to listen to the market, your brand can move from an outsider to a trusted local fixture.

Frequently Asked Questions (FAQ):