With rapid advancements in technology, automation, and digitalization, marketing is as important as the product itself.
Expanding into new markets requires more than just a great product—it demands a strategic approach that combines marketing, business development, and local partnerships.
In this interview with Katarzyna Sarba, we explore the key elements of industrial marketing, market entry strategies, and the nuances of doing business across Poland, Italy, and Scandinavia.
Whether you're launching a new venture or scaling an existing one, this conversation provides insights to help you navigate complex markets and build a strong brand presence.
What are the key considerations for foreign companies entering the Polish market?
Katarzyna: A key factor for success is finding reliable local partners. Many entrepreneurs cite “finding the first contact” as their biggest challenge. Entering a new country without market knowledge or a solid strategy is a recipe for failure.
Local partners open doors, provide cultural insights, and help navigate business complexities. Building a strong network before market entry is essential—leveraging LinkedIn, attending industry events, and engaging with key players can set the stage for a successful expansion.
How do you develop marketing strategies for tech companies in engineering, robotics, and machine learning?
Katarzyna: I believe in a business strategy based on small, iterative steps—testing initiatives on a small scale before scaling up. A good strategy should answer four key questions:
What do we want to communicate? Defining the audience, message, and purpose.
Why are we doing this? Is the goal brand awareness, community building, lead generation, or investor interest?
How? Selecting the most effective channels for message delivery.
At what cost? Considering both financial and time investments.
What makes industrial marketing unique?
Katarzyna: In my opinion, there are two aspects:
- A highly demanding audience: Engineers and decision-makers expect well-researched, credible communication.
- Long buying processes: Industrial decision-making is data-driven and can take months or even years. Marketing in these sectors is more about education and consultation than direct selling.
Can you walk us through the full scope of your services and how they complement each other?
Katarzyna: I offer a holistic approach that integrates marketing, business development, and market entry support. My strategy-driven perspective ensures that businesses grow and expand effectively. However, strategy without execution is just a nice story. That’s why I take a hands-on approach, refining and implementing growth strategies through marketing.
With a strong foundation in sales and executive-level marketing expertise, I support businesses precisely when they need it. My deep experience in B2B marketing, particularly in industries such as engineering, energy, robotics, and construction, sets me apart. I help companies answer critical questions, including:
- How can you successfully introduce your product or service to the market?
- What are the best communication strategies for positioning your brand?
- How do you convey complex engineering solutions in a clear and convincing way?
Beyond marketing, I assist companies in finding local partners, distributors, and service providers, ensuring a well-rounded market entry strategy.
What has been your most challenging project, and what did you learn from it?
Katarzyna: One of my biggest challenges was launching Geobear, a Nordic company expanding into Poland. As Head of Marketing, I introduced geopolymer injection services—an unknown but innovative method of ground stabilization—to the construction sector.
The main challenges included:
- Lack of market awareness about geopolymer injections.
- A foreign brand entering a market where Polish customers were hesitant about foreign solutions.
- Convincing a conservative audience of civil engineers accustomed to traditional methods.
However, Geobear had a strong marketing commitment and budget, allowing us to build a solid brand presence. The result? Geobear became synonymous with geopolymer injections in Poland.
How do you bridge business opportunities between Italy, Poland, and Scandinavia?
Katarzyna: Italian companies excel in precision machinery, manufacturing, and automation, while Poland is a key player in IT and engineering, serving as a strategic gateway between Western and Eastern Europe. Nordic companies see Poland as an attractive market due to its size, skilled workforce, and purchasing power.
Culturally, Poles and Italians share hierarchical business approaches, while Polish business culture is often more aligned with Nordic efficiency and structure. Navigating these diverse markets requires understanding cultural nuances, which I constantly refine to facilitate seamless collaboration.
Who would be your ideal customer, and what would be your perfect project?
Katarzyna: Defining the Ideal Customer Profile (ICP) is essential. For me, the ideal client is a company that values long-term collaboration and sees marketing as a strategic tool for expansion. The perfect project involves working closely with a founder or CEO who understands that marketing is more than promotion—it’s about positioning, storytelling, and credibility-building in new markets.
Marketing plays a crucial role in aligning businesses with the right audience, differentiating them from competitors, and ensuring that their message resonates across regions. In international markets, it also bridges cultural differences, making expansion smoother and more successful.
Thank you, Katarzyna, for sharing your time and invaluable insights.
If you’ve:
- struggled to launch a product abroad, or
- wondered how to position your brand in a highly technical industry, or
- questioned whether marketing really matters in B2B
reach out to Katarzyna Sarba
Website - Sarba Marke Th!nk
