The Polish IT market is becoming the leading one in Europe. According to a Gartner report, global spending on IT services in 2023 increased by 5% to $4.5 trillion, a significant amount of which went to Poland. The strategic placement has resulted in many companies moving out from Russia and Ukraine to Poland. In addition, the number of IT specialists and employee prices in Poland encourage many leading companies to invest in Eastern Europe. The dynamic increase is seen, for example, in Polish GDP, which according to Statistics Poland (GUS) has increased from 7.4% in 2020 to more than 8% in 2023. The IT market in Poland supplies not only international markets but also local, polish markets, where new technologies and innovations are sought for. In the increasingly competitive Polish market, it’s important to know how to find a client.

A Brief Look at the Polish IT Market 

According to the report, made by Bakertilly, in Poland, there are around 36,8k IT companies. The generated income by IT companies on the Warsaw Stock Exchange is more than 850 mln PLN. Currently, the market value is around 49 billion PLN, but the predictions made by PMR estimate the market value of 65 billion PLN in 2026. Therefore, the Polish market is a big place for investments for existing companies and for new ones. The key sectors of the Polish IT market include Data processing companies and website managing companies - 21,3%; Software manufacturers - 51,4%; IT consulting - 13,3%; Computer game developers - 1,7%; IT hardware manufacturers - 1,4%.

Importance of Finding Clients to Sustain and Grow an IT Company

The world is rushing forward, driven by the digital revolution, and at the heart of this revolution is the IT industry. It is responsible for creating, implementing and managing the technologies that are shaping the world around us. 

The information technology market is a market "in which transactions are made for equipment, tools (software) and services that serve or enable the handling of information." Software companies provide innovative solutions, hardware companies produce the necessary hardware, and IT service companies keep systems running smoothly and offer expert support. This is undoubtedly one of the most dynamic and innovative industries.

Acquiring new customers is extremely important for any business. It allows the company to stay in the market and grow. This is especially important in the IT sector, which is very dynamic and competitive. New customers for the company mean financial stability, and thus the ability to invest in new technologies and development. Not to mention what role it plays in strengthening the market position. 

Fortunately, these days there are many ways to acquire customers in the IT industry. The choice, of course, depends on a number of factors, such as the specifics of the company, the budget, what it offers, and what its marketing goals are.

"The Polish market is definitely very demanding. However, wherever there is demand, there is also room to find customers." - says Firmao, Poland's largest CRM software provider.

According to Firmao’s experience, there are 5 most efficient strategies to find customers for IT solutions in Poland: 

• Internet marketing: websites, positioning (SEO), internet advertising (PPC), social media.
• Direct contact with potential customers: cold calling, mailing, meetings.
• Cooperation with partners: referrals, joint projects.
• Testimonials from satisfied customers: building an expert image.
• The usage of CRM software to help manage new and existing customers

Internet Marketing

As defined by Wikipedia, it is a form of marketing that uses the Internet to find customers. Without a doubt, the Internet is the place where customers most often look for IT services. An eye-catching website's appearance and UX/UI design are the first steps in making an IT company known. Well-configured SEO helps people search for software on specific phrases, so when someone needs financial software, the software should be positioned on the exact phrase to get their attention. Related to SEO, PPC, or online advertising in tools such as Google Ads, is just as important as SEO because customers should see the solution at the top of their screens. According to the Geminius report, of all the Eastern European countries, people in Poland are the most likely to click on ads (0.68% CTR). It is worth remembering that Social Media is also a valuable place to advertise B2B IT products. It is important to focus on channels created specifically for business, such as LinkedIn and Facebook.

Direct contact with potential customers

Staying in touch with potential (and current) customers helps a company adapt to the specific needs of its clients based on their feedback. Moreover, a direct approach builds good brand awareness among business buyers. The image of a company that listens to its customers will result in more recommendations based on good experiences.

Cooperation with partners

The IT market is highly competitive, with many great solutions operating side by side. Integrations have made software more attractive. The vision of having a single solution to handle the entire company is highly desired by customers. A referral program is a great way to reach clients in any industry, who have not explored solutions provided by other companies. It works both ways, so it's beneficial for every business. What's more, joint projects, both on the sales and marketing side, increase brand awareness among different business communities.

Testimonials from satisfied customers

A good reputation is always valuable to companies. Maintaining a spotless reputation shows customers that the solution they are interested in works perfectly. Testimonials from customers help achieve the company's expert vision. Customers appreciate expertise and quality because people are looking for solutions they can trust.

The usage of CRM software

It is worth mentioning that a successful company should also have a reliable helper who can keep an eye on every sale and monitor customers afterward. This can be done by implementing a CRM solution in the company.

Firmao, as a leading CRM solution provider in Poland,  points out that the needs of potential Polish customers depend on many factors, including:

1. Functionality
2. Price
3. Convenience
4. Reliability
5. Performance

Below is a use case of a potential client who was faced with the selection of a CRM system.

Challenges:

• Lack of a central place to store customer information.
• Difficulty in tracking leads and conversions.
• Lack of effective communication with customers.
• Need to streamline the sales process.

Goals:

• Increase sales.
• Improve customer service.
• Improve the sales process.
• Increase customer satisfaction.

Each company, due to the special nature of its business, finds in the system different, the most useful, and desirable functions, which facilitate daily work and reduce the time to perform many duties. That helps to relieve different teams in a company and enables them to focus on more beneficial tasks. Firmao recalls one of its customers, who has improved the company's operations and increased sales by using the CRM system. 

Summary

Poland's fast-growing market provides major investment opportunities. The changing economic forces in Europe make Poland one of the most attractive places to do business. Companies that respond in time to the opportunity will undoubtedly find new customers for their solutions. Poland is a place where innovation is in demand, and companies strive to stay on top of inventions to be significant in the European and global markets.