What distinguishes companies that are growing steadily from those that are stuck at a point of stagnation? The right time to scale.
2012. It all started with transporting goods for industrial enterprises. But the market dictates its own rules: grow or stay put. And three years later, the company takes its first big step into a new area and starts selling bearings.
2020. Tech Solutions is a confident player in the low-cost bearing market. But business growth always leads to a new question: “What’s next?”.
The company wants to:
✅ Increase its turnover by 1.5 times.
✅ Expand the range of products.
✅ Strengthen the position in Poland and scale up in Europe.
But without a clear marketing strategy, even great potential can be wasted. That’s why we started developing a marketing strategy to determine the most effective way to scale.
| How long did it take to develop the strategy? | 150 hours, 6 working weeks |
| What is the composition of the marketing strategy development team? | Head of Marketing Team, Head of PM Team, Operational Marketer, Head of Content Team, Marketing Assistant, Head of PPC Department, PPC Facebook Specialist, Project Manager |
| How was the result of the work used? | Independent implementation by the client’s specialists |
Scaling starts with a strategy. If you’re ready to take your business to the next level without chaos, let us analyse your business and define a clear action plan. We are waiting for you for a consultation.
Shall we get acquainted?
Tech Solutions is a supplier of components for industry and agriculture. Their products are reliable, standardised components that can operate in the most demanding conditions.
What makes Tech Solutions even stronger? The company provides warehousing services. It is not just a warehouse, but a real logistics centre in the heart of Poland. 1500 m², 1740 pallet spaces, high shelving, hydraulic ramps — everything meets European standards.
When formulating our strategy, we focused on three relevant areas: bearings (budget and premium), chains and belts. However, it was clear that it was not enough to simply offer a product. It was necessary to build a strategy that would create long-term partnerships.
Industrial components market in Poland: opportunities, challenges and trends
When Tech Solutions was considering further development steps, the key question was how promising the industrial components market in Poland and Europe was. After all, scaling is a long game, and it is important not only to see the potential, but also to find the right points for growth.
We conducted a detailed analysis of demand and key players in the industrial components segment in Poland and Europe. We found that:
- The bearing market is growing, but at the same time, quality requirements are increasing. Customers are increasingly interested in products with self-diagnostic sensors and durable materials.
- Chains remain a stable segment, especially in the automotive and logistics sectors. However, innovations such as oil-free chains are changing customer expectations.
- Belts are demanding environmentally friendly and energy-efficient solutions. This opens up opportunities for new materials and automated production solutions.
We reviewed trends, dived into data, analysed search queries, consumer behaviour, seasonality of demand, and even the subtleties of competitors’ promotion. Why is this important? Because we didn’t just want to compile a report, we wanted to see where the real room for growth was.
Key discovery: SEO beats the brand
We have noticed an interesting pattern: Google search is dominated not by the manufacturers themselves, but by marketplaces such as Lozyska24, Allegro, and PolTech. Conclusion? To enter the market, not only product quality and competitive price are important, but also competent positioning in the digital environment.
Insight: marketplaces are powerful competitors in search engines. However, the search engine is ready to provide traffic to manufacturers’ websites, but these sites do not use the full potential of SEO optimisation. This gives a chance to new companies that are ready to adapt their websites to the search requirements.
Seasonality of demand: when to enter the market?
We have researched Google Trends and found that the greatest interest in bearings is in spring and summer, presumably due to the agricultural season. Chains and belts show a less pronounced seasonality, but the maximum demand is in April-May. Thus, the best time to launch active campaigns is early spring.
Market structure: is there room for newcomers?
The Polish market is divided between more than 30 companies operating in three segments:
- Premium (quality but high price)
- Mix premium + budget
- Budget segment
Market analysis has shown that there are prospects, but you need to play strategically.
- The low-cost bearing segment is a chance to capture market share.
- Chains is a stable but competitive market where quality and differentiation are important.
- Belts — focus on sustainability and efficiency, which opens up opportunities in the EU.
- SEO and online sales is a key to market penetration, as traditional brands are still losing out to marketplaces in optimising their websites.
The market for bearings, chains and belts in Poland is dynamic and promising, as Poland is the 5th largest producer in Europe, receiving investments and stimulated by government measures.
To operate effectively in this market, you need to constantly adapt to market and technology changes, focus on customer satisfaction, and build partnerships with manufacturers and other suppliers
Are you planning to scale up? Let’s start with the right strategy.
In-depth competitor analysis: a comprehensive approach to market research
In the world of B2B sales, especially in the industrial components industry, competition is the rule of the game.
Most companies limit themselves to a brief look at their competitors’ websites or even don’t follow their social media. But without a detailed analysis, it’s like moving in the dark. Why is it important to do the analysis correctly?
- It helps to avoid other people’s mistakes.
- It finds free niches in the market.
- It allows us to adapt our strategy.
That is why we always take a comprehensive approach to competitor analysis, following the following steps:
| 1. Identifying direct competitors | We select companies that operate in the same niche, sell a similar range of products, and have comparable target audiences. |
| 2. Analyzing digital presence | We study official websites, their structure, usability, product range, conversion elements, and SEO optimization. We capture key points with screenshots for further review. |
| 3. Examining traffic channels | We check where competitors get their customers from: organic traffic (SEO), Google Ads, Meta Ads, referral sources (e.g., supplier search platforms), social media, and email marketing. |
| 4. Researching advertising campaigns | We analyze the ads used in Google and Meta Ads. What messages do they communicate? Do they address client objections? Are there any unique offers? |
| 5. Analyzing social media activity | We take a close look at posting frequency, communication style, and content strategy (educational posts, case studies, videos, etc.). |
| 6. Assessing service quality | We examine how competitors interact with customers: reading reviews, analyzing website UX/UI, checking for online chat availability or response time via contact forms. We also conduct “mystery shopper” research. |
Competitor analysis is important in the further development of a marketing strategy. For example, this is how we identify the strengths and weaknesses of each competitor, so that we can then identify opportunities for positioning Tech Solutions.
How we checked competitors from the inside
As practice shows, the true level of service, speed of response, quality of communication and price transparency only become apparent in real contact with the sales department. That’s why we conducted a “mystery shopper” study to understand how competitors deal with potential customers’ requests.
1. We created a legend: our specialists acted as representatives of the purchasing department of a company planning to enter the Polish market and looking for a reliable supplier of bearings, chains and belts.
2. We contacted competitors in different ways: we left applications on websites, sent requests via email, wrote to messengers, and if there was no response, we called them on our own.
3. Record the stages of communication: response time, communication details, availability and delivery time of goods, warranty and replacement of defective goods, possibility of a test order and wholesale discounts.
4.We documented: screenshots of correspondence, recordings of telephone conversations, analysed the tone and effectiveness of communication, reports on each competitor with detailed conclusions.
📊 We comprehensively researched competitors through real interaction. Every request, every response, every phone call was analysed, documented, and used to develop a strategy.
Insight: it is traditionally believed that there are b2b and b2c businesses. However, together with our client, we are convinced that people work with people first and foremost. Therefore, in the process of researching competitors, we found out which companies sincerely wanted to help us and which communicated formally, without diving into the essence of the request.
Disassemble the website to the bone and hidden opportunities for growth
Business owners often ask: “Why isn’t our website generating enough customers?” or “Why is advertising draining the budget without any real sales?”
But the real question here is whether your website works as a business tool or just a business card.
That’s why we analysed competitors’ websites and the Tech Solutions’ website as potential customers, marketers, and SEO specialists at the same time. We studied all aspects — from UX/UI to technical nuances that affect Google rankings.
It would seem that everything was in place: two language versions (Polish and English), a B2B portal, a currency switcher (zlotys, dollars, euros), even the exchange rate in the header, etc.
But many things needed to be improved. For example, the product catalogue is in PDF format with 126 pages.
Insight: website, social media, advertising are only parts of the overall picture. Businesses don’t always need radical changes in each of these areas to reach a new level. Instead, the right strategy is based on systemic improvement: optimising each process, fine-tuning marketing tools, and integrating into a single ecosystem.
In this article, we talked about the strategy of small steps that bring about significant changes.
Why is having a social media presence not enough?
Imagine a customer looking for a reliable bearing supplier. He goes to Google, types in the name of the company, comes across its website… And then he goes to Facebook or LinkedIn to check if the company is really active, if it communicates with customers, what kind of feedback it has.
He opens the page and sees that the last post was published in 2020. There are no updates, no news, not even any replies to comments. A logical question arises in his mind: “Is this company still in business?”
Unfortunately, we see this in most manufacturing companies:
🔻 Profiles are abandoned, the last post was several years ago.
🔻 No one on Facebook or LinkedIn answers customer questions.
🔻 Analytics between social networks and the website are not set up, so the business does not know whether social networks are even receiving requests.
🔻 There are no reviews, and competitors leave their suggestions in the comments.
🔻 There is no visual style, posts are made chaotically.
However, in 2025, social media is no longer an option, but a mandatory component of a successful business.
We have analysed competitors’ pages in detail and found key growth points and weaknesses that can be used to develop a promotion strategy.
If you don’t have your own marketing team and it’s too expensive to hire a staff, we’ll become your remote marketing department. From strategy to execution, we’ll make sure that every channel works for you.
Male, 35 years old. Is this information enough?
Audience segmentation is one of the key stages of a marketing strategy, because without a clear understanding of who your customers are, it is difficult to create effective advertising campaigns, sell more and attract loyal customers.
We use the 5W method for this purpose:
For example, one of the customer groups: OEMs (original equipment manufacturers) — buy large quantities for mass production, and they value stability of supply and quality.
We have also analysed the needs, frequency of requests, seasonality, geographical location, communication channels, motivation and pain points of each segment. Because they all require a different approach to communication and sales.
Insight: those who manufacture tractors and those who repair them need to be sold differently. Because these are different audience segments, with different choice factors and needs.
This part of the marketing strategy became the foundation for further stages: from content creation to launching advertising campaigns and website optimisation.
Key parameters that influence a customer’s decision to buy from you
We have developed our own unique framework that allows us to determine what exactly needs to be done to ensure that the customer chooses your way of solving their need, you as a company and the product you offer. Read more about this in our article.
The choice factors can be divided into five groups:
- Experience and information BEFORE interaction.
- Company features and positioning.
- Interaction experience (service).
- Rational digital characteristics.
- Impressions.
In the process of developing a marketing strategy, we have created a personalised list of 120+ factors that will help guide the customer’s choice:
How to stand out from the competition?
There are dozens of companies on the market that sell bearings. Almost all of them say the same thing: “wholesale”, “wide range”, “favourable prices”. But when a customer opens the websites of these companies, they don’t see why one company is better than the other. How to make a decision? Whom to trust? This is where positioning is needed — a clear answer to the question: “Why us?”
We have identified three main strengths of Tech Solutions:
- guaranteed availability of goods;
- fast delivery to the EU;
- a full range of logistics services.
It was:
Tech Solutions is a supplier of ST brand bearings.
It is now:
Tech Solutions is an expert in the supply of industrial components with attention to detail and service.
Positioning should be integrated into all business processes: website updates, commercial offers, social media, and advertising campaigns.
Implementing this concept will help you become a trusted company.
By integrating positioning, we are creating a brand that is a reliable partner for businesses that value the speed and stability of their deliveries and for whom human presence is important in this process. This is a completely different level of play.
What about leads?
Lead generation is a complex process that requires a clear strategy, market analysis, and adaptation to the specifics of the business.
Our approach to lead generation was based on several key stages: market and competitor research, website and business asset audit, and the formation of a basic lead generation strategy.
We divided the audiences into sales funnels, studied the risks, seasonality, and feasibility of promotion in the Google system, and created a step-by-step strategy for promoting and scaling — separately for Google Ads and Meta.
When analysing the Tech Solutions website, we encountered a number of technical issues that made it impossible to launch Google Ads advertising:
- Lack of possibility to place an order through the website.
- Lack of forms for collecting leads.
- Lack of clickable phone numbers.
Due to these limitations, we decided to launch a test advertising campaign in Meta Ads to get the first leads without the need to make changes to the website.
Test launch of advertising in Meta Ads
For Tech Solutions, we developed a marketing strategy that became the foundation for further lead generation. However, this strategy would be incomplete without “field” research to verify the real value of the lead and its quality.
That’s why many companies, including Tech Solutions, order a test run of lead generation from us to immediately assess the effectiveness of the approach.We developed 4 advertising creatives and texts adapted to the target audience of Tech Solutions, taking into account the “pains” of customers and key product benefits:
We developed 4 advertising creatives and texts adapted to the target audience of Tech Solutions, taking into account the “pains” of customers and key product benefits:
The first test run showed positive dynamics:
- The client received the first leads in the first days of the campaign.
- The cost per lead was lower than the market average, which confirmed the effectiveness of the chosen strategy.
- Meta Ads has proven its effectiveness in the Tech Solutions niche, so the next step is to scale the campaign and fix technical issues on the website to expand customer acquisition channels.
Test campaigns allow clients to quickly assess the market potential and make informed decisions about further investments in advertising.
Marketing strategy
At the final stage of strategy development, we draw conclusions from all the work we have done and formulate specific tools that can be implemented right away. Our goal is not just to conduct research, but to achieve real results.
Forming marketing hypotheses: what we test and why
Based on the collected data, we form hypotheses that can be tested and implemented immediately. Here are some of them:
📌 Hypothesis 4: Email marketing will increase the average check by 15%: because Tech Solutions has a customer base, but does not use it for repeat sales. We suggest testing email campaigns with personalised offers and promotions.
📌 Hypothesis 8: If customers are offered discounts or bonuses for placing an order through a B2B account, it will relieve managers and increase the level of business automation. This step will predictably increase the number of orders by 20%.
In marketing, all long-term decisions are made through testing and analysing the results. Therefore, once a hypothesis is launched and tested, it ceases to be a hypothesis and becomes a conclusion.
Tech Solutions development strategy: phased implementation of marketing solutions
Marketing for a B2B company is not instant sales through advertising, but systematic work on brand packaging, positioning, choice factors for specific customer segments, and reputation…. And only then on advertising to attract new customers. That’s why we’ve divided our marketing strategy into three major stages:
Phase 1: Packaging the brand and creating a base for further growth
- Updating the website
- Implementation of positioning
- Updating the brand book
- Social media
- Content marketing
Stage 2: Strengthening your position in Poland
- Lead generation
- Email marketing
- SEO and local optimisation
- Participation in exhibitions and events
- SERM (reputation management)
Stage 3: Entering the EU markets
- Localisation of marketing materials
- Search for partners and distributors
- Launching local advertising campaigns
- Participation in international exhibitions
- Expanding logistics capabilities
This approach will allow you not to spend resources chaotically, but to build a systematic marketing system that will work in the long term, step by step.
Conclusions
The whole strategy is built so that each stage becomes a powerful foundation for the next one, forming a single system. Therefore, we first studied the market, customers and competitors to understand what works and where there are opportunities for growth. Then we gathered the choice factors, combined this with the strengths of the client’s business and developed a positioning that makes the company unique. After that, we created a step-by-step marketing action plan, dividing it into three strategic stages.
So, we are not “putting out fires” — we are building the foundation for Tech Solutions’ long-term success in the Polish and EU markets.
What did it bring to the business?
📈 Predictability of growth — the company has a clear scaling model for the future.
💰 Efficient use of the budget — investments in marketing are directed to the most profitable channels.
🚀 Readiness for expansion — the strategy involves entering European markets, optimising sales, and expanding the partner network.
If your business is already large-scale, but growth is chaotic, a marketing strategy is the first step towards stable development. We help companies to systematically attract customers, enter new markets, and increase profits without taking unnecessary risks.
Ready to make a leap? Let us analyse your situation, find growth points, and show you how to reach the next level. We take on the most challenging niches (biogas, bearings, b2b software solutions) and ambitious challenges — where others stop, we find ways to get results.
