How to Prepare Your B2B Lead Generation Strategy Before Entering the Polish Market: ICP, Buyer Personas, Pain Points & Sales Process

Episode notes

Before you send a single cold email or book a single meeting in Poland, there's foundational work that determines whether your entire market entry succeeds or stalls. In this episode, Dominik Wantuch — founder of Architecture of Sales and a specialist in B2B lead generation for the Polish market — walks through the strategic groundwork every company needs to complete before launching outbound in Poland. This is the episode to start with if you're planning your Polish market entry. Dominik covers the exact framework his agency uses with every new client — from defining who to target, to understanding why they should buy, to mapping the full sales journey from first contact to closed deal. What you'll learn in this episode: How to define your ICP (Ideal Customer Profile) for Poland. Start by segmenting your existing customers by industry, company size, and revenue. The right ICP determines everything downstream — who you contact, what you say, and who in the organisation you target. A company with 50 employees needs a different approach than one with 1,000. How buyer personas shift depending on company size. At the SME level you're talking to founders and C-level.