How B2B brands can capitalise on Eastern Europe’s tech momentum
Transformative change among Eastern European nations has taken place over the last 10 years. Since 2014, living standards have increased by 45% in Poland, 48% in Croatia and as much as 50% in Serbia. Higher consumption of services and products, economic advancement and support from the EU has contributed to real GDP per capita growth that has fast outpaced the west of the continent.
These booming economies have seen a number of exciting technology innovations. One has been the exponential growth of ElevenLabs, a leading AI voice generator app that was founded by two Polish entrepreneurs. Its latest funding round in January 2025 valued the organisation at $3.3 billion, tripling its valuation from the past year. And now, as many as 60% of Fortune 500 companies are using the tool.
It’s representative of wider investment in AI in the region, with Bulgaria, Slovenia and Poland all selected by the EU to host AI factories in early 2025. This is alongside continued IT and software innovation, with the region’s software market projected to grow at a CAGR of 11.63% between 2025-2030, achieving an overall volume of $17.08bn in 2030.
It’s giving rise to significant business opportunities for B2B tech brands, but exactly how do they access them? Language, media nuance and cultural expectations vary widely across the region. A message that resonates in Warsaw might fall flat in Prague. Global coordination, combined with local expertise, is key to engaging with Eastern European markets in a credible, consistent way that aligns with business goals.
Tapping into the opportunities
To capitalise on the tech opportunities in Eastern Europe, brands need the insight and in-market support to grow. Combining the local expertise offered by agencies on the ground with the oversight offered by one lead agency, B2B tech brands can ensure they are able to communicate effectively with target audiences in specific countries.
Tailored campaigns, from strategy development and content creation to media outreach and campaign management, can build a buzz around products and services in these regions. Tailored messaging might involve tweaking the language and tone of content to resonate with a Czech audience, for example.
As covered in our previous blog focused on AI, building local media relationships is also crucial to achieve coverage in regional publications that resonate with Eastern European audiences, such as Puls Biznesu in Poland. Regional experts can provide these vital insights to help B2B tech brands build visibility, relevance and trust among target audiences.
Media connections in the region
A major benefit of operating in the Eastern European region is how easy it can be to get around, with various transport links including low-cost airlines, long-distance buses and trains connecting the countries. This provides opportunities for B2B brands to host in-person events, like product launches, press briefings and roundtables that can be fairly easily attended by partners, customers, prospects, influencers and journalists from across the region.
When it comes to finding the ideal location to host such events, an agency with local knowledge can support in venue selection, logistics, content planning and regional promotion, ensuring that they bring in relevant attendees and deliver value. And we can’t ignore the fact that hosts have a number of picturesque locales to choose from in the region, such as Lake Bled in Slovenia or historic spaces in Prague.
A growing influence across the global tech landscape
Eastern Europe is now a rapidly advancing market with growing influence in the global tech landscape. For B2B brands, opportunities await, but success depends on tailored, locally informed engagement with strategic coordination.
Partnering with experts who understand the nuances of each country can ensure that integrated PR campaigns and long-term brand building strategies deliver measurable impact.
Looking to crack the Eastern European market? Get in touch here.