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The Project
International market entry in a highly competitive environment
123erfasst offers a digital solution for construction and site management that has already successfully established itself in the German market. As a subsidiary of NEVARIS GmbH and part of the Nemetschek Group, the company leveraged this solid foundation to drive its market entry into Poland and tap into the significant potential for digitalization within the local construction industry.
In collaboration with SUNZINET, a tailored marketing and go-to-market strategy was developed—specifically designed to meet the demands of the Polish market and strategically position 123erfasst among key target audiences.
The Challenges
Unknown product, fragmented market, complex requirements
The Polish home improvement market is characterized by numerous small and medium-sized enterprises, short decision-making processes, and intense competition from both local and international providers.
Key challenges:
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No existing brand awareness of 123 recorded in the target market
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High competitive pressure through specialized and all-in-one solutions
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Danger of over-positioning as a “too complex” overall solution
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Lack of data basis for target group prioritization
Key question: How can an unfamiliar digital product be established in the market quickly, with clear differentiation and a focus on benefits—without hurdles caused by complexity?
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KPIs
CPL 66.4% below target during the campaign period
+145% active users during the campaign period
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Project Timeline
November 2025 to February 2026
Our Approach
Strategy, modularity, and data-driven activation
SUNZINET employed a hypothesis-based analysis framework comprising market, competitor, and target audience analyses. Building on this, the team developed a modular positioning logic that deliberately focused on specific, practical use cases—rather than an overloaded all-in-one narrative.
Key components of the solution:
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Development of a modular value proposition
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Feature-based communication (e.g., time tracking, construction site documentation)
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Persona-feature mapping along the customer journey
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Campaign structuring based on the SEE–THINK–DO logic
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Activation via LinkedIn, Meta, and Google Ads, as well as content and SEO
In this way, each target group was addressed with precisely those use cases that offered them the highest level of relevance and utility.
Key features of the project
- Hypothesis-based market and target audience analysis
- Clear differentiation through "specialization instead of all-in-one"
- Persona-based campaign architecture
- Funnel-oriented content and paid media strategy
- Combination of strategic consulting and operational execution (full-service)
The Results
Measurable impact across the entire funnel
Within just the first few months of the campaign launch, the digital marketing activities generated a very strong response in the Polish market. The clearly structured go-to-market strategy made a measurable contribution to awareness, lead generation, and demand close to the point of sale.
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Modular positioning instead of an all-in-one narrative: Based on market and target audience analysis, 123erfasst was deliberately introduced via specific, practical features—the foundation for high relevance and efficient reach.Modulare Positionierung statt
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Persona and feature mapping as a performance driver: Strategically aligning features with specific roles and pain points resulted in a significantly higher lead volume than expected.
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Funnel logic with a clear sales focus: The structured transition from a feature-led entry point to a comprehensive solution generated leads close to closing, rather than merely driving awareness.
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Data-driven refinement rather than knee-jerk action: insights into lead quality were systematically incorporated into nurturing and qualification logic to ensure leads were handed over in a more structured manner and were better prepared for sales.
Blueprint for international go-to-market strategies
123erfasst’s market entry into Poland demonstrates the effectiveness of clear positioning, modular communication, and data-driven campaign logic—even in a previously unfamiliar market.
Today, the project serves as a blueprint for international market entries: from strategic analysis, positioning, and funnel design to scalable activation, SUNZINET delivers a cohesive end-to-end approach for sustainable growth.
About the Customer
123erfasst is a practical software solution for construction and trade businesses that digitally supports key processes such as time tracking, documentation, and project management. As a subsidiary of NEVARIS GmbH and part of the Nemetschek Group, 123erfasst helps make construction site workflows more efficient and transparent—resulting in greater control and productivity in day-to-day operations.
You can find further information here: https://123erfasst.com/
