Brendan, welcome to MarTech Cube! Could you please share a bit about your background and your role as Co-founder & CEO at Thnks?
My background is a mix of media planning, tech, and business development, but I’ve always been fascinated by how relationships shape success. Thnks was born in 2016 with the question “What would you do if a client was behind you in line at a coffee shop?” For myself and my co-founder Larry Rubin, the answer was that 100% of the time we’d buy that client a cup of coffee and a bite to eat. Thnks is ultimately re-imagining business relationships built on gratitude, and with the Thnks platform, users can instantly send personalized gestures of appreciation ideal for business development.
As the Co-founder and CEO of Thnks, my role involves setting the company’s strategic direction and ensuring that our technology continues to serve our mission: bringing gratitude into the business world in a meaningful and scalable way. We’re helping companies nurture relationships through small, thoughtful gestures, transforming how businesses grow and connect.
How did your experience in media planning influence your approach to customer relationships and the importance of personalization in marketing?
Media planning taught me a lot about the power of the right message at the right time—with the right audience. I think personalization is the natural evolution of that principle. Customers are people, and meaningful relationships happen when brands understand what makes someone unique. This emphasis on personalization and genuine connection really set the foundation for Thnks, where every gesture is customized to be both personal and timely, making gratitude feel like a natural part of the business relationship.
Thnks was founded with the mission of bringing meaningful, personal gestures back into the business world. How did you use technology to turn this vision into a scalable solution?
We started with the belief that thoughtful gestures should be as easy to send as an email. The challenge is leveraging technology to scale without sacrificing sincerity. By building a platform that streamlines the process—from gesture selection to delivery—and integrating data analytics to understand when gratitude is most effective, businesses can personalize outreach on a large scale. Our platform is built around simplicity and flexibility, which allows companies to bring real human connection into every touchpoint with customers, clients, or employees.
With gratitude at the heart of Thnks’ value proposition, how do you see this concept contributing to a broader cultural shift in the business world?
I think we’re in a moment when business is becoming less transactional and more about genuine connections. Gen Z has entered the workforce and they’re bringing a cultural shift that emphasizes connections and support in the workplace. Today, how you make someone feel is just as important as the products or services you provide.
For business leaders and sales professionals, there is an effective strategy for standing out, being memorable, and building lasting business relationships—the kind that drives loyalty and revenue: gratitude in business. Gratitude isn’t just a nice-to-have–it’s becoming a key differentiator for companies that want to stand out.
I see a future where “growth through gratitude” is a cornerstone strategy, making every business interaction more human. When people feel appreciated—not just a part of a transaction—they’re more engaged, loyal, and willing to invest in the relationship.
What do you think is the biggest challenge marketers face when aiming to personalize customer experiences?
One of the biggest challenges is navigating the balance between personalization and privacy. Customers expect brands to know them well enough to make meaningful suggestions or reach out in personal ways, but they also deeply value their privacy. Finding ways to personalize without being intrusive is key—using data responsibly, respecting customer boundaries, and ensuring transparency go a long way in creating trust.
In your view, can AI-driven marketing ever truly replace the role of empathy in customer relationships?
In today’s saturated technology market, it’s easy for business decision-makers to get caught up in the AI playbook. AI certainly can be a fantastic personal assistant, helping to identify customer pain points, gather data, and more. However, while AI can supplement aspects of the sales and marketing processes, its outputs are not the most effective when building authentic business relationships. True empathy requires understanding context, emotions, and nuances that machines can’t replicate. AI can help identify the right moments to engage with a client or suggest personalized content to share, but empathy turns that engagement into a meaningful connection. The best customer experiences will be the ones that blend the efficiency of AI with the warmth of human empathy.
Despite the prevalence of automation tools, what are some practical ways companies can keep their digital communications authentic and human?
Use automation where it makes sense, but make sure there’s always room for a human touch. People can tell when they’re receiving a generic message. Remember that using the customer’s name, mentioning a recent interaction, or even acknowledging feedback, all contribute to your authenticity and overall brand.
It’s also important to ensure that your tone stays conversational, not robotic. Encouraging teams to add personal touches when following up with customers can bridge the gap between automation and authenticity. Make sure to always review AI-generated content and add your own personal touch. Empathy, active listening, and true engagement go a long way in the business world.
What are some common mistakes businesses make when they rely too heavily on automation in their marketing strategies?
One mistake is using automation as a “set it and forget it” tool. When automation is deployed without thoughtful oversight, messages can quickly become stale, impersonal, or even irritating if misused. Failing to tailor automation to different segments or needs is also a big mistake. Generic automation often feels disconnected and can damage customer relationships. Companies looking to leverage automation effectively must balance the efficiency of the technology with the irreplaceable value of empathy and gratitude.
Could you tell our readers about any upcoming features or integrations on the Thnks platform that will enhance personalization and create a smoother customer experience?
The team at Thnks is excited to introduce new integrations that provide users with real-time insights, helping them send the right gesture at the right time. We’re also enhancing our CRM integrations, allowing sales and customer success teams to seamlessly recognize key moments—like closed deals or important milestones—directly within their existing workflow. Our goal is to make gratitude as frictionless as possible, meeting users where they already work without any added disruption.
Lastly, what advice would you give to marketers who want to leverage technology while maintaining trust and authenticity in their customer relationships?
My advice would be to always put the relationship first. Technology is a tool to enhance relationships, not replace them. Use technology to identify opportunities, streamline processes, and create moments of delight, but never lose sight of the person on the other end of that communication. When trust and authenticity are your guiding principles, the tech will follow suit in supporting those values.
Above all, remember that simple acts of gratitude can make a huge difference—people want to feel valued and seen, and that’s where technology can support but never replace the human element.
Bio- Brendan is the Co-Founder and CEO of Thnks, where he is responsible for all day-to-day operations including Thnks’ strategic vision while advancing the platform’s tech capabilities and partner integrations. A media and technology veteran who spent more than 17 years focused on sales, product, and client development, Brendan is recognized for his ability to leverage innovation to drive revenue.
Brendan Kamm, CEO & Co-Founder of Thnks
Brendan is the Co-Founder and CEO of Thnks, where he is responsible for all day-to-day operations including Thnks’ strategic vision while advancing the platform’s tech capabilities and partner integrations. A media and technology veteran who spent more than 17 years focused on sales, product, and client development, Brendan is recognized for his ability to leverage innovation to drive revenue. LinkedIn.