MarTech Interview with Brian Plackis Cheng, CEO at SALESmanago

Brian, we’re excited to have you with us. Can you share your professional journey and what led you to become the CEO of SALESmanago?
As an entrepreneur and CEO in the USA, UK, Germany and now Poland, I have over 25 years of experience in scaling B2B and B2C tech companies from $5M to $100M+ through IPOs and M&A.

I bring deep business expertise in enterprise AI, messaging, marketplaces and online media, and a proven track record of raising $80M with seven exits, including Software.com’s IPO and $6.8B sale.

I am passionate about partnering with visionary product founders and growth investors to scale businesses; using proven methods for international expansion, professionalising their teams, and building a positive culture that enables safety, inclusiveness and maximum productivity alongside achieving investor objectives.
SALESmanago is a special opportunity as all the key elements for success are in place: a great team, an innovative tech platform, a roster of customers and engaged and committed investors. The company needed clarity in GTM positioning, ICP focus, value proposition and alignment to customer use cases as well as the right GTM leadership.

In today’s marketing landscape, lean tactics are essential. What are some effective strategies for doing more with less, especially in a resource-constrained environment?
The e-commerce market is highly competitive and requires us all to achieve more with less. Marketers should focus on improving growth and efficiency by taking advantage of best in class marketing automation technology, especially full featured customer engagement platforms (CEP).

When we talk about lean optimisation, it is not just about tools or processes, these can be changed quite simply, it is also about how we work with people. One of the most important strategies for optimising internal workflows is to support a culture of empowerment and accountability in high-performance teams.
To build high-performance teams, it is crucial to focus on clear communication, trust and shared goals. By creating an environment where team members feel accountable for their work and know exactly how their efforts contribute to the bigger picture, we increase both productivity and motivation.

In practice, this means giving teams autonomy in decision-making and encouraging cross-functional collaboration. When people from different departments—marketing, product development, sales and customer service—are aligned and work together seamlessly, the whole organisation becomes more agile.

From a marketing perspective, one of the most effective strategies is to focus on targeted marketing. Instead of opening up very wide networks, one should use the data they have and focus on the most valuable audience segments, called ideal customer profile (ICP). This allows for targeted resources that have the greatest impact, maximising ROI.

Another key tactic is to implement Customer Engagement Platforms, like SALESmanago, which offers a wide range of solutions to help automate much of your marketing activity. With CEPs such as ours, companies can streamline acquisition, conversion and engagement processes with minimal human resources. Automatically building the right audience and automating marketing activities provides omnichannel campaigns based on in-depth customer insights and personalisation, driving revenue growth, saving time and reducing labour costs. It’s all about doing more with less manual effort.

Personalisation is a key factor in meeting customer demands. How can businesses best implement personalisation to enhance customer engagement and boost sales?
To effectively implement personalisation strategies that drive both engagement and sales, businesses should consider these four key questions:

1. What?

Define what message, product, or service should be delivered to the customer. Understanding the customer’s preferences, behaviours, and past interactions allows for highly relevant content, whether it’s personalised product recommendations, tailored offers, or specific messaging that resonates with their interests.

2. To whom?

Identify the target audience. Segment your customer base using data-driven insights, such as demographics, behaviour patterns, or purchase history. Each customer is unique, and understanding the nuances of their preferences enables more personalised interactions.

3. When?

Timing is critical for successful personalisation. Use automation, predictive analytics and real-time data to identify the optimal moment to engage customers, such as when they are most likely to be browsing or when they are approaching key decision points in the buyer’s journey. Delivering the right message at the right time increases the chances of conversion.

4. Through which channel?

Choose the appropriate communication channel for each customer. Some customers prefer emails, others engage more through mobile apps or SMS. A personalised multichannel approach ensures you meet customers where they are most comfortable and active, improving the likelihood of engagement and purchase.

By addressing these four key questions and customising communication to individual customer needs, businesses can deliver more personalised experiences that boost engagement and sales. In fact, research shows that 80% of consumers* are more likely to make a purchase when brands offer personalised experiences. This presents a great opportunity for Customer Engagement Platforms like SALESmanago to evangelise the benefits of personalisation and to offer tools and options that help businesses find the answers to the questions mentioned above.
* Source: https://www.epsilon.com/us/about-us/pressroom/new-epsilon-research-indicates-80-of-consumers-are-more-likely-to-make-a-purchase-when-brands-offer-personalized-experiences

How is AI transforming the marketing industry, and what are the implications for traditional marketing roles?
AI allows marketers to harness vast amounts of customer data and translate it into actionable insights. This means brands can now anticipate customer needs, segment their audiences more effectively, and deliver highly personalised content at scale. By optimising conversion levers with AI-powered automation, brands can ensure that every message is sent at the right time and through the right channel, leading to more effective marketing and higher ROI.

For traditional marketing roles, AI is shifting the focus from manual, repetitive tasks to more strategic activities. Instead of spending time on data analysis, segmentation, or routine campaign management, marketers can now rely on AI tools to handle these aspects with greater accuracy and efficiency. This allows marketing professionals to focus on creative strategy, brand storytelling, and building deeper customer relationships.
Marketing roles are evolving to be more about curating the customer journey, interpreting data insights, and driving innovation. In short, AI is empowering marketers to work smarter, not harder, and this is especially important for mid-market ecommerce brands who need to do more with limited resources.

With the rise of AI, the role of marketers is shifting towards being ‘growth hackers’. What skills and mindset are essential for marketers to thrive in this new landscape?
Growth hacking, a methodology rooted in rapidly increasing user engagement and revenue with minimal resources, has typically been associated with startups and digital companies. However, the principles behind it—combining marketing, product development, and data analytics—are precisely what many retail businesses need to navigate today’s challenges. A Growth Hacker acts as the linchpin between marketing efforts and customer experience, driving initiatives that are crucial for both scaling and adapting in real time.

In retail, where the customer journey from awareness to purchase and beyond is often fragmented, the Growth Hacker’s role would be to integrate and optimise this entire funnel. They would do this by constantly testing and tweaking strategies, whether it’s improving user activation, refining marketing tactics, or enhancing product offerings, all in the service of the business’s growth.

Can you provide an example of how SALESmanago has successfully utilised AI and personalisation to drive growth for its clients?
One standout example of how SALESmanago has successfully leveraged AI and personalisation to drive growth is with Pitbull West Coast, a leading fashion brand specialising in streetwear and sportswear. The client faced challenges with low personalisation and high cart abandonment rates. Recognising the potential of SALESmanago’s Customer Engagement Platform as a comprehensive solution rather than just point solutions, Pitbull West Coast embraced its full capabilities.

By utilising SALESmanago’s AI-powered platform, we helped Pitbull West Coast create a hyper-personalised customer journey. Our AI analysed real-time customer data, including browsing patterns, purchase history, and product preferences, to build customer segments tailored to each individual’s interests.

We then employed AI-driven automation to deliver personalised product recommendations and targeted messages across multiple touchpoints—email and web push notifications. This approach resulted in a 1,265% increase in click-through rates and a 337% rise in opening rates for automated emails compared to mass emails.
Additionally, the personalised marketing strategies led to a significant 10% of all transactions being attributed to SALESmanago’s efforts, with an average order value (AOV) of these transactions being 109% higher than the overall AOV. The return on investment (ROI) was an impressive 2,947%, demonstrating the substantial impact of SALESmanago’s AI-driven personalisation on both sales growth and marketing efficiency for Pitbull West Coast.

What personal strategies do you use to stay ahead in the fast-evolving field of marketing and technology?
Podcasts are becoming valuable resources for learning best practices. For example, the SaaStr podcast covers growth strategies for B2B companies, while the All-In podcast offers insights on technology, business, and even politics. Depending on your specific interests, you can also curate the algorithms on platforms like X and TikTok to tailor your content feed.

For readers looking to adapt to the changing marketing environment, what advice would you give on leveraging AI and personalisation effectively?
First, I believe the best way to understand disruptive technology is to be in the market as a power user. Anyone can get a ChatGPT subscription to familiarise oneself with the strengths and limitations of the technology. If you have a solid understanding of the capabilities, then you can selectively apply the technology to create value in the business.

It is so important to have humans in the loop for process and content automation because there can be hallucinations and errors that could significantly harm the brand. The key is to automate steps in an incremental way with rigorous guardrails and audits to make sure the desired outcome is achieved.

I also believe in deliberate, value-driven AI integration that genuinely enhances business operations and marketing outcomes. This entails identifying areas where AI technologies can solve specific problems or enhance existing processes rather than adopting AI across all operations for the sake of it. There needs to be a clear ROI tied to each phase with clear assessment to verify that the goals are achieved.

Looking ahead, how do you see the role of AI in marketing evolving, and what should companies be prepared for?
AI is set to play an even more pivotal role in marketing as it continues to evolve, becoming more sophisticated and deeply integrated into every facet of the customer journey. Looking ahead, AI will not only optimise current marketing efforts but also redefine how brands interact with customers on a much deeper, more personalised level.

One major shift we expect is the move from reactive to predictive marketing. Today, AI helps marketers respond to customer behaviours, but in the future, AI will predict what customers want even before they know it themselves. By analysing vast amounts of data in real-time, AI will be able to anticipate trends, preferences, and individual needs, allowing brands to deliver hyper-relevant content and offers before customers even begin their search.
Another key development will be the rise of AI-driven creativity. While AI is already used for personalisation and automation, we’ll see it playing a larger role in content creation, campaign ideation, and even dynamic storytelling. Brands will be able to use AI not only to personalise the “what” and “when” but also to create the “how”—crafting personalised, AI-generated experiences tailored to individual customer journeys.

What are your thoughts on the future of marketing and the emerging trends that will shape the industry in the coming years?
The future of marketing is poised to be shaped by several emerging trends that will redefine how businesses connect with consumers. Key developments include:

1. AI & Automation

AI-powered tools will continue to revolutionise marketing by enabling hyper-personalisation at scale, predictive analytics, and automated customer interactions. AI will help businesses deliver more relevant, timely experiences.
Remember, AI will not take your job, it will be taken by people who know how to work with AI!

2. Omnichannel experiences & more mobile users

With the increasing number of mobile users, it’s essential to provide proper experiences across various platforms and devices. Customers expect consistent interactions, whether they’re engaging through mobile apps, desktop, or physical stores. Additionally, leveraging multiple communication channels such as email, SMS, Mobile Push and Web Push will be vital in reaching customers at the right moment and on their preferred platforms, ensuring a cohesive and responsive customer journey.

3. Data privacy & ethical marketing

With increasing regulations like GDPR and rising consumer concerns over data privacy, businesses will need to prioritise transparent, ethical marketing practices. Building trust through responsible data handling and opt-in strategies will become crucial for long-term success. Nevertheless, customers nowadays, especially the Gen Z, are more willing to share their data for a better user experience.

4. Sustainability & purpose-driven marketing

As consumers become more eco-conscious, brands that demonstrate social responsibility and align with ethical values will gain loyalty. Companies will increasingly adopt sustainability as a core part of their brand messaging and operations.

5. Content evolution

Interactive and immersive content will become more prominent. This trend will create deeper, more engaging experiences, allowing customers to interact with products in virtual environments.
These trends, along with continued innovation in marketing technologies, will shape a future where customer engagement is more dynamic, personalised, and values-driven.

What are three predictions you have for the marketing/martech industry in 2025, and why do you think these trends will be impactful?

• AI-powered content creation, personalised customer experiences, and data-driven decision-making have become the new standard.
• Voice assistants are now the primary gateway for tasks: ranging from searching for information to controlling smart homes and making purchases.
• Immersive technologies are advancing, enabling experiences like trying on clothes in virtual fitting rooms or visualising furniture in your living room before buying.