An interview with Maja Kowalska, Product Marketing Manager at SALESmanago

We sit down with Maja Kowalska, Product Marketing Manager at SALESmanago. SALESmanage helps maximize eCommerce revenue growth the lean way.

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How did you end up at SALESmanago and what problem does SALESmanago solve for its clients?

In 2015, I landed my first marketing job at SALESmanago right after I spent several years immersed in the transportation and logistics industry. Starting as a junior blogger for APPmanago. Eventually, I transitioned to the main marketing team, assuming the lead content creator role at SALESmanago for the next 2.5 years. After a brief break, I honed my craft at a marketing agency, specializing in defining target groups and developing effective marketing strategies. Then, my journey intersected with SALESmanago once more. Without hesitation, I embraced the opportunity to return, this time focusing on technical content creation and contributing to product development. As a Technical and Business Writer, I supported the Product Team for nearly a year before finding my way back to marketing. Since the summer of 2022, my passion lies in Product Marketing, as I continue to achieve new milestones along my career path.

As the Product Marketing Manager, what are your main responsibilities at SALESmanago?

As the person responsible for go-to-market activities, value proposition, and sales enablement, my role encompasses a wide range of responsibilities. Each day begins with managing emails, promptly responding to them, and prioritizing tasks. To stay organized, I rely on Google Docs, Google Calendar, and Asana, which aids in planning go-to-market actions and other crucial tasks. I meticulously plan my own work and coordinate with others involved in the creation process, ensuring smooth workflow by setting deadlines and aligning efforts. My schedule revolves around a combination of meetings, consultations, and focused work sessions. During quiet work periods, I focus on content creation, reviewing reports, and staying up-to-date with industry news. A significant portion of my week involves planning, attending, and hosting numerous meetings and workshops, particularly with departments like Product and R&D. On top of that, I cooperate closely with Customer Success and Sales teams.

To get a bit more technical, what are some of the acquisition channels that have worked well for SALESmanago and why do you think that is?

As a content professional, I prioritize the implementation of a meticulously crafted omnichannel content strategy. This entails intelligently dividing activities into distinct stages of brand interest and awareness, seamlessly integrated within logical cycles. Furthermore, I firmly believe in practicing what I preach, which leads me to emphasize the importance of a well-automated inbound flow centered around consistent communication. Being present “in flesh” where potential customers are is also paramount, which involves active participation in various events, live shows, and similar engagements. Ultimately, my focus lies in educating, fostering relationships, and consistently delivering tangible value to our audience.

At ColdFire, when we look at our clients' Marketing strategies, they vary greatly. Some have found a single, scalable client acquisition process while others thrive on a mix of top-of-funnel strategies. If you had to summarise the high-level LeadGenMarketing strategy of SALESmanago, what would it be?

Our core proposition revolves around "Maximizing eCommerce revenue growth...the lean way," and that is precisely how we operate within our organization. We seek a strategic approach that enables remarkable outcomes while optimizing resource utilization. Emerging from a startup background, we embrace agility and foster a creative mindset when tackling challenges, avoiding rigid structures and procedures. In our interconnected marketing, product, and sales departments, each team member complements the others with their unique talents. Moreover, through years of experience, we have cultivated a culture of trust, allowing us to act cohesively as a winning team.

What is a Marketing technique that you've used at SALESmanago or at previous companies which you believe is underutilized at most Marketing teams - and why?

It wouldn't come as a surprise if I emphasized the significance of a meticulously crafted content flow that prioritizes performance and the achievement of specific goals. Establishing robust Key Performance Indicators (KPIs) and witnessing how they contribute to the overall success of the company is immensely gratifying. Unfortunately, many marketers fail to recognize the potential of treating content as a powerful tool for driving results. This missed opportunity is regrettable because, when viewed through the lens of return on investment (ROI) and targets, content can make a significant impact in any marketing domain. The second key strategy, applicable not only to marketing, involves leveraging spare time to streamline and automate repetitive tasks. Personally, I have developed templates for various repetitive content types, be it field enablement, articles, or landing pages, enabling efficient execution—so crucial for a solo Product Marketing Manager.

Has your Marketing team experimented with some kind of cold outbound strategy (like cold email)? If yes what was the general outcome and if no, why not?

As a Marketing team, we play a crucial role in assisting our Sales and SDR departments with cold email campaigns. Given our presence in multiple markets, a one-size-fits-all approach is simply not viable. Therefore, we are actively engaged in developing tailored cadences that align with specific target markets, aiming to enhance our outreach to potential customers. In the future, I would be delighted to share the results of our efforts and provide insights into the effectiveness of our approach! ;)

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