Kaspersky Strengthens B2B Customer Engagement with WebEngage’s Advanced Marketing Automation
Kaspersky has enhanced its B2B customer engagement capabilities through a strategic partnership with WebEngage, a leading customer engagement platform. This collaboration focuses on centralized campaign management, customer segmentation, lead generation, and performance analytics, enabling Kaspersky’s marketing teams to operate more efficiently and gain deeper insights into the effectiveness of their campaigns.
Enhanced Customer Insights Drive Engagement
With the integration of WebEngage’s advanced tools, Kaspersky has improved its understanding of customer behavior across various regional and business segments. The platform’s capabilities, including custom entities, derived attributes, and customer journey mapping, have allowed Kaspersky to develop a more contextual understanding of customer interactions. This nuanced insight facilitates targeted communications and services, fostering long-term customer relationships.
Building a Scalable Marketing Framework
Anatoly Incherevsky, IT Service Manager at Kaspersky, emphasized the necessity for a deeper understanding of customer behavior, intent, and context in today’s marketing landscape. He noted that effective customer engagement requires a robust foundational layer in marketing automation, which WebEngage has helped Kaspersky establish. This foundation supports relevant communication, improved lead management, and scalable engagement strategies.
Secure Infrastructure for Global Operations
The current phase of Kaspersky’s rollout focuses on establishing a secure infrastructure to support its B2B customer engagement initiatives across international markets. This implementation includes WebEngage’s core engagement tools, capabilities for managing personally identifiable information (PII), and secure access protocols. Together, these features create a secure framework that enhances customer retention programs across diverse regions and business segments while optimizing operational efficiency.
WebEngage’s Enterprise Marketing Capabilities
Hetarth Patel, Vice President for MEA, Americas, and Asia Pacific at WebEngage, highlighted the need for engagement systems that can adapt to varied customer journeys across different regions and business functions. He stated that the collaboration with Kaspersky aims to build a strong marketing automation foundation by integrating customer data, workflow automation, and analytics. This approach enables Kaspersky to execute campaigns at scale while ensuring personalization and operational efficiency.
Future Developments in Lead Management Integration
The partnership between Kaspersky and WebEngage continues to evolve, with plans for further enhancements and integration requests. The next phase will involve integrating WebEngage with Bitrix24, which will strengthen lead management workflows and expand WebEngage’s role within Kaspersky’s broader marketing ecosystem. This integration is anticipated to streamline customer engagement processes and support future business growth.
Advancing Customer Engagement through Technology
The collaboration between Kaspersky and WebEngage underscores the increasing significance of intelligent marketing automation in contemporary B2B operations. By leveraging customer data, advanced analytics, secure infrastructure, and automation, Kaspersky is enhancing its B2B customer engagement strategies to be more scalable, data-driven, and customer-centric. This initiative is part of Kaspersky’s ongoing efforts to refine its global marketing capabilities.
WebEngage, the customer engagement platform collaborating with Kaspersky, offers businesses tools to enhance customer retention and improve marketing performance through data-driven engagement. Its platform integrates customer data and analytics with multi-channel journey automation and personalization features, enabling brands to create targeted customer experiences across web and mobile channels.
WebEngage serves over 800 brands across regions including India, the Middle East, Africa, Latin America, and Southeast Asia. Its diverse client portfolio encompasses various sectors such as e-commerce, travel, edtech, BFSI, and fintech, featuring notable brands like Sony World, Unilever, IKEA, MakeMyTrip, DU Telecom, Walmart, Myntra, Unacademy, Pepperfry, Wego, Groww, and Acko.
Source: timesofdubai.ae
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Published on 2026-07-14 18:38:00 • By the Editorial Desk
