WebEngage’s platform provided Kaspersky B2B customer engagement support through centralized campaign management, customer segmentation, lead generation, and detail-oriented performance analytics—everything that would allow any given marketing team to run customer engagements more efficiently and glean insight into the effectiveness of the campaigns.
Better Customer Insights Resulting in Improved Engagement
Kaspersky is now armed with WebEngage’s capability for better nesting within different regional and business segment classifications of customer behavior.
Using more advanced capabilities including custom entities, derived attributes, customer journeys, and enhanced data management, Kaspersky B2B customer engagement now benefits a much more contextual understanding of customer interactions. The insight gained by such a thorough and nuanced understanding results in more targeted communications and services that build long-term customer relationships.
Kaspersky Focuses on Building a Scalable Marketing Framework
Commenting on the collaboration, Anatoly Incherevsky, IT Service Manager at Kaspersky, said customer engagement today requires a deeper understanding of customer behavior, intent, and context rather than simply delivering campaigns.
This calls for a stronger foundational layer in marketing automation for relevant communication, better lead management, and scalable engagement. According to Incherevsky, WebEngage has helped them structure at an overall customer engagement strategy level.
Secure Infrastructure Supports Global Operations
The current phase of the rollout focuses on building the core infrastructure needed to support Kaspersky B2B customer engagement across international markets.
The implementation includes WebEngage’s core engagement tools, personally identifiable information (PII) management capabilities and shield-based secure access. Together, these features create a secure framework that supports customer retention programs across multiple regions and business segments while managing operational efficiency.
WebEngage Highlights Enterprise Marketing Capabilities
Hetarth Patel, Vice President – MEA, Americas & Asia Pacific at WebEngage, said enterprise organizations require engagement systems capable of adapting to diverse customer journeys across regions, products, and business functions.
He noted that the collaboration with Kaspersky focuses on building a strong marketing automation foundation by combining customer data, workflow automation and analytics. This allows campaigns to be executed at scale while maintaining personalization and operational efficiency.
Next Phase to Expand Lead Management Integration
The partnership continues to evolve as additional enhancements and change requests are incorporated into the platform.
The next stage of Kaspersky B2B customer engagement will include integration with Bitrix24 strengthening lead management workflows and expanding role of WebEngage within Kaspersky’s broader marketing ecosystem. The integration is expected to streamline customer engagement processes while supporting future business growth.
Strengthening Customer Engagement with Technology
The collaboration between Kaspersky and WebEngage shows the growing importance of intelligent marketing automation in modern B2B operations. By combining customer data, advanced analytics, secure infrastructure and automation, Kaspersky B2B customer engagement is becoming more scalable, data-driven and customer-focused as the company continues to improve its global marketing capabilities.
About WebEngage
WebEngage, the customer engagement platform collaborating with Kaspersky, provides businesses with tools to strengthen customer retention and improve marketing performance through data-driven engagement. Its platform combines customer data and analytics with multi-channel journey automation and personalization features helping brands create more targeted customer experiences across web and mobile channels.
WebEngage serves more than 800 brands across India, the Middle East, Africa, Latin America, and Southeast Asia. Its client portfolio spans sectors including e-commerce, travel, edtech, BFSI and fintech, featuring brands that include Sony World, Unilever, IKEA, MakeMyTrip, DU Telecom, Walmart, Myntra, Unacademy, Pepperfry, Wego, Groww, Acko and several others.
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