KASPERSKY STRENGTHENS B2B ENGAGEMENT WITH WEBENGAGE PLATFORM

Global cybersecurity and digital privacy company Kaspersky has strengthened its B2B customer engagement strategy through a partnership with customer engagement platform WebEngage, supporting more than 500,000 users during the initial phase of the rollout as it expands its marketing automation capabilities.

The collaboration forms part of Kaspersky’s broader efforts to centralise customer engagement across newsletters, webinar invitations, product updates and partner communications while creating a more scalable framework for customer segmentation, lead generation and campaign performance analytics.

As its B2B engagement activities expanded across multiple markets, Kaspersky sought to replace fragmented marketing processes with a unified platform capable of supporting data-driven engagement at scale.

WebEngage’s platform provides Kaspersky with deeper insights into customer behaviour and engagement patterns through capabilities including custom entities, derived attributes, automated customer journeys and advanced data management tools, enabling more contextual and personalised communications.

“Customer engagement today is about more than delivering campaigns. It requires a deeper understanding of customer behaviour, intent, and context,” said Anatoly Incherevsky, IT Service Manager at Kaspersky.

“Our goal has been to build a stronger marketing automation foundation that supports more relevant communication, better lead management, and a more scalable approach to engagement. WebEngage has helped us bring greater structure and visibility to that process.”

The implementation is being delivered in phases, with the current stage focused on establishing the core infrastructure for marketing automation across Kaspersky’s B2B operations. This includes deploying WebEngage’s engagement capabilities alongside personally identifiable information (PII) management and shield-based secure access to support customer retention programmes across multiple markets and business segments.

“Enterprise organisations today need engagement systems that can adapt to diverse customer journeys across regions, products, and business functions,” said Hetarth Patel, Vice President – MEA, Americas & Asia Pacific at WebEngage.

“With Kaspersky, the focus has been on building a strong marketing automation foundation that brings together data, workflows, and analytics to execute campaigns at scale while maintaining relevance and operational efficiency.”

Kaspersky said additional enhancements are being incorporated as the platform evolves. The next phase of the project will include integration with Bitrix24 to streamline lead management workflows and further expand WebEngage’s role within the company’s wider marketing technology ecosystem.

2026-07-14T10:12:09Z