Kaspersky has announced an enhancement of its engagement with business customers through the data-driven customer engagement management platform WebEngage. The partnership has enabled Kaspersky to engage with more than 500,000 users during the first phase, in parallel with the company's efforts to build a more structured marketing automation framework within its enterprise-facing operations.
Following Kaspersky's expansion of customer engagement activities — encompassing newsletters, webinar invitations, product announcements, and partner communications — the company sought to adopt a more structured and scalable approach to unifying its marketing efforts. The aim was to move from running disparate campaigns to building a unified system that supports communication with different customer segments, contributes to lead generation, and enables performance data analysis at scale.
Through its partnership with WebEngage, Kaspersky gained deeper and clearer insight into customer behaviour and engagement patterns across various markets, as well as a more comprehensive understanding of customer interactions, leveraging WebEngage's custom entity tools, derived properties, customer journeys, and advanced data management capabilities.
Anatoly Insherevsky, Head of IT Services at Kaspersky, said: