Kaspersky adopts WebEngage platform to boost B2B customer engagement

Global cybersecurity firm Kaspersky has partnered with marketing‑automation provider WebEngage to build a data‑driven engagement framework for its B2B operations. The rollout, begun in Dubai, has already reached more than 500,000 users, centralising newsletters, webinars, product updates and partner outreach.

The platform enables customer segmentation, lead generation and performance analytics at scale. Anatoly Incherevsky, IT Service Manager at Kaspersky, said the goal is "to build a stronger marketing automation foundation that supports more relevant communication, better lead management, and a more scalable approach to engagement." Hetarth Patel, Vice President for WebEngage in the MEA, Americas & APAC regions, added that the system brings together data, workflows and analytics to execute campaigns efficiently. The next phase will integrate the solution with Bitrix24 to further optimise lead‑management workflows.