Platform Marketing: How Rosselkhozbank Boosted B2B Sales
Rosselkhozbank increased the number of CRM campaigns it runs by 50% without adding staff. Sales performance also improved markedly. The gains came after the bank moved all marketing communications with business clients into a single environment built on CM Ocean, a platform from Russian vendor Data Sapience.
The bank is actively developing customer experience management tools for corporate clients, drawing on big data and AI models. The measurable business impact points to the maturity of Russian IT products that have replaced Western systems in the infrastructure of major financial institutions, including state-owned banks.
Personalization in a Single Environment
This is more than another CRM upgrade. The bank is building an integrated customer value management, or CVM, environment that brings customer data, marketing campaigns and communications together on a single Russian platform. AI models automate contact policies by setting intervals between outreach, selecting each client’s preferred communication channel, and factoring in product value and the stage of the customer lifecycle.
“Launching a new campaign for corporate clients used to take an enormous amount of effort and time. Now we can respond quickly to what businesses need, offer the right product at the right moment and reach them through the channel that works best for them. That directly affects the quality of our relationships with clients who put their trust in us,” said Evgeny Nikitin, deputy director of Rosselkhozbank’s Microbusiness Department.
Instead of irrelevant mass mailings, clients receive personalized offers based on analysis of their behavior and needs, helping build loyalty and longer-term relationships. For the bank, that means lower operating costs while profits increase.
A Strategic Approach
“Thanks to the project, we have made our customer value management processes more effective: with the same team, we now launch 50% more campaigns through our customer relationship management system. Personalization is improving the business results as well – cross-selling campaigns alone have delivered a 30% increase,” said Roman Sokolovsky, director of Rosselkhozbank’s Digital Corporate Business Department.
CM Ocean can bring together data from disparate sources, build personalized scenarios in real time, predict customer behavior, and manage both direct and cross-selling to increase the average transaction value. The application programming interfaces of CM Ocean, which is deployed directly within Rosselkhozbank’s infrastructure, allow the bank to add new communication channels and modules as business needs evolve.
Data Sapience, the platform’s developer, works with major companies not only in Russia but also across the Commonwealth of Independent States, where demand is growing for platforms that can be localized and support domestic regulatory requirements. That gives the product potential in export markets.
A Platform for B2B Marketing
Russia embarked on a large-scale effort to replace foreign software in its financial sector in 2022 in response to unprecedented sanctions pressure. Government policy spurred demand for Russian IT products, including customer marketing campaign management systems built on CM Ocean.
In 2023, Rosbank deployed CM Ocean Real-Time Flow, centralizing communications across more than 15 channels and increasing conversion by 15%. That same year, Renaissance Insurance said it had moved its customer-base monetization center to the Data Sapience platform. In 2025, Gazprombank migrated its mission-critical CVM environment to CM Ocean, covering interactions with a retail customer base numbering in the millions. Regional bank Khlynov, meanwhile, automated its marketing communications using the Batch Flow module, demonstrating the platform’s effectiveness for midsize players.
That same year, the software expanded beyond banking when Lenta Group deployed CM Ocean Optimum to optimize customer communications management.
A Customer Value Management Ecosystem
Rosselkhozbank’s experience points to the maturity of Russia’s CVM platform market and its ability to deliver measurable, meaningful business gains from marketing communications. The replacement of the remaining foreign CRM and CVM products at large companies is expected to be completed within the next two to three years. Platforms that can combine data, AI models and omnichannel communications in a single environment while integrating seamlessly with corporate IT systems are likely to see the strongest demand. In the digital economy, moving away from fragmented marketing toward an ecosystem model for managing customer value is already delivering clear competitive advantages – and not just for financial companies.
