CDP for B2B: A Case Study Featuring Gazprombank Autoleasing, NOVARDIS, and Altcraft

Date: 2026-02-05 | Time of reading: 5 minutes (1035 words)

CDPs are usually associated with retail and B2C, but this case shows the technology works great in B2B as well. Together with NOVARDIS, Gazprombank Autoleasing implemented Altcraft Platform, unified customer data, and built personalized communications—boosting marketing efficiency.

In this case study, we’ll walk through how the implementation went, what challenges were addressed, and what results were achieved.

About the Companies

Gazprombank Autoleasing is a specialized leasing company that is part of the Gazprombank Leasing Group. It provides vehicle leasing services for small and medium-sized businesses and has offices in 70 cities across Russia. Lease assets include passenger cars, light commercial and heavy-duty vehicles, special-purpose equipment, self-propelled machinery, buses, and motorcycles.

NOVARDIS is an IT integrator and developer of custom solutions. For over 20 years, the company has been automating business processes, developing and implementing software products tailored to client needs, and providing ongoing support services. NOVARDIS’ portfolio includes projects in e-commerce, CRM, marketing, logistics, manufacturing, and analytics. The company operates in Russia, the CIS, Europe, South Africa, and Mexico.

Altcraft is a developer of Altcraft Platform—an omnichannel CDP for marketing management and direct customer communications. The solution is widely used in the financial, insurance, and IT sectors. Altcraft is a member of the Ryazan Region IT cluster and the RUSSOFT association. In 2021, Altcraft received a diploma from the National Banking Award. Its clients include companies from Russia, Cyprus, and the UAE.

Implementation Goals

Unified customer profile: building a unified omnichannel communication system by consolidating all fragmented customer data in one place to create a holistic 360° customer profile.
Customer data enrichment: integrating additional information from external sources for a deeper understanding of the customer and their needs.
Flexible database segmentation: ensuring fast and accurate customer segmentation for targeted offers.
Customer journey digitization: automating communications across all stages of the customer lifecycle.
End-to-end analytics: tracking the entire customer journey from the first touchpoint to deal closure, with visibility into conversion at each stage of the sales funnel to assess marketing effectiveness.

Solution: Implementing Altcraft Platform

Platform selection and project launch

After reviewing the available options, the Gazprombank Autoleasing team selected Altcraft Platform. The platform could be deployed on-premise within the company’s infrastructure (critical for personal and financial data security), supported integration with internal systems, and fit within the budget. An experienced system integrator, NOVARDIS, was engaged for the implementation.

The project started in June 2023. By December 2023, all integration and configuration work was completed and the system passed testing. In January 2024, the platform was fully launched into production.

Altcraft Platform consolidated data from all key sources: CRM, the customer personal account, and external systems. The customer profile is enriched with data from open registries (vehicle registration databases and others), providing the most comprehensive view of the customer.

Project Progress

More than 200 segments were configured. These include simple building blocks—such as geography, customer industry, number of active contracts, time since the last deal, and others—as well as large segments built on complex logic. Today, a marketer can quickly assemble the required audience from ready-made elements without database queries or script writing. Altcraft offers a convenient visual segment builder, where the necessary conditions can be set in a few minutes, without lengthy exports or manual filtering in Excel.

Advanced logic was implemented for a personalized approach to each customer. For example, a customer loyalty index was developed—a metric calculated using 20+ parameters (interaction history, repeat deals, email response behavior, and more). Based on the loyalty index, the system adjusts email frequency for a segment and adapts tone of voice and content. A “transport profile” was also created, containing information about the types of vehicles a company owns and in what quantities. This made it possible to offer each customer the most relevant products—construction machinery for some, freight trucks for others, and so on.

As part of the project, 12 trigger-based scenarios were also set up, covering key stages of customer interaction. When predefined events or conditions occur, the system automatically sends emails to the relevant recipients.

Email became the primary communication channel. SMS campaigns were also tested, but in the pilot campaign this channel showed very low performance: only about 0.2% of recipients clicked through to the website, and none completed a deal. Given the high cost of SMS, the decision was made to use it selectively for the most critical scenarios, while focusing mainly on more effective and cost-efficient channels.

Results

Increase in repeat sales. During the development and fine-tuning of the communication strategy in 2023, the share of repeat sales grew by 8%. In 2024, after the full launch of the CDP, this figure increased even further.
Growth in key marketing metrics. The open rate rose from 25% to 40%, CTOR increased from 4.8% to 10%, and lead-to-quote conversion reached 25%.

Sales conversion. Every fourth warm lead generated by marketing reached the offer stage.
Fast return on investment. Revenue from repeat deals and upsell campaigns fully covered the costs within eight months of system operation.
Improved marketing efficiency. The marketing team gained a single, convenient tool that replaced several disconnected services. Instead of manually exporting contacts from the CRM, filtering them in Excel, and uploading them to an external email platform, all steps—from segmentation to campaign launch—are now performed in one Altcraft interface. Performance analytics is also available there immediately.
Business impact and integration. The project showed that using CDP platforms in the B2B segment is justified, but requires a balanced approach that takes into account business specifics, scale, and customer base characteristics. A CDP should not exist in isolation from the rest of the infrastructure. It delivers real value only when deeply integrated with internal systems and core business processes.

Further Development

Altcraft CDP is now the core of marketing at Gazprombank Autoleasing, and work on the project continues. The company is developing new initiatives, deepening customer micro-segmentation, and setting up integrations with new communication channels.