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Altcraft CDP is an omnichannel marketing platform for automating communications via Email, SMS, Mobile and Web Push, and messengers. Collect and manage customer data in a single system. Launch personalized campaigns and improve conversion rates.

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**](https://altcraft.com/blog/system-integrator-who-they-are-and-how-to-choose-one), 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%.

 
<Img img="/uploads/results_88a23a3c56.png" alt="results.png" />
 

- **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.

case-gazprombank-autoleasing-novardis-and-altcraft.png

How Gazprombank Autoleasing improved B2B sales and marketing metrics through data unification and personalized communications with CDP Altcraft.

gazprombank-autoleasing-novardis-and-altcraft-blog.png

About how CDP Altcraft helped Gazprombank Autoleasing consolidate data in one place and improve the effectiveness of B2B marketing.

How CDP drives B2B marketing: the Gazprombank Autoleasing case

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

<Video url="https://www.youtube.com/embed/4erREdlMhoU?si=BqStnpt4k-R-tDgL" />

Valentine’s Day is a strong marketing moment in the U.S.: people look for gifts, inspiration, and friendly messages, while brands can boost demand without being pushy. Timing, channel choice, and audience fit matter most. These campaigns work not only in B2C, but in B2B as well.

This article explains how to create Valentine’s Day email campaigns that engage readers and drive sales.

## How to Run Valentine’s Day Campaigns

Bring a Valentine’s vibe to email, push notifications, messaging apps, and SMS. Test different formats and angles so messages don’t feel generic and stand a better chance of catching attention.

### Key rules to follow

Holiday campaigns around Valentine’s Day need planning. The topic of relationships is sensitive, and it’s easy to miss the mark. Whether it’s email, push notifications, or messages in other channels, the tone should be respectful, relevant, and focused on real customer needs. Below are rules that make Valentine’s Day campaigns more effective.

[**Segment your audience carefully.**](https://altcraft.com/blog/why-segments-dont-work) Age and cultural context matter. In the U.S., Millennials and Gen Z tend to engage with Valentine’s Day more actively than Gen X and Boomers. Behavioral data is just as important: what people browse, what they leave in the cart, what they bought before, and which emails performed best for them.

For this strategy to work, you need customer data: who bought what, what they showed interest in, and how they reacted to previous messages. This is usually collected and structured by a CDP, while the actual communications — email, messenger messages, and push notifications — are sent through separate services.

If you want fewer tools to juggle, everything can be managed in one interface — for example, in [**Altcraft Platform**](https://altcraft.com/): data, segments, and campaign launches across different channels in one place, with audience-level personalization.

**Set clear, measurable goals that make sense for your niche.** Flowers, chocolates, and jewelry will obviously be more in demand than, say, sports goods. Choose metrics that fit the campaign objectives.

**Start early.** The first campaigns can go out as early as late January so users have time to prepare for the holiday. You don’t have to stop the campaign on the day itself if purchases are fast and online. Gift cards work especially well — particularly for last-minute shoppers.

**Choose the right communication channels.** Analyze what performs best: email, messenger campaigns, push notifications, SMS, or social media. A CDP also comes in handy here, bringing all customer data together into unified profiles.

<Note>
Sign up for a free guided tour of the Altcraft CDP [here](https://altcraft.com/en/request) — we’ll show and explain how the platform fits your business. 
</Note>

**Run collaborations.** This expands reach, makes content more engaging, and strengthens loyalty. For example, a flower delivery service can team up with a confectionery, or a restaurant can partner with a beauty salon and create a joint offer for a shared audience.

## Mistakes in Valentine’s Day Campaigns

**Focusing only on couples.** Some people are single or have recently gone through a breakup, and such messages can feel hurtful. Add options for everyone — love for yourself, friends, family, or favorite activities — and shape the message to fit your niche.

**Starting campaigns too early or too late.** Talking about Valentine’s Day during the New Year holidays is a bad idea — people are just recovering from the year-end rush. At the same time, launching the first campaign just three days before February 14 isn’t great either, especially if a gift needs to be ordered in advance or delivered.

**Creating low-quality content.** Pink hearts and classic valentines won’t surprise anyone. Show some creativity and invest in strong design so your message stands out in the stream of “love” promotions.

**Forgetting about omnichannel communication.** Relying on a single channel can be ineffective in such an information overload. Sending just one email and waiting for results is a questionable approach, so it’s important to add extra channels and vary them.

**Ignoring the results of past campaigns.** Don’t rely on intuition alone — look at how last year’s campaigns performed. What worked and where things fell short: this saves budget and time and helps avoid repeating the same mistakes.

## Valentine’s Day Campaign Ideas for B2C

### Gift Discounts

The simplest and most straightforward email or message that customers expect. Discounts are offered on gifts or simply to mark the holiday.

 
<Img img="/uploads/gift_discounts_031ca34b77.png" alt="gift-discounts.png" src="Source: reallygoodemails.com"/>
 

### Discounts for Couples

Another campaign option is an offer for couples. These can be discounts, gifts, two-for-one deals, or special conditions for services, bookings, delivery, and more.
 
### Gift Ideas

A campaign customers will actually appreciate. Simple gift ideas and ready-made sets — offer options so people don’t have to stress over what to buy for their loved ones. For example, a cosmetics brand can gently remind customers about its men’s line and showcase a new product that works well as a gift for him.

 
<Img img="/uploads/gift_ideas_4d474358dd.png" alt="gift-ideas.png" />
 

### Themed Collections

Products tied to the holiday also work well for campaigns. Simply curate everything you have related to love. This idea works especially well for bookstores.

Music streaming services and online cinemas can also put together themed content collections.

<Img img="/uploads/themed_collections_fc65f3c030.png" alt="themed-collections.png" />

### Educational Campaign

This format can be turned into a standalone strategy and used as a full-fledged sales tool. It most often works best in email campaigns.

### Love Letter

A simple yet original campaign idea. Talk to subscribers about love, then follow up with a special holiday offer.

 
<Img img="/uploads/love_letter_2db0b92aa4.png" alt="love-letter.png" />
 

### Self-Love Campaign

Don’t forget about those who aren’t in a relationship. The idea of self-love is universal and resonates with any audience, so such campaigns feel appropriate and stand out against typical couple-focused offers. 

## Alternative Holiday

A creative option is to step away from Valentine’s Day and celebrate a different occasion. You can use an existing calendar date or come up with your own that fits your product.

 
<Img img="/uploads/alternative_holiday_f6496e9dfd.png" alt="alternative-holiday.png" />
 

### Outfit Ideas

Valentine’s Day isn’t just about gifts — it’s also about the mood. Many people look for outfit inspiration, so campaigns can feature dresses, jewelry, and accessories in a festive style. This format tends to resonate most with a female audience.

### Gift Cards

That campaign you can send a day before the holiday or even on the day itself. It’s a lifesaver for those who remembered at the last minute — a fast way to choose a gift when there’s no time left to think.

 
<Img img="/uploads/giftcards_30b4076205.png" alt="giftcards.png" />
 

### Gamification

In emails, this can be [**AMP elements**](https://pixcraft.io/blog/what-amp-emails-are-and-how-they-are-changing-email-marketing) where users catch hearts, cupids, discounts, and more. Another game-based option is a quiz. Invite users to guess facts about the holiday or run a lighthearted poll about relationships. AMP blocks are easy to build with our [**editor**](https://altcraft.com/features/email-template-editor).

## Valentine’s Day Campaign Ideas for B2B

B2B is usually more low-key: communication is more professional, and classic discounts don’t always make sense. Still, that’s no reason to ignore Valentine’s Day. Campaigns work in B2B too if you choose the right format. Here are a few ideas.

### Greeting

Simply wish clients a happy Valentine’s Day or talk about your love for your work. A good excuse to remind people about your brand. These emails can lead to a small gift or a curated selection. 

### Business Tools

Add Valentine’s Day–themed elements to your product and tell customers about them. For example, a video creation service can show how to use ready-made Valentine’s Day templates for business content.

 
<Img img="/uploads/business_tools_63f1df454c.png" alt="business-tools.png" />
 

### Event Invitation

Online or offline — the format isn’t critical. Valentine’s Day can be used as a reason to connect with clients, share updates, and answer questions. These meetings build trust and support long-term relationships. Campaigns across different channels work well for promoting the event.

## Summary

Valentine’s Day is a strong marketing hook. Campaigns should be planned in advance and launched one to two weeks before the holiday. Content should be appropriate and account for different audiences, including people who don’t celebrate as a couple. Using multiple communication channels works better than relying on a single email.

In B2C, discounts, gift selections, couple-focused offers, and gift cards for last-minute purchases perform well. Alternative approaches, gamification, and self-love themes also work. In B2B, the tone is usually calmer: greetings, messages about holiday-themed product updates, and event invitations.

valentines-day-email-blog.png

How to use Valentine’s Day in marketing: email and messaging ideas for B2C and B2B, formats, channels, and common mistakes.

valentines-day-email.png

About Valentine’s Day email campaigns, channels, formats, and common mistakes.

How Businesses Can Run Valentine’s Day Email Campaigns

Valentine’s Day Email Campaigns: Ideas for B2C and B2B

<Video url="https://www.youtube.com/embed/xRga2g-6-9s?si=2lftuTc8N5BGDjGg" />

In this article, we’ll break down what changes to expect in marketing next year—and how to prepare for them.

## The Role of AI Keeps Growing

In marketing, AI has become one of the core tools. Since 2025, its use has been expanding for hyper-personalization, content creation, and predictive analytics.

### Search Powered by AI

One of the most noticeable trends is the growth of AI-driven search experiences. According to an [**Ipsos**](https://www.ipsos.com/en) study, 83% of users worldwide use Google every day, so the company is actively moving toward deeper AI integration. More and more often, the first thing people see in search results is an AI-generated answer.

 
<Img img="/uploads/aio_0b269dd045.png" alt="aio.png" src="AI-generated answer for the query “marketing automation”"/>
 

This means SEO isn’t going away—but it is changing. A new direction is emerging: AIO, or optimization for AI-generated answers. The goal of content is shifting: it’s no longer just about ranking at the top of search results, but about structuring your material so AI systems choose it as a source to quote.

 
<Img img="/uploads/ai_search_c91597aa33.png" alt="ai-search.png" src="AI search can also be used on your own website"/>
 

**What to do so AI systems quote your site:**

- Give clear, specific answers to common questions.

- Structure your content—use subheadings, lists, and easy-to-scan sections.

- Add schema markup.

- Write the way people actually phrase their searches.

- Expand content with FAQs, how-to guides, and tables.

- Keep your site technically sound and pages loading fast.

- Refresh content regularly to keep it current.

- Cite research and credible sources.

- Mix in video, visuals, and infographics.

<Note>
We go deeper into AI optimization [here](https://altcraft.com/glossary/geo-optimization-configuring-the-website-for-ai-powered-search-results).
</Note>

### Chatbots for user support

Chatbots have been used in marketing for a long time, but by 2026 AI assistants will become noticeably more human in the way they communicate. This will reduce response times and make it easier to handle common user requests.

At the same time, it’s not a good idea to hand over all key marketing communication to AI. Assistants are better suited for standard questions and simple scenarios.

**How to use chatbots:**

- Keep a clear option to quickly switch to a human specialist when a question is complex.
- Regularly update chatbot flows and check responses against real user queries.
- Place chatbots in the channels your audience uses most often—your website, messaging apps, or social media.
- Be transparent and clearly state that the conversation is with a bot.

## Voice and Visual Search

Marketing strategies increasingly reflect the fact that people don’t search only through a traditional search bar—they also use voice and images. In 2025, [**20.5%**](https://www.demandsage.com/voice-search-statistics/) of users relied on voice search. Globally, there are around 8.4 billion voice assistants in use, which already exceeds the world’s population.
Visual search is growing as well. According to industry data, [**36%**](https://www.invespcro.com/blog/the-state-of-visual-search/) of users start product discovery on Pinterest, and image-based search is becoming more common across marketplaces. When planning for 2026, it’s worth adapting your content for both formats: voice search and visual search.

**How to adapt content for voice and visual search:**

— Write answers the way people ask questions out loud. Instead of “buy pizza New York,” they’re more likely to say “where can I get pizza nearby tonight.” Voice assistants rely on natural language and direct answers.
— Add sections with short, straightforward answers to common questions.
— Include up-to-date local details: address, business hours, and services.
— Use structured data so search engines can better understand your content.
— Optimize images with clear file names and descriptive alt text.

## Authenticity in Content

With the flood of AI-generated content and overly polished visuals, audiences are starting to feel fatigued. People increasingly value honesty and a sense of real life, which makes authentic content especially important right now. Photos and videos don’t need to look perfect—what matters more are the emotions and meaning behind them.

 
<Img img="/uploads/authenticity_in_content_80e6ab76cd.png" alt="authenticity-in-content.png" src="Instead of a video with a flying AI teapot, a simple product video might have worked better"/>
 

That doesn’t mean you should completely abandon AI. A thoughtful balance and mix of formats works best. For example, you can use an AI character but have it voiced by a real employee.

**What to use:**

- Storytelling and behind-the-scenes content that shows how the company actually works—real people, real processes.
- UGC, or user-generated content. This isn’t glossy influencer advertising, but personal experiences and real stories. This format feels more like a recommendation from another person, which makes it more trustworthy. Read more [**here**](https://altcraft.com/glossary/user-generated-content-what-it-is-and-how-it-works).

## Marketing Management in a Single Platform

Most users—[**73%**](https://www.uniformmarket.com/statistics/omnichannel-shopping-statistics) as of 2025—interact with a brand across multiple channels before making a purchase, which is why companies are increasingly building omnichannel journeys. As a result, the volume of data and the number of tools involved in customer communication keep growing. On top of that, stricter Google data policies are pushing businesses to rely more on first-party data—information collected directly from users.

In this environment, a unified marketing management system becomes critical. It keeps data from getting lost between channels, cuts spending on inefficient tools, and speeds up decision-making. The result is faster team workflows and a higher return on marketing investment.

**Which platform to use for marketing management:**

[**Altcraft Platform**](https://altcraft.com/) backs up the value of unified marketing management with real results. After implementing a CDP, revenue from CRM marketing can grow by an average of up to 98% within a year, while online sales increase by around 30%. This impact comes from working with data in a single interface: all customer information is collected into one unified profile, campaigns across multiple channels are launched from the same place, and personalization is set up there as well.

<Note>
Sign up for a free platform walkthrough [here](https://altcraft.com/en/request)—we’ll show and explain how Altcraft can work for your business.
</Note>

## Seamless Purchasing

By 2026, the line between online and in-store shopping is becoming increasingly blurred. A purchase is no longer just “see it, buy it,” but an interactive customer experience. Examples include trying on clothes in a virtual fitting room or placing furniture from a store into your home through a smartphone screen. Interactive storefronts fall into this category as well. This approach is often called phygital—a blend of physical and digital.

The next step is deeper automation at the point of sale. After self-checkout kiosks, AI assistants are starting to take on part of the sales associate’s role—suggesting sizes, checking in-store availability, and handling payments.

Another fast-growing format is shoppable video: video content where purchasing is built directly into the viewing experience, with “Buy” buttons, product cards, links, embedded catalogs, and a frictionless path to checkout.

 
<Img img="/uploads/shoppable_video_c9988a4fa8.png" alt="shoppable-video.png" src="<a href='https://www.youtube.com/@justincener'>Source</a>"/>
 

## Very Short Videos

Vertical short-form video has been one of the most popular formats for several years. By 2026, however, the biggest growth will come from ultra-short stories. Because of information overload and the habit of younger audiences to scroll quickly, viewers are increasingly unwilling to spend time on longer narratives.

Videos in the 6–10 second range are becoming the norm, with the first 1–1.5 seconds being critical. In that moment, a user either stops or scrolls past. That means the opening has to grab attention instantly, and the story itself needs to deliver the idea as clearly and concisely as possible.


## Nostalgia

When there’s a lot of uncertainty around, people tend to gravitate toward what feels familiar and safe. The past offers a sense of stability and evokes warm emotions—which makes nostalgia a strong marketing tool. Research shows that nostalgia-driven campaigns can significantly increase brand affinity, sometimes by as much as [**20%**](https://www.pulse-advertising.com/resources/social-media-news/nostalgia-marketing-cultural-revival/#:~:text=Millennials%20and%20Gen%20Z%20love,it%20reveals%20about%20generational%20behaviour.&text=From%20Y2K%20fashion%20revivals%20to,and%20commercial%20landscapes%20in%202025.).

That said, nostalgia isn’t about copying the past. What works better are references reimagined for today’s context. This can include recognizable cultural cues—movies, TV shows, music, books, objects, or visual styles from a specific era. It can also draw on the brand’s own history: remaking an old ad, bringing back an iconic design, or re-releasing a product that was once a hit.

## Summary 

In 2026, marketing will be changing in several directions at once. AI is becoming deeply embedded in search, content, and analytics, which means older approaches to SEO and text optimization no longer deliver the same results. People increasingly get ready-made AI answers instead of a list of links. They also search by voice and by image. Content that communicates the point quickly and is easy to consume has a clear advantage.

At the same time, audiences are tired of identical visuals and templated messaging. Real stories, customer experiences, and honest content build more trust than polished advertising. Businesses are forced to bring order to their data and channels—otherwise the customer journey falls apart. The buying process is changing too, becoming faster and simpler through interactive formats, shoppable video, and ultra-short clips.

marketing-trends.png

Marketing in 2026: major strategy shifts, AI at scale, privacy pressure, and practical insights on how brands should adapt.

marketing-trends-2026-blog.png

About the real forces redefining marketing in 2026 and the decisions brands need to make ahead of time.

Marketing in 2026: Strategic Shifts Brands Can’t Ignore

Marketing Trends for 2026: What’s Changing and How to Prepare

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Updated over 1,500 templates, the open rate for transactional messages is ≈100%

bnb-bank-kejs-v-menyu.png

The open rate for automatic Viber messages is around 60%, and MAU growth for the year is +19%

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