"Effective relationship marketing is vital for support to sales teams"

Nikhil Dudwadkar
Marketing Manager, India & South Asia, Kaspersky

Relationship Marketing during COVID times

Relationship marketing is vital to create strong, even emotional, connection with customers and partners for business in today’s times. The disconnect that pandemic gave from 1:1 meeting, networking events, social and business gatherings should be filled with personalized touch specifically to existing customers. Marketer’s role during the pandemic times is inevitable from driving relationship marketing as restrictions on sales function to personally meet customers & partners had been a struggling time. An effective relationship marketing is vital for support to sales teams. However, the organizations must know how they can best support their customers and partners during a time of crisis, they need to understand the changing consumer needs and concerns. 

To strengthen the relationship with customers 

As a channel centric company, our focus was to strengthen our relationship with our partners and in turn with our customers. Our partners are very important for us when it comes to understanding customer behaviour and the market scenario which is why we have been constantly taking feedback from our partners and updating our partners programme and reward that and benefit the partner ecosystem. With the Kaspersky United partner program we have enabled many features to educate and create awareness with virtual training that can benefit our channel partner and also increase their credibility or expertise in the market.