B2B Payments

Zycus Ramps Up Customer Outreach In India With Salesforce

Source-to-pay solutions provider Zycus is teaming up with CRM software firm Salesforce to enhance its own digital transformation strategy, the companies announced Wednesday (June 20). Zycus said it will use Salesforce’s marketing automation solution Pardot to enhance customer engagement and acquisition in India.

“B2B marketing automation is the best way to make sure an entire organization is aligned around the customer journey from awareness to acquisition, to advocacy teams,” Zycus said in the press release. The company added that Salesforce’s technology enables Zycus to “blur the lines between sales, marketing, customer support, operations and even IT.”

Diptarup Chakraborti, vice president and global head of marketing at Zycus, said in a statement, “Our passion to help procurement create greater business impact has always been fueled by our passion for innovation. With the role of procurement evolving from being a tactical function to making a strategic impact on business performance, we believe Salesforce Pardot will manage the complex, multi-touch buyer ecosystem, ensuring the entire organization is aligned around the customer journey.”

He added, “We want businesses to experience the ‘Power of Procurement’ and look forward to taking our customer experience to the next level with Salesforce.”

Sunil Jose, senior vice president and country leader of Salesforce India, said, “Marketing as we know it has completely changed. Customer experience is the new competitive battlefield, and customers want a cohesive experience with every brand, across every touchpoint. Pardot makes this omnipresent status significantly easier for businesses to achieve by aligning B2B sales and marketing, yielding huge benefits for the bottom line.”

“With Salesforce, Zycus will further strengthen its commitment to positioning procurement at the heart of business performance,” Jose added.



The pressure on banks to modernize their payments capabilities to support initiatives such as ISO 20022 and instant/real time payments has been exacerbated by the emergence of COVID-19 and the compelling need to quickly scale operations due to the rapid growth of contactless payments, and subsequent increase in digitization. Given this new normal, the need for agility and optimization across the payments processing value chain is imperative.