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In this episode of the DTC Podcast, we sit down with Adil Wali, CPO at Klaviyo, to break down the future of consumer marketing and why Klaviyo is launching a new category: B2C CRM. Adil, a former ecommerce entrepreneur, shares his unique perspective on how brands can shift from chasing transactions to nurturing high-LTV customer relationships using first-party data, smarter segmentation, and product-led retention tools.
We cover the key insights from Klaviyo’s new “Future of Consumer Marketing” report, talk about why repeat customers are more important than ever, and dive deep into how marketers can drive loyalty without relying on constant discounting.
Key Takeaways:
Why B2C CRM is the missing layer in modern DTC marketing
How brands can use first-party data to fuel loyalty loops
The strategic pivot from acquisition-heavy tactics to retention-first thinking
Tactics for building long-term customer value without eroding margins
How Klaviyo’s roadmap is evolving to meet the biggest challenges DTC brands face
Topics Covered:
Adil’s journey from ecommerce founder to CPO at Klaviyo
The core idea behind B2C CRM and why it’s built for DTC brands
The shift in consumer behavior from transactional to relationship-driven
Actionable ways to drive retention and build repeat customers
What Klaviyo is building next to support this new marketing reality
Whether you're a growth marketer, brand operator, or founder, this episode gives you a playbook for building stronger, longer-lasting customer relationships in a world where CAC is rising and loyalty is everything.
Timestamps:
00:00 - Why Klaviyo is a data company at its core
02:05 - Adil Wali’s journey from ModCloth to Meta to Klaviyo
06:10 - What B2C CRM really means and why it matters now
09:15 - The convergence of marketing, service, and analytics
13:00 - Building long-term customer relationships with data
16:30 - Loyalty beyond discounts: What brands are missing
19:20 - How Klaviyo helps brands tackle rising CAC
22:30 - Real-world wins: Klaviyo success stories from top brands
Hashtags:
#DTCMarketing #KlaviyoCRM #EcommerceStrategy #CustomerLoyalty #B2CMarketing #ShopTalk2025 #MarketingPodcast #RetentionMarketing #EmailMarketing #AdilWali #DirectToConsumer
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