Bonus: How Klaviyo’s CPO Thinks DTC Brands Should Build Customer Relationships in 2025

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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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