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

Listen to this episode from DTC Podcast on Spotify. Subscribe to DTC Newsletter - https://dtcnews.link/signupIn 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 marketingHow brands can use first-party data to fuel loyalty loopsThe strategic pivot from acquisition-heavy tactics to retention-first thinkingTactics for building long-term customer value without eroding marginsHow Klaviyo’s roadmap is evolving to meet the biggest challenges DTC brands faceTopics Covered:Adil’s journey from ecommerce founder to CPO at KlaviyoThe core idea behind B2C CRM and why it’s built for DTC brandsThe shift in consumer behavior from transactional to relationship-drivenActionable ways to drive retention and build repeat customersWhat Klaviyo is building next to support this new marketing realityWhether 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 core02:05 - Adil Wali’s journey from ModCloth to Meta to Klaviyo06:10 - What B2C CRM really means and why it matters now09:15 - The convergence of marketing, service, and analytics13:00 - Building long-term customer relationships with data16:30 - Loyalty beyond discounts: What brands are missing19:20 - How Klaviyo helps brands tackle rising CAC22:30 - Real-world wins: Klaviyo success stories from top brandsHashtags:#DTCMarketing #KlaviyoCRM #EcommerceStrategy #CustomerLoyalty #B2CMarketing #ShopTalk2025 #MarketingPodcast #RetentionMarketing #EmailMarketing #AdilWali #DirectToConsumer Subscribe to DTC Newsletter - https://dtcnews.link/signupAdvertise on DTC - https://dtcnews.link/advertiseWork with Pilothouse - https://dtcnews.link/pilothouseFollow us on Instagram & Twitter - @dtcnewsletterWatch this interview on YouTube - https://dtcnews.link/video