Our Approach

Develop a research strategy for an agile marketing team

Working with Klaviyo’s lean team, we created a comprehensive research and content strategy that could adapt to their evolving product messaging. “Klaviyo is a very innovative company,” says Tracey. “Our products change all the time. It’s hard to land our product narrative, capabilities, and functionality. It’s one of the reasons we’ve struggled hiring more agencies in the past. You all are the only ones who seem to be able to catch on to it really quickly.” 

By starting with a detailed background analysis, we got all the teams who would be involved in the report aligned up front, allowing us to work more efficiently on the research process, while delivering exactly what the team was looking for. “Your work on the background analysis helped us streamline and clarify our ideas. That phase has been really helpful,” Tracey adds.

After the strategy process, we fielded the survey and gathered data from 8,000+ consumers across 13 countries in three regions — North America, Europe, and Asia Pacific. Then, we created a detailed data analysis that the Klaviyo team began using right away to create sales enablement materials like one pagers, campaign and performance content, and product marketing materials. Finally, we produced an industry trends report that incorporated the data and insights from the research along with actionable takeaways for the B2C audience Klaviyo wanted to reach.

The Results

More media placements than expected and a new approach to go-to-market

“Our PR team didn’t necessarily think that the consumer research was going to be all that interesting or relevant to press, especially in terms of helping us get coverage for what we launched the B2C CRM,” shares Tracey. 

“PR found that the consumer research was actually what got press to respond. It’s what got them to cover the B2C CRM. Without it, we wouldn’t have gotten anywhere near the amount of coverage that we did. As a result, it’s changing the way we are approaching go-to-market where we are aligning around a quarterly product launch program. PR wants to pull in consumer research for every single one of those.” 

Here’s a roundup of the coverage that the Klaviyo team got for the Future of Consumer Marketing Report campaign:

• How to win back customers after a negative experience — Chain Store Age
• Marketing Doesn’t Stop at Getting Customers in the Door — Modern Restaurant Management
• Special Me: Consumers Expect More Tailored Experiences — EmailInsider by MediaPost
• Consumers Expect a Higher Level of Personalization as Tech-enabled Solutions Shifting Purchasing Habits — Women’s Wear Daily
• What marketers need to know about consumer spending habits in 2025 — Digiday
• Klaviyo launches B2C CRM platform with a focus on marketing, analytics and service — Mi3

And in terms of the content quality, Tracey adds, “I’ll honestly say y’all are the first agency we’ve worked with from an editorial perspective that is able to deliver stuff back to us probably better than we would have been able to produce it ourselves.” One of the pieces we worked on with Klaviyo is already ranking on page one, and the team showcased this work in an all-company meeting.

The content has delivered for the Klaviyo marketing team in tons of different ways, helping them get a strong return on their investment. “We're using this data across all of our performance content, marketing content, campaign content. We're making sure that if we're spending money on research, it's helping Klaviyo be the thought leader that we are.”

On working with the Datalily team, Tracey says, “It’s been a very good partnership. The communication is great, and through all that we threw at you, y’all never blinked. We’re excited for our continued work together and all the great research and content we have coming up.”

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