Klaviyo setup for B2B companies

A B2B nurture path

1. 01

   Enquiry or download

   Lead captured.

   Output: New profile

2. 02

   Deliver

   What they asked for.

   Output: Useful first email

3. 03

   Educate

   Short, relevant follow-ups.

   Output: Growing interest

4. 04

   Invite

   Call, demo or quote.

   Output: Conversation

5. 05

   Hand over

   Lead passed to sales via CRM.

   Output: Opportunity

Syncing with the CRM

Sales teams work in the CRM; email works in Klaviyo. Agree which system holds marketing consent, sync unsubscribes both ways, and send stage or role data from the CRM to Klaviyo so nurture stops when a lead becomes an opportunity. Email engagement sent back to the CRM can help sales time follow-up.

Consent for business contacts

ICO guidance on electronic mail marketing sets rules for individual subscribers and treats corporate subscribers differently. Check whether your contacts count as individual or corporate subscribers under the guidance, record how each joined and always include a clear unsubscribe.

B2B segments

Example: an industrial supplier

B2B setup checks

Content for business readers

Business readers value practical, specific content: how-to guides, checklists, case notes you can share with permission and clear explanations of how you work. Keep emails short, plain and useful.

Measuring results

Klaviyo's attributed revenue suits shops more than B2B. Measure nurture on meetings booked, quotes requested and deals closed from those leads, recorded in the CRM.

Client onboarding

When a lead becomes a client, a short onboarding sequence can explain next steps, introduce contacts and share useful resources. Most of this is service information; keep marketing for clients who agreed to it. Trigger onboarding from a stage change synced from the CRM.

Trusted sending

Business inboxes often have strict filtering. Set up a branded sending domain and confirm SPF, DKIM and DMARC meet Gmail's sender guidelines, so nurture and onboarding emails arrive.

Pace of nurture

Business decisions take time. Space nurture emails out over weeks rather than days, and stop when someone replies, books a call or becomes an opportunity.

Is Klaviyo the right fit?

Klaviyo is built around ecommerce data. For B2B companies with long cycles, check whether its features and pricing suit your needs compared with your CRM's own email tools before committing.

Capturing leads

Website forms for guides, enquiries and quotes should feed Klaviyo with the source recorded, and ideally a qualifying detail such as company size or role. Test each form and check the lead also reaches the CRM. Missing sources make it impossible to tell which content brings business.

Webinars and events

B2B companies often run webinars or events. Registration can start a short flow of reminders and a follow-up with the recording, then an invitation to talk to someone. Record attendance in the CRM so sales know who engaged.

Updates for clients

Existing clients may want occasional product updates, service changes or industry notes. Keep these relevant and infrequent, and check that clients who opted out of marketing still receive service information they need.

Your account

Keep Klaviyo in your company's name and connect the CRM with a dedicated integration user.