At Obvi, I used to think the answer was better ads or sharper funnels.
Turns out, it’s something deeper...
You can’t scale what you can’t see.
When I asked our team basic questions like:
“What’s our reorder rate for collagen buyers who also try our greens blend?”
“How many support tickets led to churn last month?”
Nobody could answer right away.
The data existed. But it lived in 5 different tools. So they had to dig around manually.
That’s when I realized: brands don’t have a customer acquisition problem. They have a customer understanding problem.
Here’s what most teams do:
- Look at Meta CPA and ROAS in one place
- Email open rates in another
- Churn, LTV, support volume, all siloed.
So they optimize in isolation. But miss the connections:
→ A customer who opens but doesn’t click? Might prefer SMS.
→ A poor delivery experience? Churn risk before it happens.
→ A discount buyer? Likely lower LTV than an organic one.
What we’re doing differently now:
✅ Connecting marketing + support: A bad CSAT score pauses promos.
✅ Predicting reorder timing per SKU → smarter flows
✅ Real-time segments based on real behavior, not just tags
✅ Channel preferences tracked over time → SMS vs email split
These aren’t just tactics, it’s a total mindset shift:
- Stop managing campaigns. Start managing relationships.
- Stop guessing based on incomplete data. Start responding based on real signals.
We’re using Klaviyo as our B2C CRM layer to do this. But the shift wasn’t just tools, it was thinking.
It’s about giving every team member the same customer context so that ops, support, retention, and marketing act in sync.
One example:
It used to take hours to build a segment like “collagen buyer, opened 3 emails, no purchase in 45 days.” Now it takes about 30 seconds. And flows adjust automatically.
We’ve also discovered wild things:
- 40% of our customers prefer SMS for promos but email for education.
- Morning email openers vs evening SMS clickers? Different LTV curves.
The takeaway:
As CACs rise, your edge won’t just come from better creative. It’ll come from better context.
Not “how do we reach more people?” but “How do we build smarter relationships with the right ones?”
BTW be sure to check out Klaviyo’s beginner’s guide to B2C CRMs if you want to explore this mindset shift (link in comments)
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