Overheard Across the Pond: What Ecommerce Pros Discussed at Klaviyo’s London Workshop
We love numbers here at Klaviyo, so let me share a few with you.
18. 2. 84.
What do these numbers represent?
- 18 is the number of Klaviyos who traveled across the pond last week to London to take part in our first international workshop.
- 2 is the number of days our first international workshop in London spanned.
- 84 is the total number of merchants and agency partners that attended the Klaviyo workshop in London.
Why did I share these numbers with you? To help set the scene.
Over the course of the two-day workshop, we had sessions, roundtables, networking opportunities, food, and, yes, some gin and tonics with some of the best agency partners and ecommerce brands in the UK (and beyond).
While it was amazing to pull off this workshop from a logistical standpoint, what really amazed me were the relationships that were fostered over the course of the event. These relationships are the seeds of a robust ecommerce community in the UK that we’re excited to be a part of.
I took a bunch of notes about what I overheard over the course of the two days. Here are a few observations.
People are yearning for more control
Each day, our CRO, Steve Weitrecki, opened with some thoughts on the current state of marketing and the changes that are impacting brands across the world.
One of the biggest takeaways from his session: marketing is entering a new era of extremely high customer expectations. Gone are the days of relying on outdated tactics like blasting messages, or content and ads focused on the masses. Instead, consumers are yearning for deeper, more meaningful relationships with brands that provide them with real value.
Bob Dylan said it best, “The times they are a-changin’.”
Channels that were once both cheap and reliable are now more limited and expensive. “Customer acquisition costs (CACs) might be ‘rising to unsustainable levels,’” said Mary Meeker, general partner at Kleiner Perkins, in her Internet Trends 2019 report (a must-read for any marketer, by the way).
But some brands get it.
Forward-thinking direct-to-consumer (DTC) brands like these are taking ownership of their growth by fully optimizing the customer experience across the channels they control to stand out to consumers.
It was clear from the conversations in the room that workshop attendees are excited about this paradigm shift.
The appetite for Predictive Analytics is HUGE
Alex Bi from our data science team focused on the age-old question every marketer on the planet has asked at one time or another.
“Who is going to buy from me in the future?”
It’s a very simple question that was nearly impossible to answer, at scale, until recently.
With Klaviyo’s work around calculating customer lifetime value (CLV) and our predictive analytics model, you can start to answer questions like, “What is the projected 12-month revenue from my existing customers?”
Alex’s presentation had a ton of audience interaction. It’s clear that predictive analytics is resonating with marketers. We heard tons of ideas around future iterations like seasonality, product specificity, and use for subscriptions. There’s so much more to come from our data science team—stay tuned!
“I can’t believe you sent 18 people!”
One of the most common statements we heard time and time again is how refreshing it is to see a platform like Klaviyo commit to sending as many people as we did to produce an unforgettable experience.
Personally, I must have been involved in dozens of conversations about how unusual it was to see such a presence from a US-based company. My answer was always the same. When we do something, we do it big and we do it right.
Our customer and agency partner community are everything to us at Klaviyo. From online to in-person interactions, like these workshops, building and fostering this community is of the utmost importance to us. You’ll continue to see this commitment to growing an amazing community in the UK (and beyond!) in the coming months and years.
So I leave you with one question. Where should we go next?
Learn more about how to own your marketing and grow your business. Come to Klaviyo’s flagship event, Klaviyo:BOS, in Boston, MA September 25-26, 2019.Back to Blog Home