Klaviyo Is 1% Done: What Their Co-Founder Says the Other 99% Looks Like | #630

Klaviyo is sitting at $1.2 billion in revenue and 196,000 brands. Ed Hallen says it's 1% done.Ed Hallen co-founded Klaviyo in 2012 with Andrew Bialecki, off the back of a dinner in Boston where an Australian entrepreneur selling suits online told them he spent three hours a week manually emailing his customer list. They offered to automate it. Thirteen years, a 2023 IPO, and a shift from email tool to autonomous B2C CRM later, that same core idea, understand the customer, act on it, measure it, still runs the company. As Chief Strategy Officer, Ed is now the person thinking hardest about where Klaviyo goes next.Nathan caught him live at K:SYD in Sydney, straight off a keynote to 600-plus people. Klaviyo is one of Add To Cart's two major sponsors, and this conversation still went straight at the hard stuff: pricing, attribution, the SaaSpocalypse, and what you're probably leaving on the table inside the platform right now.Today, we're discussing:Why the move from email tool to autonomous B2C CRM is really just the original 2012 idea at a bigger scale [05:00]The honest story behind the pricing change from contacts emailed to active profiles, and what it means for your database [22:39]Why your disengaged list is a segment to talk to differently, not a cost to delete [30:30]How Klaviyo thinks about attributing its own value when it's one part of a bigger marketing stack [25:30]Where Klaviyo's B2C CRM vision is heading now that service and marketing run through one platform [33:00]The single most underused feature on the platform, and why it isn't the newest one [41:00]Connect with Ed Hallen | Explore Klaviyo Subscribe to the Add To Cart newsletter  SMS us to Suggest a Guest Connect with Nathan Bush Join the Add To Cart Community