Build and Scale Your B2C CRM Services
You’re already delivering results. This course shows you how to reframe and scale them as high-value B2C CRM services. From repositioning your current offerings to piloting new ones, you’ll learn how to package, launch, and grow your services to deepen client relationships and drive long-term profitability.
We’ll break it down step-by-step:
- How to reposition what you already do.
- How to introduce new services without overwhelming your team.
- How to use Klaviyo’s packaging workbook to structure retainers that scale.
- And how agencies like SmartSites have done it successfully.
Whether you’re a freelancer or a Platinum Partner, this course will help you evolve from channel execution to full-service B2C CRM strategy.
What does this shift to B2C CRM look like for you?:
How can you evolve your existing service offerings to align with B2C CRM? It’s easier than you think! Take a look at this table below on how you can evolve your existing services to B2C CRM services (and maybe what couple service lines you can add).
Offering single channel services?
What you're offering now:
Email, SMS, mobile push, reviews services
How to position as a B2C CRM service:
Personalization Strategy & Customer Journey
What this means for your clients:
With custom objects, behavioral events, and personalized product recommendations, Klaviyo agencies can move beyond one-off campaigns to deliver ongoing, high-impact omnichannel strategies that drive stronger retention, loyalty, and higher client lifetime value (LTV) over time.
Offering lifecycle marketing?
What you're offering now:
Email and SMS flows and campaigns or Audience growth execution
How to position as a B2C CRM service:
Technology & Data management
What this means for your clients:
If you use events and product feeds, you're halfway to CRM. Add custom objects and profile properties to unify data and trigger lifecycle plays, from acquisition to advocacy, that rival B2B CRMs, but built for the speed and scale of B2C.
Offering post-purchase optimization?
What you're offering now:
Post-purchase optimization
How to position as a B2C CRM service:
Customer Service Experience
What this means for your clients:
Unify marketing and support with Klaviyo’s Customer Hub, enabling seamless data flow between campaigns and service interactions. Deliver personalized, timely messages across the entire customer lifecycle to boost satisfaction and drive loyalty.
Offering analytics and reporting services?
What you're offering now:
Campaign data and tracking
How to position as a B2C CRM service:
Advanced Reporting & Activation Strategy
What this means for your clients:
B2C CRM isn’t just contact management, it’s using Klaviyo’s conversion overview, cohort analysis, and custom dashboards to answer the big questions: What’s driving revenue? What’s worth scaling? What’s underperforming? Agencies can finally prove the full impact of lifecycle marketing and use that data to shape smarter growth strategies.
How the Klaviyo packaging workbook helps you make that shift:
Clients often ask for deliverables like “10 emails a month.” But what they really need is a strategy. This workbook is designed to help you bridge that gap.
We developed it based on:
- What leading consulting firms include in their CRM service offerings
- What early adopters in our partner ecosystem are doing with B2C CRM
- And what we’ve consistently heard from partners about what clients value
While this approach is grounded in strong market signals, it's still evolving. We're actively refining it and would love your input. As one of the early adopters shaping how B2C CRM is delivered, your feedback will help us ensure it truly reflects what works in the field.
Each sheet shows how to scope a CRM retainer based on your client’s maturity and your agency’s current capabilities. Use the examples as a starting point, then mix, match, and tailor to fit your model.
Start with sheet 1: Entry-level retainer examples
Start with what you already do and reframe it as a CRM.
Flows, segments, and reporting form the base of a CRM strategy. You’re not just sending emails. You’re managing customer relationships.
What if my client just wants me to send emails for them?
Great. Start there. Then use this model to show them how targeted flows, smart segmentation, and performance insights already start to look like CRM. And with a few small shifts, you can deliver more value
Here’s an example:
Bola’s Baked Goods came to ABC Agency asking for help with subject lines, worried their emails weren’t driving engagement.
Instead of focusing on copy tweaks, ABC dug into the data and realized Bola’s wasn’t segmenting their audience or using SMS. They recommended a basic personalization strategy:
- Build segments for loyal vs. one-time buyers.
- Launch SMS to reach unengaged email subscribers.
- Replace storewide promos with product-specific offers.
This approach helped reposition ABC as a strategic partner, not just a campaign shop.
Sheet 2: Intermediate retainer examples
Step up from execution to orchestration
Move beyond 1 channel or campaign type. This tier includes advanced segmentation, multi-step flows, and behavioral triggers across touchpoints.
What’s different?
You're not just sending more messages. You're aligning channels around customer behavior. This tier shows how to build flows that respond to real actions (like churn risk or VIP engagement), not just calendar dates.
ABC Agency Example
After launching a few entry-level retainer examples with Bola’s Baked Goods, ABC saw strong SMS performance but noticed that many one-time buyers weren’t converting again.
They moved Bola’s to an Intermediate retainer that included:
- Churn prevention flows based on time-since-last-purchase.
- Cross-channel retargeting for low-engagement segments.
- VIP-specific campaigns tied to average order value.
This expanded scope gave Bola’s a full-funnel strategy.
Sheet 3: Advanced-level retainer examples
Own the full customer lifecycle with high-impact CRM strategy
This tab is for agencies managing complex client needs: think advanced targeting, multi-brand setups, onsite personalization, and predictive customer behavior.
What’s different?
You’re not just managing communications. You’re designing systems that drive growth. This tier assumes clients are ready for high-frequency campaigns, owned-data activations, and channel orchestration at scale.
What if my client isn’t ready for all this?
No problem. This tab is your roadmap. Use it to scope new projects, pitch high-retainer clients, continue to drive outcomes for highly mature audiences, or formalize consulting-led work.
Agency Example
After launching churn prevention flows and VIP campaigns in Tier 2, ABC pitched Bola’s on a new initiative:
- Build onsite personalization using Klaviyo and survey data.
- Launch conversational SMS for product feedback and reorders.
- Consolidate data from reviews and Customer Hub to power post-purchase flows.
The client loved the depth and signed on for a multi-quarter engagement focused on lifetime value.
Sheet 4: Mix and match these retainer examples by building your own retainer
Build the right retainer for any client, no matter where they are
Not every client fits neatly into a tier. That’s where this tab comes in. Think of it as your service menu: a flexible way to scope retainers based on what your client actually needs, what you’re great at delivering, and how you want to grow the relationship.
Gina Potenza, Partner Program & Strategy Manager at Klaviyo, recommends “Let the brand react to the menu. You’re not saying ‘buy everything.’ You’re saying, ‘here’s what we can help with. What’s relevant to you right now?”
How to use this sheet:
Step 1: Reframe what you already offer using CRM language:
Your current services, like sending emails or managing flows, are likely already part of a CRM strategy. Pull from our retainer examples to build your own retainer.
Step 2: Layer in strategic add-ons based on what’s becoming a priority
Use this menu to recommend services that help clients go from tactical to strategic. Listen for indicators of readiness: like a desire to grow lifetime value, reduce discounting, or consolidate tools.
Step 3: Match your pitch to their exact words:
Once you've selected the right services, connect them to what the client actually said in discovery.
Here’s an example:
You pitch:
“In our last meeting, your CMO Alex said, ‘We’re sending more, but nothing’s really working.’
Let’s get surgical. We’ll launch 8 flows tied to real behavior, use advanced segments like VIPs and discount-only shoppers, and run monthly analytics reviews to optimize performance. Does that sound like the kind of clarity you’re looking for?”
What’s next?
Evolving your services, especially when this means you may need to bring on new product offerings, can feel daunting. We connected with Ashley Ismailovski from Master Platinum Partner, SmartSites, on how she brought Klaviyo services to her team. Whether you’re offering Klaviyo services for the first time or are evolving to B2C CRM services, Ashley’s framework is simple, scalable, and worth learning from.