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Supporting product launches and changing GTM strategy with original research
Gather insights to launch in a new product category
When Klaviyo rebranded as a B2C CRM, the marketing team wanted to tell a bold, data-backed story to build credibility in a new product category. To do that quickly and effectively, they needed fast-turnaround, high-quality consumer insights to complement Klaviyo’s own proprietary data and sharpen the narrative. “We’re an ambitious organization that goes after wildly big launches,” shares Tracey Wallace, Director of Content Strategy at Klaviyo. “Because we’re expanding into new categories, Klaviyo doesn’t have a ton of historical proprietary data on these topics, and we can’t cite our competitors.”
After struggling with their previous data providers — one of which “required a lot of in-depth work once they delivered the results,” and the other, which “was a hellish experience,” the Klaviyo team reached out to Datalily to take a more content and data-driven approach to marketing research and report creation, leading to results that blew their PR and content teams away, and changed how they think about go-to-market strategy.
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[Datalily’s] expertise working with companies at our size and scale was key. And beyond the research capacity, your experience building out reports and campaigns was really important. We have very high standards.
OUR APPROACH
Develop a research strategy for an agile marketing team
Working with Klaviyo’s lean team, we created a comprehensive research and content strategy that could adapt to their evolving product messaging. “Klaviyo is a very innovative company,” says Tracey. “Our products change all the time. It’s hard to land our product narrative, capabilities, and functionality. It’s one of the reasons we’ve struggled hiring more agencies in the past. You all are the only ones who seem to be able to catch on to it really quickly.”
By starting with a detailed background analysis, we got all the teams who would be involved in the report aligned up front, allowing us to work more efficiently on the research process, while delivering exactly what the team was looking for. “Your work on the background analysis helped us streamline and clarify our ideas. That phase has been really helpful,” Tracey adds.
After the strategy process, we fielded the survey and gathered data from 8,000+ consumers across 13 countries in three regions — North America, Europe, and Asia Pacific. Then, we created a detailed data analysis that the Klaviyo team began using right away to create sales enablement materials like one pagers, campaign and performance content, and product marketing materials. Finally, we produced an industry trends report that incorporated the data and insights from the research along with actionable takeaways for the B2C audience Klaviyo wanted to reach.
OUR APPROACH
Develop a research strategy for an agile marketing team
Working with Klaviyo’s lean team, we created a comprehensive research and content strategy that could adapt to their evolving product messaging. “Klaviyo is a very innovative company,” says Tracey. “Our products change all the time. It’s hard to land our product narrative, capabilities, and functionality. It’s one of the reasons we’ve struggled hiring more agencies in the past. You all are the only ones who seem to be able to catch on to it really quickly.”
By starting with a detailed background analysis, we got all the teams who would be involved in the report aligned up front, allowing us to work more efficiently on the research process, while delivering exactly what the team was looking for. “Your work on the background analysis helped us streamline and clarify our ideas. That phase has been really helpful,” Tracey adds.
After the strategy process, we fielded the survey and gathered data from 8,000+ consumers across 13 countries in three regions — North America, Europe, and Asia Pacific. Then, we created a detailed data analysis that the Klaviyo team began using right away to create sales enablement materials like one pagers, campaign and performance content, and product marketing materials. Finally, we produced an industry trends report that incorporated the data and insights from the research along with actionable takeaways for the B2C audience Klaviyo wanted to reach.
OUR APPROACH
Develop a research strategy for an agile marketing team
Working with Klaviyo’s lean team, we created a comprehensive research and content strategy that could adapt to their evolving product messaging. “Klaviyo is a very innovative company,” says Tracey. “Our products change all the time. It’s hard to land our product narrative, capabilities, and functionality. It’s one of the reasons we’ve struggled hiring more agencies in the past. You all are the only ones who seem to be able to catch on to it really quickly.”
By starting with a detailed background analysis, we got all the teams who would be involved in the report aligned up front, allowing us to work more efficiently on the research process, while delivering exactly what the team was looking for. “Your work on the background analysis helped us streamline and clarify our ideas. That phase has been really helpful,” Tracey adds.
After the strategy process, we fielded the survey and gathered data from 8,000+ consumers across 13 countries in three regions — North America, Europe, and Asia Pacific. Then, we created a detailed data analysis that the Klaviyo team began using right away to create sales enablement materials like one pagers, campaign and performance content, and product marketing materials. Finally, we produced an industry trends report that incorporated the data and insights from the research along with actionable takeaways for the B2C audience Klaviyo wanted to reach.
OUR APPROACH
Develop a research strategy for an agile marketing team
Working with Klaviyo’s lean team, we created a comprehensive research and content strategy that could adapt to their evolving product messaging. “Klaviyo is a very innovative company,” says Tracey. “Our products change all the time. It’s hard to land our product narrative, capabilities, and functionality. It’s one of the reasons we’ve struggled hiring more agencies in the past. You all are the only ones who seem to be able to catch on to it really quickly.”
By starting with a detailed background analysis, we got all the teams who would be involved in the report aligned up front, allowing us to work more efficiently on the research process, while delivering exactly what the team was looking for. “Your work on the background analysis helped us streamline and clarify our ideas. That phase has been really helpful,” Tracey adds.
After the strategy process, we fielded the survey and gathered data from 8,000+ consumers across 13 countries in three regions — North America, Europe, and Asia Pacific. Then, we created a detailed data analysis that the Klaviyo team began using right away to create sales enablement materials like one pagers, campaign and performance content, and product marketing materials. Finally, we produced an industry trends report that incorporated the data and insights from the research along with actionable takeaways for the B2C audience Klaviyo wanted to reach.
THE QUALITY DIFFERENCE
Delivering quality data-driven content
In terms of the content quality, Tracey adds, “I’ll honestly say y’all are the first agency we’ve worked with from an editorial perspective that is able to deliver stuff back to us probably better than we would have been able to produce it ourselves.” One of the pieces we worked on with Klaviyo is already ranking on page one, and the team showcased this work in an all-company meeting.
The content has delivered for the Klaviyo marketing team in tons of different ways, helping them get a strong return on their investment. “We're using this data across all of our performance content, marketing content, campaign content. We're making sure that if we're spending money on research, it's helping Klaviyo be the thought leader that we are.”
THE QUALITY DIFFERENCE
Delivering quality data-driven content
In terms of the content quality, Tracey adds, “I’ll honestly say y’all are the first agency we’ve worked with from an editorial perspective that is able to deliver stuff back to us probably better than we would have been able to produce it ourselves.” One of the pieces we worked on with Klaviyo is already ranking on page one, and the team showcased this work in an all-company meeting.
The content has delivered for the Klaviyo marketing team in tons of different ways, helping them get a strong return on their investment. “We're using this data across all of our performance content, marketing content, campaign content. We're making sure that if we're spending money on research, it's helping Klaviyo be the thought leader that we are.”
THE QUALITY DIFFERENCE
Delivering quality data-driven content
In terms of the content quality, Tracey adds, “I’ll honestly say y’all are the first agency we’ve worked with from an editorial perspective that is able to deliver stuff back to us probably better than we would have been able to produce it ourselves.” One of the pieces we worked on with Klaviyo is already ranking on page one, and the team showcased this work in an all-company meeting.
The content has delivered for the Klaviyo marketing team in tons of different ways, helping them get a strong return on their investment. “We're using this data across all of our performance content, marketing content, campaign content. We're making sure that if we're spending money on research, it's helping Klaviyo be the thought leader that we are.”
THE QUALITY DIFFERENCE
Delivering quality data-driven content
In terms of the content quality, Tracey adds, “I’ll honestly say y’all are the first agency we’ve worked with from an editorial perspective that is able to deliver stuff back to us probably better than we would have been able to produce it ourselves.” One of the pieces we worked on with Klaviyo is already ranking on page one, and the team showcased this work in an all-company meeting.
The content has delivered for the Klaviyo marketing team in tons of different ways, helping them get a strong return on their investment. “We're using this data across all of our performance content, marketing content, campaign content. We're making sure that if we're spending money on research, it's helping Klaviyo be the thought leader that we are.”
THE RESULTS
Using research in a new go-to-market approach
“[Original research] is changing the way we are approaching go-to-market where we are aligning around a quarterly product launch program. PR wants to pull in consumer research for every single one of those.”
Here are some of the coverage highlights generated from the Future of Consumer Marketing Report campaign:
- Consumers Expect a Higher Level of Personalization as Tech-enabled Solutions Shifting Purchasing Habits — Women’s Wear Daily
- How to win back customers after a negative experience — Chain Store Age
- Marketing Doesn’t Stop at Getting Customers in the Door — Modern Restaurant Management
- Consumers Expect More Tailored ExperiencesMediaPost
- What marketers need to know about consumer spending habits in 2025 — Digiday
On working with the Datalily team, Tracey says, “It’s been a very good partnership. The communication is great, and through all that we threw at you, y’all never blinked.”
THE RESULTS
Using research in a new go-to-market approach
“[Original research] is changing the way we are approaching go-to-market where we are aligning around a quarterly product launch program. PR wants to pull in consumer research for every single one of those.”
Here are some of the coverage highlights generated from the Future of Consumer Marketing Report campaign:
- Consumers Expect a Higher Level of Personalization as Tech-enabled Solutions Shifting Purchasing Habits — Women’s Wear Daily
- How to win back customers after a negative experience — Chain Store Age
- Marketing Doesn’t Stop at Getting Customers in the Door — Modern Restaurant Management
- Consumers Expect More Tailored ExperiencesMediaPost
- What marketers need to know about consumer spending habits in 2025 — Digiday
On working with the Datalily team, Tracey says, “It’s been a very good partnership. The communication is great, and through all that we threw at you, y’all never blinked.”
THE RESULTS
Using research in a new go-to-market approach
“[Original research] is changing the way we are approaching go-to-market where we are aligning around a quarterly product launch program. PR wants to pull in consumer research for every single one of those.”
Here are some of the coverage highlights generated from the Future of Consumer Marketing Report campaign:
- Consumers Expect a Higher Level of Personalization as Tech-enabled Solutions Shifting Purchasing Habits — Women’s Wear Daily
- How to win back customers after a negative experience — Chain Store Age
- Marketing Doesn’t Stop at Getting Customers in the Door — Modern Restaurant Management
- Consumers Expect More Tailored ExperiencesMediaPost
- What marketers need to know about consumer spending habits in 2025 — Digiday
On working with the Datalily team, Tracey says, “It’s been a very good partnership. The communication is great, and through all that we threw at you, y’all never blinked.”
THE RESULTS
Using research in a new go-to-market approach
“[Original research] is changing the way we are approaching go-to-market where we are aligning around a quarterly product launch program. PR wants to pull in consumer research for every single one of those.”
Here are some of the coverage highlights generated from the Future of Consumer Marketing Report campaign:
- Consumers Expect a Higher Level of Personalization as Tech-enabled Solutions Shifting Purchasing Habits — Women’s Wear Daily
- How to win back customers after a negative experience — Chain Store Age
- Marketing Doesn’t Stop at Getting Customers in the Door — Modern Restaurant Management
- Consumers Expect More Tailored ExperiencesMediaPost
- What marketers need to know about consumer spending habits in 2025 — Digiday
On working with the Datalily team, Tracey says, “It’s been a very good partnership. The communication is great, and through all that we threw at you, y’all never blinked.”
Klaviyo is an organization that really believes in proprietary research. We believe data is what informs the best marketing decisions. As a result of the research we did with Datalily, we’ve changed how we approach go-to-market to be entirely research-driven.
