Create Personas with Klaviyo’s B2C CRM data | Customer Persona by Delve AI

Customer personas are a critical part of marketing. They help you group consumers with similar attributes, such as age, gender, location, needs, pain points, motivations, and buying behaviour into well-defined audience segments. Built with in-depth customer data, these buyer profiles represent your ideal customers.

They not only further your marketing and sales efforts but also help develop business plans that drive growth and conversions.

Delve AI’s online persona generator empowers B2C brands to build personas tailored to their business and unique customer base. In this article, you will learn how to create personas using Klaviyo’s B2C CRM data with Customer Persona by Delve AI.

How to Create a Persona with Klaviyo CRM Data in Delve AI

Customer Persona by Delve AI is an AI persona generator tool that lets you build personas directly from your CRM data. It’s simple; just connect your CRM/MAP account or upload a CSV file with the desired customer data to Delve AI. Currently, we support Klaviyo, HubSpot, Stripe, and Shopify.

But why should you use it?

When you create personas the manual way, the output is often filled with internal biases and inaccurate data. As a result, these personas become ineffective and insufficient for guiding business outcomes.

However, the availability of CRM data changes the status quo. Now, you can create data-driven personas based on your actual customer data. Learn everything there is to know about your buyers – their shopping habits, purchase patterns, and preferences.

In the following sections, we’ll go through the process of creating personas with Klaviyo B2C CRM data.

1. Connect your account or upload Klaviyo B2C CRM data

Generating a customer persona using Klaviyo’s B2C CRM data is quite easy and seamless. The first step, of course, is to Sign Up or Log In to Delve AI. After you’ve done that, just follow these steps:

• Go to Persona Generator > Customer Persona in the menu
• Click the Buy Now option on the product page
• Select a pricing plan that aligns with your needs (our Customer Persona plans start at $1400 /year for 2k Contacts)

The next step is to connect your Klaviyo account to Delve AI. You can also upload your customer data in a CSV file. In the case of the former, pick Klaviyo from the Connect CRM dropdown button.

After selecting the option, sign in to your Klaviyo account. You’ll be directed to the following authentication page. Provide the authentication, and we will pull all the necessary data to begin the customer persona generation process.

Please note that while we wait for Klaviyo to approve and add Delve AI in Klaviyo’s integrations directory, you may see an “App has not been reviewed” page. Don’t worry, and continue.

Here are some of the customer profile attributes and purchasing behavior metrics Delve AI pulls from your Klaviyo CRM to generate B2C personas for your ecommerce business for clarity.

We’ve listed them out, along with their definitions in the context of Klaviyo.

• ID – A unique identifier for each customer profile in Klaviyo.
• First_name & Last_name – The customer’s full name.
• Email – The customer’s email address, used as the primary communication channel.
• Location – Detailed geographical information about the customer, including:
• Address – The street address.
• City – The city where the customer resides.
• Region – The state or region associated with the customer’s location.
• Country – The customer’s country.
• Title – Their job title or role in the organization.
• Organization – The name of their company or business.
• CLV – Customer lifetime value or the total revenue a customer is expected to generate over their exchange with the company.
• Number of orders – The total number of orders placed by the customer.
• Recent order event month – The most recent month the customer placed an order.
• Created – The date when the customer profile was first created in Klaviyo.

We also leverage data points related to the products or services that customers engage with or purchase:

• ProductID – A unique identifier assigned to the product.
• ProductName – The name of the product the customer bought or is interested in.
• ImageURL – A direct link to an image of the product.
• ProductURL – A link to the product’s page on the company’s website.
• Categories – The category or group that the product belongs to.
• Brand – The brand associated with the product.
• ItemPrice – The price of the product, crucial for calculating order values.

You don’t need to stress about selecting or mapping this data if you’ve directly connected your Klaviyo account to Delve AI. Besides, it’s easy to upload data even if you don’t want to integrate your account. Simply export your desired data from Klaviyo and then upload it to Delve AI in a CSV file.

Step two will show you how to do this, including where you can find customer, purchase, and product-related data and how to export it.

2. Export customer, product, and purchase order data from Klaviyo

You can find customer, product, and purchase order data in Klaviyo’s dashboard. Log in to Klaviyo > Audience > Profiles for customer details like name, email, location, profile created, etc.

Click on a customer’s name to access their complete profile – their name, email, phone number, title, organization, location (city, state, country), activity, etc. On the right side, purchase-related information, like product name, category, image URL, product URL, quantity, and item price, is filed chronologically according to the date of purchase/interaction.

To export the profiles, you need to create a segment in Klaviyo. Go to Lists & Segments > Create new > Create segment and add the number (and kind) of contacts you want. You can select a condition to build a segment – for instance, the condition can be what someone has done (or not done), that is, was active on site at least once in the last 30 days.

Once your segments are created, click on Manage segment > Export segment to CSV and select the properties you want to include in your CSV export. Download the file and upload it to Delve AI.

3. Generate customer personas with Delve AI

After getting your data, our platform analyzes and enriches it with publicly available data, such as feedback, reviews, ratings, community forums, blogs, news channels, and more. We then automatically segment your customers based on demographics, psychographics, behaviors, geographies, and transactions to create in-depth e-commerce personas.

Our Customer Persona tool usually creates two to eight buyer personas for your B2C business. After data analysis and enrichment, you get customer segments typically labeled as “Low-Value Customer,” “High-Value Customer,” “One-Time Buyer,” and “Repeat Customer.”

Compared to B2B personas – highlighted in green – B2C personas are highlighted in blue. The cards below represent the persona segments generated for a luxury apparel brand in Liverpool, England. For example, we can see the customer profile of Katherine McMann, a 1-Time Customer, with CLV –$129.30 – and Orders indicating 1 transaction.

When you click on Persona details, this e-commerce persona segment provides you with detailed insights into Erine’s demographics, psychographics, and buying behavior. We begin by displaying her name, age, location, urbanicity, and marketing generation.

For a thorough demonstration, we’ll use the profile of Katherine Fiske, a 1-Time Customer residing in New York, United States. Her summary highlights that she is interested in finding a new home that fits her budget and lifestyle. The map represents her location, giving you a look at her serviceable area.

The next four modules offer comprehensive insights into this persona segment, covering the following attributes:

• Profile information includes a customer summary and Katherine’s personal aspirations.
• Psychographics uncovers her goals, motivations, and needs.

• Buying behavior enumerates factors influencing her purchase decisions and triggers that may lead to a purchase.
• Key obstacles display her core challenges, daily pain points, and perceived barriers in achieving her goals.

Katherine works as a Publisher at TeleComm Communications, Inc. Her role involves managing tasks and ensuring smooth communication within her organization. She works remotely and prefers a hybrid lifestyle that balances home and work life.

Katherine prefers to interact via social media channels (Instagram and LinkedIn) and communicates through mobile and email platforms. Her preferred news sources include famous outlets like MSN, FOX, Forbes, and The Washington Post.

Additionally, Katherine often interacts with brands like Amazon, Airbnb, Spotify, Uber, and the NBA, suggesting her interests and engagement with diverse services.

Katherine’s preferences across multiple categories, such as sports, travel, entertainment, news, and food, are tabulated below.

• Sports: Prefers active sports like running, boating, and surfing.
• Travel: Enjoys exploring different places.
• Entertainment: Interested in nightlife, theater, dance, and acting.
• News: Keeps up with international news, politics, and the entertainment industry.
• Food: Likes fast food, international cuisines, and has not-so-healthy eating habits.

Her personality traits are mapped using the Big Five (OCEAN) model and indicate a balanced mix of openness, conscientiousness, and extraversion.

Katherine’s emotions are assessed using the 2-D valence-arousal model, categorizing her emotional state within a positive and moderately high-intensity zone.

The next tab lists out the products and services she’s interested in. For instance, Katherine is really into jewelry, footwear, and gift baskets, taking an interest in gardening, real estate, retirement, and lending services.

Apart from this, her topical interests include jobs, education, people, society, and parenting.

She values family relationships, work-life balance, environment-friendly living, and community service.

Her hobbies include travel, home and garden activities, arts & entertainment, food, and health. She’s also interested in fitness, parenting, and education.

In the section “Katherine’s Likely Interactions with Your Business,” you can check out her first interaction with your business and the resources that influence decision-making. You can see that she’s active on weekdays, particularly at night, and is influenced by social media posts, events, and promotions.

The topics that resonate with her are further written down below. Here, real estate, real estate agent, lot size, dream home, property management, and park trails are some of the topics that resonate with her.

Industry-specific insights are based on the page views, mentions, and keywords your buyers – in this case, Katherine – use and offer data about your business industry.

Consequently, the Distribution tab provides information divided into five groups: how, who, where, when, and what.

• HOW: Devices, marketing channels, search engines, generic and brand keywords, and social media networks.
• WHO: Job function, seniority levels, job titles, company size, and organizations.
• WHERE: Urbanicity & territory, city, country, and region.
• WHEN: Day & time, weather & season.
• WHAT: Resonating topics, keywords, and pages.

These tabs display the audience distribution within this persona segment. We have 2-D graphs under WHERE and WHEN that show how customers are distributed across different geographic levels, such as Urbanicity & territory, Day & time, and Weather & season.

Note: The darker the color, the stronger the customer representation or activity levels within those groups.

These AI-generated personas also come with an Influencers tab that enables you to identify the famous people and brands Katherine follows and engages with online.

You get in-depth details, such as:

• Names of people and brands.
• A brief influencer summary.
• Website and social media handles.

With this information, you can easily reach out to niche influencers and industry thought leaders for collaboration and partnership opportunities.

Once you’re satisfied with the personas generated, you can download each of these reports (Persona details, Distribution, Influencers) in JPG, PPT, PDF, or CSV by clicking the Export icon. For bulk exports, visit Settings > Reports to instantly download and receive them via email.

Next Steps with Klaviyo Customer Personas

With Customer Persona by Delve AI, you get automatic audience segmentation, customer distribution, industry-specific keywords, brands, and influencers. But that’s just the beginning! Here are some more features that not only help you understand your customers better but also make your personas more actionable and usable.

Create custom persona profiles with the Filters feature

Persona by Delve AI lets you build personas using just a subset of your customer data from Klaviyo’s B2B CRM. Filters allow you to do this by including or excluding specific data points based on the following dimensions:

• Location: Continent, Country, Region, and City
• Products or services

Filters are a great way to create custom personas for your business – say, product-specific personas or country-specific personas [eg. Dimension (e.g., "Country") > Criteria (e.g., "Include") > Value (e.g., "Canada")]. You can analyze customers purchasing a specific product or belonging to a particular region or country, diving deeper into their preferences, behavior, shopping patterns, and buying barriers.

Filters are available as an add-on feature and are not included in your Customer Persona subscription plan. To access them, first subscribe to a Customer Persona plan, then contact sales to purchase the add-on.

Once activated, setting up a filter is simple:

1. Choose a Dimension (e.g., "Product")
2. Select a Criterion (e.g., "Include")
3. Enter a Value (e.g., "Enterprise Software")

Note: Filters cannot be edited. If you need to remove a filter, go to Settings > Filters and click "Delete."

Discover unique customer attributes with Compare

Just like real customers, different persona segments have both similarities and differences. With Delve AI’s Compare feature, you can analyze these differences between transacting and non-transacting segments to uncover new keyword strategies and content ideas to improve conversions.

How to Compare persona segments:

• Navigate to Customer Persona in the dashboard.
• Select the persona segment you want to compare (e.g., "Segment 4").
• Click the Compare icon near the Export button.
• Choose the second segment for comparison from the drop-down (e.g., "Segment 1").

The screenshot compares two buyer persona segments – Michelle Avery, a 1-TIME BUYER (Segment 4), and Kim Howe, a CONTACT (Segment 1). The bars represent their interest across different categories, with Michelle’s in red and Kim’s in blue.

We see that both women prefer British English, but Michelle’s interest is higher than Kim's. Also, Michelle shows a higher affinity for running. We can say the same about their interest in gardening, however, Kim has good engagement this time around.

In the HOW Section, it’s obvious that Michelle spends more time on Facebook compared to Kim, although both are almost equally engaged.

Chat with customers via the digital twin software

Wouldn’t it be great if you could interact with your customer personas instead of just analyzing them? With Delve AI’s Digital Twin of the Customer, you can do just that! Think of it like ChatGPT, but instead of general knowledge, it’s powered by your personas built on actual customer data.

You can chat directly with your customer personas and get instant feedback on:

• New products before launch
• Blog, video, social media, and email content ideas
• Marketing campaigns to see how they resonate
• Sales strategies to understand objections and preferences

Finding your digital twin is simple: Go to Delve AI > Digital Twin > Select a persona to chat.

Want to collaborate with your team? You can also connect Digital Twin to Slack and chat with your personas directly. Just head to Settings > Integrations > Slack and connect your Slack channel. This makes it easier for your team to discuss strategies and make smarter business decisions.

Get marketing campaign ideas with Advisor

Advisor by Delve AI (coming soon) is an advanced AI-powered marketing tool designed to streamline your workflow by turning persona-related data into actionable campaign strategies across multiple marketing channels.

It eliminates manual effort by automatically mapping personas to targeted marketing campaigns, including:

• Content marketing
• SEO
• PPC and media/display ads
• Social media
• Email marketing
• Events and PR

For example, the SEO Advisor suggests opportunities for guest posting and link-building, specifically targeting high-authority websites relevant to your industry. It filters guest blog opportunities by domain authority (DA) and traffic, providing topic suggestions and article outlines.

Since these recommendations are based on the preferences of your target audience, they can help improve visibility and organic traffic. Beyond SEO, the Advisor offers AI-driven recommendations across various marketing functions:

• Content Advisor – Suggests relevant topics for content creation.
• PPC Advisor – Optimizes campaigns and analyzes ROI.
• Media Advisor – Identifies ad placements on Google, Meta, and LinkedIn.
• Social Advisor – Finds trending topics, relevant hashtags, and key influencers.
• PR Advisor – Highlights press release opportunities.
• Email Advisor – Provides content ideas and A/B testing suggestions.

So, instead of just personas, you get a complete AI-powered suite that delivers real-time, actionable insights to refine marketing campaigns and maximize impact.

Wrapping Up

With Klaviyo and Delve AI, you can generate personas for your business-to-customer (B2C) customers. Consumer personas built using your Klaviyo CRM data offer a deeper level of data enrichment that other persona-creation methods cannot.

So, connect your Klaviyo B2C CRM account and generate personas with Customer Persona by Delve AI today!