TL;DR: If your ecommerce brand sells to both consumers and businesses, your Klaviyo account can be your B2B sales team’s best lead source. Three pillars do the work: Identify more of your site visitors (Klaviyo’s anonymous backfill plus Retention.com), Speed to Lead (automated follow-up within 30 minutes of a high-intent action), and Omnipresence (flows that route high-value carts to your reps while email, SMS and ads keep working). One B2B industrial brand that runs this playbook grew email revenue 96% year over year.
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Key Takeaways
- B2B email flows give your sales team three things it usually lacks: better data, faster alerts and more touchpoints.
- Turn on anonymous backfill in Klaviyo (Settings > Data) so a new subscriber’s earlier browsing history attaches to their profile.
- Retention.com’s person-level identity resolution can identify up to 30% of site visitors, compared with the roughly 5% most brands capture.
- Follow up within 30 minutes of a high-intent action like starting checkout, whether the buyer is B2C or B2B.
- It takes about 8 to 12 touchpoints to close, so combine email, SMS, retargeting ads and sales calls in one flow.
- Use a cart-value conditional split to send high-value carts with a phone number straight to a sales rep.
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Most ecommerce brands that sell B2B run two separate worlds. The marketing team sends B2C emails. The sales team works the phones, waits for quote requests and hopes the monthly B2B newsletter turns up a lead.
The top brands in the world don’t operate that way. They use the same email platform that powers their consumer revenue to feed their B2B sales team better data, faster alerts and more touchpoints. This post breaks down exactly how they do it, and how you can build the same system in Klaviyo.
Why Should You Listen to Isaac on B2B Sales?
Before founding HiFlyer Digital, Isaac Hyman spent 10 years in digital advertising sales, selling to brands as large as Ritz-Carlton, Mercedes, Jaguar, Lexus and Mandarin Oriental. He relied on data and fast automated follow-up to power his own sales process.
He then served as VP of Retention at nine- and ten-figure retailers including Adorama, B&H Photo and Global Industrial. Each of those brands ran a B2B operation alongside its consumer business, with reps calling large organizations and corporations every day. Isaac worked closely with those divisions to help them close more deals and hit record-breaking goals.
Today HiFlyer Digital runs the same strategy for retailers of every size: the billion-dollar brands, but also a plumbing retailer that does a lot of B2B sales and an industrial textile brand that sells to nursing homes, hospitals and other facilities. The playbook is the same. You just need to know how to point your technology at your specific business.
What Is Really Stopping Your B2B Sales Team From Closing More Deals?
You probably already know the pain points:
- Speed to lead is everything, but your team isn’t following up fast enough.
- Most sales happen between the fifth and twelfth follow-up, and most reps give up long before that.
- They don’t have enough data. Every call feels like a cold call, and reps get demoralized.
- There’s no personalization. Reps are dialing for dollars. If they reach someone, great. If not, they hit the same roadblock again.
If your business has grown to seven, eight or nine figures, your sales process probably isn’t the problem. The gap is speed, data and omnipresence. Fix those three and the same team closes more deals.
That’s what the three pillars below are built to solve.
Pillar 1: How Do You Identify More B2B Buyers on Your Website?
The first job is to identify as many sales-worthy people as possible. HiFlyer Digital does this with two tools working together.
Turn on Klaviyo’s anonymous backfill
Klaviyo is the strongest ecommerce email platform for brands at this size, and it has a feature most brands never switch on. In your Klaviyo account, go to Settings > Data and enable anonymous backfill. (This isn’t something you’ll necessarily find in Mailchimp, Omnisend or other platforms.)
Here’s what it does. When someone visits your site from Google Ads, Meta Ads, SEO, Instagram, LinkedIn or even an AI search tool, Klaviyo tracks their activity and behavior even before they’re on your list. You just can’t see or use that data yet.
The minute that visitor signs up and becomes a profile, Klaviyo backfills all of the activity it tracked. Every page viewed and every product browsed is now attached to a named contact.
That matters for B2B. Any lead that comes in from your content, socials or ads arrives with a rich history attached, and the more data your sales team has, the better their follow-up.
What does a backfilled B2B profile look like?
Here’s a real prospect from one of the brands HiFlyer Digital works with:
- A buyer from a purchasing department in Tucson, Arizona
- A predicted lifetime value of about $6,300
- About $5,000 already spent
- Name, email address, phone number and location, all on the profile
When a rep picks up the phone with that profile in front of them, they’re making an informed call. It’s a warm call, not a cold one.
Add person-level identity resolution with Retention.com
Klaviyo identifies the visitors who sign up. HiFlyer Digital goes further with one of its closest partners, Retention.com, which provides person-level identity resolution.
In plain English: Retention.com has an identity graph of about 300 million emails. When someone lands on your site, it matches that visitor to an email address and sends it to you so you can market to them. That’s it.
Here’s why that’s so valuable:
- Say your site gets 100,000 visitors a month.
- You’re probably identifying only about 5% of them. That’s 5,000 people.
- Retention.com can identify up to 30%, which is up to 25,000 additional people a month for your flows and your sales team to follow up with.
Anonymous backfill plus person-level resolution is pillar one: Identify.
Pillar 2: How Fast Should You Follow Up on a B2B Lead?
Fast. HiFlyer Digital’s flows typically follow up within 30 minutes of someone starting checkout.
It doesn’t matter whether the shopper is a consumer or a business buyer. B2B buyers are humans. They browse, compare and shop wherever they want. If a B2B prospect is viewing products, adding to cart or starting checkout on your site right now, a follow-up should be on its way within 30 minutes.
When does your sales team find out today?
For most brands, the sales team hears about a prospect only when one of these happens:
- The prospect calls in
- The prospect requests a quote
- A rep decides to reach out once a month
- The prospect clicks the monthly B2B newsletter
That’s not enough. You need to know the moment a buyer is on your site.
Which behaviors can Klaviyo trigger on?
Abandoned cart is only the start. With Klaviyo set up correctly, you can identify when a prospect:
- Is active on site
- Searches for something
- Views a collection
- Browses a product
- Adds to cart
- Starts checkout
- Places an order
And that’s just the basic level. There are dozens of other signals that a B2B customer is in shopping mode, and right now your sales team doesn’t know about any of them. HiFlyer Digital sets Klaviyo up to capture those signals and triggers follow-up immediately. That’s pillar two: Speed to Lead.
Pillar 3: What Does Omnipresence Look Like in a B2B Email Flow?
This is the most important pillar. It takes about 8 to 12 touchpoints to close a deal, and that doesn’t mean 8 to 12 phone calls. These days you need to be everywhere your buyer is: phone, email, SMS, LinkedIn, Instagram, Meta Ads and Google Ads.
So HiFlyer Digital builds flows that make your brand omnipresent automatically.
How does an omnipresent abandoned cart flow work?
When a subscriber abandons their cart, views an item or is active on site, the flow sends a follow-up right away. Then it asks a question: did they convert from that email?
- If yes, great. Plenty of B2B customers just want to buy a small item online, and that’s fine.
- If not, the flow keeps working across channels:
- A reminder email
- Audience data synced to Meta, Google, TikTok or wherever you advertise, for retargeting ads
- An SMS (remember, pillar one captured their phone number), like “Hey, you forgot this. Want to come back and finish your order?”
- The phone number passed to your sales team so a rep can call at the right point in the flow
How do you route high-value B2B carts to your sales team?
Here’s the exact checkout flow structure HiFlyer Digital uses:
- Trigger: Started Checkout.
- Wait 30 minutes, then send the speed-to-lead email: “Come back for your order.”
- Wait 1 day.
- Conditional split on cart value. Is it over your threshold? Set it at $1,000, $5,000, $10,000, $20,000 or whatever fits your business.
- If it’s over the threshold, don’t send another email yet. Check whether the profile has a phone number.
- If there’s a phone number, trigger an alert to your sales team: “This buyer has items in their cart and is viewing products. Hot lead, warm follow-up. Call them.” Assign it to any rep you want.
- If the cart is under the threshold, keep nurturing with your regular Klaviyo email flow.
Now your flows convert your consumer shoppers and smaller orders on autopilot, while your biggest B2B opportunities go straight to a human who can close them. Used this way, Klaviyo is really a CRM in many ways.
There’s an added bonus if you deal with MAP pricing. On the phone, a rep can offer more than your website is allowed to show, because the conversation happens offline.
What Results Can a B2B Ecommerce Brand Expect?
Here’s one example: a B2B industrial brand with about a million SKUs that works with hundreds of brands. HiFlyer Digital started with them in May 2025. By May 2, 2026:
- Email revenue was up 96%
- Campaign revenue was up 94%
- Flow revenue was up 97%
That’s email revenue alone. On top of it, Isaac estimates the strategy drove an extra half a million to a million dollars in phone sales. That’s real money for the business.
How Do the Three Pillars Work Together?
| Pillar | What it does | How it’s built |
|---|---|---|
| 1. Identify | Puts a name, email, phone and history on more of your visitors | Klaviyo anonymous backfill + Retention.com person-level identity resolution |
| 2. Speed to Lead | Follows up while the buyer is still in shopping mode | Klaviyo flows triggered by on-site behavior, firing within 30 minutes |
| 3. Omnipresence | Delivers the 8 to 12 touches it takes to close | Email, SMS, Meta/Google/TikTok retargeting, sales-team call alerts, even direct mail |
Think about it: email, phone, text message, Meta Ads, Google Ads and a mailing. That’s six touches handled by one system, and you’ll close a lot more deals that way.
How Can You Get This Built Before the End of Q4?
To end the year on a high note, HiFlyer Digital is building this system for brands like yours, done for you, for a one-time payment. The offer includes:
- A full audit of your business and your Klaviyo account
- A free migration to Klaviyo if you’re on another platform
- Seven core flows and automations built for both B2C and B2B
- 30 email and SMS touches
- A full email campaign launch with custom design, copy and content
- Lead capture
- A custom Q4 calendar for your business
- A Black Friday five-day game plan
- Access to Isaac’s content, plus coaching on strategies beyond this one
The Bottom Line
Your B2B sales team doesn’t need a new process. It needs better data, faster alerts and more touchpoints, and your Klaviyo account can deliver all three. Identify more visitors with anonymous backfill and Retention.com. Follow up within 30 minutes of a high-intent action. Then build flows that keep you in front of buyers across email, SMS and ads, and hand your highest-value carts to a rep who can close them. That’s how the top brands that sell B2C and B2B run their sales programs, and it works at any size.
Frequently Asked Questions
What are B2B email flows?
B2B email flows are automated email and SMS sequences triggered by what a business buyer does on your site, like browsing, adding to cart or starting checkout. For ecommerce brands that sell B2C and B2B, the same flows can also alert your sales team when a high-value buyer is ready for a call.
What is Klaviyo anonymous backfill?
Anonymous backfill is a Klaviyo setting under Settings > Data. Klaviyo tracks a visitor’s on-site activity before they sign up, and once they become a profile, it attaches that earlier browsing and behavior to their record. Your team gets a full history from day one.
How does Retention.com help identify B2B buyers?
Retention.com uses an identity graph of about 300 million emails to match anonymous site visitors to email addresses. Most brands identify about 5% of their traffic. Retention.com can identify up to 30%, so 100,000 monthly visitors could mean up to 25,000 more contacts.
How fast should you follow up on a B2B lead?
Within 30 minutes of a high-intent action such as starting checkout. Waiting for a quote request, an inbound call or a monthly newsletter click means your sales team hears about buyers long after they’ve left shopping mode.
How many touchpoints does it take to close a B2B sale?
About 8 to 12 touchpoints, and most sales happen between the fifth and twelfth follow-up. Spread them across email, SMS, phone, LinkedIn, Instagram, Meta Ads and Google Ads rather than relying on phone calls alone.
Can Klaviyo send leads to a sales team?
Yes. A conditional split on cart value can check for a phone number and trigger an alert to a sales rep for high-value carts, while smaller carts continue through your normal email flow. Used this way, Klaviyo works much like a CRM.
Want Klaviyo flows that feed your B2B sales team hot leads? See how we build them for brands like yours.
If you want to see how your email program stacks up and what it would take to improve it, you can start with a free audit:
Book a Free Email & SMS Audit & Discover The True Revenue Potential of Your List >
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