Exclusive Q&A Featuring Bing Bial

Get to know Bing Bial, Klaviyo’s Senior Partner Manager, and learn about his role, Klaviyo’s unique value in the market, and how partners like Scalero contribute to shared customer success.

In this interview, Bing dives into what inspired him to join Klaviyo, the differentiators that set the platform apart, and the importance of strong lifecycle partners. He also shares insights into underused communication channels, advice for lifecycle marketers, and a fun look into who he is outside of work.

What inspired you to join Klaviyo?

Living in Boston, everyone in the SaaS/Tech space here knows about Klaviyo. It’s the best tech company in the area to work for and when it was time to job search 15+ months ago, Klaviyo was at the top of my list. Their forward thinking and industry leading expertise, coupled with the coolest and only MarTech CRM in the B2C industry, plus working with some of the biggest brands in the world, was a dream job for me.

What separates Klaviyo from its competitors?

Klaviyo’s solution and CRM is all built in-house and grown organically. We haven’t grown through acquisition like so many titans in the industry have. Everything we’ve built has been through our own design, skill, and engineering teams, ensuring each product and platform capability is unified and truly consolidated. Because we are built from within, we are able to scale more efficiently with our merchants and brands to help them grow from a startup, to upstart, to global enterprise all with one solution.

How do lifecycle partners such as Scalero play a role in Klaviyo’s success?

Klaviyo wouldn’t be Klaviyo without our lifecycle partner ecosystem, especially Scalero. There are a myriad of ways these partners help Klaviyo, ranging from a leads channel, to strategic co-selling, to exceptional white glove service, ensuring customers are happy on the platform and receiving strong ROI results that our partners help them achieve.

Specifically to Scalero, they have helped us win multiple enterprise-level deals with their strategic, hands-on approach. Whether it’s performing roadmap audits or migrations and implementations to ensure the brands success, they help serve as a sounding board and trusted consultant helping advocate for Klaviyo and removing all “sales” pieces from the equation. They are a true, trusted advisor always looking out for the best interests of the brands, which then helps the brands trust in Klaviyo and ensure we all win together.

What is a communication channel that you feel like brands aren’t tapping into enough?

The traditional channels of email & SMS are the baseline in today’s marketing world. If you aren’t utilizing both of these channels, you are falling behind your competition. Tapping into these channels is one thing, but understanding how to personalize these channels is the key differentiator; and I believe that would be through Marketing Analytics and our new Customer Hub.

Marketing Analytics can help you increase average order value, improve repeat purchase rate, and best understand what channel each consumer leads to purchase and what time they like to be targeted at.

Customer Hub allows each brand to create “Amazonian” like experiences on their Shopify’s website. It helps create a feeling of loyalty for repeat customers where you can truly show you know who they are, what they like, and what they’re looking for when visiting your website. Whether it’s tracking a return or current order, getting help on a request, or seeing how many points away from their next reward, this new feature can help with repeat purchases.

While it’s always great to spend ad money and find new customers, getting those customers to repeat and become multi-time buyers, and eventually loyalists and subscribers is now more important than ever. Marketing Analytics and Customer Hub can be the channel to help turn those first time buyers into repeat customers into subscribers and champions of your brand.

What is a feature of Klaviyo that you feel like brands overlook too often?

I think Mobile Push is completely overlooked. Everyone is so keen and focused on email & SMS that they forget about mobile push, which is a completely free tool in our platform! Competitors that lead with push notifications charge for each notification, but Klaviyo does not. If you have an app, utilizing push notifications can be so advantageous and just another channel to drive engagement and increase revenue.

What advice do you have for lifecycle marketers?

My biggest piece of advice is getting comfortable being uncomfortable. The MarTech world is always evolving and now with AI more prevalent than ever, do your best to lean in and become AI experts. AI won’t take your job if you know how to use it advantageously in your role. It’s likely you’re uncomfortable with AI and how to utilize it. Get comfortable failing trying to use it. The more practice you get, the better you’ll do and you’ll see rapid results for yourself and your clients.

What should the world know about Bing Bial?

Ha, what a fun question. They should know that Klaviyo is my life and I live, breath, and sleep Klaviyo. Kidding, kidding. I love working in a space that I’m basically trying to make better for myself, as a constant online shopper and consumer. It is so cool and fun to see how MarTech, AI, and so many other things are evolving to encourage us to buy things that may not be a necessity, but things we value and love. E-Commerce is evolving from just online shopping of fashion, beauty, and apparel, to breaking into new boundaries like hospitality and restaurants, as well as sports teams and experiences. I am stoked to be a part of the ever evolving industry and do feel it is a passion of mine, being a part of something that is here for the long haul.

This is part of Scalero’s exclusive Q&A series with industry leaders. Please contact us if you or your company would like to be featured.