Klaviyo's First Lead Scoring Model: Building for Scale Without Breaking Sales
A MAP migration, a first-ever lead scoring model, and a complete rebuild of the nurture architecture — mid-flight, across multiple product lines and languages.
Context
When I joined Klaviyo in September 2024, the Sales-led lifecycle motion existed in name only. Workflows were running in the legacy platform (Klaviyo's own Redpoint), but there was no attribution, no lead scoring, and very early Sales-led programming in place. The team was also in the early stages of migrating its entire MAP from Redpoint to HubSpot.
My job: build the foundation while the house was being moved.
None of what followed happened under clean conditions. The 400%+ revenue growth was achieved concurrently with a full MAP migration, the launch of four new products (WhatsApp, K:Service, Marketing Agent, CDP), Klaviyo's B2C CRM rebrand, and the return of K:BOS after a five-year absence — all in under twelve months.
The Work
The migration came first. I led a 41-day IP warming period in partnership with Marketing Ops — daily stand-ups, conservative send volume to protect deliverability, rigorous monitoring of bounce rates, spam complaints, and engagement signals. Deliverability, performance, and marketable audience all increased within 90 days of IP warming start.
Parallel to the migration, we built Klaviyo's first-ever lead scoring model in HubSpot — establishing the behavioral and demographic signals that defined MQL readiness across PLG and Sales-led motions simultaneously, spanning SMB, Mid-Market, and Enterprise segments.
Finally, we rebuilt the always-on flow architecture from scratch:
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Lead Nurture: Lead:MQL (Restaurant and Ecommerce versions; Enterprise vs Growth versions), Demo Request flow (Live → SQL, Demo → Too Small for Sales)
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Cross-Sell: WhatsApp, K:Service, AKDP — triggered by product signal and behavioral thresholds
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Free Trial: Three products (K:Service x3), with activation-stage branching
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Onboarding: Customer Hub, Channel Advisor, Help Desk, Marketing Agent, WhatsApp — new flows built for every product launched in 2025
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Intent-triggered plays: Built triggered sequences for WhatsApp and Marketing Agent at launch, activated by product page behavior and feature engagement signals
I implemented smart rules for hyper-personalization at scale — enabling segment-specific copy and CTAs within a single drag and drop email build rather than spinning up multiple versions (and via HTML code). I mastered HubSpot reporting and established the reporting infrastructure in HubSpot to attribute revenue by region, segment, and lifecycle stage for the first time.
Role
Head of Sales-led Lifecycle Marketing COE
Stack
Klaviyo (Redpoint) → HubSpot · Salesforce
Timeline
October 2024 – Q3 2025
The Results
“Ashley's aptitude in deep-diving into HubSpot, Redpoint, and Salesforce continues to be a benefit for the team and Klaviyo. Her attention to detail, especially in the transition from Klaviyo (Redpoint) to HubSpot, was a tremendous value-add in ensuring our systems and data met the needs of the Lifecycle team.”
— Carlos Bobadilla, 2025 Year End Review