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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.

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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.

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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:​

  • Lead Nurture: Lead:MQL (Restaurant and Ecommerce versions; Enterprise vs Growth versions), Demo Request flow (Live → SQL, Demo → Too Small for Sales)

  • Cross-Sell: WhatsApp, K:Service, AKDP — triggered by product signal and behavioral thresholds

  • Free Trial: Three products (K:Service x3), with activation-stage branching

  • Onboarding: Customer Hub, Channel Advisor, Help Desk, Marketing Agent, WhatsApp — new flows built for every product launched in 2025

  • 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.

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Role

Head of Sales-led Lifecycle Marketing COE

Stack

Klaviyo (Redpoint) → HubSpot · Salesforce 

Timeline

October 2024 – Q3 2025

The Results

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“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

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