Autonomous B2C CRM, Klaviyo, has launched Social Marketing, a new product which connects siloed social media engagement with omnichannel marketing strategies to help brands drive revenue and enhance personalisation.

While social has become a key channel for engagement, many brands still struggled connecting interactions, such as comments, DMs, mentions and UGC, meaning they risk missing out on the insight needed to effectively market to – and convert – customers.

“For years, social has been one of the richest sources of customer insight, yet it has largely existed outside the systems brands use to build customer relationships,“ said Jamie Domenici, CMO at Klaviyo.

Klaviyo Social Marketing brings social engagement signals directly into its CRM to offer marketing and ecommerce teams a complete view of the customer.

As well as turning followers into subscribers through auto-replies that collect email, text, and WhatsApp consent and zero-party customer data, the solution enriches customer profiles. Capturing social interactions, content, and engagement signals, it use those insights to build relevant audiences, design targeted campaigns and automate tailored outreach

It also unifies owned and user-generated content in one centralised ‘library’, using AI insights to automatically surface what’s resonating and reuse top-performing assets across campaigns to improve performance.

“The future of marketing isn’t about treating social as a separate channel. It’s about making it part of a unified, omnichannel marketing strategy. By connecting social engagement to the rest of the customer journey, we’re helping brands turn social interactions into lasting customer relationships,” Domenici added.