B2B loyalty and Klaviyo

How Klaviyo behaves for customers in a B2B company program — which loyalty properties are removed, which events still fire, and how to split your flows so B2B members get relevant emails.

Klaviyo tracks individual customer profiles. B2B members have company-level loyalty, so Roadmap handles their loyalty data differently.

Loyalty profile properties are removed

For D2C customers, Roadmap writes roadmap_loyalty_* properties to Klaviyo profiles.

When a customer joins a B2B company, Roadmap removes those properties. It stops writing them while the customer remains a company member.

The customer leaves Klaviyo segments and flows based on personal points, tiers, or expiry. Subscription, review, and account properties remain unchanged.

Points earned still fires

B2B members can still earn company points from orders. A points-earned event reaches Klaviyo for those orders.

Split points-earned flows

Use a Klaviyo conditional split to give B2B members the right message. Roadmap applies each B2B tier’s customer tag to company members.

Add a conditional split on the Shopify tags profile property:

• Send tagged members to a B2B branch with company-balance content.

• Keep all other members in the D2C branch.

Add the tag split before enabling B2B loyalty. Otherwise, B2B members receive D2C emails with unavailable personal-balance placeholders.

Related guides

• B2B membership tiers

• Roadmap Klaviyo metrics

• Loyalty Klaviyo code snippets