In our earlier episodes of Base Camp, we’ve covered how to set up basic CRM pipelines and key sales jargons, as well as the fundamentals of B2B workflows.
Today, we shift gears to an equally exciting subject: B2C businesses — companies that sell directly to consumers. Think finance, education, healthcare, automotive, travel, e-commerce, and even D2C brands selling products where the average order value is above ₹3,000–₹4,000 and human intervention in the sales process is required.
Whether you’re acquiring customers at scale, nurturing them across multiple channels, or building loyalty to increase their lifetime value (LTV), your CRM setup is critical. Let’s break down how to set up your CRM for B2C, step by step.
Step 1: Mapping Your B2C Sales Journey and Pipelines
The first challenge most B2C businesses face is how to map their sales journey into a CRM pipeline. With high lead volumes and multiple acquisition channels, it’s easy to lose sight of structure.
Here’s a simple framework we recommend at Kylas:
- Suspect Pipeline – For raw databases, cold outreach, and aggregator leads. Typically used in industries like finance where outbound calling is common.
- Prospect Pipeline – Where leads are warmed up. This is where qualification and follow-ups happen before passing them into deal stages.
- Deal Pipeline – For qualified leads ready to move through meetings, demos, quotations, payment stages, and closure.
- Retention Pipeline – For existing customers, focused on loyalty offers, referrals, and repeat purchases.
The key is to keep dispositions and stages simple so sales teams can adopt easily. For example:
- In the suspect stage → “New lead”, “Not connected”, “Wrong number”, “Unqualified (reason)”.
- Once qualified → Automatically convert to the deal pipeline, track progress, and measure conversions.
- If lost → Send back into prospect or retention pipelines for nurturing.
This ensures clarity, clean reporting, and better sales productivity.
Step 2: Building a Robust Marketing Setup
In B2C, marketing is everything. Most customer journeys start online — through Meta ads, Google campaigns, or aggregator platforms. That’s why CRM + Marketing integration is critical.
Kylas makes this seamless by connecting with:
- Meta & Google – Direct lead flow into CRM with UTM/tag manager tracking.
- Email Platforms – Gmail, Outlook, Netcore, Mailchimp integrations for campaigns.
- Aggregator Platforms – JustDial, IndiaMart, Practo, Makemytrip, Booking.com, and others.
- E-Commerce & Marketplaces – Shopify, Amazon, Flipkart out-of-the-box integrations.
By tagging and segmenting leads by source, you can:
- Track cost per lead (CPL) and cost per qualified lead by channel.
- Identify high-ROI campaigns.
- Optimize forward-looking metrics like CPL, cost per demo, cost per conversion.
This turns your CRM into a full-funnel marketing platform, not just a sales tracker.
Step 3: Reporting and Analytics
Once leads and campaigns are flowing in, the next big need is reporting.
Kylas offers:
- Multi-dimensional reporting (by channel, creative, salesperson, etc.)
- Segmentation and cohort analysis
- Target vs achieved goals for both marketing and sales teams
- Drill-down reports to move from dashboards into lead/deal level detail
For advanced timeline-based analysis, Kylas integrates with BI tools like Power BI, Looker Studio, Mixpanel.
This combination ensures you don’t just see lead counts, but true performance metrics: conversion ratios, CPL vs CPA, ROI by campaign.
Step 4: Sales Productivity and AI-Driven Efficiency
Business profitability comes from two efficiencies:
- Marketing efficiency – lower cost of acquiring a customer.
- Sales efficiency – higher output from each salesperson.
Kylas drives sales productivity through:
- Kanban view – quick snapshots of pipelines.
- AI Assistant – nudges for next best actions.
- Meeting recordings + sentiment analysis – to understand customer mood and improve coaching.
- AI-assisted note taking & email writing – auto-convert conversations into tasks or personalized emails.
- Lead scoring & recommendation engine – identify high-intent leads, prioritize follow-ups, and flag dropping leads for remarketing.
This not only helps salespeople close more deals but also helps managers identify coaching needs and track performance.
Step 5: Nurturing with Intelligence
Not all leads convert immediately. That’s why nurturing is crucial in B2C.
With Kylas, you can:
- Run multi-channel nurture campaigns across Email, WhatsApp, Meta remarketing, and SMS.
- Set up message sequencing workflows (if X, then Y).
- Use AI lead scoring + sentiment analysis to prioritize warm leads and reduce wasted effort.
- Segment leads into cohorts (e.g., by intent, response behavior, product interest) and tailor messaging accordingly.
Done right, a strong nurturing engine can improve conversion ratios by 30–40%.
Step 6: Telephony and Call Management
In B2C, the difference between a good sales call and a bad one can change conversion by 50%.
Kylas includes:
- Built-in telephony + dialer with call recording.
- Mobile call logging (even Android tracking).
- Offline meeting notes & recordings with AI sentiment analysis.
- Smart lists for calling sequences.
This gives sales teams the ability to manage high call volumes, coach performance, and measure efficiency across channels.
Step 7: Retention and LTV Growth
For B2C, the real ROI comes from repeat business. If your customers don’t return, your cost per acquisition (CPA) remains too high.
That’s why we recommend a dedicated Retention Pipeline:
- Loyalty offers & referral programs
- Social boosting + remarketing ads at lower costs to stay top-of-mind
- Workflows for repeat purchase reminders
- Content sequences tailored for existing customers
This not only increases LTV but also improves customer satisfaction and advocacy.
Also Read: Base Camp Episode 1: How to Setup CRM for your Business | A Founder’s Playbook
Conclusion: The B2C CRM Playbook
To recap, setting up your CRM for B2C success involves:
- Clear pipelines – Suspect, Prospect, Deal, Retention.
- Seamless marketing integration – from Meta & Google to aggregators & e-commerce.
- Robust reporting – CPL, CPA, ROI by channel.
- AI-powered sales productivity – nudges, scoring, sentiment analysis.
- Nurturing intelligence – multi-channel campaigns, scoring, sequencing.
- Telephony efficiency – calls, recordings, coaching.
- Retention focus – loyalty, referrals, repeat sales.
B2C growth isn’t just about speed — it’s about managing high volumes with personalization. With Kylas, businesses can acquire customers efficiently, nurture them intelligently, and grow their lifetime value.
That’s how you make your sales engine unstoppable.CRM for B2C Businesses
