As companies scale, it gets harder to support customers through the entire journey, from evaluation to onboarding to renewal and expansion. Webflow knows this well: the company has grown from a visual web tool into an agentic web marketing platform over 300,000 customers use to build, manage, and optimize their web presence. Their answer was a single shared library of Arcades that today powers an automated customer success program influencing over $1M in pipeline and has helped the solutions engineering team self-service over 900 demos.
Kayla Rasmussen leads growth solutions engineering pre-sale, and Scott Cappuzzo manages scaled customer growth post-sale. Both are solving the same problem: how to give customers the support they need without a product expert on every call, and how to keep that story consistent from the first demo through renewal.
Webflow's platform takes real product knowledge to demo well. Each solution engineer supports about 20 open deals at once, with 30 to 60 minutes of prep per demo. "My goal is to make sure that my team is spending their time on those complex deals, the ones that need strategy," says Kayla.
They found the way through Arcade. Kayla's SE team built seven high-level Arcade demos that walk customers through the Webflow platform. AEs can pull those into a branded Solutions Hub page alongside short customized videos to share instead of booking an SE for an intro demo. The team set out to create 100 Hubs in 30 days and blew past the goal.
In the past 12 months, the solutions engineering team has self-serviced over 900 demos, without scaling headcount or sacrificing quality.
“[Arcade gives us] time back for moments that matter. Arcade isn't replacing the solutions engineer. It's handling that initial education layer so we can show up where we can really drive impact.”
Kayla Rasmussen, Solutions Engineering
See how sales engineers use Arcade
The team now has a repository of brand-approved assets they can send with confidence, and the constant "quick Loom" requests have mostly disappeared. That confidence also opened a new motion: weekly scaled webinars with an Arcade sent as the takeaway, showing early signs of faster deal cycles and quicker expansions.
The same seven Arcades Kayla's team built for pre-sale carry into the post-sale motion too. The customer growth team runs automated email campaigns throughout the customer lifecycle, using product adoption signals to surface the most relevant content. Those campaigns help customers get more out of the platform, open up expansion opportunities, and today influence over $1M in pipeline.
"We want to get ahead of it and have those conversations where they're already ready to renew and we know why. Or if they're not, we have time to help solve their issues and unlock them there."
Scott Cappuzzo, Customer Growth
See how customer success teams use Arcade
Scott is also building a self-serve educational layer for the long-tail of accounts without a dedicated CSM.
For the core product, Scott directs customers to Webflow University, but those high-production videos don't cover everything: they're resource-intensive to make, so they’re not available for add-on products like Optimize. To fill those gaps, Scott turned to help articles, but “you lose those visuals and it cannot be as engaging. It’s just text,” he says.
Arcade changed the math: a polished one takes about 30 minutes, and Scott built 10 educational Arcades in a couple weeks on top of his day job. That content now reaches hundreds of accounts through onboarding checklists and educational email campaigns. By the time a renewal call happens, “we’re already past the basics and we’re talking about not how the product works, but more so how it can work for them specifically,” explains Scott.
At a company this size, with sales, product marketing, and customer success all building their own assets, keeping one consistent story gets harder every quarter.
Webflow's workflow keeps it in check: the SE team takes the first pass on each core demo, with a product marketing review for accuracy. Colors and logos stay consistent automatically through Arcade’s brand kit functionality.
Scott's team then builds directly on those core demos to reinforce the same story through renewals and expansion. His own library runs on the same brand setup Kayla's team already locked in. “That’s already set for us,” Scott says. “So it makes it much easier where we can just go ahead and build it and not worry about the look and feel.”
Because the core demos are built around value instead of features, a sunset feature or new launch doesn't make them go stale. “We actually haven't had to make any updates since we created them, probably six months ago,” explains Kayla.
Naming conventions, a staging environment for edits, and an internal roadshow Kayla's team ran across sales, CS, and solutions engineering kept the library from sprawling and made sure everyone knew when to use it and when to build something new.
“Just having a repository of approved, brand approved assets that we can send with confidence to customers is so, so helpful.”
Kayla Rasmussen, Solutions Engineering
In September, Webflow will run its annual WebConf on Arcades. Every demo booth will be powered by an Arcade, including two self-serve booths where attendees can choose their own adventure through the product. The team is also exploring how to bring Arcades into Webflow University courses, so the right content matches the right medium.
The throughline is the same one Kayla and Scott started with. One story, told consistently, everywhere a customer meets Webflow.
