WEBVTT

1
00:00:00.300 --> 00:00:00.800
91%

2
00:00:00.940 --> 00:00:05.762
of marketers said that the most valuable marketing asset was their website.

3
00:00:05.982 --> 00:00:09.783
We could see more success by bringing our teams to where our customers are.

4
00:00:09.883 --> 00:00:11.183
Being where your customer is,

5
00:00:11.463 --> 00:00:12.464
how you learn the fastest,

6
00:00:12.465 --> 00:00:15.184
how we work together and make magic happen.

7
00:00:15.364 --> 00:00:23.027
And I think what became the biggest surprise to me was how quickly the world is changing how they consume information on the web.

8
00:00:23.267 --> 00:00:23.807
Right now,

9
00:00:23.987 --> 00:00:27.568
there's no better place to figure out what's happening than with...

10
00:00:27.688 --> 00:00:31.829
bringing the leaders together who are all seeing these changes and figure out how to adapt.

11
00:00:41.492 --> 00:00:41.792
Welcome,

12
00:00:41.793 --> 00:00:42.032
Adrian.

13
00:00:42.312 --> 00:00:42.632
Merci.

14
00:00:43.132 --> 00:00:43.552
Thank you.

15
00:00:45.333 --> 00:00:48.073
So you're here for the Momentum Tour?

16
00:00:48.534 --> 00:00:48.754
Yes.

17
00:00:49.814 --> 00:00:52.035
Can you just speak about that tour?

18
00:00:52.415 --> 00:00:52.775
What is it?

19
00:00:53.835 --> 00:00:54.435
Absolutely.

20
00:00:54.675 --> 00:00:56.616
So at Webflow,

21
00:00:56.716 --> 00:00:57.216
we really...

22
00:00:57.768 --> 00:01:04.132
saw an amazing opportunity across the world with amazing customers.

23
00:01:04.592 --> 00:01:08.855
And we've seen so much growth across the European business.

24
00:01:09.295 --> 00:01:11.116
And we have customers like

25
00:01:11.536 --> 00:01:14.258
Spotify, like monday.com,

26
00:01:14.898 --> 00:01:15.238
and

27
00:01:15.879 --> 00:01:16.899
Anytime Fitness.

28
00:01:17.080 --> 00:01:23.403
And we really wanted to take a moment and go on the road with our customers,

29
00:01:23.503 --> 00:01:24.304
with our partners.

30
00:01:24.584 --> 00:01:28.546
and just talk about how the world's changing and what we're seeing in the web.

31
00:01:28.906 --> 00:01:32.828
And it was an opportunity to learn from them,

32
00:01:33.328 --> 00:01:42.612
but then also kind of share what we're seeing across all our 300,000 customers so that we can meet the moment together because so much is changing so fast.

33
00:01:43.192 --> 00:01:43.332
Yeah,

34
00:01:43.673 --> 00:01:43.873
great.

35
00:01:44.293 --> 00:01:44.453
Well,

36
00:01:44.913 --> 00:01:46.074
as an intro,

37
00:01:46.174 --> 00:01:46.474
maybe

38
00:01:47.594 --> 00:01:48.575
I would like to say,

39
00:01:48.895 --> 00:01:49.915
so for my audience,

40
00:01:49.935 --> 00:01:50.856
this is the first time they...

41
00:01:51.136 --> 00:01:52.077
listen to me speak English.

42
00:01:52.097 --> 00:01:52.977
So it's,

43
00:01:52.978 --> 00:01:55.619
I'm sorry if I make a mistake in English and everything.

44
00:01:56.279 --> 00:01:57.120
It's a quick disclaimer.

45
00:01:57.680 --> 00:02:00.361
I told you this is my first time recording a podcast in English.

46
00:02:00.362 --> 00:02:02.222
So that's very good to do this with you.

47
00:02:03.223 --> 00:02:04.804
And so today,

48
00:02:05.464 --> 00:02:05.865
Adrienne,

49
00:02:05.925 --> 00:02:07.646
you're the CRO of Webflow.

50
00:02:08.806 --> 00:02:10.827
You've been at Webflow for nine months now.

51
00:02:12.669 --> 00:02:15.450
I'd like you to take me through your onboarding,

52
00:02:15.530 --> 00:02:16.791
your first 90 days,

53
00:02:16.792 --> 00:02:17.031
you know,

54
00:02:17.032 --> 00:02:18.012
because when you're...

55
00:02:18.632 --> 00:02:19.552
At this type of position,

56
00:02:19.632 --> 00:02:23.414
usually you have 90 days to start making a difference and have an impact.

57
00:02:24.634 --> 00:02:26.915
How did you approach these first 90 days?

58
00:02:27.776 --> 00:02:28.876
It's a great question.

59
00:02:29.677 --> 00:02:31.097
When I joined Webflow,

60
00:02:32.058 --> 00:02:34.499
the world was changing really quickly in the web,

61
00:02:35.099 --> 00:02:38.780
but it was never what I thought it would become now and the speed at which

62
00:02:39.361 --> 00:02:42.402
AI is changing the way discovery happens on the web.

63
00:02:43.042 --> 00:02:44.083
But when I started,

64
00:02:44.343 --> 00:02:47.464
it became very clear that we had an incredible...

65
00:02:47.852 --> 00:02:48.412
community,

66
00:02:50.153 --> 00:02:51.713
which is one of the reasons why I wanted to join.

67
00:02:51.773 --> 00:02:58.095
And so my first 90 days was focused on understanding what do our customers say about us?

68
00:02:58.335 --> 00:02:59.915
What do our partners say about us?

69
00:03:00.535 --> 00:03:03.276
And what do our employees say about us?

70
00:03:03.616 --> 00:03:08.738
And how do I get an understanding of where we are in the world and the impact we have?

71
00:03:09.238 --> 00:03:11.098
And what does the future look like?

72
00:03:11.598 --> 00:03:12.519
And I'd also say,

73
00:03:13.439 --> 00:03:17.200
since I'm responsible for sales and marketing and support and success.

74
00:03:17.656 --> 00:03:20.878
The other piece that becomes very important is where does revenue come from?

75
00:03:21.219 --> 00:03:22.379
How is that evolving?

76
00:03:22.660 --> 00:03:33.447
And so I spend a lot of specific time to understand that and really build a vision for what could be the future with our customers and our partners and agencies.

77
00:03:33.807 --> 00:03:33.987
Okay.

78
00:03:34.348 --> 00:03:39.531
And what surprised you the most when you arrived at this company?

79
00:03:40.492 --> 00:03:40.952
Oh,

80
00:03:40.992 --> 00:03:41.713
great question.

81
00:03:42.173 --> 00:03:45.395
I think what surprised me the most is at the time.

82
00:03:45.676 --> 00:03:45.916
I mean,

83
00:03:45.917 --> 00:03:46.036
if...

84
00:03:46.432 --> 00:03:47.493
If you think back to

85
00:03:48.053 --> 00:03:50.595
February of 2025,

86
00:03:50.596 --> 00:03:52.797
we started to see how

87
00:03:53.197 --> 00:03:55.538
AI was changing the way you might search for things.

88
00:03:55.899 --> 00:03:59.301
But it wasn't materially different for most of us.

89
00:04:00.222 --> 00:04:00.462
You know,

90
00:04:00.463 --> 00:04:02.763
I'm from San Francisco and it still hadn't really changed.

91
00:04:03.184 --> 00:04:07.807
Web search with AI hadn't become available to everyone.

92
00:04:07.867 --> 00:04:07.987
Yeah.

93
00:04:08.307 --> 00:04:09.208
If they wanted it,

94
00:04:09.488 --> 00:04:10.569
depending on where you are in the world.

95
00:04:10.949 --> 00:04:14.732
And I think what became the biggest surprise to me was how quickly.

96
00:04:15.212 --> 00:04:18.593
the world is changing how they consume information on the web.

97
00:04:18.953 --> 00:04:20.393
That's been the biggest surprise to me.

98
00:04:20.854 --> 00:04:31.116
And I think there's been a lot of really interesting debates that you hear now about what's the role of the website now that you have AI that's answering questions.

99
00:04:31.496 --> 00:04:33.517
What does that look like in two years,

100
00:04:33.577 --> 00:04:34.357
in 12 months,

101
00:04:34.377 --> 00:04:35.518
or maybe even six months?

102
00:04:36.018 --> 00:04:38.098
I think that has been the biggest surprise.

103
00:04:38.918 --> 00:04:40.639
And then on a very positive note,

104
00:04:40.899 --> 00:04:44.400
one of my favorite surprises is it's amazing talking to our

105
00:04:44.860 --> 00:04:49.024
agencies and our partners and our customers about what they build.

106
00:04:49.565 --> 00:04:53.628
That is always amazing because it is visually stunning,

107
00:04:53.829 --> 00:04:54.389
immersive.

108
00:04:54.790 --> 00:04:55.090
And

109
00:04:55.871 --> 00:05:01.416
I think one of the special things when I get to talk to a customer that always surprises me is when you see.

110
00:05:01.918 --> 00:05:03.679
a team's creativity coming to life.

111
00:05:04.038 --> 00:05:06.861
And that to me is always an amazing surprise.

112
00:05:07.180 --> 00:05:07.321
Yeah.

113
00:05:07.441 --> 00:05:12.844
And so you come from a background at Salesforce and Tableau,

114
00:05:13.024 --> 00:05:15.485
which is not a creative company,

115
00:05:15.545 --> 00:05:15.826
let's say,

116
00:05:15.846 --> 00:05:16.966
because as a user,

117
00:05:17.006 --> 00:05:18.947
I'm not creating and designing anything.

118
00:05:18.966 --> 00:05:19.208
You know,

119
00:05:19.567 --> 00:05:21.089
it's more like a sales-driven,

120
00:05:21.209 --> 00:05:22.728
more pure B2B approach.

121
00:05:23.710 --> 00:05:23.950
Now,

122
00:05:24.130 --> 00:05:24.290
yeah,

123
00:05:24.410 --> 00:05:24.971
at Webflow,

124
00:05:24.990 --> 00:05:27.552
there is like this big design and creative approach.

125
00:05:27.591 --> 00:05:30.793
And what's the big difference in your role?

126
00:05:31.234 --> 00:05:37.538
between working in this kind of pure B2B sales approach and now the more creative approach?

127
00:05:38.158 --> 00:05:39.038
That's a great question.

128
00:05:39.078 --> 00:05:40.339
What is the biggest difference?

129
00:05:40.499 --> 00:05:42.981
I think in this role,

130
00:05:44.081 --> 00:05:48.344
I know that our mission is to bring developer superpowers to everyone.

131
00:05:48.784 --> 00:05:55.187
And I think the way we make that come to life is we help customers make creativity their competitive edge.

132
00:05:55.888 --> 00:05:57.369
So knowing that's the case,

133
00:05:57.749 --> 00:05:59.530
it's just a different prioritization.

134
00:06:00.245 --> 00:06:02.907
How do we make our customers and our agencies,

135
00:06:03.248 --> 00:06:08.430
how do we make everyone that's part of the Webflow ecosystem really bring their creativity to life?

136
00:06:08.851 --> 00:06:09.990
And I think it also is how

137
00:06:10.371 --> 00:06:12.353
I when I run the teams internally,

138
00:06:13.293 --> 00:06:18.716
we have a higher bar and expectations that we need to deliver amazing experiences.

139
00:06:18.935 --> 00:06:24.719
And I think it's an amazing challenge to have because we are such a design first company.

140
00:06:25.120 --> 00:06:28.822
So we need to deliver amazing design first experiences.

141
00:06:29.241 --> 00:06:29.361
So.

142
00:06:29.882 --> 00:06:33.084
It was really fun to relaunch webflow.com as an example a month ago.

143
00:06:33.505 --> 00:06:33.704
Yeah.

144
00:06:34.365 --> 00:06:34.606
And

145
00:06:35.106 --> 00:06:37.108
I love the pressure of having to meet that.

146
00:06:37.588 --> 00:06:37.708
Yeah.

147
00:06:38.029 --> 00:06:41.131
And do you have in your team,

148
00:06:41.732 --> 00:06:46.135
do you have more creative people than in your previous jobs?

149
00:06:47.416 --> 00:06:49.918
I don't know that I would say there's more creative people,

150
00:06:50.499 --> 00:06:58.846
but I think the question is more so how do we make sure that it's always a priority to bring that creativity to life?

151
00:06:59.474 --> 00:06:59.813
And

152
00:07:00.334 --> 00:07:03.296
I think you can see creativity and design.

153
00:07:03.356 --> 00:07:05.337
You can see creativity and problem solving.

154
00:07:05.517 --> 00:07:07.257
I think it comes up in different ways.

155
00:07:07.678 --> 00:07:12.279
I think today it's much more in the top of my mind,

156
00:07:12.339 --> 00:07:12.560
though,

157
00:07:12.959 --> 00:07:13.1000
than maybe in the past.

158
00:07:14.459 --> 00:07:14.580
OK,

159
00:07:14.861 --> 00:07:18.341
and how do you push that in your team?

160
00:07:19.762 --> 00:07:20.842
How do I push in the team?

161
00:07:21.462 --> 00:07:21.724
Well,

162
00:07:21.983 --> 00:07:25.565
I think part of it is to if my team was here,

163
00:07:25.625 --> 00:07:27.185
they'd probably laugh when I said this.

164
00:07:27.526 --> 00:07:29.087
The amount of times I've said to them,

165
00:07:29.788 --> 00:07:31.009
I want you to be bold.

166
00:07:31.089 --> 00:07:33.870
I want you to make me uncomfortable with this idea.

167
00:07:35.171 --> 00:07:36.714
Because once I'm uncomfortable,

168
00:07:37.134 --> 00:07:38.594
that means we're getting to the edge.

169
00:07:38.815 --> 00:07:41.416
And I want to be on the edge of what's possible.

170
00:07:41.918 --> 00:07:48.322
And we need to come up with and push what the future can look like and show people the way.

171
00:07:48.904 --> 00:07:51.606
And so they laugh because I often said,

172
00:07:51.625 --> 00:07:52.406
I want bolder.

173
00:07:52.466 --> 00:07:53.187
I want bolder.

174
00:07:53.286 --> 00:07:56.409
And to the point where I think they know that maybe it's.

175
00:07:56.805 --> 00:07:57.445
too extreme.

176
00:07:57.786 --> 00:08:05.870
But I think it's the idea that we're in such a fast moving world that we need to evolve quickly.

177
00:08:05.910 --> 00:08:10.893
And I think when I think about design and I think about what we're bringing to the world,

178
00:08:13.095 --> 00:08:14.756
it's not for humans alone anymore.

179
00:08:14.916 --> 00:08:16.256
So we need to design for humans,

180
00:08:16.277 --> 00:08:17.737
but we also need to design for

181
00:08:18.298 --> 00:08:21.219
AI as well to consume websites.

182
00:08:21.660 --> 00:08:23.741
And so that's a different philosophy.

183
00:08:23.962 --> 00:08:27.605
But I think the human side is going to become even more human and more creative.

184
00:08:28.406 --> 00:08:28.806
Interesting.

185
00:08:29.707 --> 00:08:30.628
So as the CRO,

186
00:08:30.728 --> 00:08:34.031
you were mentioning you have marketing,

187
00:08:34.532 --> 00:08:34.932
sales,

188
00:08:35.212 --> 00:08:36.572
support and success.

189
00:08:37.014 --> 00:08:37.134
Yes.

190
00:08:37.173 --> 00:08:37.514
Correct.

191
00:08:38.235 --> 00:08:44.060
So how do you think in terms of building your team?

192
00:08:45.622 --> 00:08:50.245
Because there is on one side having the thought of building the revenue engine in general.

193
00:08:50.830 --> 00:08:54.332
but you also have to work on optimizing every function.

194
00:08:54.952 --> 00:09:05.580
And so how do you make the switch or how can you find the right balance between having this team all work together plus optimizing each function as a whole?

195
00:09:06.821 --> 00:09:09.123
It's a really interesting management question.

196
00:09:09.763 --> 00:09:12.845
How do you optimize everything,

197
00:09:12.904 --> 00:09:14.947
but then also the individual teams?

198
00:09:15.506 --> 00:09:19.130
One of the things that I actually talked to everyone when I started was...

199
00:09:19.450 --> 00:09:22.512
how do you create the right accountability across teams?

200
00:09:23.332 --> 00:09:25.533
And the way I like to think about it is,

201
00:09:26.714 --> 00:09:28.195
imagine you have a spreadsheet.

202
00:09:28.375 --> 00:09:30.115
You have rows and you have columns.

203
00:09:30.716 --> 00:09:35.339
And so imagine you have on a row a product you're selling.

204
00:09:35.759 --> 00:09:37.720
And on the column,

205
00:09:37.840 --> 00:09:39.741
it's the sales teams that sell it,

206
00:09:40.102 --> 00:09:40.782
as an example,

207
00:09:41.262 --> 00:09:42.803
or the marketing teams that market it.

208
00:09:43.283 --> 00:09:45.004
And the question I always said was,

209
00:09:45.104 --> 00:09:45.945
if you have a row,

210
00:09:46.365 --> 00:09:48.066
how do you map it to the column?

211
00:09:48.105 --> 00:09:49.306
and each one has an owner.

212
00:09:49.766 --> 00:09:51.848
So if you have a sales team that has a sales number,

213
00:09:52.229 --> 00:09:59.194
how do you map that to the products they sell and the marketing that responsible for that and to the product team that's responsible to that?

214
00:09:59.635 --> 00:10:02.057
So I always called it the rows and columns of the business.

215
00:10:02.601 --> 00:10:07.784
which is how do you think about making sure that we've mapped them so that no one is alone?

216
00:10:08.304 --> 00:10:09.465
I have a saying with the team.

217
00:10:09.645 --> 00:10:14.127
I will say we win together and we never lose alone.

218
00:10:14.648 --> 00:10:16.469
And what I mean by that is

219
00:10:18.270 --> 00:10:24.953
I do not want to be in a position where there's someone that's trying to drive an initiative forward and they don't have anyone else in the business that cares.

220
00:10:25.574 --> 00:10:27.895
And if you think about it across these functions,

221
00:10:28.075 --> 00:10:29.276
they all should map.

222
00:10:29.836 --> 00:10:30.877
But it's very easy to...

223
00:10:31.445 --> 00:10:36.009
get to a place where someone owns something and no one else also has that same alignment,

224
00:10:36.429 --> 00:10:37.470
maybe it's a different flavor.

225
00:10:38.051 --> 00:10:38.971
And so I always say like,

226
00:10:38.991 --> 00:10:39.272
can we,

227
00:10:40.032 --> 00:10:49.540
how we win together by mapping the rows and columns of the business and making sure that we can continue to have teams working within teams.

228
00:10:49.560 --> 00:10:50.601
And so it could be,

229
00:10:50.981 --> 00:10:52.102
there's going to be one person in sales,

230
00:10:52.122 --> 00:10:53.183
maybe with one person in marketing.

231
00:10:53.503 --> 00:10:57.006
And then that person in marketing is going to be with other people in marketing on other projects.

232
00:10:57.146 --> 00:10:59.788
And so how do we make sure that is aligned along the way?

233
00:11:00.129 --> 00:11:00.309
Okay.

234
00:11:00.569 --> 00:11:00.929
Interesting.

235
00:11:02.791 --> 00:11:03.832
I have a question about,

236
00:11:04.012 --> 00:11:04.272
you know,

237
00:11:05.693 --> 00:11:09.076
because you manage so many people and everything is interconnected,

238
00:11:09.516 --> 00:11:10.037
as you mentioned,

239
00:11:10.797 --> 00:11:14.601
where do you see most revenue engines break inside the teams?

240
00:11:14.681 --> 00:11:14.941
You know,

241
00:11:15.381 --> 00:11:16.943
is it in terms of handoffs,

242
00:11:17.023 --> 00:11:17.923
documentations?

243
00:11:18.224 --> 00:11:18.584
I don't know,

244
00:11:18.684 --> 00:11:19.725
data incentives?

245
00:11:20.646 --> 00:11:25.990
How do you so what breaks most of the time and how do you solve this type of issue?

246
00:11:28.232 --> 00:11:29.513
What breaks most of the time?

247
00:11:30.253 --> 00:11:32.354
I think in most businesses I've been in,

248
00:11:33.374 --> 00:11:38.135
there's always some kind of retrospective or a business review from the last month.

249
00:11:38.355 --> 00:11:40.476
How did we do last month or maybe the last quarter?

250
00:11:41.216 --> 00:11:44.877
And I actually run a very different process that's inspired by that,

251
00:11:44.957 --> 00:11:45.498
but different.

252
00:11:45.998 --> 00:11:47.998
I call it plan to make plan.

253
00:11:48.618 --> 00:11:51.239
So instead of having a meeting to talk about what happened,

254
00:11:51.699 --> 00:11:52.060
I talk,

255
00:11:52.240 --> 00:11:53.200
I have a meeting that says,

256
00:11:53.260 --> 00:11:53.540
okay,

257
00:11:53.920 --> 00:11:57.021
this is about your plan to make the plan for next month.

258
00:11:57.413 --> 00:11:59.294
So tell me what happened and what you learned from it,

259
00:11:59.314 --> 00:12:03.196
but then tell me what you're going to do differently and who's going to work with you on it.

260
00:12:03.897 --> 00:12:15.883
And so oftentimes what I see that breaks is that you are diagnosing the past while the future is happening and you wait and you lose the time to make an adjustment.

261
00:12:16.984 --> 00:12:18.464
And sometimes with revenue engines,

262
00:12:18.484 --> 00:12:19.785
as they get more complicated,

263
00:12:19.805 --> 00:12:26.029
when you have more than one lead source or you have more than one pipeline generation approach.

264
00:12:26.869 --> 00:12:29.971
or if you have a combination of a B2C business or B2B,

265
00:12:30.131 --> 00:12:30.771
or in our case,

266
00:12:31.212 --> 00:12:33.173
a product-led growth and a sales-led growth,

267
00:12:33.553 --> 00:12:35.514
you start to add this complexity,

268
00:12:35.634 --> 00:12:38.296
it becomes harder to spot issues fast enough.

269
00:12:38.976 --> 00:12:48.462
But if you have everyone who owns the right parts of the business tell you what the plan is to go make it to their plan and their targets with everyone in the room,

270
00:12:48.842 --> 00:12:51.124
then we can align on the initiatives to move forward.

271
00:12:51.144 --> 00:12:53.345
And so that's how I try to combat it.

272
00:12:53.585 --> 00:13:03.373
But I do see that oftentimes being an issue is we spend a lot of time trying to figure out what's happening and we end up losing time influencing what's happening.

273
00:13:04.053 --> 00:13:07.116
And what type of routines do you have with your team to manage this?

274
00:13:08.097 --> 00:13:09.218
At the beginning of every month,

275
00:13:09.418 --> 00:13:12.200
every single person on my team does a plan to make plan.

276
00:13:12.440 --> 00:13:14.522
It includes the people that they work with closely.

277
00:13:15.102 --> 00:13:16.984
So if it's the VP of sales,

278
00:13:17.264 --> 00:13:17.684
you know,

279
00:13:17.685 --> 00:13:19.866
our CMO is on that call as well.

280
00:13:20.547 --> 00:13:21.948
We go through it every single month.

281
00:13:22.308 --> 00:13:23.229
We have a specific.

282
00:13:23.409 --> 00:13:24.470
format it's

283
00:13:24.850 --> 00:13:42.325
20 minutes it's meant to be lightweight but it's consistent and that rhythm forces us to have these conversations and that is in addition to a weekly forecast call and which is a t across the revenue functions we have everyone on that call so

284
00:13:42.345 --> 00:13:51.073
that way we can have a monthly adjustment and then every week everyone knows where the business is okay what type of data do you

285
00:13:52.453 --> 00:13:53.394
look at like,

286
00:13:53.395 --> 00:13:53.694
I don't know,

287
00:13:53.834 --> 00:13:54.214
every day,

288
00:13:54.294 --> 00:13:54.795
every week?

289
00:13:55.075 --> 00:13:55.575
What is like,

290
00:13:56.636 --> 00:13:57.396
what's your dashboard?

291
00:13:58.297 --> 00:13:58.817
Great question.

292
00:13:58.897 --> 00:13:59.038
Well,

293
00:13:59.058 --> 00:13:59.658
when I started,

294
00:13:59.678 --> 00:14:01.439
I built myself a dashboard because,

295
00:14:01.479 --> 00:14:01.759
you know,

296
00:14:01.919 --> 00:14:02.880
having come from Tableau,

297
00:14:03.260 --> 00:14:05.402
I had some experience in it.

298
00:14:05.922 --> 00:14:07.143
So I have,

299
00:14:07.144 --> 00:14:08.444
I have two places that I look.

300
00:14:08.864 --> 00:14:15.789
One is I actually look in Webflow to understand the trends of how our traffic is trending.

301
00:14:16.269 --> 00:14:18.230
Is there changes in the way people are engaging?

302
00:14:18.671 --> 00:14:18.791
So

303
00:14:19.251 --> 00:14:19.791
I have,

304
00:14:19.811 --> 00:14:21.933
I log into Webflow every day,

305
00:14:22.253 --> 00:14:24.814
and check in Webflow what's happening.

306
00:14:25.135 --> 00:14:28.496
And I normally spend most of my time focused on the key pages,

307
00:14:28.556 --> 00:14:29.197
the homepage,

308
00:14:29.257 --> 00:14:29.917
the product page,

309
00:14:29.957 --> 00:14:30.618
the pricing page,

310
00:14:30.858 --> 00:14:33.599
to see if there's anything that's changing and where people are coming from.

311
00:14:34.380 --> 00:14:37.621
The second place I look is the dashboard that I built was a,

312
00:14:38.742 --> 00:14:40.683
I call it the state of the union.

313
00:14:41.143 --> 00:14:45.886
And it basically lets me understand revenue by anything I could think of.

314
00:14:46.526 --> 00:14:48.407
And whether it's by,

315
00:14:48.487 --> 00:14:50.528
is it coming from outbound or inbound?

316
00:14:50.529 --> 00:14:51.629
Is it coming from partner?

317
00:14:52.053 --> 00:14:53.016
Is it coming from

318
00:14:53.697 --> 00:14:54.740
EMEA or

319
00:14:55.141 --> 00:14:56.704
Asia Pacific or the US?

320
00:14:56.785 --> 00:15:00.092
Is it coming from deals that were created?

321
00:15:00.724 --> 00:15:04.327
Today that we're set to close this month or is it deals that were created last quarter?

322
00:15:05.127 --> 00:15:12.472
And so I have a lot of different ways to look at it to diagnose our our sales motions and understanding what's working,

323
00:15:12.512 --> 00:15:12.973
what's not.

324
00:15:13.493 --> 00:15:16.715
Be it a product led motion or a sales led motion.

325
00:15:17.256 --> 00:15:17.376
OK,

326
00:15:17.976 --> 00:15:21.939
how micro do you go as micro as it takes?

327
00:15:22.199 --> 00:15:22.319
Oh,

328
00:15:22.320 --> 00:15:22.439
yeah.

329
00:15:22.799 --> 00:15:22.920
Oh,

330
00:15:22.921 --> 00:15:23.040
yeah.

331
00:15:23.420 --> 00:15:25.481
I'll go one inch off the ground if I need to.

332
00:15:25.762 --> 00:15:25.882
So

333
00:15:27.143 --> 00:15:29.084
I have a very firm belief that.

334
00:15:30.048 --> 00:15:33.289
You don't actually know until you talk to a customer.

335
00:15:33.710 --> 00:15:35.890
So say I come up with a point of view of what's happening.

336
00:15:37.151 --> 00:15:37.531
You know,

337
00:15:38.211 --> 00:15:39.352
the pitch needs to evolve.

338
00:15:39.412 --> 00:15:42.233
The way that we're talking to customers needs to change because the world's changing.

339
00:15:42.753 --> 00:15:46.535
I will then write it with the right people,

340
00:15:47.115 --> 00:15:48.076
make it as best as I can.

341
00:15:48.716 --> 00:15:50.817
And then within 24 hours of writing it,

342
00:15:50.877 --> 00:15:55.819
I will be on the phone with a customer walking them through it and getting qualitative feedback.

343
00:15:56.199 --> 00:15:58.340
And I firmly believe that you have to do that.

344
00:15:58.712 --> 00:16:00.013
so that you can understand it,

345
00:16:00.554 --> 00:16:01.094
the feedback,

346
00:16:01.174 --> 00:16:02.956
because otherwise it becomes too academic.

347
00:16:03.416 --> 00:16:04.257
It sounds good.

348
00:16:05.538 --> 00:16:05.818
And so

349
00:16:06.378 --> 00:16:07.659
I try to go as fast as I can.

350
00:16:08.500 --> 00:16:08.860
In fact,

351
00:16:08.900 --> 00:16:11.823
that's one of what I'm doing here with this momentum tour.

352
00:16:12.443 --> 00:16:13.164
The conversations

353
00:16:13.644 --> 00:16:22.011
I'm having are mostly around this AI era of the web and how people are searching and finding information differently.

354
00:16:22.772 --> 00:16:24.533
And a lot of that discussion,

355
00:16:24.934 --> 00:16:27.336
we had thoughts of how it should go.

356
00:16:28.080 --> 00:16:30.602
And as I've talked and had conversations across

357
00:16:31.023 --> 00:16:32.624
Dubai and London and Paris,

358
00:16:33.045 --> 00:16:39.871
I've started to change the content based off of what I'm hearing and what's changing and making it more relevant.

359
00:16:40.291 --> 00:16:40.411
Yeah,

360
00:16:40.431 --> 00:16:40.671
you know,

361
00:16:40.711 --> 00:16:43.714
I was quite surprised to know that you were coming to Paris for this event,

362
00:16:43.854 --> 00:16:44.354
to be honest.

363
00:16:44.394 --> 00:16:44.695
Because,

364
00:16:46.616 --> 00:16:46.857
you know,

365
00:16:46.997 --> 00:16:50.960
when you see the size of Webflow and your role and responsibilities,

366
00:16:51.180 --> 00:16:52.582
and then you see the size of the event,

367
00:16:52.622 --> 00:16:54.563
it's not like there is 10,000 people in a room,

368
00:16:54.564 --> 00:16:54.804
you know.

369
00:16:55.588 --> 00:16:56.309
And so I was like,

370
00:16:56.409 --> 00:16:56.529
oh,

371
00:16:56.569 --> 00:16:56.729
yeah,

372
00:16:56.909 --> 00:17:01.291
it's so you're coming to small events to talk to customers,

373
00:17:01.292 --> 00:17:01.612
et cetera.

374
00:17:01.712 --> 00:17:03.332
And I think this is really interesting to see.

375
00:17:03.713 --> 00:17:04.853
It's really inspiring,

376
00:17:04.893 --> 00:17:05.173
actually.

377
00:17:05.494 --> 00:17:09.836
I think it's really important because I think whether it might be a smaller event,

378
00:17:09.936 --> 00:17:10.877
I think on Thursday,

379
00:17:10.878 --> 00:17:12.277
I'm at a bigger conference.

380
00:17:12.297 --> 00:17:14.539
And then we had our Webflow conference,

381
00:17:14.579 --> 00:17:17.180
which was even larger just a couple of weeks ago.

382
00:17:17.380 --> 00:17:21.202
And but I think it's really important because it's about the quality of the conversations.

383
00:17:21.262 --> 00:17:22.683
And right now,

384
00:17:22.883 --> 00:17:23.964
there's no better place.

385
00:17:24.288 --> 00:17:43.166
to figure out what's happening than with bringing the leaders together who are all seeing these changes and figure

386
00:17:43.346 --> 00:17:49.631
out how to adapt to them.

387
00:17:50.252 --> 00:17:55.755
pool of more than 200 experts who compose the collective and who allow us to address topics as diverse as the demand gen,

388
00:17:55.775 --> 00:17:56.296
the outbound,

389
00:17:56.356 --> 00:17:56.776
the SEO,

390
00:17:56.836 --> 00:17:57.396
the RevOps,

391
00:17:57.496 --> 00:17:57.616
etc.

392
00:17:58.257 --> 00:18:00.318
As well as a scientific,

393
00:18:00.578 --> 00:18:03.880
data-driven work method that exploits what is done best in terms of tools and technology.

394
00:18:03.881 --> 00:18:07.882
We have accompanied more than 200 clients since our creation in 2022 and among our references,

395
00:18:07.942 --> 00:18:08.863
we find great companies like

396
00:18:09.263 --> 00:18:10.464
Aircall, Salesforce,

397
00:18:10.584 --> 00:18:11.584
Payfit or Mooncard,

398
00:18:11.704 --> 00:18:12.585
to name a few.

399
00:18:12.605 --> 00:18:16.467
If you too want to make your marketing not a simple lead generator or notoriety,

400
00:18:16.468 --> 00:18:17.388
but a revenue generator.

401
00:18:18.008 --> 00:18:20.069
I'll put a link to our website in the description.

402
00:18:20.610 --> 00:18:21.310
Write to us,

403
00:18:21.570 --> 00:18:40.383
I think we can do some great things together.

404
00:18:40.544 --> 00:18:44.967
Let's go again.

405
00:18:47.128 --> 00:18:49.009
a reality of specific needs.

406
00:18:49.010 --> 00:18:53.052
And I think you hear it often with data privacy and,

407
00:18:53.353 --> 00:18:53.613
you know,

408
00:18:53.633 --> 00:18:55.134
when you want to do personalization,

409
00:18:55.274 --> 00:18:57.476
how do you think about cookies?

410
00:18:57.556 --> 00:18:58.677
And there's questions like this.

411
00:19:00.098 --> 00:19:01.479
It's much more specific.

412
00:19:01.539 --> 00:19:06.803
And so I think one of the areas that we saw as a big opportunity was we,

413
00:19:07.523 --> 00:19:09.124
while we're seeing a lot of success,

414
00:19:09.945 --> 00:19:14.028
we could see more success by bringing our teams to our customers are.

415
00:19:14.652 --> 00:19:16.413
And the secret I always believed,

416
00:19:16.414 --> 00:19:19.814
and maybe this came from my days at Salesforce or Tableau,

417
00:19:19.994 --> 00:19:22.495
but being where your customer is,

418
00:19:22.655 --> 00:19:23.776
it's how you learn the fastest,

419
00:19:23.777 --> 00:19:26.497
how we work together and make magic happen.

420
00:19:27.077 --> 00:19:28.037
And I think ultimately,

421
00:19:30.358 --> 00:19:40.683
I believe that we can help bring that creativity that our agencies and our customers are working together on to life and being there with them lets us do things we can't otherwise.

422
00:19:41.623 --> 00:19:42.863
And so I thought it was very,

423
00:19:43.184 --> 00:19:43.964
very important.

424
00:19:44.544 --> 00:19:53.552
which is why we have now teams in London and we have people that are French on our team and we have people that are representing

425
00:19:54.253 --> 00:19:58.016
Germany and the different Nordic countries.

426
00:19:58.356 --> 00:20:01.739
And we've expanded the team specifically because we want to be able to be partners.

427
00:20:02.531 --> 00:20:02.771
Really,

428
00:20:03.132 --> 00:20:04.393
when you think about the website,

429
00:20:04.633 --> 00:20:05.293
the website is the,

430
00:20:06.394 --> 00:20:07.735
and we just did research on this,

431
00:20:08.896 --> 00:20:09.517
91%

432
00:20:09.537 --> 00:20:11.418
of marketers that in our,

433
00:20:11.719 --> 00:20:11.959
we did,

434
00:20:11.979 --> 00:20:18.424
it was about 500 person study said that the most valuable marketing asset was their website,

435
00:20:18.484 --> 00:20:19.905
which is not really a surprise,

436
00:20:20.186 --> 00:20:21.787
but because it drives most revenue.

437
00:20:22.568 --> 00:20:22.808
And so

438
00:20:23.969 --> 00:20:29.113
I take our relationships as something that's really critical for us to hold trust.

439
00:20:29.553 --> 00:20:31.415
And also because.

440
00:20:31.735 --> 00:20:35.717
It's the number one asset that a team has is their website.

441
00:20:36.057 --> 00:20:40.799
So it's really important to me that not only are we there with them from a point of view of a technology,

442
00:20:40.899 --> 00:20:42.420
but also from a people perspective.

443
00:20:42.940 --> 00:20:45.781
And we've always had our support teams are global.

444
00:20:45.861 --> 00:20:49.643
So we've had support globally and we have support all around EMEA.

445
00:20:50.043 --> 00:20:53.765
But I wanted to bring more strategic advisors into the market.

446
00:20:54.265 --> 00:20:54.445
Okay.

447
00:20:55.185 --> 00:20:57.306
I have two questions regarding this international topic.

448
00:20:57.907 --> 00:20:58.327
One is.

449
00:20:59.195 --> 00:21:02.216
How do you draw the line inside your team between global and local?

450
00:21:03.456 --> 00:21:04.316
It's a great question.

451
00:21:04.697 --> 00:21:06.197
I think right now there is no line.

452
00:21:06.217 --> 00:21:07.357
We're working through it.

453
00:21:08.598 --> 00:21:08.838
You know,

454
00:21:09.218 --> 00:21:12.799
there was someone I used to work with that I loved how he framed it.

455
00:21:13.599 --> 00:21:14.819
You want global standards,

456
00:21:14.839 --> 00:21:15.840
but local innovation.

457
00:21:16.400 --> 00:21:21.661
And so how do you create global standards that create the right framework that allow?

458
00:21:21.761 --> 00:21:22.842
And I'll give you an example.

459
00:21:23.342 --> 00:21:24.482
Very simple one in sales.

460
00:21:24.562 --> 00:21:27.103
How do you make the right common comp plans?

461
00:21:27.571 --> 00:21:29.151
And how do you in marketing,

462
00:21:29.171 --> 00:21:32.672
how do you make it so that your budget process is in something special in different places?

463
00:21:32.752 --> 00:21:33.173
It's hard.

464
00:21:33.493 --> 00:21:34.953
So how do you create global standards,

465
00:21:35.013 --> 00:21:38.534
but then allow the local teams the flexibility to go innovate,

466
00:21:38.814 --> 00:21:41.895
to meet what's happening in their market and to be relevant?

467
00:21:42.295 --> 00:21:44.856
And so a great example of that is we,

468
00:21:45.936 --> 00:21:46.156
you know,

469
00:21:46.157 --> 00:21:50.957
when I put together the talk for the event today and

470
00:21:51.858 --> 00:21:54.238
I put together this talk like a couple of weeks ago,

471
00:21:55.399 --> 00:21:57.039
I walked it through with team in.

472
00:21:57.279 --> 00:22:01.802
EMEA and they all helped me reshape the talk based on what they're hearing in the market.

473
00:22:02.222 --> 00:22:08.647
And that's the type of when I say like maybe the global standard is this is the data we see in terms of how

474
00:22:09.067 --> 00:22:13.250
AI is changing the web because it's just data and it's like here's the structure.

475
00:22:13.490 --> 00:22:17.012
But then they started to help me tweak it based on what the conversations they're having.

476
00:22:17.593 --> 00:22:26.099
And so I think how do we use that local innovation and then create the right structure so that they don't have to they can focus more on that creativity.

477
00:22:27.643 --> 00:22:27.863
You know,

478
00:22:27.864 --> 00:22:29.644
on that topic of AI and the use of AI,

479
00:22:30.305 --> 00:22:31.365
earlier I wanted to mention,

480
00:22:31.766 --> 00:22:34.287
you explained the fact that right now,

481
00:22:34.727 --> 00:22:35.608
like in February,

482
00:22:36.208 --> 00:22:38.450
the way people were using AI is different from today.

483
00:22:39.170 --> 00:22:41.611
And one big thing for us in France,

484
00:22:41.631 --> 00:22:42.072
for example,

485
00:22:42.112 --> 00:22:43.513
is AI overview on Google.

486
00:22:43.933 --> 00:22:44.593
It's not available.

487
00:22:45.013 --> 00:22:45.214
Yeah.

488
00:22:45.674 --> 00:22:46.254
And so you see,

489
00:22:46.274 --> 00:22:46.494
like,

490
00:22:47.415 --> 00:22:49.276
if you talk about this topic in France,

491
00:22:49.336 --> 00:22:49.556
well,

492
00:22:49.756 --> 00:22:53.078
nobody's going to understand this topic because we can't use it.

493
00:22:53.378 --> 00:22:53.639
Right.

494
00:22:53.959 --> 00:22:54.079
So...

495
00:22:54.399 --> 00:23:15.628
you see it's it's really interesting also to see like the difference between different markets and and you know what on my side what's funny is we work with international companies and so i see like for example in italy which is really close from france they are they have ai overview and we don't and same in germany for example and so it's really interesting just to see

496
00:23:15.688 --> 00:23:23.171
in terms of marketing the way it impacts the strategy in one country and it's completely different in another country you know

497
00:23:23.331 --> 00:23:24.532
And then you have some countries,

498
00:23:24.772 --> 00:23:25.473
for example,

499
00:23:25.773 --> 00:23:26.193
in India,

500
00:23:26.293 --> 00:23:28.555
where it's not even an AI overview.

501
00:23:28.556 --> 00:23:30.296
It's just AI mode that they're testing.

502
00:23:30.756 --> 00:23:35.079
So there's even the other extreme where you're not even in a search bar anymore.

503
00:23:36.200 --> 00:23:37.881
You type in what you thought is a search bar.

504
00:23:37.882 --> 00:23:38.701
It's just an AI mode.

505
00:23:38.702 --> 00:23:39.682
So to your point,

506
00:23:39.683 --> 00:23:40.443
it's so different.

507
00:23:40.463 --> 00:23:46.467
So that's why it's really important to understand what's happening in the market and then how we think.

508
00:23:46.767 --> 00:23:48.108
Maybe that's how it is today.

509
00:23:48.548 --> 00:23:49.749
But then what do we think it's going to be three,

510
00:23:49.789 --> 00:23:50.329
six months?

511
00:23:50.349 --> 00:23:52.191
And what do we think it's going to be 12 months?

512
00:23:52.192 --> 00:23:52.651
and how do we...

513
00:23:53.443 --> 00:23:54.683
map a strategy together.

514
00:23:54.783 --> 00:23:54.943
Sure.

515
00:23:55.544 --> 00:23:57.564
And so getting back to the global versus local team,

516
00:23:59.345 --> 00:24:03.566
do you have exactly the same thoughts around for marketing,

517
00:24:03.886 --> 00:24:04.406
sales,

518
00:24:05.246 --> 00:24:06.887
support and success?

519
00:24:07.087 --> 00:24:08.067
Or is it different?

520
00:24:09.427 --> 00:24:11.268
Maybe my thought behind my question is

521
00:24:12.008 --> 00:24:13.608
I would think in terms of marketing,

522
00:24:13.668 --> 00:24:17.429
it's way easier to have like a big global team where in terms of support,

523
00:24:18.150 --> 00:24:20.470
it's pretty complicated and it should be local.

524
00:24:20.910 --> 00:24:22.771
But walk me through.

525
00:24:23.571 --> 00:24:24.572
So on a support side,

526
00:24:25.332 --> 00:24:29.414
we follow a pretty consistent thing that I've seen across the business,

527
00:24:29.474 --> 00:24:31.676
which is we have 24-7 support.

528
00:24:31.716 --> 00:24:37.979
So we have support all over the world for those that are on our premium SLAs.

529
00:24:38.860 --> 00:24:47.364
We also have found an amazing use of AI specifically because we have a lot of customers that sign up for free,

530
00:24:48.024 --> 00:24:52.607
that are just testing and more freelancers than businesses.

531
00:24:53.068 --> 00:24:57.255
And we can answer their questions now because AI helps us do that.

532
00:24:58.006 --> 00:24:59.166
So from a support perspective,

533
00:24:59.167 --> 00:25:00.747
we have them all over the world.

534
00:25:01.107 --> 00:25:02.287
And I think also with AI,

535
00:25:02.347 --> 00:25:03.168
especially with cases,

536
00:25:03.188 --> 00:25:05.988
it's actually easier to translate into different languages really quickly.

537
00:25:06.889 --> 00:25:08.209
From a marketing perspective,

538
00:25:08.429 --> 00:25:11.170
the team is mostly in the United States.

539
00:25:12.650 --> 00:25:14.271
But this is back to what I was talking about.

540
00:25:14.631 --> 00:25:17.832
How do you have if I have a sales leader that has the revenue for Europe,

541
00:25:18.312 --> 00:25:20.513
I have to have a marketer that's responsible for that,

542
00:25:20.573 --> 00:25:20.753
too.

543
00:25:21.213 --> 00:25:24.894
So we will have a person dedicated to that.

544
00:25:25.210 --> 00:25:26.430
Same with customer success.

545
00:25:26.510 --> 00:25:28.431
When I think about our solutions architects,

546
00:25:28.831 --> 00:25:29.851
we actually will have,

547
00:25:29.852 --> 00:25:30.852
we were going to,

548
00:25:31.152 --> 00:25:34.693
we just were moving someone actually who we,

549
00:25:34.953 --> 00:25:36.013
who's on the team already,

550
00:25:36.273 --> 00:25:39.154
who already has a place in London.

551
00:25:39.214 --> 00:25:39.674
And so they're,

552
00:25:39.794 --> 00:25:43.615
they're going to be fully focused on the region because there's different problems that you have.

553
00:25:43.655 --> 00:25:44.935
I think you said it so well.

554
00:25:45.215 --> 00:25:54.558
And I was talking the other day just about cookie compliance and the future of how do you think about the future of personalized experiences in a world with cookie?

555
00:25:54.698 --> 00:25:54.998
compliance?

556
00:25:55.419 --> 00:25:59.302
And I think there's a lot of ways to answer that because there's different approaches.

557
00:25:59.322 --> 00:26:03.205
But I think the most important one is you want to talk to someone who deals with it every day.

558
00:26:03.665 --> 00:26:05.487
You don't want to talk to someone who doesn't.

559
00:26:06.027 --> 00:26:11.692
And so I think that's what I that's when I think about global versus local and also international expansion.

560
00:26:12.132 --> 00:26:23.782
How do I make sure that topics like that we have the natural expertise just because we talk to all the customers about them and it's not someone who happens to have that lead from a new country like France doesn't know.

561
00:26:23.982 --> 00:26:25.543
I read an article about that topic.

562
00:26:25.983 --> 00:26:26.663
Exactly.

563
00:26:26.664 --> 00:26:26.823
Sure.

564
00:26:26.963 --> 00:26:27.143
Okay.

565
00:26:28.624 --> 00:26:30.665
One other topic you mentioned is partnerships.

566
00:26:31.325 --> 00:26:36.207
And so I know partnership is a big lever of growth at Webflow.

567
00:26:36.907 --> 00:26:38.928
And just so to contextualize,

568
00:26:39.208 --> 00:26:44.870
we can meet today because the event organized in Paris was from Digidop,

569
00:26:45.271 --> 00:26:47.592
which is a big partner of yourself in France.

570
00:26:48.892 --> 00:26:50.573
And thank you to Digidop.

571
00:26:51.373 --> 00:26:51.713
And so

572
00:26:52.073 --> 00:26:53.534
I'd like to understand how...

573
00:26:53.814 --> 00:26:57.736
do you approach the partnership lever?

574
00:26:58.236 --> 00:26:58.636
Because

575
00:27:00.597 --> 00:27:09.720
I haven't seen that many companies make partnership work as well as you do at Webflow.

576
00:27:10.681 --> 00:27:10.861
Well,

577
00:27:10.961 --> 00:27:11.361
first of all,

578
00:27:11.421 --> 00:27:11.821
thank you.

579
00:27:13.062 --> 00:27:13.502
It starts,

580
00:27:13.542 --> 00:27:13.842
I think,

581
00:27:13.882 --> 00:27:15.743
with an understanding of the space.

582
00:27:15.923 --> 00:27:17.784
So I was in marketing at Salesforce.

583
00:27:18.024 --> 00:27:19.544
I worked with a lot of agencies.

584
00:27:19.965 --> 00:27:20.385
I think

585
00:27:20.805 --> 00:27:23.546
I always describe it as you have agencies and then you have...

586
00:27:23.958 --> 00:27:27.519
agencies that are partners that you have a more strategic relationship with.

587
00:27:28.139 --> 00:27:29.480
And I think both are important.

588
00:27:29.580 --> 00:27:33.061
And then sometimes you'll have freelancers to help out with something specifically.

589
00:27:34.521 --> 00:27:40.663
One of the things that became really clear is that agencies to me in this space,

590
00:27:40.923 --> 00:27:41.803
in the world we're in,

591
00:27:43.083 --> 00:27:44.624
with the speed at which everything's moving,

592
00:27:44.824 --> 00:27:50.105
are not only a strategic lever for us in terms of selling Webflow,

593
00:27:50.485 --> 00:27:53.126
but actually for our customers to be able to create.

594
00:27:53.530 --> 00:27:57.253
the experiences and that they wanted to.

595
00:27:57.673 --> 00:28:02.196
And I think you are required to have so much skill right now.

596
00:28:02.776 --> 00:28:04.257
And it's really hard,

597
00:28:04.778 --> 00:28:05.058
you know,

598
00:28:05.278 --> 00:28:06.519
to have all this skill.

599
00:28:07.059 --> 00:28:10.482
I think in that research study that we did,

600
00:28:10.762 --> 00:28:11.282
42%

601
00:28:11.422 --> 00:28:17.427
of marketers said that they feel like AEO and answer engine optimization is a moving target because it is.

602
00:28:18.687 --> 00:28:18.948
And so,

603
00:28:19.288 --> 00:28:20.389
and by country,

604
00:28:20.489 --> 00:28:21.469
like we just talked about,

605
00:28:21.509 --> 00:28:22.390
but also just because it's...

606
00:28:22.674 --> 00:28:22.934
You know,

607
00:28:23.054 --> 00:28:24.615
GPT-4 changes to GPT-5,

608
00:28:25.096 --> 00:28:26.997
Google Gemini changes and it changes in a second.

609
00:28:27.357 --> 00:28:28.558
So you have all these moving pieces.

610
00:28:28.598 --> 00:28:30.940
It's so difficult to stay on all these skills.

611
00:28:31.540 --> 00:28:34.362
And so when I look at the landscape and how fast it's moving,

612
00:28:34.542 --> 00:28:44.389
I believe that agencies and our partners who we work really closely with are a strategic lever for our customers and for us.

613
00:28:45.090 --> 00:28:45.330
You know,

614
00:28:45.331 --> 00:28:46.270
when we did Webflow,

615
00:28:46.611 --> 00:28:48.052
we hired agencies as well.

616
00:28:48.152 --> 00:28:48.312
Like,

617
00:28:48.332 --> 00:28:50.813
and we have people who are the best in the world at Webflow.

618
00:28:51.034 --> 00:28:51.494
Interesting.

619
00:28:51.694 --> 00:28:57.436
But I think it's really important because it brings something to the table that you don't already have.

620
00:28:57.977 --> 00:28:59.017
And so I think part of it,

621
00:28:59.018 --> 00:29:04.519
it starts with a philosophical belief that in the marketing world,

622
00:29:04.979 --> 00:29:07.360
agencies serve a really unique purpose.

623
00:29:07.701 --> 00:29:08.221
They're not,

624
00:29:08.581 --> 00:29:09.081
I don't view,

625
00:29:09.281 --> 00:29:09.481
yes,

626
00:29:09.521 --> 00:29:11.042
they are implementers of software,

627
00:29:11.342 --> 00:29:12.823
but that's not where the value is.

628
00:29:13.603 --> 00:29:14.903
And in most cases,

629
00:29:15.624 --> 00:29:21.106
I actually think that the cost of the migration itself or the implementation is going to go down faster.

630
00:29:21.426 --> 00:29:25.994
and faster because of AI making it easier for agencies to build faster.

631
00:29:27.994 --> 00:29:29.134
As it gets easier to build,

632
00:29:29.514 --> 00:29:40.758
the more valuable part of the relationship is actually in the discovery and the creativity and the reimagination in the pushing the thinking or in the technical setup.

633
00:29:41.038 --> 00:29:42.378
And if it's something like,

634
00:29:42.379 --> 00:29:45.719
how do we meet this AEO moment as it evolves?

635
00:29:46.319 --> 00:29:48.360
And so I think we believe that.

636
00:29:48.640 --> 00:29:49.580
And then it comes into,

637
00:29:49.760 --> 00:29:49.980
well,

638
00:29:50.240 --> 00:29:50.980
if you believe it,

639
00:29:51.080 --> 00:29:51.901
are you funding it?

640
00:29:52.361 --> 00:29:54.681
So that's why we hired Lisa Box,

641
00:29:54.781 --> 00:29:55.862
who came to us.

642
00:29:55.863 --> 00:29:56.742
She was a long time at.

643
00:29:57.146 --> 00:29:58.526
WP Engine is an example.

644
00:29:59.007 --> 00:30:00.007
I've been hiring the team.

645
00:30:00.187 --> 00:30:03.108
They all are aligned to making our partners successful.

646
00:30:03.568 --> 00:30:05.108
Their incentives are set up that way.

647
00:30:05.428 --> 00:30:06.789
So as our partners are successful,

648
00:30:07.109 --> 00:30:08.529
they are successful individually.

649
00:30:09.069 --> 00:30:11.530
And it becomes something that it's elevated.

650
00:30:12.390 --> 00:30:14.431
It's not something that's buried in the organization.

651
00:30:14.871 --> 00:30:19.793
And so we really believe that that's a strategic imperative for our customers.

652
00:30:20.533 --> 00:30:23.954
And I think what's also interesting is there's this other thing that's happening,

653
00:30:24.274 --> 00:30:24.634
which is

654
00:30:24.854 --> 00:30:27.356
I'm seeing more and more businesses with smaller marketing teams.

655
00:30:27.877 --> 00:30:28.157
And

656
00:30:28.958 --> 00:30:32.341
I think with the pressure of what can AI do for us in the future,

657
00:30:32.361 --> 00:30:35.444
I think there's questions about what the size will look like.

658
00:30:35.704 --> 00:30:39.628
But I think there's going to be these augmentations that you're going to need.

659
00:30:39.648 --> 00:30:39.888
I mean,

660
00:30:39.889 --> 00:30:50.758
I was talking to a customer here in France this morning who they told me that they have a very small marketing team and they do a lot of work together and then they work with Digidopa as well.

661
00:30:51.482 --> 00:30:55.725
And so they augment them and that's actually more cost effective and you get great output.

662
00:30:56.105 --> 00:31:06.190
So that's that's I think part of the secret is making sure the one philosophy of the business agrees that this is an important investment.

663
00:31:06.590 --> 00:31:10.733
The second is making sure the compensation of the teams aligns to it.

664
00:31:11.113 --> 00:31:20.078
And then the third is that I have to show everyone that I care and that's why I'm here and that's why I go and meet with them and why I prioritize.

665
00:31:20.698 --> 00:31:23.939
partner-specific events that are just with partners.

666
00:31:24.280 --> 00:31:24.400
Yeah.

667
00:31:24.860 --> 00:31:26.020
What I think is interesting,

668
00:31:26.040 --> 00:31:28.141
because you worked at Salesforce,

669
00:31:28.142 --> 00:31:29.962
Salesforce has a lot of partners,

670
00:31:30.262 --> 00:31:31.363
but these partners,

671
00:31:32.823 --> 00:31:38.206
they help customers really use as best as they can the product.

672
00:31:39.006 --> 00:31:39.526
For Webflow,

673
00:31:39.586 --> 00:31:40.887
there is this side,

674
00:31:40.967 --> 00:31:45.529
but there is also one side where you don't have any lever is the fact that

675
00:31:46.529 --> 00:31:47.810
Webflow is used to...

676
00:31:48.946 --> 00:32:12.485
create my website and so to create my brand you know like my brand is like the big thing and so you have the lever on the technical aspects of the product um but then you also have to find partners that are going beyond this technical aspect that can help also challenge branding and i don't know ux ui and this type of thing and so i think it's

677
00:32:12.685 --> 00:32:18.410
it's a pretty good challenge for your partnership team to find people that can go beyond.

678
00:32:21.219 --> 00:32:22.379
where you can have an impact.

679
00:32:22.399 --> 00:32:23.700
I don't know if that makes sense what I say.

680
00:32:23.800 --> 00:32:25.541
It's a really important point.

681
00:32:25.581 --> 00:32:31.003
I think this is why we have partners that have so many different expertise.

682
00:32:31.523 --> 00:32:35.365
We have some that are really focused on technical

683
00:32:35.765 --> 00:32:37.586
SEO and now AEO as well.

684
00:32:37.587 --> 00:32:45.009
We have partners who are really focused on the brand and how you build a brand.

685
00:32:45.309 --> 00:32:47.670
We have some that are incredible.

686
00:32:47.870 --> 00:32:52.632
and making immersive experiences on websites that are three-dimensional.

687
00:32:52.732 --> 00:32:55.393
And it feels almost like you're in a video game.

688
00:32:55.713 --> 00:32:59.255
And it's like you see these beautiful visuals.

689
00:32:59.895 --> 00:33:03.696
We have a whole host of different expertise,

690
00:33:03.977 --> 00:33:07.438
which I think is part of our secret sauce.

691
00:33:07.778 --> 00:33:08.558
It's not secret.

692
00:33:09.699 --> 00:33:15.421
It's having amazing agencies that work with us to bring the customer project to life.

693
00:33:15.921 --> 00:33:16.042
Yeah,

694
00:33:16.482 --> 00:33:16.822
interesting.

695
00:33:17.794 --> 00:33:17.934
Well,

696
00:33:18.294 --> 00:33:19.836
we already talked about AI,

697
00:33:19.876 --> 00:33:23.398
but I would like to open like an official chapter around AI.

698
00:33:25.680 --> 00:33:29.042
So right now you're sitting on a lot of data.

699
00:33:30.563 --> 00:33:36.708
And so you see how your customers are using the website,

700
00:33:36.868 --> 00:33:36.988
etc.

701
00:33:37.788 --> 00:33:45.534
How do you see the AI impacting the market in general based on like the trends you see?

702
00:33:46.074 --> 00:33:47.595
based on the data that you have at hand?

703
00:33:48.455 --> 00:33:53.677
The number one thing that has become very clear is that the website's not for humans alone.

704
00:33:54.317 --> 00:33:56.418
And we see that in the data.

705
00:33:56.758 --> 00:33:58.899
So we've seen a 125%

706
00:33:59.039 --> 00:34:02.241
increase in AI bot crawlers.

707
00:34:03.681 --> 00:34:04.462
So these are,

708
00:34:04.722 --> 00:34:07.123
for those of you who may not understand exactly,

709
00:34:08.463 --> 00:34:09.484
it is when an AI,

710
00:34:09.564 --> 00:34:13.545
like you go and search in ChatGPT and it is going through your page,

711
00:34:13.725 --> 00:34:15.186
seeing what is on your page.

712
00:34:15.630 --> 00:34:17.332
And so we saw 125%

713
00:34:17.612 --> 00:34:18.073
increase,

714
00:34:18.654 --> 00:34:19.975
which is unbelievable.

715
00:34:21.417 --> 00:34:25.962
And the thing that's interesting is that all of those are bringing back information.

716
00:34:28.601 --> 00:34:38.628
to an experience in a chat where a human is talking to it and getting an opinion or a question answered with a lot of judgment in there.

717
00:34:38.787 --> 00:34:39.427
In the past,

718
00:34:39.747 --> 00:34:40.789
you'd compete for clicks.

719
00:34:41.048 --> 00:34:42.610
So we would compete.

720
00:34:42.809 --> 00:34:43.649
We try to get a click.

721
00:34:43.970 --> 00:34:45.251
The click would show,

722
00:34:45.470 --> 00:34:45.771
you know,

723
00:34:45.791 --> 00:34:46.251
in Google,

724
00:34:46.332 --> 00:34:48.233
you'd see a little information,

725
00:34:48.273 --> 00:34:49.494
but you chose what that was.

726
00:34:49.814 --> 00:34:50.753
You land on your page.

727
00:34:50.894 --> 00:34:51.914
You chose what that was.

728
00:34:52.374 --> 00:34:55.537
But now it's this huge surge in crawling.

729
00:34:55.816 --> 00:34:56.778
And you go back to the,

730
00:34:56.957 --> 00:34:59.099
you don't know what the AI is saying about you.

731
00:34:59.700 --> 00:35:03.762
So I think it's super interesting to see that big of a surge.

732
00:35:04.682 --> 00:35:09.526
We also saw a 6x increase in conversion for people who came from LLMs,

733
00:35:09.887 --> 00:35:12.048
which I think is something that surprised me.

734
00:35:12.909 --> 00:35:19.033
But what it's telling me is that people are coming when they do come to you from an LLM.

735
00:35:19.313 --> 00:35:20.733
They have so much more information.

736
00:35:20.793 --> 00:35:21.255
Yeah,

737
00:35:21.274 --> 00:35:21.854
it's the convert.

738
00:35:22.394 --> 00:35:23.535
It's more bottom of funnel.

739
00:35:23.997 --> 00:35:24.276
And so

740
00:35:24.736 --> 00:35:33.939
I think it's going to really demand us to rethink how we create dynamic experiences for where someone is.

741
00:35:34.320 --> 00:35:37.360
Because I think there's still going to be people that are still going to go to your website directly.

742
00:35:37.720 --> 00:35:40.640
And there's some who are going to find you through a question with AI maybe,

743
00:35:41.041 --> 00:35:44.722
but how they find you and how do you create a different experience based on that?

744
00:35:45.403 --> 00:35:46.602
I think that's not new,

745
00:35:46.742 --> 00:35:49.543
but I think it's going to be a higher bar of what you create.

746
00:35:50.584 --> 00:35:50.983
Interesting.

747
00:35:52.784 --> 00:35:53.365
In your team?

748
00:35:54.796 --> 00:35:59.079
What do you see as the threat or the opportunity of AI?

749
00:36:00.519 --> 00:36:01.820
I think AI,

750
00:36:02.199 --> 00:36:04.981
from a web perspective and how it's evolving it,

751
00:36:06.041 --> 00:36:08.543
it's wedging itself in all our funnels.

752
00:36:08.742 --> 00:36:11.083
I think depending on where your business is,

753
00:36:11.443 --> 00:36:12.064
how mature,

754
00:36:12.985 --> 00:36:15.285
how sophisticated of an SEO strategy you have,

755
00:36:15.566 --> 00:36:19.006
I think we're seeing customers seeing it at different stages.

756
00:36:19.287 --> 00:36:20.807
I've had some customers who said,

757
00:36:21.467 --> 00:36:22.088
who are very,

758
00:36:22.188 --> 00:36:23.428
very sophisticated.

759
00:36:23.689 --> 00:36:25.970
in how they've set up their SEO for the last 10,

760
00:36:26.349 --> 00:36:27.050
15 years.

761
00:36:27.570 --> 00:36:31.711
And they are really focused on how do we figure out how to convert the traffic.

762
00:36:32.293 --> 00:36:36.374
We also have other customers who are really,

763
00:36:36.494 --> 00:36:39.296
really focused on this is our chance to own the answer.

764
00:36:39.695 --> 00:36:43.738
And so I think what it comes down to is we have two principles on the team.

765
00:36:44.097 --> 00:36:44.738
Principle one,

766
00:36:45.037 --> 00:36:46.079
how do we own the answer?

767
00:36:46.818 --> 00:36:50.680
And what that means is it's a question of how do we make sure people find us?

768
00:36:51.760 --> 00:36:53.961
And so we break that down into four categories.

769
00:36:55.122 --> 00:36:55.563
Authority,

770
00:36:55.762 --> 00:36:56.903
which is pretty common with

771
00:36:57.244 --> 00:36:57.463
SEO.

772
00:36:58.485 --> 00:37:04.528
Measurement, which is critical to understanding how often are we showing up,

773
00:37:04.608 --> 00:37:06.789
but also how much referral traffic is coming to us.

774
00:37:08.030 --> 00:37:09.831
The next one is content.

775
00:37:10.191 --> 00:37:16.854
So how are we making sure that our content is designed and set up in a way so that we can better be visible?

776
00:37:17.836 --> 00:37:18.416
And then also,

777
00:37:18.456 --> 00:37:20.296
how do we make sure that content is?

778
00:37:20.713 --> 00:37:24.093
as relevant as possible to use the conversation we had a second ago,

779
00:37:24.613 --> 00:37:26.615
that I think the expectations are growing and growing,

780
00:37:26.655 --> 00:37:27.075
growing,

781
00:37:27.414 --> 00:37:29.615
and you need to have very clear content.

782
00:37:29.836 --> 00:37:30.535
And the last one is,

783
00:37:30.537 --> 00:37:36.517
are you set up technically so that the AI can understand you easily and understand what your brand is,

784
00:37:36.776 --> 00:37:37.438
what you solve,

785
00:37:37.637 --> 00:37:38.298
so it can answer.

786
00:37:38.657 --> 00:37:40.418
And so that's the owning the answer.

787
00:37:41.238 --> 00:37:43.838
And then there's the converting the traffic.

788
00:37:43.878 --> 00:37:45.479
And so we split into those two things.

789
00:37:45.519 --> 00:37:49.860
And the converting the traffic is about how do we create the next generation of

790
00:37:49.921 --> 00:37:54.501
of customized experiences since everyone is getting accustomed to this world where

791
00:37:54.961 --> 00:37:58.242
I can ask anything and it's going to give me something specific to me.

792
00:37:58.963 --> 00:38:02.224
If I go to a website and it's not going to do something like that,

793
00:38:02.945 --> 00:38:03.144
like,

794
00:38:03.204 --> 00:38:04.204
how are we going to compete?

795
00:38:05.184 --> 00:38:05.664
You're not.

796
00:38:06.144 --> 00:38:12.247
So we need to be able to show them something that's relevant and show them something that's not just data.

797
00:38:12.486 --> 00:38:13.867
It needs to be visual.

798
00:38:13.967 --> 00:38:15.068
It needs to be immersive.

799
00:38:15.068 --> 00:38:15.948
It needs to be valuable.

800
00:38:16.307 --> 00:38:17.028
The best example,

801
00:38:17.028 --> 00:38:17.508
and I don't know,

802
00:38:17.528 --> 00:38:19.088
when's the last time you went to Wikipedia?

803
00:38:20.588 --> 00:38:20.928
Honestly,

804
00:38:20.930 --> 00:38:21.189
I don't know.

805
00:38:21.530 --> 00:38:21.990
Exactly.

806
00:38:22.331 --> 00:38:24.653
Because Wikipedia's value is not,

807
00:38:24.713 --> 00:38:24.993
this is,

808
00:38:25.533 --> 00:38:27.916
I had this moment like three or four months ago.

809
00:38:28.216 --> 00:38:28.595
It's like,

810
00:38:28.597 --> 00:38:30.717
I haven't gone to Wikipedia in a long time.

811
00:38:31.037 --> 00:38:32.380
And I like information.

812
00:38:32.519 --> 00:38:33.300
But the truth is,

813
00:38:33.780 --> 00:38:35.983
it's not the best way to get that information anymore.

814
00:38:36.162 --> 00:38:37.244
It's all there.

815
00:38:37.443 --> 00:38:39.146
But the experience isn't special.

816
00:38:39.146 --> 00:38:40.387
It's just data on a page.

817
00:38:40.966 --> 00:38:41.868
I can get that in many other.

818
00:38:41.869 --> 00:38:41.988
Yeah,

819
00:38:41.988 --> 00:38:44.731
you need to find the information inside the page.

820
00:38:44.731 --> 00:38:46.792
When you want to find like a really specific information,

821
00:38:46.832 --> 00:38:47.173
it's like.

822
00:38:47.637 --> 00:38:47.756
Oh,

823
00:38:47.776 --> 00:38:50.559
but then I have to open this toggle and maybe it's there.

824
00:38:50.599 --> 00:38:51.360
And yeah,

825
00:38:51.640 --> 00:38:52.220
exactly.

826
00:38:52.459 --> 00:38:54.401
And that doesn't make sense anymore.

827
00:38:54.501 --> 00:39:00.905
And so if Wikipedia maybe came up with is a really immersive experience that like what the value was,

828
00:39:00.907 --> 00:39:01.566
the experience,

829
00:39:01.586 --> 00:39:03.467
not just the like the one data point,

830
00:39:03.827 --> 00:39:05.048
I think maybe I'd go back.

831
00:39:05.189 --> 00:39:06.209
But as of now,

832
00:39:06.470 --> 00:39:08.010
there's better ways to get that information.

833
00:39:08.030 --> 00:39:08.972
I don't have to look for it.

834
00:39:09.912 --> 00:39:10.032
Yeah,

835
00:39:10.052 --> 00:39:10.372
you're right.

836
00:39:10.552 --> 00:39:12.333
It's a really interesting point.

837
00:39:12.633 --> 00:39:16.197
I didn't realize the fact that I didn't go to Wikipedia for a long time.

838
00:39:16.356 --> 00:39:16.476
Yeah.

839
00:39:16.716 --> 00:39:16.838
Yeah,

840
00:39:16.858 --> 00:39:17.137
I know.

841
00:39:17.177 --> 00:39:19.222
I had this moment a couple of months ago and I was like,

842
00:39:19.242 --> 00:39:19.523
wow,

843
00:39:19.682 --> 00:39:20.345
I have it not.

844
00:39:20.485 --> 00:39:21.546
I used to go all the time.

845
00:39:21.646 --> 00:39:22.247
Yeah,

846
00:39:22.269 --> 00:39:22.789
I agree.

847
00:39:22.809 --> 00:39:23.010
Same.

848
00:39:24.793 --> 00:39:25.113
And so.

849
00:39:26.746 --> 00:39:27.046
You know,

850
00:39:27.466 --> 00:39:28.687
there is a big debate around,

851
00:39:28.787 --> 00:39:30.907
like I saw maybe it was last week,

852
00:39:31.267 --> 00:39:32.748
an article saying like,

853
00:39:33.768 --> 00:39:34.048
you know,

854
00:39:34.708 --> 00:39:37.929
website is dead because of course SEO is dead and blah,

855
00:39:37.930 --> 00:39:38.029
blah,

856
00:39:38.030 --> 00:39:38.509
blah is dead,

857
00:39:38.510 --> 00:39:38.729
you know.

858
00:39:38.769 --> 00:39:39.830
And so now...

859
00:39:39.870 --> 00:39:40.950
Sensational headlines.

860
00:39:40.990 --> 00:39:41.130
Yeah.

861
00:39:41.430 --> 00:39:49.612
And so now you've got the website is dead because zero click content and because,

862
00:39:49.613 --> 00:39:49.832
you know,

863
00:39:50.132 --> 00:39:50.452
ABC.

864
00:39:51.793 --> 00:39:56.054
How do you see the future of the website with...

865
00:39:56.450 --> 00:39:59.813
zero-click content and people searching first on

866
00:40:00.493 --> 00:40:01.454
LLMs? Yeah,

867
00:40:01.455 --> 00:40:02.354
it's a great question.

868
00:40:02.735 --> 00:40:03.395
I've heard this,

869
00:40:03.615 --> 00:40:04.296
as you can imagine,

870
00:40:04.336 --> 00:40:04.876
quite often.

871
00:40:05.076 --> 00:40:05.557
Sure.

872
00:40:05.558 --> 00:40:05.737
And

873
00:40:06.818 --> 00:40:11.061
I like to first go through the exercise of what would need to be true for that to be the case.

874
00:40:11.441 --> 00:40:16.765
I think the first piece is that you have to assume not only that there's zero-click content,

875
00:40:16.825 --> 00:40:20.187
but also that LLMs no longer need websites to get smarter.

876
00:40:20.648 --> 00:40:23.850
And you'd have to assume that we'd be in a world where everything's synthetic.

877
00:40:24.410 --> 00:40:28.012
where they're creating synthetic data to get like AI to get smarter.

878
00:40:28.352 --> 00:40:31.273
And there is no reason to ever go to a website ever again.

879
00:40:32.834 --> 00:40:33.034
Now,

880
00:40:33.294 --> 00:40:34.995
what's really interesting is I think

881
00:40:36.155 --> 00:40:39.997
I could I think that's a pretty far distance from what we're seeing.

882
00:40:41.197 --> 00:40:45.659
We're seeing that AI is actually using websites to be able to answer questions.

883
00:40:45.699 --> 00:40:51.442
And and the other part of it is I think that and Chachi just announced this last week as an example.

884
00:40:51.742 --> 00:40:52.282
They're bringing...

885
00:40:52.522 --> 00:41:10.935
external experiences into lms which is not replacing them it's bringing them in uh so for example they announced an integration uh you know with stripe and you know shopify and so like the there's all those announcements where so you can imagine that the the challenges that uh brands

886
00:41:10.936 --> 00:41:21.422
are going to need to have is how do you make sure that you build an on-brand experience which already is hard how do you create an on-brand experience how do you that exists on all your digital

887
00:41:21.662 --> 00:41:22.283
experiences,

888
00:41:22.643 --> 00:41:25.785
including when I get that digital experience gets brought into an LLM.

889
00:41:26.425 --> 00:41:27.586
And the truth is today,

890
00:41:28.087 --> 00:41:31.249
if you went into agent mode or operator mode,

891
00:41:31.269 --> 00:41:31.569
you know,

892
00:41:31.669 --> 00:41:32.650
and you watch it,

893
00:41:32.770 --> 00:41:34.651
it's actually spins up a virtual machine.

894
00:41:34.751 --> 00:41:35.652
It goes to the website.

895
00:41:35.653 --> 00:41:36.412
You can watch it,

896
00:41:36.532 --> 00:41:37.533
look at a website.

897
00:41:37.833 --> 00:41:40.615
So it's it may not be you that's doing it,

898
00:41:40.616 --> 00:41:41.796
but then the AI is doing it.

899
00:41:41.876 --> 00:41:49.942
So I think it's interesting because I think it's actually going to put more pressure on websites to be able to give AI the answer faster.

900
00:41:50.458 --> 00:41:53.961
and structure it technically and the content so it can be faster at it.

901
00:41:54.642 --> 00:41:55.102
But it also,

902
00:41:55.142 --> 00:41:55.422
I think,

903
00:41:55.423 --> 00:41:57.364
is going to be amazing for us.

904
00:41:57.724 --> 00:41:58.805
So I think what's going to happen,

905
00:41:59.205 --> 00:42:00.206
and I think we've all been there.

906
00:42:00.246 --> 00:42:04.150
I don't know if you've seen a website that has been clearly optimized for SEO,

907
00:42:04.210 --> 00:42:04.930
but not a human.

908
00:42:05.611 --> 00:42:06.552
You sit there and you're like,

909
00:42:06.972 --> 00:42:07.392
it's like,

910
00:42:07.412 --> 00:42:07.672
wow,

911
00:42:07.733 --> 00:42:09.554
that footer is hard to look at.

912
00:42:09.594 --> 00:42:19.102
It's like it's just and I think that's because it was a world where there was a trade off and the showing up in Google is more important.

913
00:42:19.834 --> 00:42:21.255
I think in this world we're entering,

914
00:42:21.496 --> 00:42:26.240
it's going to allow the creativity to come to life because when you do come to that site,

915
00:42:26.660 --> 00:42:27.161
you're going to say,

916
00:42:27.221 --> 00:42:27.401
hey,

917
00:42:27.481 --> 00:42:29.223
this site is for a bot or a human.

918
00:42:29.243 --> 00:42:29.983
If it's for a human,

919
00:42:30.424 --> 00:42:32.866
it has to be better and different than an LM.

920
00:42:33.347 --> 00:42:34.748
It has to be experienced.

921
00:42:34.768 --> 00:42:35.689
It has to be visual.

922
00:42:35.889 --> 00:42:36.870
It has to have motion.

923
00:42:37.170 --> 00:42:43.136
It has to have value in what I'm doing in addition to the information on it.

924
00:42:43.376 --> 00:42:45.197
But I think the information might be brought over.

925
00:42:45.906 --> 00:42:47.426
I think we're in an interesting place.

926
00:42:47.507 --> 00:42:50.647
I love to think about what would need to be true for websites to die.

927
00:42:50.988 --> 00:42:52.488
But I think at the moment,

928
00:42:53.488 --> 00:42:54.028
brands,

929
00:42:54.189 --> 00:42:54.869
companies,

930
00:42:55.769 --> 00:42:58.530
businesses are all representing themselves on their website.

931
00:42:58.690 --> 00:43:02.451
And AI is using that to be able to represent them in AI.

932
00:43:03.111 --> 00:43:07.012
And imagine how you'd represent if you didn't have a website.

933
00:43:07.332 --> 00:43:10.774
How would AI know that you repositioned or launched a new product?

934
00:43:11.414 --> 00:43:12.034
They wouldn't know.

935
00:43:13.070 --> 00:43:13.190
Yeah,

936
00:43:13.230 --> 00:43:13.810
I agree.

937
00:43:13.811 --> 00:43:17.771
You know what you said about SEO and the footer,

938
00:43:17.851 --> 00:43:17.971
etc.

939
00:43:19.392 --> 00:43:22.073
I feel sometimes that people try to be clever,

940
00:43:22.733 --> 00:43:26.454
but it's at the detriment of the experience of the user.

941
00:43:27.154 --> 00:43:27.754
And here,

942
00:43:27.874 --> 00:43:28.714
in this case,

943
00:43:29.335 --> 00:43:29.875
it's like,

944
00:43:30.455 --> 00:43:31.475
in terms of design,

945
00:43:31.495 --> 00:43:34.496
you really want to bring a real experience to the user.

946
00:43:34.976 --> 00:43:36.437
And in terms of copywriting,

947
00:43:36.937 --> 00:43:41.038
you want to be pragmatic because it's not only the user reading it.

948
00:43:41.338 --> 00:43:42.759
It's now also the LLMs.

949
00:43:42.939 --> 00:43:43.299
And you know,

950
00:43:43.680 --> 00:43:48.442
one thing I see sometimes companies do is trying to be too inspiring,

951
00:43:48.503 --> 00:43:51.184
but then you read the thing and you didn't get it,

952
00:43:51.244 --> 00:43:51.504
you know?

953
00:43:51.905 --> 00:43:56.928
And so now you have to be pragmatic because if you don't say exactly what you do,

954
00:43:57.668 --> 00:44:00.190
then the LLM will not understand what you do.

955
00:44:00.650 --> 00:44:01.251
And so then,

956
00:44:01.252 --> 00:44:01.471
you know,

957
00:44:01.791 --> 00:44:05.713
it goes back to like the first principles of marketing,

958
00:44:05.733 --> 00:44:05.973
you know,

959
00:44:06.234 --> 00:44:06.654
how do I...

960
00:44:07.482 --> 00:44:25.616
make the user have a good experience and how do i explain clearly what i do and i think it's a pretty interesting you know it really goes back to the first principles of marketing where for the past years people were trying to be you know hacky and clever and blah blah and so i think it's a pretty interesting

961
00:44:25.656 --> 00:44:28.858
trend i agree i think it's going to make uh

962
00:44:29.715 --> 00:44:33.376
make the digital experiences we all experience much better.

963
00:44:34.296 --> 00:44:36.297
I think it's going to put a lot of pressure on businesses,

964
00:44:36.357 --> 00:44:36.537
though,

965
00:44:37.477 --> 00:44:38.998
to meet that expectation.

966
00:44:39.418 --> 00:44:40.278
But I think it's going to be,

967
00:44:40.298 --> 00:44:40.658
in the end,

968
00:44:40.718 --> 00:44:41.338
good for us.

969
00:44:41.598 --> 00:44:41.818
And

970
00:44:42.678 --> 00:44:43.059
I don't know,

971
00:44:43.299 --> 00:44:45.479
maybe we'll have a more immersive Wikipedia soon.

972
00:44:47.800 --> 00:44:47.920
Yeah,

973
00:44:48.160 --> 00:44:48.480
I agree.

974
00:44:48.980 --> 00:44:49.280
All right.

975
00:44:49.580 --> 00:44:55.102
What is your next biggest challenge for you as the CEO of Webflow?

976
00:44:56.282 --> 00:44:59.223
The next biggest challenge is helping our customers

977
00:44:59.723 --> 00:45:04.424
meet this moment and adapt as fast as the world is adapting.

978
00:45:05.205 --> 00:45:08.105
I know that we joked around about how quickly everything's changing,

979
00:45:08.125 --> 00:45:09.826
but the rules are changing so fast.

980
00:45:09.966 --> 00:45:10.106
Yeah.

981
00:45:10.326 --> 00:45:13.307
And it's not really a choice that we get to make.

982
00:45:13.887 --> 00:45:14.487
Oftentimes,

983
00:45:14.847 --> 00:45:16.448
if you look at the last 10 years,

984
00:45:16.968 --> 00:45:21.729
really the only big major change happened maybe when mobile came out.

985
00:45:22.169 --> 00:45:23.050
But then after that,

986
00:45:23.170 --> 00:45:24.230
there's a lot of changes.

987
00:45:24.270 --> 00:45:24.990
don't get me wrong,

988
00:45:25.110 --> 00:45:27.371
but this is some the.

989
00:45:27.871 --> 00:45:30.852
this wave is not something that we have a choice in.

990
00:45:30.972 --> 00:45:34.154
And I think helping our customers navigate it,

991
00:45:35.034 --> 00:45:36.294
answer the hard questions,

992
00:45:36.735 --> 00:45:41.316
work through where there is no answer yet and what that looks like,

993
00:45:41.677 --> 00:45:51.801
that's the biggest challenge that we are focused on and that I'm focused on is helping them meet that and adjust to the ever-changing rules and making sure they're aware.

994
00:45:52.181 --> 00:45:55.682
So when a large language model changes from

995
00:45:56.122 --> 00:45:57.223
ChatGPT 4 to 5,

996
00:45:57.723 --> 00:46:08.269
People need to understand like how that impacts their website and how that impacts how they find you and how that impacts how you might change how you structure your content as an example.

997
00:46:08.949 --> 00:46:10.570
And so that's really top of mind for me.

998
00:46:11.130 --> 00:46:17.774
And then the second piece is to make sure that we are really focused on bringing and we've talked about it a lot,

999
00:46:17.874 --> 00:46:20.115
but that visually stunning,

1000
00:46:20.315 --> 00:46:26.559
immersive experience that I describe is how do we make every company we work with competitive edge.

1001
00:46:26.939 --> 00:46:48.565
their creativity nice thank you adrian thank you very much uh i'm really thankful to have you on the podcast today so really thank you uh for being here for people who want to follow your uh news etc we bring them to your uh linkedin yes come to my linkedin and for anyone who wants to just just send me a note.

1002
00:46:49.105 --> 00:46:49.825
We have a,

1003
00:46:50.506 --> 00:46:51.426
an

1004
00:46:51.926 --> 00:46:55.167
AEO maturity model that if you

1005
00:46:55.567 --> 00:46:56.468
I can send you a link.

1006
00:46:56.668 --> 00:46:56.828
Yeah,

1007
00:46:56.988 --> 00:46:58.489
I'll put it in the description.

1008
00:46:58.509 --> 00:47:05.973
We'll put it in the description and you can just get a quick assessment of your site of we benchmark it against what we're seeing across all our customers.

1009
00:47:05.993 --> 00:47:07.974
And so you can get some practical tips as well.

1010
00:47:08.294 --> 00:47:08.714
It's free.

1011
00:47:09.375 --> 00:47:10.275
So if that's useful,

1012
00:47:11.296 --> 00:47:14.257
I think it might give you a good way to think about some of these challenges.

1013
00:47:15.518 --> 00:47:15.778
Thank you,

1014
00:47:15.779 --> 00:47:15.978
Adrian.

1015
00:47:16.639 --> 00:47:16.999
Thank you.

1016
00:47:17.579 --> 00:47:18.199
Do it

1017
00:47:19.720 --> 00:47:20.961
Just do it

1018
00:47:22.502 --> 00:47:24.603
Don't let your dreams be dreams.

1019
00:47:25.571 --> 00:47:26.132
Yesterday,

1020
00:47:26.372 --> 00:47:27.193
you said tomorrow.

1021
00:47:27.473 --> 00:47:29.134
So just do it

1022
00:47:29.555 --> 00:47:31.617
Make your dreams come true

1023
00:47:32.277 --> 00:47:33.699
Just do it