Your guide to growth marketing & PLG

Webflow’s Bruno Estrella on the journey from seed to Series C

Webflow, the web design and hosting platform, has quickly become one of today’s most iconic PLG brands. The company joined the $100 million ARR club last year and has been on the bleeding edge of PLG trends such as:

• Building a vibrant community around the product

• Curating templates and user-generated content to attract new users

• Pairing self-service with sales assistance (as Co-Founder Bryant Chou described in an earlier Growth Unhinged newsletter)

But the Webflow we know today isn’t the Webflow of only four years ago. As of early 2019, the business had been operating under-the-radar for seven years. Apart from a small $2.4 million seed round, Webflow bootstrapped to $10 million ARR and had roughly 60 employees at the time. 

Bruno Estrella, Webflow’s head of growth marketing, joined in those scrappy early days. He was initially brought in as a growth marketer where he wore many hats like validating paid channels, scaling SEO efforts, setting up a B2B sales motion for the enterprise product…