Webflow Gave 120 Reps Prospecting Superpowers

When prospecting becomes a chain of handoffs, sellers lose time

Webflow is the website experience platform that gives teams the tools to build, manage, and optimize web experiences. Its sales organization spans roughly 120 SDRs, AEs, and BDRs across North America and EMEA.

For Meghan Prudencio, GTM Engineer at Webflow, the job is to make sure those sellers know who to talk to, when to talk to them, and how to act on the information in front of them. Before Frontier, that work was hindered by a prospecting workflow built from too many disconnected steps and tools.

Their prior prospecting chrome extension gave Webflow little control over its data providers or the order in which data came back. Reps started in LinkedIn, exported a person through one extension, waited for enrichment and then CRM sync, often fixed stale company information manually in CRM when needed, and then used another chrome extension to add the contact to an Outreach sequence. Some enrichments or syncs simply failed.

“Every step was pretty clunky and very manual. Reps had to work with a few different tools to finally get a person all the way from LinkedIn to the sequence they wanted them in.”  
— Meghan Prudencio, GTM Engineer at Webflow

Webflow needed a workflow that could remove those handoffs for reps without sacrificing the control Marketing Operations needed over data quality.

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One click for reps. A controllable data system for Ops.

Webflow’s Frontier flow begins where sellers already work: LinkedIn. In one click, a rep can send a person through Webflow’s Clay enrichment waterfall, check whether the contact already exists in Salesforce, fill any missing information, create or update the record, and sync it to the right Outreach sequence. All in one click.

On the back end, Meghan’s team can decide which providers to use for each data point and in what order. The waterfall can draw on as many as nine providers, depending on the information needed, rather than relying on a limited black box. Webflow also passes the winning data provider into Salesforce, making it possible to measure phone connect rate by provider and re-order the waterfall based on the results.

“Frontier is probably our sales team's favorite tool.’”  
— Meghan Prudencio

The immediate impact has been time back for the sales team. Meghan estimates reps are saving at least an hour and a half each day on the prospecting process alone. And because the workflow has a higher success rate at finding and passing data into Webflow’s systems, reps spend less time troubleshooting failed records and more time actually selling.

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Better data, higher connect rate.

Webflow’s ability to tune the waterfall has translated into better calling outcomes. After analyzing provider-level phone connect rates and adjusting the order of the enrichment flow, Meghan’s team saw phone connect rate rise from 6% to 8% — a 33% increase.

The broader contact workflow improved too. Webflow reported a contact match-and-update rate 30 percentage points higher than with its previous process. Reps can also request a fresh phone number or email directly in Salesforce with Frontier when they need one, and can use the Buying Committee workflow to identify the right people on large accounts and confirm that they still work at the company.

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Implementation & GTM Engineering Support

The software is only part of the result. Meghan describes the implementation as one of the easiest she has run: the Frontier team worked with Webflow to understand its existing setup, build the initial flow, and make ongoing adjustments as the team learned what worked.

One highlight of Frontier's support has been the Rep Slack Channel: where reps can give feedback directly to Frontier's support team. Rather than routing every question through Marketing Ops, reps can ask the Frontier team directly and get an acknowledgement or answer quickly—helping them feel heard and keeping Meghan’s team focused on higher-leverage work.

“One of the most common things I hear the team say is: ‘It just works.’”  
— Meghan Prudencio

For Webflow, the outcome is a prospecting workflow that makes the right behavior easier: data that is more complete, a path from research to outreach with no manual handoffs, and a system that Operations can continuously improve as results come in.

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