Modern B2B leaders now treat their website as a central go-to-market (GTM) platform rather than a static brochure. Awardco’s recent web overhaul illustrates this shift. As Awardco prepared for a Series B round and global growth, executives realized the legacy site was not up to the task. The old website had become a “Frankenstein” of mismatched templates, outdated branding, and slow, developer-dependent workflows. It was hard to update or scale, and it no longer reflected the company’s enterprise status. Critically, Awardco’s marketing and sales leaders already saw the site as their “front door” to revenue, “Between 30 and 50% of all of our new pipeline comes through the website, and it influences 100% of our revenue,” notes Senior Director of Demand Gen Justin Taysom. In short, the website was a bottleneck to growth and brand leadership.
Treating the Website as Core GTM Infrastructure
Awardco made a strategic decision: the website must become core GTM infrastructure, not just a marketing design project. Leadership acknowledged that the site plays a critical role in demand generation, account-based marketing, sales enablement and thought leadership. With 30,50% of pipeline touching the site, they invested accordingly. Rather than a cosmetic refresh, Awardco partnered with Webflow partner Amply to rebuild the site from the ground up with a business-first mindset. As VP of Marketing, Dave Christison put it, the redesign “helped us tell a bigger story and set the stage for what’s next” by delivering “a beautiful, fast and scalable Webflow platform” that matches Awardco’s growth ambitions. In practice, this meant treating every page and component as a reusable asset, and investing in the technology and processes to let marketing run the website at market speed.
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Pipeline as a priority: Awardco measured the site’s GTM impact and found it influences all revenue. This clarity made the site a board-level priority, not a designer’s side project.
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Executive sponsorship: Framing the site as a revenue driver won executive buy-in. The question became, “Do we look, feel, and act like the leader we want to be?”, a mindset far beyond typical web design concerns.
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Cross-functional alignment: Marketing, sales, product, and ops aligned on a unified site vision. Awardco brought in Amply for its Webflow and enterprise experience, ensuring the rebuild had both brand creativity and technical rigor.
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Choosing Webflow Enterprise for Scale and Velocity
Awardco ultimately replatformed to Webflow Enterprise, an enterprise-grade CMS and design platform. This choice was driven by the need for high velocity and global scale without constant developer involvement. Webflow Enterprise provided features essential to a GTM site: page branching for parallel editing, a robust CMS with structured content, granular roles and permissions, and premium support and security. It’s an example of how to choose a B2B web development partner who can support rapid growth and complex needs.
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Parallel workflows: Page branching let multiple contributors work on different sections and languages at once. According to Lead Web Developer Michael Lee, “Without Webflow’s branching feature, the site would never have been done on time,” allowing the team to slash the launch schedule from 12 to 6 months.
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Empowered marketers: Enterprise roles and permissions meant designers and marketers could safely update content without breaking layouts. “Webflow Enterprise bred a culture of radical ownership,” says Product Marketing Manager Hannah Robinson, because “if something was broken, anyone could go in and fix it without waiting on a developer”. This eliminated previous bottlenecks.
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Global readiness: Enterprise support and security gave leadership confidence in handling a billion-dollar-scale site. At the same time, built-in localization tools meant Awardco could launch multiple regional sites from a single CMS (see below).
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Technical partnership: Awardco did not undertake this alone. They chose Amply for its proven track record in scalable Webflow builds. The Amply team helped architect a componentized system that could adapt as Awardco grew, rather than a one-off design throwaway. Their partnership is a great example of AI in B2B sales, automating workflows and improving efficiency in site management.
By treating the platform as a system rather than a project, Awardco achieved unusually fast time-to-market. In just six months, the team rebuilt the brand and site, including 420 new pages across four locales and over 2,000 CMS-driven pages in total. This architectural lift, a completely new site and even a related summit microsite for their Series B announcement, was completed in half the time originally expected.
Componentized CMS and Design System
A cornerstone of Awardco’s new infrastructure was a modular content architecture. The site was rebuilt with a component-first design system, making every section and element reusable. This is a clear demonstration of what is B2B website design, as the system’s structure allows for easy adaptation and scalability across different markets.
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Modular sections: Every page section was designed as a standalone component. In practice, this means the marketing team can assemble new pages from these “puzzle piece” blocks without touching code. Amply describes this as a “component-first approach” where “every section was modular, reusable” to give Awardco flexibility.
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Structured content & tagging: The CMS organizes content into collections (news, testimonials, product features, etc.) with tagging. Awardco tagged all case studies and stories by product and persona, so that the CMS automatically populates relevant content on each page. As Web Developer Mackay Killian notes, this made it easy for “sales and prospects to find” the right material and enabled building “5,8 new pages just by reusing one template”.
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Figma-integrated design system: Designers and developers built a shared component library in Figma, aligning design tokens and layout rules. Every design element was mapped out in advance, ensuring consistency across pages and teams. This meant that even with many contributors, the site maintained a unified look. As Amply co-founder Luke Lewis explains, this fully componentized system let Awardco “launch pages in hours instead of weeks, test new ideas instantly, and scale without relying on dev resources”.
This architecture translates directly into GTM agility. Marketers can quickly spin up landing pages for campaigns, update case studies, or iterate on product pages on-the-fly. There’s no redesign or rebuild each time; the design system provides the building blocks. As a result, the site now drives campaigns rather than lags behind them.
Global Scale and Localization
Awardco’s GTM ambitions were global, so the site was built for localization from day one. Using Webflow’s localization features, the team launched four fully localized sites, US English, UK English, Canadian English, and French Canadian, all managed within the same CMS. This approach showcases the importance of web design for B2B companies, ensuring that each locale gets tailored content while maintaining global consistency.
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In-Designer Localization: Translators and marketers update each locale directly in Webflow’s Designer interface. This eliminated reliance on external translation tools. As Director of Web Marketing Jake Webster observes, “Webflow Localization made it simple to scale globally without extra tools”.
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Cost and time savings: What used to require a $30K outsourcing project is now handled in-house. Localization in Webflow cut what would have been 8+ hours of developer work per language down to mere hours of marketer time. Multiple team members in the US, Japan, South Korea, and Brazil could work simultaneously, safely swapping out images and text thanks to roles and Build Mode controls. This parallel editing dramatically accelerated content rollout.
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SEO lift in new markets: Within weeks of launch, localized SEO boosted keyword rankings and traffic in each region. Webflow’s built-in SEO settings ensured the new pages inherited strong technical SEO out of the box. Indeed, Awardco recovered nearly all of its global search visibility in under two months, an 110% organic traffic recovery, despite a typical site relaunch dip.
By embedding localization into the CMS infrastructure, Awardco turned what was once a blocker into a competitive advantage. Marketing can now treat new regions as extensions of the core platform, rapidly creating content tailored to each market.
Enabling Demand Generation, ABM and Sales
With the technical foundation in place, the rebuilt site became a true marketing engine:
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Demand Generation: The site now supports rapid content updates for campaigns and inbound lead gen, crucial for B2B marketing automation tools. Branching and templates mean new landing pages can be built in hours. Every content update, from case studies to product updates, flows directly to the live site without developer intervention. As a result, Awardco’s marketers can quickly spin up targeted pages for webinars, e-books or events, fueling the funnel.
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Account-Based Marketing (ABM) and Personalization: Awardco is leveraging Webflow’s native Optimize tool for personalization tests. Because Optimize is fully integrated, marketers run A/B and multivariate tests on messaging, layouts and calls-to-action without writing code. This supports ABM by tailoring the site experience to key accounts and personas. “Our team is empowered to focus on building tailored journeys that help prospects get to the right information faster,” reports Lead Developer Michael Lee. For example, they can A/B test hero images or testimonials targeted at different industries, fine-tuning conversion paths in real time.
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Sales Enablement: The structured CMS makes it easy to maintain a library of customer stories, data sheets and whitepapers. Dynamic filters and tags ensure that a salesperson or prospect always sees the most relevant content on a given product page. As Mackay Killian explains, awarding tags to content means “the right content shows up on the right product page automatically”. This in turn improves lead qualification and shortens sales cycles, since prospects self-serve key information before speaking to Sales.
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SEO and Thought Leadership: The new site includes a well-optimized blog and resource hub. Integrated SEO tools and fast performance meant Awardco quickly reclaimed its search rankings. In fact, within two months of launch the site achieved 99.8% keyword recovery, vastly outpacing industry norms. This sustained organic presence underpins ongoing demand generation and thought leadership outreach.
In sum, the site now functions as a flexible GTM platform. Marketing owns the keys to launch campaigns, test content, and globalize messaging, while the development team is freed to focus on core product work. As Amply’s Luke Lewis summarizes: by pairing Webflow with the right architecture, Awardco removed friction and “increased marketing team velocity” so they can scale without new dev resources.
Contributor Workflows and Process
An often-overlooked part of GTM infrastructure is how people work with the site. Awardco’s new system dramatically improved collaboration and efficiency:
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Safe, parallel editing: Over 30 contributors worldwide now edit the site, facilitated by Webflow’s roles/permissions and Build Mode. Non-technical team members, from designers to local marketers, can swap images and translate text without risking the layout.
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Branching for launch efficiency: Multiple team members can work on separate branches and merge changes in parallel. This was critical during the relaunch: “We cut our launch timeline in half, finishing in six months what, otherwise, could have taken one year,” notes Hannah Robinson. Branching also lets Awardco run campaigns on staging branches before pushing live.
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Centralized asset management: The design team manages 3,000+ visuals through Webflow’s Asset panel. Having all graphics and media in one place (tagged by locale and content type) saves hours compared to emailing files around.
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“Radical ownership” culture: Because any trained marketer can update the site, the team operates with agility. They no longer wait on backlogs or multiple approvals for minor changes. This ownership extends to experimentation too, the marketing team launched tests on their own schedule rather than placing tickets for every A/B test.
These process improvements mean that awardco’s GTM machine can keep running smoothly as the company grows. The site team operates more like a digital product team, continuously iterating the platform, rather than treating it as a static campaign asset.
Conclusion
Awardco rebuilt its website to serve as a fully integrated part of its go-to-market system. The new architecture supports scalable content, fast campaign deployment, localized experiences, and structured assets for sales, all managed without dependency on developers. For B2B organizations with growth targets, this model is practical and repeatable. Centric can help you create a system like this that will support your next stage of growth by ensuring your website is more than just a digital presence but a powerful sales tool.
The platform now enables marketing to operate at speed, reduces manual overhead, and gives regional teams direct control within a governed system. It contributes directly to revenue by improving conversion, preserving search performance, and supporting personalization and testing at scale.
For B2B organizations with growth targets, this model is practical and repeatable. With the right infrastructure in place, the website can operate as a high-leverage tool across marketing, sales, and operations. Centric can help you create a system like this that will support your next stage of growth by ensuring your website is more than just a digital presence but a powerful sales tool.
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