Fivetran has gone from a humble startup founded out of Y Combinator in 2012 to the standard for automated data movement. What started as a data analysis tool for scientists quickly evolved into a full-stack data solution, and today, the Oakland-based tech company serves over 5000 organizations of all industries and sizes.
Fivetran makes it easy to move data out of, into, and across your cloud data platforms so data engineers can conduct queries and analyses to understand what is and isn’t working for a business. As the company grew, it identified a massive opportunity: to be the premiere automated data movement platform for large enterprises. This new upmarket motion made Fivetran realize they needed a tech stack that was powerful enough to support their ambitious growth goals.
The search for a more reliable and powerful web solution
Our criteria for a scalable CMS, enterprise-grade security, and a solution that would give our marketing team the ability to quickly add or edit content without engineers were met with Webflow — and we never looked back.
Fivetran’s original website was custom coded, which meant only engineers — who were distributed across different time zones globally — could make edits and launch new web pages. This reliance on dev resources compromised the team’s agility, efficiency, and ability to deliver on goals. The team made the decision to migrate to Contentful, which proved to be expensive with ongoing costs and developer dependency which perpetuated the same challenges the team faced with their custom built website.
In less than a year, the team was on the hunt for a replacement solution that was more cost effective and allowed them to move at the speed of their company’s growth. “We were using custom, brittle tools that we couldn't trust and rely on. Your best set plans only work if that infrastructure works — and our previous system was not working,” Cat Origitano, Fivetran’s VP of Product & Portfolio Marketing, explains.
As the team vetted a number of platforms, Webflow Enterprise stood out as a powerful solution that would free up engineering resources, enable more collaboration between their marketing and design teams, give them the power to bring their creative vision to life and allow them to iterate quickly as they expanded into this new market segment.
The team made the switch and hit the ground running with Webflow Expert, FlowPros — migrating their entire site and building 30 new pages in under three months.
Empowering marketing and design with a scalable design system
I’m really amazed by how much we elevated our website with Webflow… Being able to empower non-technical teams to build and support complex web experiences is really incredible.
Today, Webflow powers all of Fivetran’s professional websites, including their blog, solutions pages, SEO articles, and campaign landing pages — as well as their industry-leading annual conference website.
After successfully migrating their main marketing site, the Fivetran team knew they needed to put the right systems in place to enable their broader design and marketing teams to be more autonomous with web projects. Jensen Luther, Head of Design, and her team built a scalable design system directly in Webflow, making it easy for Fivetran’s marketing team to create and launch new pages in minutes. “Even if we haven’t built a specific template in the CMS, we can still build pages quickly and within Fivetran’s brand guidelines,” says Jensen. With Contentful, building web pages took the Fivetran team at least three weeks. With Webflow, they’ve cut down time to production to an hour and a half — yielding a 98% improvement.
Jensen’s team uses the design systems to build templates their marketing teammates can run with. “With Webflow, we now have 15 marketers set up in the Editor who can build, edit, and publish pages safely, helping us ship new web experiences faster than ever before,” says Jensen. To further enhance team workflows, the Fivetran team leans on advanced collaboration features like commenting, where teammates can share feedback directly in Webflow to keep projects on track.
Now that Fivetran’s marketers and designers have the control, freedom, and flexibility to develop, launch, and refine their website strategy, they’re able to focus on elevating their marketing and web initiatives.
Delivering high-converting campaigns – faster
Our ability to refine and scale our demand gen programs was a game changer. With Webflow's CMS, we were able to put systems in place that improved efficiency, while making our campaigns more performant.
Having a reliable, powerful platform was especially important as the marketing team began focusing on building out a robust demand generation program to improve customer acquisition from paid ads. The team began building custom landing pages that drove their target users, primarily on LinkedIn, to free trial sign up pages.
With Webflow, the team is able to use templates the web design team built in the CMS to quickly spin up these landing pages for practically any target keyword — no matter how specific. This allows them to serve high-intent users with hyper-relevant content that addresses exactly what they are searching for.
It now takes marketers 1-2 minutes to build and publish pages. As a result, the team has built over 130 landing pages in 12 months, which has increased conversions by 26%. Their demand gen team has also been able to double down on their organic programs, quadrupling the amount of SEO articles it publishes every quarter.
Going global: Paving the way for global expansion
Webflow Localization has transformed how our marketing team operates. We can now truly localize our mission-critical marketing sites in just a few clicks, delivering a great experience for our global audiences without sacrificing speed or performance.
As Fivetran continues to accelerate upmarket and into other geos, the 100+ person marketing team is making a concentrated effort to think about the web experience more holistically and creatively. “Without a scalable way to internationalize our website, it’s difficult to stack hands on new markets and investments,” says Cat.
The team is an early adopter of Webflow Localization, which provides an end-to-end solution for localizing your site – from design to translation to SEO. Now, the Fivetran team will be able to quickly spin up localized versions of their site (such as their free trial landing page), tailor content to their target audiences (such as their blog or resource center), and fully localize their SEO data. “With Webflow’s native solution and best-in-class localized SEO, we’ll be able to maximize visibility and brand awareness in key markets,” Jensen explains.
As Fivetran embarks on an exciting future, they’ve also leaned into a culture of rapid experimentation to cement their position as the leader in automated data movement. “As the industry innovates, Webflow allows us to be agile and helps us stay ahead of the curve,” Cat says, “We’re able to experiment frequently to understand what’s resonating with our audience.”
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