How Samsara empowers marketers to move faster and personalize at scale with Webflow Optimize
Samsara’s marketing team needed a more powerful way to test ideas and reach the right audiences. With Webflow Optimize, they took control of experimentation and can launch campaigns in days, personalize at scale, and drive stronger results across the funnel.
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“With Webflow Optimize, we’re able to move fast, launch high-impact experiments, and confidently iterate without needing to invest engineering resources.”
Whether they’re keeping ambulances on the road, tracking city buses, or monitoring cranes on job sites, Samsara helps organizations run safer, greener, and more efficiently. Their connected operations platform brings together hardware and software to give companies real-time visibility into their vehicles, equipment, and assets.
With an audience made up largely of fleet managers, safety directors, and operations leaders — many of whom are not traditional SaaS buyers — the website must do more than educate. It needs to clearly and quickly convert attention into action.
To achieve that, Samsara’s marketing team built a web strategy grounded in clarity, speed, and experimentation. The website serves as the core engine of inbound demand, connecting paid, organic, and nurture campaigns directly to their sales motion. “Our website is the main driver of inbound leads,” says Senior Growth Marketing Manager Sara Pion. “Leads are created in Salesforce in seconds and routed automatically. The faster we move, the faster the sales team can follow up.”
As experimentation became a larger part of that strategy, the team realized they needed a faster, more flexible way to test, personalize, and launch new ideas without waiting on engineering support.
Eliminating developer bottlenecks with a faster optimization workflow
“With Webflow Optimize, we can test ideas much sooner instead of waiting for a dev sprint. It’s made our workflow faster and our insights more meaningful.”
- Cong Liu, Senior Growth Marketing Manager
Samsara’s marketing team previously relied on a setup that required heavy engineering support for even small tests. “Without engineering help, we couldn’t do much that was innovative,” says Senior Growth Marketing Manager Cong Liu. “Even simple layout changes on landing pages meant waiting in a dev queue or spinning up new code blocks.”
That dependency made it difficult to move quickly or try new ideas. “If we wanted to test something meaningful, like a single- versus dual-column hero layout, it required engineering resources and often a two-week sprint,” Cong says. The move to Webflow changed that dynamic completely. “With Webflow Optimize, we can launch those same tests ourselves in minutes after building them in Webflow CMS.”
Webflow also powers their dynamic landing page experience, from layout and copy to dynamic design. “Our goal with Webflow landing pages is to elevate how we present our products,” said Cong. “We want visitors to quickly experience a deeper understanding of how all our devices connect into one powerful cloud platform.”
Migrating paid landing pages to Webflow gave Cong’s team full ownership of page layout, testing, and iteration. Webflow’s modular CMS lets marketers design, publish, and optimize pages with minimal QA, while Optimize enables real-time testing and personalization without developer involvement.
“Before, spinning up new pages required a heavy developer lift. Now, with Webflow’s CMS, we can launch with minimal engineering support and close collaboration between marketing and design. It’s a repeatable system that lets us move fast without sacrificing quality,” Cong says. “Removing the developer dependency didn’t just make us faster, it made us more strategic.”
The impact is tangible. Landing page build time dropped from four days to one, and they can launch new experiments in hours instead of weeks. Cong evaluates every test through four key principles: impact, effort, confidence, and time to result. That framework helps balance major strategic experiments with smaller, always-on optimizations and ensures the team focuses on experiments that drive measurable results.
An experimentation framework with customers at the core
“The speed with which I can set up and launch an experiment using Webflow Optimize is unmatched. I can run a test on a Tuesday, and by Wednesday we have directional data.”
- Sara Pion, Senior Growth Marketing Manager, Samsara
Samsara’s audiences are not typical B2B software buyers. “They’re safety managers, operations directors, project managers, etc — the people behind today’s most complex physical operations.,” Cong says. This guides every experiment. Rather than focusing on flashy visuals, Samsara’s marketing team designs for clarity and ease of use. “For part of our audience, speed and simplicity take priority over animations. Success is when they can complete a mobile form in just a few seconds.”
Experimentation already produced meaningful improvements in conversion and experience. For example, when the team redesigned their paid landing pages from a single-column layout to a dual-column format, visitors could see more key information above the fold, and conversion rates increased by double digits. Another test replaced a redirecting call-to-action button with an embedded on-page form, increasing conversions by as much as 50% and revealing opportunities to refine lead validation.
On the organic side, Sara’s team uses Webflow Optimize to fine-tune experiences by industry and campaign. “Marketers often move on too quickly from what didn’t work. Optimize lets us revisit those ideas, narrow the audience, and speak directly to the right people,” said Sara. “When the message feels relevant, engagement goes up, and so does lead quality.”
Take one of their highest-impact experiments, which targeted visitors from the construction sector who landed on Samsara’s fleet tracking page. “A lot of these companies don’t have fleets,” Sara says. “They have equipment.” Her team used Webflow Optimize to change the headline from “GPS Fleet Tracking” to “GPS Asset Tracking for Construction,” a simple edit that led to a 36% increase in lead-to-opportunity conversion.
“I set that experience up in a day,” says Sara. “By comparison, changing homepage logos previously required prioritization in a two-week development sprint.”
Turning insights into strategy across the funnel
“Webflow Optimize unlocks the ability to revisit ideas that didn’t land before and put them in front of the right audience.”
- Sara Pion, Senior Growth Marketing Manager, Samsara
As experimentation scaled, Samsara built a data-driven framework to connect Optimize results to broader marketing and sales outcomes. The team integrates Webflow Optimize with Adobe Marketo to track how experiments influence lead quality and pipeline performance. “Not only can you target Marketo Smart Lists, but you can set specific goals for experiments based on form IDs. Your web tool and demand gen tool actually talk to each other,” says Sara. “That’s really powerful.”
Every experiment is tracked through a shared dashboard that captures top-of-funnel metrics such as impressions and clicks, as well as deeper metrics like lead-to-opportunity conversion rates. “That visibility lets us decide whether to graduate a variant to 100% of traffic based on real impact,” Sara says. This visibility also allows sales teams to feel the difference when higher-quality leads come through.
Optimize also helps the team maintain consistency across channels. Experiments can mirror the same nurture experience a prospect receives in email, allowing visitors to see personalized content on the website that reflects their stage in the funnel. For Samsara, that means turning personalization into a connected system rather than a series of isolated tests.
Looking forward, Cong plans for more than half of each quarter’s experiments to be what he calls “big bets,” complemented by a steady cadence of smaller, automated tests. The team is refining their on-page form validation logic to maintain high conversion rates while improving lead quality, and is exploring AI-assisted workflows to accelerate creative testing.
“Webflow helps us track how our audiences evolve over time,” Cong says. “The goal is to keep experimenting, keep learning, and make sure we’re always aligned with what our audiences actually care about.”
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